Can ABM really work in the channel?

By | ABM, B2B, Marketing Strategy, Sales and Marketing Alignment, Sherpa blog | No Comments
Channel marketing is a complex landscape to navigate. A small minority of Vendors and Partners are ahead of the curve when it comes to marketing activities and content distribution, but the majority are struggling to stay ahead, whilst battling MDF issues and sales and marketing misalignment. Channel partners have become accustomed to receiving market distribution funds, but due to the fractured MDF system, do not have the motivation, expectations or marketing expertise for effective delivery, leaving them disengaged. This is amplified by the lack of sales and marketing alignment within their teams, which results in an equally fractured sales funnel. 

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ABM: have you got the key to success?

By | ABM, Marketing Strategy | No Comments

Marketing is all about getting your brand message and product in front of as many people as physically possible…right? WRONG. Well, ok sometimes it is, but it really does depend on what you are selling. Would you market Facebook in the same way that you would market an IT and Communications Managed Services solution? No…not if you want any results! 

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State of Inbound 2018

an inbound state of mind…

By | B2B, Content Marketing, Digital Marketing, General, Marketing Strategy, Sales and Marketing Alignment | No Comments

Every year the kind folk at Hubspot spend countless hours interviewing over 6200 marketing and sales professionals around the world, in different industries, at various levels of seniority from companies of all sizes…and the result? A thoroughly comprehensive report detailing benchmark data on the changing marketing and sales landscape. Gold dust to those in the industry.

However, it turns out that we are pretty kind as well, so we thought we’d let you have a copy too…but for those of you who are reading this between meetings, here is our take on some of their key findings… Read More

Surviving in the SEO Arena

By | B2B, Marketing Strategy | No Comments

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Google boasts over 3 billion online searches daily and jumping through its algorithmic hoops to get your site at or near the top of any Search Engine Results page is the primary aim of any SEO project.

When building any serious website (or improving an existing one) there are several technical methods you can use to boost your site up the rankings in Search Engine results.

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Leading your prospects down the conversion path…

By | Content Marketing, Digital Marketing, Marketing Strategy | No Comments

 

whiteboard-849803_1920Inbound marketers use conversion paths to advance prospects through a sales and marketing funnel. To create a conversion path, decide which steps you want a visitor to take, then design content to support that conversion goal. Include your sales team in this process. Common conversion goals include collecting personal data, obtaining customer feedback, sharing industry information, and encouraging more social shares. You can write a series of blog posts, share a collection of resources or provide an online toolkit. Ask yourself, “How can we help our prospects get the information they need most at this stage in the relationship?”

There are four main parts to a conversion path/process:

    • Content – This needs to be relevant to what your customers are looking for. Ask yourself, ‘What are our prospects looking for and how can we make this simpler for them?’
    • Call-to-Action – It’s the way that your prospects are going to get to the landing page from your website and start the process. It’s the Key that unlocks the door! Because of this it need to do exactly as it says: have an action, so make sure you use actionable language and that they jump out of the page.
    • Landing Page – This is the part where the conversion starts. So your landing pages need to present the benefits of your offer/content, remembering that you need to focus on the problem that you are trying to solve for your prospect!
    • Thank You Page/Email – This marks the end of your conversion path. It’s the final tool you need to lead your prospect (website visitor) down your conversion path.

Here is a great example from Hubspot, they’ve got their piece of relevant content, made a persona-appropriate landing page and sent a thank you to the lead, all ready for the sales team to give them a call:

The Conversion Process

If you get the conversion path right, it’s pointing you in the direction of sailing your leads through the buyer’s journey!

 

So remember: Be fun. Be bold. Be creative!

For further reading please see how effective conversion paths work

Decision making in business – The Hare and the Tortoise v2!

By | Content Marketing, Marketing Strategy | No Comments

tortoise and hareThe article I read today was so great about the hare and the tortoise that I just wanted to share it with you. Some of you may have read ‘Thinking fast and slow’ and I guess this article was along the same lines.

It was written by Stephen Guise, who’s website is http://deepexistence.com

He describes the site as providing ‘creative strategies for lasting change’. I find his style warm, engaging and thought provoking. I’d really encourage you to check out his site. For some reason, I can’t see the hare and rabbit story on there, so maybe it was only on the emails that go out. For that reason, we’ve created a quick page so you can read the whole thing, here. Read More

Writing your 2016 Channel Marketing Plan? Here’s some tips to help!

By | Content Marketing, Marketing Strategy | No Comments

It’s that time of year again, isn’t it? Everyone is trying to finish up their last bits of marketing activity and decide what to do next year. We’ll all be busy presenting plans to the board, the sales operation or our boss – putting forward our case for budget and as usual trying to justify our existence!2016

It saddens me that still in so many companies marketing is seen as a ‘nice to have’ or a ‘must do’ rather than an essential part of driving the business forward – which is in fact what it really is! Ask most people which organisations they admire and two of the most often quoted are Apple and Virgin. These businesses are ALL about marketing. It’s perhaps the single biggest thing they do right. So why do we as marketers still struggle for airtime, or budget? Read More

Three ways you can spend your leftover marketing budget before Christmas!

By | Digital Marketing, Marketing Strategy | No Comments

moneyYou’ve executed nearly all your marketing plans for the year, you’ve squirreled and saved your budget in case it’s needed for contingencies or you’ve got an extra pot of MDF from somewhere that you’ve tucked away ‘just in case’…but now it’s almost Christmas (sorry, but it is!) and you’ve got 4 working weeks to use it or lose it! So what do you do? You can’t realistically execute a new campaign before Christmas, you can’t think of something ‘Christmassy’ to do and you’re not allowed to spend it on a huge party – so what are your options?

Well, here’s three things that often get shoved to the back of the pile, but that could actually help make your marketing in 2016 more effective.

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