5 ways to keep your marketing real

By | Marketing Strategy, personalisation, Sherpa blog | No Comments

With Brexit and the uncertainty of our future dominating our every newsfeed, it is not surprising that my social media feed is peppered with friends and contacts seeking comfort by looking back at where they have been. The #10yearchallenge is being adopted by young and old, individuals and companies, Jo public and celebrities; many of whom are celebrating changes or showing how far they’ve come in the past 10 years. Times have changed enormously since 2009 and the contrast between the slightly grainy images taken on our trusty Blackberries and the heavily filtered images of today is poignant. We live in a world where digital perfection is eagerly sought after and a Valencia filter is becoming a staple. But can we put a filter on our marketing efforts?

Absolutely not. Despite living in a world where people are shrouding themselves in a rose-tinted filter, they have little time for it when it comes from a sales and marketing perspective. Marketing is getting personal, it has been for a while and, companies have to be as real and as transparent as possible when marketing to these people. So, what can we do to keep our marketing as real as possible:  Read More

B2B ABM

ABM, B2B and four key findings

By | ABM, B2B, Content Marketing, Digital Marketing, Marketing Strategy, Marketing trends, personalisation, Sales and Marketing Alignment, Sherpa blog | No Comments

Account Based Marketing (ABM) continues to dominate the conversation amongst marketeers. So much so that last Thursday saw 400 B2B Marketing professionals descend on the Mermaid Theatre in London, for the annual B2B Marketing Conference; this year titled ‘ABM: getting it right and making it happen’. We at Sherpa are not shy when it comes to expressing our love for all things ABM, so decided we would put our money where our mouth is and sponsor this exciting event. Sherpa CEO, Tom Perry, hosted a popular session on Partner ABM and engaging partners through the channel using account based techniques.

The day gave attendees a good chance to network with some fellow ABMers, get more of a gauge on how business leaders are feeling about ABM and listen to some of the more established ABM professionals giving keynotes on their experience. There was a huge amount of information on the table, some of which gave mixed views of ABM approach and highlighted how there is a long way to go in the ABM journey – it is still a relatively unestablished principle and there is a lot of room for best practice to be shared. However, there were definitely some standout points which resonated with the Sherpa team, so here are our four key takeaways.  Read More

Let's get personal...

I’m talking to you!

By | ABM, Content Marketing, personalisation, Sherpa blog | No Comments

Marketing is a smelting pot of different tactics, trends, tools, platforms and strategies all swirling around together. Some of these sink to the bottom, some bubble to the top and others combine to make an entirely new blend altogether. Personalisation is one of the ingredients in this marketing mix which seems to have been bubbling away for years. It could be described as the seasoning in the pot…when used in isolation, it is entirely unpalatable; but when added to other ingredients, it enhances the entire flavour and magic can happen.

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