Thats the plan

that’s the plan…

By | Marketing Strategy, Sherpa blog | No Comments

As Christmas fast approaches and 2018 creeps towards the final mile, we at Sherpa are looking toward 2019. In fact, we at Sherpa, have been looking toward 2019 for quite a while. Why’s that you ask? Well, because we are planners. Not in the ‘urban development’ sense, but in the ‘planning ahead is the number one rule of marketing’ sense. We spend countless hours planning campaigns, content, communications, sometimes even blogs! But why?

Well, to use the age-old adage “failing to plan, is planning to fail”. We are a goal driven agency…we have to be, as we have set targets in place from our clients (and for our own marketing) and therefore require a stringent plan to execute all of our marketing prowess. Are we just at risk of wishing our lives away and missing the now, always looking to the future and not focusing on the present? Absolutely not! Creating a full campaign plan, plotting targets, planning all the set content in advance, scheduling corresponding social posts and laying out set metrics, leaves you far more able to focus on the more agile elements of your marketing…’the now’.

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Marketing and Strictly? It’s a 10 from me…

By | B2B, Content Marketing, Sales and Marketing Alignment, Sherpa blog | No Comments

I’d like to say that at 7pm every Saturday night I am in the throes of a prosecco fuelled beautifying session, in preparation for a night on the tiles…but let’s face it, that would be a lie. In fact, I am usually nestled on the sofa, with a cup of tea and something I’ll regret eating, waiting for the latest episode of Strictly. I, along with nearly 10 million other people, who cannot get enough of the ballroom phenomenon. But what is it that makes Strictly such a success and how can we can we harness some of their rhinestone fuelled magic for use in our own marketing efforts? Well, we could start by moving the office to Blackpool, employing someone called Kevin from Grimsby and upping our fake tan usage, but I’m afraid this is not the answer…so what is? Well, here are five mantras we could all live by!  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

ABM

4 ways businesses are raising their ABM game

By | ABM, B2B, Marketing Strategy, Sherpa blog | No Comments

A Sherpa is a guide. Someone who leads the way, sets a path and navigates less experienced travellers across difficult terrain. Our name is important to us and is the inspiration behind everything we do. Therefore, we are proud to be leading the way in the constantly evolving world of channel marketing. As one of the first agencies to apply account based marketing methods in the channel, we have used our extensive channel marketing experience, combined it with our ABM expertise and formulated a guide to succeeding in Partner ABM.

However, how is ABM being adopted and applied by other businesses? ITSMA and ABM Leadership Alliance recently carried out a web based survey of 207 marketeers at 190 unique B2B technology and business services companies – including Sherpa – to produce the 2018 Account-Based Marketing Benchmarking Study: Raising the Game with B2B Marketing. It’s a hefty read full of useful information, but we know you’re all busy, so we have done the leg work for you by reading through the report in its entirety (all 43 pages) and have put together the takeaways…  Read More

3 key findings from Engagio's ABM 2018 Outlook Survey

3 key findings from Engagio’s ABM 2018 Outlook Survey

By | ABM, Marketing trends, Sales and Marketing Alignment, Sherpa blog | No Comments

If you are a regular follower of this blog, firstly thank you, and secondly, you may have noticed that I have been harping on A LOT lately about Account Based Marketing. Now the sceptics among you may think it has something to do with the fact that we are sponsoring the forthcoming B2B Marketing Exhibition, ABM: Getting it right and making it happen…well you would be correct, but not entirely. The real reason we are talking a lot about ABM and in fact the reason we are sponsoring the B2B ABM expo is simple…ABM works, it is very much here to stay and we at Sherpa are leading the way with delivering ABM through channel partners.

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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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supporting our community

supporting our community

By | Sherpa blog | No Comments

This week our blog is a bit different…we recently sponsored Lulu Murphy on her travels to Cambodia, where she was spending a month with families throughout Cambodia to offer vital development within their villages. We support a couple of local charities – Mind BLMK and BEAT – but as a local teenager, we thought it important to get behind this goodwill mission and offer Lulu some sponsorship…on the condition she write a piece telling us all about how she got on! So, here it is… 

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Sherpa continues rapid growth in Global Operations

Sherpa continues rapid growth in Global Operations

By | General, Sherpa blog | No Comments
We’d like to take this opportunity to introduce our new Client Services Director, Lee Walker, former Business Development Director for Stylus, who has has joined our rapidly growing Global Operations team this week.

Lee brings extensive marketing expertise from previous agency roles and his experience of managing numerous, successful teams throughout his career will be integral in his role as Client Services Director and ensuring Sherpa’s customers continue to be fully supported.

lwalker@mintelLee welcomed his move, saying, “I am delighted to be joining Sherpa as the business looks to continue its successful growth. Sherpa already has a strong client focus, as evidenced by its long-standing relationships and recent business wins. I am joining a remarkable team who are extremely experienced across the full marketing mix, from data management, strategic planning and ABM to content marketing, SEO and paid traffic. The skill set is incredibly diverse and I am confident that through our combined efforts our global operations will not only become more efficient, but also develop stronger and more valuable business relationships with our clients”.

Sherpa CEO, Tom Perry adds “Sherpa has a wide range of clients, made up of some of the largest companies in the tech space at present and as our client base grows and the marketing landscape continues to change, so do the required skillsets of our core team. I am a big believer of championing our team and investing in them, so ensuring the right person stepped in to the role of Client Services Director has been paramount. I have no doubt that we have found someone in Lee who can actively lead our expansion and grow our operations teams as we take on more global marketing programmes.

Our vision of creating the world’s best channel marketing agency requires people of Lee’s calibre and I’m delighted he has joined Sherpa at this time of rapid expansion”.


 If you would like to chat through your marketing requirements or would like to come and meet the team., please get in touch: letschat@sherpamarketing.co.uk / 01234 964000

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Taking off Bake Off – the recipe to marketing success

By | Sales and Marketing Alignment, Sherpa blog | No Comments

Well the sun has put his hat in winter storage, bank holiday was a wash out, football season is back…I’m starting to feel more comfortably British. Especially as this week saw the return of the Great British Bake Off. There is nothing more quintessentially British than watching a diverse group of contestants surrounded by bunting, attempting (and often failing) to make delicious baked goods in a marquee, whilst sipping a hot cup of tea (who makes their tea by the way?!). It takes the nation by storm. But what makes this village fete on steroids so very popular. Well, the combination of humour, camaraderie, healthy competition and the magic of combining the perfect blend of ingredients to create a showstopper is utterly engaging. 

It seems that everything in life is about creating the perfect mix – this is especially applicable to marketing. The term ‘marketing mix’ is well defined and commonly used. That is because marketing is such a multi-faceted, multi-tactic mechanism. But it was whilst watching Bake Off through slightly envious eyes (tell me I’m not the only one who plans to bake every weekend, but inevitably decides life is too short when M&S does it so well), that I realised that there are plenty of parallels between creating the perfect cake and creating the perfect campaign. 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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