Content marketing produces three times more leads than paid search advertising. This means that quality copywriters are now at a premium. Here are three reasons why you should invest in quality content for your B2B marketing strategy.

Nearly every face-to-face marketing event in the world has been cancelled to help contain the spread of COVID-19. In response, organisations are scrambling to find alternate and effective ways to engage with customers and prospects. The question we’re increasingly getting is, ‘What activities can we switch on quickly now, but still be strategic and effective?’

Media types are generally described as three main categories: paid, owned and earned. Getting the right combination for your audience will help grow your brand, attract new business and keep existing customers.

Having a great website to introduce yourself to the public can increase awareness about your offering, encourage your target audience to buy your products or services, and entice potential partners or even acquirers to come on board.

Business-to-business marketing is a complex space. Unlike business-to-consumer environments, B2B businesses usually feature complex buying processes involving multiple decision-makers, high value transactions and long sales cycles.

306.4 billion emails are being sent globally every single day. 124.5 billion of those emails are specific to business. While B2B marketing tools are evolving all the time to develop new and innovative methods to reach audiences, 93 per cent of B2B marketers use email marketing to share content.

There was a time when companies who wanted to do business with other companies created glossy, expensive brochures and physically mailed them to their target audience. The better the quality of these direct mail pieces, the more likely they were to get cut-through.

As companies grow, there's a point where the marketing efforts need to change in order to find new customers. Do you hire a cheap, junior marketer with limited experience, or an expensive senior strategist? Or is outsourcing the better solution?

Many of the firms we’ve worked with have successfully implemented a marketing automation tool. Yet, when we are invited to meet with these firms a year or two post implementation there’s often one of several problems starting to emerge.

Optimising campaigns is essential to get the best results possible. When performing an A/B test, you can directly compare one landing page variation against another, which will let you ask focused questions about changes to your landing page and then collect data about the impact of that change.

How do you get the most out of your event sponsorship? Surprisingly, few people even ask this question but it’s crucial to make sure you haven’t wasted that sponsorship fee.

Search engine optimisation (SEO) is an important way to help boost your business’s position in Google search results. It’s simple: if your business doesn’t appear on the first page of the results, then it might as well not exist. The higher your company appears in the listings, the better.

If you’ve set up a Google Ads campaign and you’re not monitoring and optimising it constantly, you could be pouring money down the drain. To make sure your investment pays off, you need to apply optimising tactics. By sticking to the fundamental rules of quality score, your campaigns can achieve the best results when your keywords enter Google’s auction.

Most marketers grapple with data in all its forms every day. It’s flooding in from multiple sources in every organisation and it’s not getting easier to work with – in spite of the rise of marketing automation, salesforce automation, customer relationship management and financial management software.

When you say social media a lot of people still think Facebook and Instagram. Depending on what your B2B company sells these platforms may be of little use to you, but there are other platforms out there which you can use to increase brand awareness, share your marketing content, and reach potential new customers.

I’ve reviewed marketing automation implementations inside companies many times as part of our strategy work only to find the system has been relegated to a very expensive one-dimensional email delivery platform.

The rush to adopt marketing automation technology by B2B firms has delivered mixed results for many companies taking the plunge. It’s not that the technology is necessarily lacking, it’s the additional knowledge and competencies required of marketers to make them perform at their peak.

In the B2B sector it’s common to find businesses that have been successful without much focus on outbound marketing. However by introducing a role (internal or external) that focuses exclusively on building a constantly full pipeline of prospects you get scale beyond what a sales-only team can accomplish.

I was at the SalesForce World Tour Sydney event and there were lots of delegates trying to make sense of what exactly was on offer, why they’d need it and whether they were the right fit for specific solutions. There were a lot of options to consider.

Thanks to business social networking channels like LinkedIn, it is easy to identify potential B2B prospects based on criteria such as industry, role, and seniority. Organisations that are not taking full advantage of this tool are missing out on the opportunity to generate more leads, often at a significantly lower cost than traditional outreach methods.