B2B marketing that reaches executives

Hugh Macfarlane, Founder & CEO of align.me, writes… Is there a failsafe way to engage executives as prospects in B2B marketing strategies? We talked about selling to crazy-busy people when we reviewed Jill Konrath’s presentation titled to that effect, but it’s definitely a topic that B2B marketing professionals are drawn too. This is why I’m […]

Nurturing you and your leads will love: segmenting and automation to give B2B marketing leads a personalised experience

Hugh Macfarlane, Founder & CEO of align.me, writes… Surely this is a goal for most B2B marketing teams. But of course personalisation often reads as almost synonymous with difficult, so it sets the alarm bells start ring for many of us. The trouble is you will get better results with personalised B2B marketing tactics. At […]

Using a Metrics-Based Process for Generating Sales-Worthy Leads

Hugh Macfarlane, Founder & CEO of align.me, writes… Metrics for every stage of the lead-conditioning process? B2B marketing professionals will know that proving their worth to the rest of the organisation can prove painful at times. But when metrics are in place, they can serve to facilitate better planning, lead-readiness and maximise ROI. What you […]

Marketing Operations of the Future

Hugh Macfarlane, Founder & CEO of align.me, writes… Marketing Automation doesn’t happen overnight. There is a transition process involved. B2B marketing organisations will need to work through this process and respond to new ways of doing things as they go. B2B marketing delivery, user tracking, scoring and strategy all come into play. So what does […]