B2B marketing and phone selling experts at work

Hugh Macfarlane, Founder & CEO of align.me, writes... We’ve said it before and we’ll say it again. B2B marketing is nothing without a strong sales team to work with on the same set of goals. The crucial thing for B2B marketing teams to pre-empt, is that their sales counterparts will likely have more talk-time with prospects, and so that time needs to be spent wisely. So how can B2B marketing teams help sales develop this wisdom? B2B marketing strategies should encompass clear tactics that equip sales representatives with everything necessary to nurture prospects effectively. And at DemandCon, READ MORE

2020-08-24T07:44:30+10:00By |Alignment|

Is Bargain Basement Data Really a Bargain?

Hugh Macfarlane, Founder & CEO of align.me, writes... You need names to fill your Funnel. There are lists available for B2B marketingcompanies that give you names. But whether these lists offer quality leads is another matter. B2B marketing professional can find themselves torn between the idea of a quick-fix, and using up valuable resources trawling through data to find names of their own accord. This may seem like a catch-22 to some, which is why gaining an expert’s insights on the topic is valuable. Suaad Sait, Chairman Reachforce, and one-such expert on the matter says,  “Essentially, poor READ MORE

Social media panel for B2B marketing

Hugh Macfarlane, Founder & CEO of align.me, writes... The Mecca for social media in B2B marketing is at DemandCon on May 19th. If you’ve ever thought to yourself – ‘how does social media work in B2B marketing’ – but never quite received all the answers you needed, then I would pay close attention to what happens at the ‘Intra Funnel – Social Media Panel’ presentation on day 2 of DemandCon. So why do I believe this presentation to be so significant for B2B marketing professionals? For starters, the panel will be moderated by Kristie Wells, Founder and READ MORE

2016-12-01T05:02:23+11:00By |B2B marketing blog|

Virtual events for B2B marketing

Hugh Macfarlane, Founder & CEO of align.me, writes... The internet is no longer an optional B2B marketing channel, but a key platform to almost every campaign executed. If we consider the huge changes that we’ve witnessed in the last decade, it’s logical to think that the virtual landscape will only continue to move to the centre of every B2B marketing professional’s world. The best approach is to embrace what you can of the digital world to avoid being left in the dust! Has your company started conducting virtual events? In this presentation at DemandCon, Dennis Shiao will READ MORE

B2B marking needs to embrace social media tactics to drive attendance, revenue and buzz around your content

Hugh Macfarlane, Founder & CEO of align.me, writes... Social media has opened up an entirely new forum for B2B marketing, but many-a-marketer has dabbled and withdrawn from any serious use of these platforms. Even so, best practice for B2B marketing using web 2.0 functionalities has become a serious and sophisticated element to many Funnel Plans. So how do B2B marketing professionals create the ‘right buzz’ around what they’re doing? That’s the question Aaron Kahlow aims to answer in his DemandCon presentation. As CEO of Online Marketing Connect, and Chairman & Founder of the Online Marketing Summit and READ MORE

Why B2B marketing needs an element of ‘boy meets girl…’

Hugh Macfarlane, Founder & CEO of align.me, writes... Who tells the stories in your company? Most of you will answer that your CEO or Director of Sales or Marketing is the default raconteur. This quality makes this ‘talent attractive to B2B marketing professionals, prospects, clients, and probably their friends and family too. It’s simple – people enjoy stories. And good nurturing involves an element of storytelling (in B2B marketing, and in general!). So why isn’t the B2B marketing team fine-tuning their ability to tell a good story? Ardath Albee, author of eMarketing Strategies for the Complex Sale, READ MORE

2016-12-01T04:45:27+11:00By |B2B marketing blog|

After the funnel – translating marketing activity into CEO and Board level impact

Hugh Macfarlane, Founder & CEO of align.me, writes... Does your CEO know what an MQL is? What about an SQL and SAL? B2B marketing and sales professionals use this language on a day-to-day basis, so they can be forgiven for forgetting that other parts of the organisation may find it difficult to understand them as they reel off acronyms and abbreviations. The problem is that these ‘proprietary’ terms are key to understanding B2B marketing reports. So how do you communicate B2B marketing metric results without these concept-defining terms? We in marketing live in a great new industry READ MORE

2020-08-24T07:45:36+10:00By |Velocity|

The power of B2B marketing metrics: demonstrate your value

Hugh Macfarlane, Founder & CEO of align.me, writes... Does B2B marketing receive the recognition and support that it deserves in your company? Some B2B marketing professionals find themselves having to justify what they do to the rest of their organisation, when they could be making more headway with their marketing campaigns. One way of gaining back this time is to implement an effective process for measuring what you do. To do this, you first need to know what it is exactly that you should to be measuring. So, as Laura Patterson asks, “Does your marketing plan and metrics pass READ MORE

2016-12-01T04:56:12+11:00By |B2B marketing blog|

Stop warm leads leaking from the middle of your B2B marketing Funnel

Hugh Macfarlane, Founder & CEO of align.me, writes... Both demand generation and closing a sale are often a strong focus in B2B marketing strategies. But there is much to be said for what happens in between. This is where leakage can occur, and if your B2B marketing strategy doesn’t include a plug for leakage in the middle of the funnel, then those leads that you nurtured at the top will have been a waste of time. Does your company have a plan for the middle of the Funnel? Carlos Hidalgo, CEO Annuitas Group, has helped clients identify READ MORE

B2B marketing leads: born from opportunity or relationship?

Hugh Macfarlane, Founder & CEO of align.me, writes... While it is the stuff of frequent debates between Sales and B2B marketing professionals, this is a bit of a chicken and egg argument, because of course they’re interdependent. In B2B marketing, this means figuring out how to optimise leads regardless. Sales relationships require human contact, so even if B2B marketing automation techniques are generating a healthy flow of leads to your company – the process doesn’t stop there, (and probably didn’t start there either). So how do you know you’re doing enough chicken and enough egg? Donna J READ MORE