About Alice Antonov

This author has not yet filled in any details.
So far Alice Antonov has created 11 blog entries.

Copywriting for B2B: 5 ways it can be used to improve your marketing

It may surprise people just how much of marketing involves writing. But if you look closely, writing is everywhere: in ads, eBooks, landing pages, websites… even video scripts. This means that good writing is incredibly important to making sure your marketing is a success. Even more so when it comes to copywriting for B2B, where the buyer's journey is longer and more complex and relies on a wide variety of marketing campaigns and collateral. Yet copywriting isn't always given the attention that it deserves - it can often be an afterthought, or a task handballed off to READ MORE

Why a one page plan will get you more sales and marketing results

It's quite an eye-grabbing statement to make - that a one page plan will bring in more results. But after 20+ years of shaping the sales and marketing of high growth businesses, our co-founder Hugh Macfarlane has found that brevity really does have merit. And this has never been more relevant than when it comes to your sales and marketing plans. Most sales and marketing plans are quite lengthy due to how much information is in them - everything from your target audience to your problem statements and your tactics. The intention when we build them is READ MORE

Measuring content marketing performance: 5 key metrics you should be using

Would you believe that 49% of marketers don't understand how their content performs? That means nearly half of all marketers have no idea whether their content marketing is getting cut-through or if there's something they could be doing better. It also means that the high effort and cost going into content strategy and creation may be going to waste. Content plays an important part in marketing for every business - but for B2B businesses with their often-complex product offerings, it can be especially hard to get right. That's where measuring your content marketing performance comes in. With READ MORE

The proven process helping high-growth businesses achieve effective sales & marketing alignment

Did you know that effective sales and marketing alignment can help your business lift revenue by 129%? That's a pretty powerful result - and it's within your grasp too. All it takes is a plan. Unfortunately, many high-growth businesses are stuck in a continuous cycle of misalignment that makes it hard to create - and then stick to - a plan. Luckily, realignment is possible, and there's a proven process that can help you achieve it (even if you're veered off track - or were never on track to begin with). A big thanks to align.me founder READ MORE

Why B2B content marketing could be your greatest asset in 2022

It's understandable that some B2B businesses have yet to utilise content marketing in their strategy - but the growing importance of content marketing can't be emphasised enough. Whilst content marketing has grown in popularity over the last decade, the benefits to B2B businesses may not yet be clear enough for some executives to want to invest in it. In our blog below we take a deep dive into why B2B businesses should consider investing in content marketing in 2022: No B2B content marketing plan? You might be missing big opportunities With a longer sales cycle and more READ MORE

How to create a highly sellable business

As business leaders, our focus should be on creating highly sellable businesses that are attractive to potential buyers. This will give you the freedom to move on to the next great opportunity when the time comes. The events of the global pandemic have drastically affected businesses - and have shown how prepared and ready some were to take advantage of the opportunities offered, and how some weren't. We've seen record acquisitions and exits in Australia; from CitrusAd's $205 million exit, Invoice2Go's $850 million capital injection, Cloud Guru's $2 billion acquisition, and even one of our own clients, READ MORE

The ultimate guide to planning and presenting an engaging webinar

Thanks to the advances in technology, the rise of digital marketing, and recent world events, webinars have grown in popularity as people have looked for ways to engage more online. It's likely you've been invited to more webinars in the last 18 months than in your entire career combined. The number of online meeting tools that have popped up - and the Zoom share price - alone is evidence enough of just how big this tactic has become. Webinars are a hidden goldmine of potential for you to meaningfully connect and engage with your audience, prime READ MORE

How to brief an agency through the lens of the buyer’s journey

  align.me co-founder Hugh recently appeared on the Growth Colony podcast to share his insights into how to effectively brief agencies and freelancers. The Growth Colony podcast is where B2B founders, CMOs, marketing & sales leaders talk about their successes, failures, what is working for them today in the B2B marketing world and everything in between. Briefing agencies and freelancers is a complicated process, and if you’re not able to get it right it can lead to a loss in profits and time. On the podcast, Hugh shares his expertise on the importance of briefing correctly, READ MORE

Uplifting the uplifters: Australia’s top business executives discuss leadership during disruption

Being a business owner or leader can be challenging, even isolating - it's not a gig that allows for much time off. It can also get lonely; there's no guidebook or blueprint for being a business owner or leader. Combine that with the lack of time left to network or meet with like-minded people, and it can turn into a bit of a silo. So, a few times a year, we host a roundtable that brings together leaders and executives from our SME and Enterprise clients. The event acts as both an opportunity to say thank you READ MORE

Here’s why the buyer’s journey isn’t dead

https://www.youtube.com/watch?v=8TtNWA3IjvM   Earlier this month, our co-founder Hugh was interviewed on the Pathmonk Presents podcast by host and design/UX expert Lukas Haensch. The Pathmonk podcast is a fast and effective show to sharpen your growth marketing skills. Hugh was interviewed to cast more light on recent statements purporting that the buyer's journey is dead. And as an expert on marketing and sales funnels, it was clear that Hugh could help bring more clarity as he discussed why this statement is categorically untrue. From here, we get an unfiltered view of Hugh's expertise on buyer-centric thinking, the READ MORE

Go to Top