What will you sell? To whom do you sell? Through whom do you sell? Against whom do you sell?

And how will you decide?

Personas and Segments: Let’s Not Get Them Twisted

Alright, let's have a chat about something I've noticed cropping up a lot in B2B marketing discussions - the terms 'persona' and 'segment' being used almost interchangeably. I get it; they both help us describe and understand potential clients. However, they serve quite different roles, and it's high time we put a pin in the confusion and clearly define what each one stands for. First, let's talk about segments. In the grand scheme of things, segments are our starting point. Picture them as big, overarching categories that group businesses based on common characteristics, like the industry they READ MORE ›

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Road Testing a Problem Statement with B2B Customers: Two Paths to Consider

The centre of your go-to-market strategy is not your products or services, but the problem that you solve with these products or services. The problem choice informs messaging, of course, but also market selection, the shape of your sales channel, and even the products or services themselves. So you need to get it 'right'. How, though, can you make sure that your theoretically wonderful problem statement will stand up when exposed in the market? You need to 'road test' your language. Testing a problem statement with your B2B customers can be traversed through a spectrum of approaches READ MORE ›

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Does size really matter? How to size your funnel in uncertain economic times

What changes about your sales and marketing funnel when the market is in turmoil? Here are some tips on how to size your market, funnel, and resources accurately - so no matter the change in market conditions, you'll be able to plan a sales and marketing strategy that will enable you to maintain the required number of leads (and conversions) to deliver on your revenue goals. First, confirm your market size Market sizing is often done with a degree of rigour. But far less rigour is applied to the task of sizing your sales funnel. The proposition READ MORE ›

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New year, new plan: Building your 2023 B2B marketing strategy

A new year’s resolution is not just for personal ventures; it can (and should) involve your business goals too. We always start the year off by reviewing our clients (and our own) marketing plans and looking for opportunities for improvement for the year ahead. Why? The start of the year is when predictions are set and trends are established - plus, our minds are fresh. So it's the perfect time to do some self-reflection and start investing in your new strategies, reach out to new markets or even look into rebranding if that's something you've been considering. READ MORE ›

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How to price in an inflated market: Communicating, executing & optimising price increases

The 2020s continue to throw businesses into new and challenging situations. The economic landscape in Australia is pointing towards higher costs for the foreseeable future: the CPI is predicted to peak at 7.75% at the end of this year, and the Reserve Bank's efforts to curb inflation mean that interest rates will likely continue to rise. While the government is doing its best to combat the growing economic tensions and skills shortages, business owners should be preparing accordingly - including a proactive approach to reviewing and updating their pricing strategies. This was the topic at this quarter's READ MORE ›

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6 things to consider before using B2B LinkedIn ads

B2B LinkedIn ads have the potential to be a goldmine for B2B businesses, but it can be difficult for businesses to know whether this is the right platform to use (and how to use it). And while LinkedIn ads can be a gamechanger for businesses, the platform’s growing popularity means that more time and effort need to be put into getting ads just right. So what do B2B businesses need to know before they dive into advertising on LinkedIn and how can they get the most out of this platform? We sat down with Nick Steffens, align.me’s READ MORE ›

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Is B2B branding more nuanced than we thought?

In his introduction to April's Referrers' and Thank You Lunch, align.me's Co-founder and Executive Director, Brett referenced the stage musical Les Mis for its excellent branding. Part of what makes Les Mis so memorable is its striking colour, music, and movement. Every time the curtain goes up, each audience member, new or old, sits in their chair and expects to see a brilliantly produced performance. The Les Mis brand is a 'promise', and the cast and crew for each city's Les Mis production deliver on the promise in every performance. So, much like this iconic musical, B2B READ MORE ›

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Why you should tailor your sales messages to the buying influences

Every day it's getting harder and harder to get marketing cut-through. Consumers are becoming savvier to sales messaging and advertisements and more reluctant to reach out until later in their buyer's journey. And while it's now easier and cheaper to get your messaging in front of consumers, it's also easier and cheaper for your competitors (and their competitors… and so on). Need proof? You just need to look at some of these recent stats: A global average of 37% of Internet users now block ads 79% of buyers wait until after they’ve fully defined their needs to READ MORE ›

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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 ›

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The cheesy funnel (a b2b branding case study)

This is a B2B branding case study. But let's start with a short discussion about a very personal desire. We all want to be famous. (Well, some of us do). It starts when we're young, easily impressed, and gently and often bouncing between reality and fantasy. As teenagers, many dream of being recognised for some specific accomplishment - perhaps being in a band, a movie, a sports achievement. And as adults, who doesn't enjoy being welcomed back to a favourite restaurant or shop? Maybe those few who are genuinely famous crave anonymity, but most of us mortals READ MORE ›

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