How do you help buyers move between each stage in the buyer’s journey?

An ‘idea catcher’ using Generative AI

Allow me to share a new internal GenAI use case that one of our team developed. Super cool. It 'captures' all our learnings throughout the week and shares them with the team once a week. Background first One of our values as a company is learning. Like all values, it's a pretty obvious ideal, but so are the other 150 we could have chosen but didn't. They all matter, but learning is one of only five we choose to prioritise. So, as you'd expect, we do a lot to live that particular value. And that's a reason READ MORE

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

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

Organic vs Paid Content for B2B LinkedIn strategy

LinkedIn has quickly become one of the most popular social networks in the world. Its focus on businesses and professionals makes it one of the best tools for B2B marketing, yet many organisations still aren't aware of just how powerful the platform can be for them. Used in the right way, B2B businesses can use LinkedIn to increase brand awareness, engage with current and potential customers, and drive new opportunities for their business. Yet few are truly optimising their LinkedIn marketing strategy to achieve these benefits - and some are neglecting LinkedIn altogether. Here we'll be discussing 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

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

Five ways to lift B2B landing page conversions

A good landing page is key to a successful marketing campaign – it's what will convert your visitors into leads, after all. But a B2B landing page can often be tricky to create due to a lack of understanding of the wants and desires of your audience. B2B consumers are often driven by a real need for a product and have more pragmatic purchasing habits than their B2C counterparts. Knowing how to build an attractive and effective landing page for these consumers will lead to higher conversion rates, a better reputation for your business, and more sales. READ MORE

Build a B2B content marketing plan you’ll actually stick to

It's easy to overlook the importance of content marketing. Tactics like blogging, thought leadership and organic posting can often lose out to more lead and sales-based tactics. While positioning with content is a vital part of marketing, the idea that it doesn't convert makes it less attractive to a lot of businesses - and not worth the precious time and resources. However, the value of positioning through content marketing should never be underestimated. We consistently see our clients achieve conversions from customers who have been receiving content from them for months – even years. Even if you READ MORE

Being authentically useful with your content marketing

As a company, we're pretty successful sales and marketing specialists (if I do say so myself). As part of our everyday offering we: plan the sales and marketing for many large and small companies globally contribute to a part of the marketing for a handful of large companies - also globally do (almost all of) the marketing for around 50 smaller Australian businesses. But at the same time, our own marketing often suffers. We don't have enough time, worry that we don't have enough worthy ideas, and sometimes struggle with a consistent brand voice. We work super READ MORE

Why case studies can be your most valuable assets (and how to use them)

We know that B2B has a longer and more complex buying process than B2C, and therefore a longer buying journey. The key element of B2B marketing is connecting with the customer at the point they're at in their journey. Then, moving them onto the next step (and the next, and the next…) It's a careful balancing act that's important to get right. Go too hard too soon, and you can say goodbye to that prospect. Don't make your case hard enough when they're ready, and they'll wave goodbye to you and head for your closest competitor. Usually, READ MORE

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