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 ›

By |Strategy|
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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 ›

By |Strategy|
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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 ›

By |Strategy|
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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 ›

By |Tactics|
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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 ›

By |Strategy|
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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 ›

By |Tactics|
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Organic vs. paid content: Where they fit into your B2B LinkedIn marketing 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 ›

By |Tactics|
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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 ›

By |Tactics|
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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 ›

By |Tactics|
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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 ›

By |Skills|
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