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

Buyer-centric go-to-market strategy (with a little help from Geoffrey Moore)

This article is something of an essay on my current thinking about buyer-centric go-to-market strategy and has been shaped by a recent conversation with strategy luminary Geoffrey Moore. Why buyer-centric go-to-market strategy? And why now? As a high-school drop-out, I was in a customer service role from 1980 and earned my first sales role in 1983. I was lucky enough to start my career in sales at a company with a deep commitment to soft-skills training, and to work for managers committed to nurturing any skills they'd helped me acquire. I did very well. Not through any 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

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

A Leaders guide to crossing the chasm post-Covid

Back in 2016, I wrote and shared an article that looked at how you should consider market maturity as an input to setting effective go-to-market strategy. The article was originally triggered by a conversation with the owner of a prospect (later a customer of align.me)  Justin Annesley the Managing Director of local printing company  Inkifingus. Justin was struggling with accelerating his SME print business revenue during a period where traditional printers like his needed to transition from long-run print to shorter run, digitally enabled solutions. Many of his traditional buyers were moving away from him to lower READ MORE

Why saying “no” to an opportunity can get you 13% more sales

I want to talk to the topic of sales effectiveness and, in particular, argue why walking away from a bad deal early is a good idea. I could come at this conversation from multiple angles. I could explain why employee satisfaction would be higher if we walked away from bad deals. I could talk about why your market reputation is enhanced by walking away from bad deals. I could mount countless other legitimate arguments. But on this occasion, I want to mount my argument by looking only at the numbers - in particular, resource numbers. I'm going READ MORE

A Leaders guide to optimising your technology, people, and supply chains

Over the past few years, the align.me team has been regularly holding events for leaders (both our clients and their guests) to share and collaboratively workshop growth insights. Our objective is to create new networks, refine best practice in B2B marketing and sales, and give a little thank you to those who have entrusted us with referrals over many years. When we brought this group together late in 2020, the global economy was climbing out from the depths to which it had plummeted. And, locally, we were dealing with the aftermath of the early lockdowns. At the READ MORE

How to choose an outsourced marketing partner

If you're an avid (or even just casual) readers of our blogs, you'll know we've written a lot about outsourcing your sales and marketing. We've said why you should do it, when you should do it - even how to best manage and work with your outsourced partner. But to gain all the advantages that outsourcing can offer and achieve successful marketing outcomes, there's another crucial step: Picking the right outsourcing partner. It can be hard handing over such a crucial part of your business to a stranger - especially if you're totally new to outsourcing. You 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

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