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

Virtual or non-virtual? Deciding on the right format for your business events and meetings

Before 2020, businesses had a lot more choice in the ways in which they delivered meetings, workshops, and other events. For some, like ourselves, virtual meetings were already the norm. After all, why travel an hour for a thirty-minute meeting when you could be more efficient with your time? But what about other business activities such as facilitated workshops or events? At align.me, we have always happily relocated to wherever needed to undertake these activities. But 2020 threw a spanner in the works and demanded everyone shift to virtual formats. As we’re seeing things return to "business READ MORE

2021-03-23T14:58:27+11:00By |Strategy|

The absolute basic sales & marketing must-do’s for DIY B2B digital marketing

In a perfect world, businesses across Australia would have access to the means to perform high-quality, efficient B2B digital marketing practices regularly. However, if this last year is anything to go by, for many finances are tight and extra time is non-existent. This means business leaders are faced with the tough choice of where to invest their resources. The reality is that many small B2B businesses can't afford outsourced marketing functions - or professional in-house teams - due to low revenue and the need to be cautious with expenditure. For these businesses, many are moving towards undertaking READ MORE

2021-03-11T14:28:58+11:00By |Tactics|

The missed link between tactics and strategy

We know that if you change your strategy, you need to change your tactics. But the reverse is just as true: If you change your tactics, you might be changing your strategy (or at best, contradicting it) unintentionally. In my November blog, I argued that as we start to emerge from a torrid 2020 into an uncertain 2021-2, we have to be ‘OK’ about a seeming contradiction: that stability was still crucial, but we need to be comfortable pivoting both strategically and tactically. I want now to argue that we have to be very intentional about those READ MORE

2021-02-01T08:20:56+11:00By |Strategy|

How to use your website data to improve business outcomes

Gathering information about potential customers is a critical component of your B2B marketing strategy. Without it, you won't know where to target your marketing efforts, what strategies to implement or how those efforts are being received. As the saying goes: "what isn't measured can't be managed". Successful business owners understand the importance of assessing the market to make informed decisions that align with internal goals and external market forces. By monitoring how potential customers interact with your website, you can leverage data-driven tactics to improve their experiences; building visibility, engagement, clicks and conversions for your brand. Website READ MORE

2021-02-25T15:48:00+11:00By |Tactics|

How the budget, grants, and changing markets will affect business (plus the 4 steps to growth in uncertain times)

In 1966, Robert Kennedy said: "Like it or not, we live in interesting times. They are times of danger and uncertainty, but they are also the most creative of any time in the history of mankind. And everyone here will ultimately be judged - will ultimately judge himself - on the effort he has contributed to building a new world society and the extent to which his ideals and goals have shaped that effort."  If Kennedy were alive today, I wonder what words he would use to describe the time we share and the world we live READ MORE

2020-12-04T10:00:09+11:00By |Strategy|

How CRM customisation affects your B2B sales and marketing success

When you make a sale, the details of that sale can be used to create more sales opportunities. You want to know who the buyer is and what they need, so you can upsell and cross sell. You want to know why they needed your product or service so you can sell to others like them. And you want to know how they found you so you can reach others in the same way. On the other hand, you also want to know the how’s and why’s of prospects that leak, so you can adjust your approach READ MORE

2021-02-25T15:48:33+11:00By |Tactics|

The cool winds of change won’t stop blowing any time soon

Well, who'd have picked that? Growth was certain. In January 2020, the International Monitory Fund (IMF) expected global demand to rise from the 2.9% we saw in 2019 to 3.3% in 2021 and 3.4% in 2022. Globalisation was still accepted to be obviously good in most advanced economies. Certainly, the US was heading into a period of uncharacteristic insularity, and the UK was busy extracting itself from Europe. But those shifts were already 'priced in', and there was a strong chance that the US would strike a trade deal with China in early 2020. Fast forward ten READ MORE

2021-01-24T17:20:12+11:00By |Strategy|

What can we learn about sales and marketing from legendary sportsman Captain Blood?

For those of you who know me beyond my business pursuits, you will know that – like 100,000 other Australians – one of my passions is Australian Rules Football (to my American friends: no, this is not rugby) and one club in particular: The mighty Tigers – the Richmond football club. In our history, we’ve produced many great champions but probably the greatest of all is the legendary Captain Blood himself, Jack Dyer. Dyer was renowned for being one of the toughest men ever to play the game. Why Captain Blood, you ask? Well, I answer you READ MORE

2020-11-05T09:50:39+11:00By |Sales|

Marketing on a Budget: What to keep and what to cut

Why is it that marketing is one of the first things to get cut when budgets tighten? The conception amongst B2B business owners is that positioning is a long game and that demand response is low, so taking a hiatus from both forms of marketing won’t make much difference. You could be forgiven for thinking too, in the current climate where online traffic has increased, we're 'over'; webinars again, and content creation is reaching saturation point, that your voice would be drowned out in the digital noise anyway. Sure, customers are reducing spending on 'non-essentials' so minimising READ MORE

2021-03-08T16:58:32+11:00By |Strategy|
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