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 ›

By |Tactics|
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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 ›

By |Strategy|
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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 ›

By |Tactics|
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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 ›

By |Strategy|
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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 ›

By |Tactics|
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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 ›

By |Strategy|
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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 ›

By |Sales|
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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 ›

By |Strategy|
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Where to Direct your Marketing Spend

If you had four products or services, how much money should you spend on each? Should you double-down on the one product or service that's making all the money? It may not be obvious, but the answer is no. Allow me to show you why. https://youtu.be/GGgQTblgaf0 Where should your money be going? Let’s start by analysing which of your markets are mature (and therefore unattractive) or new (and attractive), and where your products sit in those markets. Essentially, this means looking at whether your offer is a: Weak product in a mature market Strong product in a READ MORE ›

By |B2B marketing blog, Strategy|
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Using Focus as a Strategy to Dominate your Market

In every market there's a go-to provider – normally, that's the biggest provider on the market. So, how do you become the go-to-provider and absolutely dominate your market? The answer is to focus. https://youtu.be/NuStN9-L_nQ It’s hard to gain traction in a big market Imagine you hold 6% of your market – certainly the market is big enough for you to succeed. But if you flap around in this whole market, then you’re an invisible small player. On the other hand, if you can find a market small enough, then you can dominate it. Here's the switch: you READ MORE ›

By |B2B marketing blog, Evergreen, Strategy|
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