It goes without saying that this year wasn’t what any of us were expecting. Without being too doom and gloom, it’s been difficult on people and businesses alike. Sadly, for our industry, among those hit hard by the economic downturn were marketers. So what does this mean for the future of your organisation? We all […]

80% of marketers say ABM improves customer lifetime values, while 86% say it improves win rates.[1]     Account based marketing has been growing in popularity over the past few years. For those not yet in the know, ABM is a strategy that directs marketing resources towards engaging a specific set of target accounts (i.e. […]

It can be difficult enough to secure marketing budget – even when things are good. Given the year we’ve had and the imminent tightening of purse strings, things could get even harder for marketers. Thankfully though, there’s a glimmer of hope.      Businesses will typically allocate budget to departments and functions they know will […]

In January 2020, B2B Marketing’s Trend Tracker found Marketing Automation was the top focus for client-side marketers, and second highest for agency side marketers. 10 months and a global pandemic later, the solutions that MA provides continues to support teams through times of stretched resource, budget cuts and uncertainty of the future of their market. As the […]

As the Daft Punk track once said, where is your head at? For the last few months, we’ve been on a roller-coaster ride of essentially improvising, responding and adjusting to events in the best way we can. Most of us are probably at the ‘norming’ stage where we’ve adapted to the change in our ways […]

These three words are appearing everywhere at the moment. Whilst some B2B sectors, such as food retail, have been fortunate in not being adversely affected over the past months. Others have either had to change tack or sadly not survived. The manufacturing industry is an example of a sector which will ‘survive’. It has been […]

I recently wrote an article about how we all have the power to change an average customer experience into an epic one. I’ve been thinking more on this, specifically how our much-loved marketing funnel plays a key role. We’ve all got our own version of the funnel varying from one organisation to another depending on the sales […]