An effective lead follow-up strategy is vital to successful pipeline generation but many businesses struggle to adhere consistently to a cohesive process, often leaving revenue on the table. To understand trends in lead follow-up strategy and efficacy, Conversica investigated 1000+ companies and evaluated their engagement process as defined by the 4Ps Read More
The only reason you create marketing materials is to influence your buyers’ decisions in some way. But influence is really a function of memory. After all, your buyers will make decisions based on what they remember. So how do you create memorable marketing? Read MoreRead More
Marketers have a clear mission in 2020: to help salespeople adapt to a challenging new environment and maximise their sales. To do that, they need to be great sales enablers. So far so obvious, but whilst enabling sales has always theoretically been at the core of marketing’s remit, the practical Read More
Building and managing an effective tech stack isn’t child’s play – it’s a complex, nuanced and never-ending challenge to simultaneously optimise existing infrastructure AND plan for tomorrow’s needs. So in this complex environment, how do B2B brands ensure their building and optimising the right stack, in Read More
Martech has never been more critical to successful B2B marketing. But at the same time, the proliferation of platforms, the speed of channel evolution and ever-rising buyer expectations, means this success has never been harder to orchestrate. That’s where marketing operations should step in. Read MoreRead More
The B2B sales profession is reeling. Covid19 has fundamentally changed the nature of sales engagements, restricting face-to-face meetings or events for the foreseeable future, making hard-to-reach buyers harder to reach than ever. Meanwhile, more and more of the buyer journey for complex B2B products and services is being Read More
Today’s B2B buyers are more self-guided, self-reliant and savvy than ever before – that means that marketers have to work harder than ever to engage, convince and convert them. That, in turn, puts insight centre stage. Read MoreRead More
Digital communities have come a long way since the days of LinkedIn Groups and Second Life. In fact, bolstered by a new wave of innovative tech solutions and ever more savvy and hard-to-reach buyers, in 2021, they look like an increasingly sophisticated means to enable customer intimacy and enable better and Read More
The pandemic recovery period is poised to be a renaissance for small businesses, so now is a more important time than ever to understand and market effectively to SMB’s. As the economic recovery begins to unfold, brands need fresh insights to find, engage, motivate, and retain SMB customers. Cargo, Read More
For the last decade we have seen a continued evolution of the B2B buyer’s journey and the acceleration of online buying research. The continued growth of the size of buying team with the complexity that brings, coupled with the rise of ABM as a mainstream practice is causing Read More
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