In order to optimise the performance of any marketing campaign, it is essential to know your target audience. This means going further than demographics to get a real sense of who your buyer is and what drives them. This can be done by building buyer personas. A buyer persona is a research-based profile that depicts […]
03
Dec
Dec
Developing a competitive B2B content marketing strategy and supporting collateral often requires an investment of time, resources and money. With this in mind, it can be tempting for organisations to pass these costs onto potential or existing customers, such as through charging for access to eBooks or fact sheets. So, why is it then that […]
27
Nov
Nov
When we think of customer loyalty, we will typically think of B2C tactics such as points systems, promotions, stamp cards and exclusive offers. While the tactics may differ for B2B, we know how important it is to generate customer loyalty. Acquiring a new customer can cost up to 5 times more than retaining an existing […]
13
Nov
Nov
Email marketing has, for a long time, been a prevalent part of B2B marketing campaigns. However since its inception, it has evolved tremendously. Email marketing technology today gives B2B organisations a platform to deliver relevant content based on customer behaviour and engagement. This is beneficial to both the customer and the business, as customers can […]
12
Nov
Nov
Guest blogging is a digital marketing tactic that can position a business as a thought leader by increasing brand credibility and awareness. It can also boost a website’s SEO. Guest blogging attracts traffic to a website and boosts domain authority as it generates external links from high-authority domains. Like other digital marketing strategies, guest blogging […]
05
Nov
Nov
There is no denying that the COVID-19 pandemic has, and will continue to fundamentally change business behaviour as the way we live, work, and buy has been dramatically rewritten. While shifting demands inevitably pose a challenge for both businesses and marketers, it also represents an opportunity to learn and redesign marketing strategies to not only […]
19
Oct
Oct
Social media has become an integral part of B2B marketing strategies around the globe. With 3.6 billion users worldwide in 2020, and a predicted 4.41 billion users by 2025, B2B marketers are harnessing the platform to reach desired target audiences to promote their products and/or services through a diversified calendar of content. Further, marketers are […]
09
Oct
Oct
One of the most effective ways to reduce spend on digital marketing campaigns is to get more quality clicks from the content that is already on the site. This can be done by increasing click-through rates (CTR).  The click-through rate of an organic campaign is the number of clicks you get divided by the number […]
09
Oct
Oct
With nearly 700 million active users in 2020, LinkedIn has expanded from a networking site for professionals around the globe to taking the top spot on the social media platform ladder. The platform was also voted as the most trusted network by Business Insider and its lead conversion rates are 3x higher than other major […]
06
Oct
Oct
When email marketing has the potential to generate an astounding 3,800% return-on-investment, it would be easy to assume that this is a strategy B2B companies prioritise. However, while 45% of B2B marketers say email as the most effective digital marketing channel, 59% of B2B organisations are yet to adopt this tactic. B2B email marketing can […]