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Inbound Marketing Age

Why B2B marketers must adopt a growth marketing mindset

Written by Katie Hughes  |  8, April, 2020  |  0 Comments  Subscribe

As the world around us takes an unprecedented turn, the instinct for many marketers will be to play it safe. But as Albert Einstein once said, “In the middle of difficulty lies opportunity.”

The B2B companies who will thrive in this new climate are those with a growth marketing mindset; who are willing to bend, flex and try new things.

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The ultimate guide to successful virtual meetings

Written by Nicola Risi  |  3, April, 2020  |  0 Comments  Subscribe

I'll bet my last pack of toilet roll that at least one of the following three  happened during your last virtual meeting:

  • Someone was late due to ‘technical difficulties'
  • Someone’s audio was compromised or not working at all
  • No agenda was prepared
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Marketing tips for businesses during the coronavirus outbreak

Written by Katie Hughes  |  31, March, 2020  |  0 Comments  Subscribe

No one expected 2020 to turn out quite as it has. As the coronavirus pandemic continues, we are all finding ourselves adjusting to a new, strange normal. And the impact of COVID-19 is being felt by every business across every sector.

As marketers try to maintain revenue flow and keep customers engaged during this exceptional time, they will be battling with a number of different questions.

How much should we talk about the coronavirus? What should we say? And how we should say it?

Do we carry on our marketing activities as normal? What if we come across as insensitive or opportunistic?

Business-as-usual might feel surreal at this moment in time. But marketers need to be thinking long-term. They need to keep building their brand and engaging with their audience.

So here are our top tips for managing your marketing activity during this period of uncertainty.

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How long should your blog posts be in 2020?

Written by Katie Hughes  |  18, March, 2020  |  0 Comments  Subscribe

New HubSpot data reveals the ideal blog post length for search engine optimisation (SEO) is 2,100-2,400 words.

I can almost hear you gasp.

Really? We should be writing blog posts of over 2,000 words?

Before we all panic, let’s backtrack just a moment.

The answer to how long your blog posts should be really isn’t as simple as that.

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4 ways to improve your B2B user journey in 2020

Written by Nicola Risi  |  4, March, 2020  |  0 Comments  Subscribe

Ask anyone how they vet a potential B2B partner or supplier and the likelihood is that it starts with a trawl around their website.

But the website user journey isn’t just designed to entice and attract new customers, it should also delight and impress existing customers.  

One of the biggest oversights of B2B businesses is that they can become complacent when it comes to their website.

“It does the job just fine.”

“If it ain’t broke, don’t fix it.”

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Business Writing - 5 Components to Persuasive Content

Written by Jeremy Knight  |  13, February, 2020  |  0 Comments  Subscribe

Editor's note: This blog was originally published in July 2012 and has since been updated for optimal accuracy and relevance. It was originally The Art Of Persuasive Business Writing - Copy vs content: from a conversion perspective

With business writing, people generally consider content and copy as two different things.

Well – they do have two different purposes: the purpose of content is to provide information of some subject – informative articles, long descriptive text, tutorials or even pictures and media.

Copy, on the other hand, seeks to incentivise.

Although in some cases copy can resemble content, its main objective is to engage your audience to take action – make a purchase, sign up for a newsletter, follow a link or add a page to bookmarks – whatever you want your visitor to do.

So, with business writing, while content informs, copy motivates.

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B2B marketing - 10 things to make sure you're doing in 2020

Written by Keith Errington  |  24, January, 2020  |  0 Comments  Subscribe

As we enter a new decade, it's a good time to take stock and assess where you are. Is your marketing the best it could be?

Are you concentrating on the right elements and heading in the right direction? 

Marketing has changed so radically in the past decade it would be easy to get overwhelmed or left behind. But then it would be just as easy to make rash decisions and end up wasting time and resources on a strategy that’s flawed or inappropriate for your audience.

Here are ten elements I believe are essential to an effective and successful B2B marketing strategy for the next year and beyond…

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Influencer marketing: to trust or not to trust?

Written by Katie Hughes  |  22, January, 2020  |  0 Comments  Subscribe

New research by Gartner predicts that by 2023, companies will reduce their budget allocation for influencer marketing by a third.

In their latest report, Gartner reveal that consumers are losing trust in brands and entities they don’t personally know and are instead turning to family, friends and local businesses to provide advice and information.

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How to convert your blog readers into leads

Written by Katie Hughes  |  8, January, 2020  |  0 Comments  Subscribe

If you’re blogging regularly, you’re probably expecting a return on your investment.

But while blogging can be an affordable and effective way to bring people to your site, unfortunately, it doesn’t automatically guarantee you a steady stream of new leads.

This doesn’t mean people don’t love reading your blog posts. They may come back time and again. Perhaps they view you as an authoritative voice in your industry. But still, they may not turn into leads.

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Brands as media publishers: 5 things we've learned in 2019

Written by Katie Hughes  |  16, December, 2019  |  0 Comments  Subscribe

Move over content marketing. Brands, we’re told, now need to think like media publishers.

This is a topic we’ve discussed regularly on our blog over the last 12 months.

We’ve explored what it means to think like a media publisher, who the brands are that are doing it well, and how you too can pursue a media publishing strategy.

Let’s take a look.

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How to create an effective discussion guide for B2B research

Written by Katie Hughes  |  12, December, 2019  |  0 Comments  Subscribe

Editor's note: This blog was originally published in June 2017 and has since been updated for optimal accuracy and relevance.

A discussion guide is a list of topics, questions and tasks used in qualitative research. When conducting interviews or focus groups for your B2B research, whether capturing feedback on a product or carrying out buyer persona interviews, a discussion guide is a vital tool for ensuring you make the best use of your time and gain a greater level of insight.

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