Inbound Marketing Age

The importance of Customer Lifetime Value in B2B

Written by Keith Errington  |  10, June, 2019  |  0 Comments  Subscribe

In the ever-changing marketing landscape, many businesses – particularly B2B businesses – are increasing their emphasis on Customer Lifetime Value (CLV) as a key measurement to plan their marketing strategy.

So what is CLV and why is it important?

Customer Acquisition Cost

Well, first let’s look at a metric that has been used for many years when planning a marketing strategy and budget – Customer Acquisition Cost (CAC). This is simply the cost of acquiring a new customer.

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How to use your marketing data to make better content decisions

Written by Antonia Molloy  |  7, June, 2019  |  0 Comments  Subscribe

Editors note: This blog post was originally published in June 2016 but has since been updated for optimal accuracy and relevance.

What’s the most important ingredient in your content marketing mix? Your way with words, your eye for design, perhaps, or your turn of phrase? Or, is it your marketing data?

A data-driven content strategy is a powerful one; informed by what your ideal customers really want and need.

Data is an invaluable tool for inbound marketers - but you have to know both how to collect it and put it to good use.

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The changing roles of sales and marketing

Written by Keith Errington  |  5, June, 2019  |  0 Comments  Subscribe

In the past, the roles of Sales and Marketing have been fairly well-defined, understood and respected, but the changing nature of the market and buyers' behaviour has brought them into inevitable conflict.

Compartmentalised Departments

If we go back a few years, most companies had two, distinctly separate departments – Sales and Marketing.

In simple terms, Marketing would create all the sales materials and handle the brand positioning of the business. And sales would deal with the prospects and turn them into customers. It was more or less cut and dried.

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The power of 'you' - using smart content to nurture leads

Written by Nicola Risi  |  4, June, 2019  |  0 Comments  Subscribe

Read the following sentence:

‘If people want to become more productive and efficient at work, they should implement the following habits into their working day.’

Let’s change one thing:

'If you want to become more productive and efficient at work, you’ll need to implement the following habits into your working day.’

Notice the difference? Which is more engaging?

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How to scale your business by building a media brand asset

Written by Jeremy Knight  |  3, June, 2019  |  0 Comments  Subscribe

Scaling business owners face a race for attention in this increasingly ‘noisy’ world. And standing out to the people who matter is only getting harder.

Even with the democratisation of the internet, an overwhelming proliferation of mediums, channels, technologies and advice has led many to confusion or even paralysis in the wake of unfulfilled promises; it’s all about email, it’s all about SEO, oh, they’re dead.

So it’s all about content marketing, right? Content saturation!

But it’s never about just one thing or another; it’s always been ‘in the mix’ — the right mix for your audience.

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How to develop meaningful buyer personas that go beyond demographics

Written by Katie Hughes  |  31, May, 2019  |  0 Comments  Subscribe

When done well, buyer personas help you understand your ideal customers better. This makes it easier to tailor your content messaging, product development, and services to their specific needs.

But too often, companies make the mistake of thinking about buyer personas in terms of demographics; only looking as far as their age, gender, and job role.

To define truly meaningful buyer personas, you need to look beyond the demographics of your ideal customers. You need to understand their interests, fears, and aspirations. You need the full story on how and why they make a buying decision.

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When is a bank not a bank? When it's a TV channel

Written by Osian Barnes  |  30, May, 2019  |  0 Comments  Subscribe

In the era of fake news is the idea of an 'internet news channel’ set up and paid for by a non-media brand, slightly unsettling? Remember the launch of Trump TV, which used all of the tropes and paraphernalia of 'real' television news to deliver highly distorted and downright untruthful messages to the general public on behalf of the Trump brand as he continued his presidential bid?

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How to search for images: the content writer’s guide

Written by Maddy Bogacki  |  27, May, 2019  |  0 Comments  Subscribe

According to visual content marketing statistics shared by HubSpot, 32% of marketers say visual images are the most important form of content for their business, with blogging tailing behind in second (27%). When images play second fiddle to copy you have a recipe for disaster. 

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Is thin content damaging your online presence?

Written by Keith Errington  |  24, May, 2019  |  0 Comments  Subscribe

If you've produced reams of B2B marketing content and are not seeing the results you expected, 'Thin Content' might be the culprit. So what is it and how do you fix it?

Google defines thin content as content that has little or no value. It’s the opposite of deep content – if Google hadn’t already named it, I’d be calling it shallow content. Examples could be automatically generated content, pages which are mostly affiliate links, doorway pages, content from other sources or low-quality guest posts.

For most legitimate B2B businesses who publish content, it's most likely to be either the last two, or simply pages that don't appear to be really useful to visitors.

Let’s look at three ways thin content harms your online presence.

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What to do with my old blogs?

Written by Nicola Risi  |  21, May, 2019  |  0 Comments  Subscribe

Let’s rewind for a moment.

It’s 2008 and blogging is 'the thing to do' in business marketing. Helping to generate website traffic, improve SEO and promote your business, the concept slowly, yet gradually, starts to gain traction.

With little competition (at least back then), it was highly effective. Simply adding pages to your site while demonstrating a sound understanding of a subject and its keywords was enough to rank.

That was of course, before the activity evolved into what we know today. And the complexities and competition in blogging now make it far harder to rank by blogging alone.

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Why sales must be transformed by the marketing revolution

Written by Keith Errington  |  20, May, 2019  |  0 Comments  Subscribe

Marketing has been radically transformed over the past decade or so as a result of the internet and other technological factors.

In fact, marketing has always has, and still is, evolving – but the pace of that evolution has accelerated rapidly.

This had led to traditional models of sales and marketing being drastically revised, or thrown out altogether, and any business that doesn’t acknowledge and adapt to these momentous changes is destined to be at a distinct and potentially ruinous disadvantage.

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