Why companies struggle to make MarTech a great success story in their organisations?
Recent articles show that there are more than 8000 MarTech applications in the market, signifying an incredible growth over the last ten years. This is undoubtedly a sure sign that MarTech plays a growing and essential role in marketing. However, it can also open up a challenge for marketing departments…
Why most of the European companies overlook Twitter as lead generation channel?
Twitter can also be a crucial channel to engage with buyers, converse with your market and eventually generate leads. However, very few European companies still haven’t harnessed Twitter’s potential and instead use it in a deeply limited manner.
Partner Concierge Marketing: fast track to your channel growth
Concierge marketing has been around for a long time in B2B, especially by large vendors to support their Mid Size and SMB partners. The idea behind concierge marketing is simple. For a relatively small fee you can provide or give Partners that may lack the resources and financial strength needed…
Don’t leave your lead generation strategy to chance!
In Ryan Myers’ excellent article “Why Outsourcing Your Lead Generation Strategy Might Be a Good Idea” published on HubSpot, he clearly explains the benefits of a company evaluating and considering outsourcing all or part of its lead generation engine. Ryan presents three simple rules: Outsourcing your lead generation makes sense when ……
Make Growth Hacking your next B2B venture
Still a relatively new phrase to the marketing world, Growth Hacking is – as the name suggests – all about growth (and definitely not about hacking). A common strategy for early stage startups, Growth Hacking is particularly useful for companies in need of massive growth in a short span of…
If you want to play, you gotta pay.
One ongoing debate among digital marketers is whether companies should pay to promote their own content.We have two different points of view here: The Purists who think providing customers with relevant and qualitative organic content is enough to drive traffic, generate leads, motivate engagement and boost sales conversions.On the opposite end of the spectrum, the Pay-to-Play advocates believe pure content marketing isn’t sustainable and companies have to pay to place their content in front of their target audience.
2019: the year of Performance Marketing
Before the new year began, everyone was talking about the latest marketing trends and hot topics, releasing lots of articles and blogs discussing predictions for the upcoming 12 months. What we can certainly take away from all the discussion is that in 2019, we can expect digital to continue its…
B2B needs a new model for performance marketing
Six principles that should underpin any client or agency’s approach to performance marketing in B2B. When talking about performance marketing, people normally think of online advertising. Pay-per-click (or pay-per-action) is the performance model agencies and media typically offer to their advertisers, but this model mainly works at a tactical level….
Six reasons to consider Facebook for B2B lead generation
The purpose of this article is to highlight the opportunities that Facebook offer to target a B2B audience. Facebook is becoming more and more B2B oriented but I am still seeing too many companies that consider Facebook as a mere B2C network. I also make some comparisons between LinkedIn and…
Performance marketing: a new approach!
When talking about Performance Marketing, people normally think of online advertising. Pay per Click (or Pay per Action) is the performance model agencies and media typically offer to their advertisers, but this model mainly works at a tactical level. Now, with the increasing importance of data analytics in B2B, a…
How to use social media for lead generation with an Account-Based Marketing strategy
Social media is a key component of inbound marketing and, despite initial hesitations, companies are now recognising its potential in generating value for their brand. But how do they capture that value? How can a “like”, a “comment” or a “follower” be transformed into a lead and eventually a customer?
B2B Companies, stop using megaphone to talk to your buyers and start dialoguing with them
There is little denying that social media has become a fundamental channel for B2B companies. Social media now represents a prevalent source of information for decision makers and has transformed the purchasing process. This new shift in online marketing showcases all the more that information control now lies with the…
Power is nothing without control
You probably remember the famous 90s tyre brand TV commercial with the slogan: “Power is nothing without control”. The same principle can be applied to digital marketing where Power can be substituted for technology and Control for strategy. Marketers have plenty of powerful software available to improve their digital marketing…