5 Reasons Your Business Goals Fail

Have you ever made a New Year’s resolution only to have it fail miserably within the first month or even the first few months? Who hasn’t! Most people attribute this failure to ‘not following through’. While this is often true, could there be other reasons that resolutions (aka personal goals) for the new year fail?

One reason for goals failing is that they are poorly written or thought through. Studies show that people who make their goals explicit are actually 10 times more likely to achieve...

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Filled Under: Strategic Marketing

Map your Buyer's Journey to win their Business

Face it: your buyer is in control. She’s smart, she knows what she wants or she knows how to find out what she needs. And all the information she requires is just a few clicks away.

So how you do you get yourself in the running to win her business?

Let’s assume you’ve already developed your Buyer's Persona. Now you know her as a person, the next step is to understand her journey to a purchase decision. knowing your buyer's journey is critical so you can map your online marketing accordingly...

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Filled Under: B2B Sales Funnel

To win, understand your B2B customers as people

Understanding your target market is only part of the marketing equation. One to one B2B selling is about understanding your customers at a personal level. And now in the Google-first world, it’s what B2B marketing is all about too.

Segmenting is not enough

Imagine you’re a finance broker selling financial services. If for example, you’re in commercial property finance you're probably targeting a few customers - commercial property investors, property developers or even business owners looking...

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Filled Under: Buyer Behaviour, Buyer Personas, Inbound Marketing

Marketing Strategy vs Marketing Plan?

Your marketing strategy and your marketing plan are not the same things. The marketing strategy answers the questions of when, where and how you should complete. The marketing plan, on the other hand, is an action document outlining the activity you are going to undertake and when.  Your marketing strategy informs and provides direction to the actions in the marketing plan.

B2B Marketing Strategy

The aim of the B2B marketing strategy is to define when, where and how you are going to win the...

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Creating a Brand DNA to win

"Get us more leads" ...this is the line we're often greeted with by prospective clients.

Our core goal as a B2B inbound marketing agency is to generate leads for our B2B clients. Creating a brand DNA is the first step toward this.  

To do a great job, you need to clearly understand your company's purpose, aspirations and values, and how they are going to position themselves to win relative to the competition. In short - you need to know your brand.

Don't talk about brand. Talk about winning

...

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Filled Under: Branding, Strategic Marketing, Strategy

Focus on a short term marketing plan for tough markets

When times are slow you need to ensure you create a clear marketing plan for tough markets. A good way to do this is to split the plan into short, medium and long term goals and targets.

Review your marketing plan 

Last year I was asked by a good friend who works for an equipment company to peer review a marketing plan that was put forward by another agency. The company was in a post-mining slowdown and needed sales fast.

While the marketing proposal was comprehensive, it did not address the...

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Filled Under: Branding, Strategic Marketing, Strategy, Business Development & Sales

How to sell Digital Marketing to your CEO

"It's not about what it's about, it's always about the people."  This is a great quote from American celeb. spiritual teacher Marianne Williamson. She couldn't be more right! 

Marketing managers sometimes have a hard time getting their leaders and CEOs to buy into digital marketing. The job all too often is to sell digital marketing to your CEO.  I hear you say "I shouldn't have to". But remember, your CEO doesn't know as much about digital marketing as you do, so you need to find a way to...

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Filled Under: Buyer Behaviour, Inbound Marketing, digital marketing

Generating leads at the top of your online sales funnel

Generating leads at the top of your online Sales Funnel is about undertaking activity to drive people to your website. Once there, you need them to take an action so you can capture the lead! This means asking them to subscribe to updates, promotional deals or other valuable content you’ve developed (like a tip sheet or 'how to' guide). These provide an incentive for them to give you their email address. 

The aim of this is to BUILD YOUR LIST. The good old email address turns your suspect ...

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Filled Under: B2B Sales Funnel

13 reasons to hire a professional strategy facilitator

I’ve assembled this list of reasons you should hire a professional strategy facilitator because I know what works. I have seen internal facilitators come unstuck and teams waste whole days as a result.  Not to mention an aftermath of dejected, uninspired teams that lack energy and motivation all because the strategy session was a failure.

Here are our top reasons to hire a professional strategy facilitator:

  1. Experience. You will benefit from the experience of a professional...
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Filled Under: Strategy Facilitation

B2B Corporate brands are shortcuts to buying decisions

A valuable brand provides us with a shortcut to a buying decision.

Are B2B corporate brands the last source of competitive advantage?

It was either Robert Kapferer or Leslie de Chernatony who said “Brand is the last remaining source of competitive advantage.” No-matter who said it, brand is becoming ever more relevant as our choice of products and services -  particularly in business markets - becomes more complex.

 Less about features and benefits

Corporate brands are less about features and...

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Filled Under: Branding