Blog

Aug 12

Lead Nurturing; How to Transform your Leads into Revenue

Lead generation is an essential element of demand generation but if you think the work stops there, you're mistaken... Nurturing your active leads is almost as important as acquiring them in the first place, with a recent Forrester report finding that lead nurturing generated 50% more qualified leads at 33%... read more →

12th August 2019
Rebecca Tebbutt
No Comments
Content Marketing, Demand Generation, Email Marketing, Lead Generation, Multi-Channel

Jul 29

Demand Generation Showdown; Common Misconceptions & Marketing Pitfalls

What is demand generation? Demand generation is an effective B2B marketing strategy. While helping define the way you drive traffic and operate lead generation, it’s also a highly targeted process that focuses on maximizing results by defining and optimizing every step of the conversion and sales cycle. Demand generation helps... read more →

Jul 15

The right traffic for your demand generation

Demand Generation; How to Reach & Pick Up the ‘Right’ Traffic

Designing and executing demand generation activities that reach and drive the right traffic can improve sales and increase revenue through: Driving better performance from your digital media programs Improving conversion rates Delivering better quality leads Achieving a higher ROI This article sets out the key steps to delivering the best... read more →

15th July 2019
Rebecca Tebbutt
No Comments
Content Marketing, Demand Generation, Multi-Channel

Jun 28

You’re Looking at the Marketing Funnel the Wrong Way. Here’s Why…

You’d be hard pushed to find a marketer who doesn’t use a marketing funnel somewhere in their marketing strategy. Our relationship with funnels goes way back… However, how accurate is our understanding of the funnel model? This article points out the fundamental flaw of looking at the marketing funnel the... read more →

28th June 2019
Ross Howard
No Comments
Content Marketing, Demand Generation, Lead Generation, Multi-Channel

Jun 21

[Infographic] Are you Engaging with the Right B2B Decision Makers?

Targeting only one role within your target account DMU could jeopardize your sale. This is because the decision-making unit (DMU) is at the core of B2B selling. Also called a buying center, it consists of all the participants in a purchase decision. The DMU comprises 6 archetypes: initiator, influencer, decider,... read more →

May 31

The 10 Building Blocks of Account Based Marketing

Drive repeatable success, whatever your account based marketing approach with this step-by-step process guide… Reading time: 4 minutes Whether you’re in the early stages of deploying an account based marketing strategy, planning a scaled down account based marketing pilot or are in the midst of a fully-fledged ABM program, we... read more →

May 17

Global Content Marketing; A World Beyond Vanilla…

Are you investing in global content but not seeing the return you anticipated? Are some regions seeing high conversion rates while others lag behind? Or perhaps you need best practices for targeting multinational accounts? Reading time: 4 minutes As part of our B2B Marketing Mini-Series on Market Segmentation, this article looks... read more →

May 16

[Infographic] 20 Insights that Shine a Light on the B2B Buyer Decision Process

What do these insights reveal about the state of the modern B2B Buyer Decision Process? The DMU concept has evolved since Webster and Wind's 1972 model. Millennials, online buying and day-to-day organizational complexities have shaped behaviors, attitudes and motivations. The strongest brands stay abreast of these changes, identifying new opportunities... read more →

May 07

B2B DMU Buyer Persona Cheat Sheet

A step-by-step guide to turning knowledge about your target DMU into actionable buyer personas. Reading time: 4 minutes This article is part of our marketing mini-series on B2B Marketing Segmentation, designed to help marketing professionals advance their targeting techniques to drive performance. In The B2B Decision Making Unit (DMU); The... read more →

Apr 23

Ready or Not? 5 Types of Buyer Intent Data to Gauge B2B Engagement

Reading time: 4 minutes According to Google, B2B purchasers search up to 12 times before engaging, when conducting research. Think about all that digital buyer intent data and micro-signals each user leaves behind – how can piecing that knowledge together help improve the performance of your B2B Content Marketing and... read more →

Apr 05

The New Face of the Decision Making Unit

The B2B Decision Making Unit (DMU); The Real Faces of Persuasion

Reading time: 4 minutes We kicked off our new B2B Marketing Mini Series on Segmentation with an article exploring 5 common pitfalls many Account based marketing (ABM) strategies fall down (read full article here). One main obstacle identified was the neglect to factor all the different members of the decision... read more →

Mar 04

Why Isn’t My ABM Working? 5 Easy B2B Marketing Mistakes

Reading time: 3 minutes Account-Based Marketing (ABM) is here to stay, that much is clear. Its allure is evident; hand-pick the specific organizations you wish to sell to, ensure your marketing efforts are hyper-targeted, drive engagements that ultimately end in profit. However, with a lack of understanding of the fundamental... read more →

4th March 2019
Tom Taylor
B2B Insight