Andrew Warren-Payne

B2B content marketing: tips from Digital Cream

One of the key areas covered in our B2B Digital Marketing Trends Briefing is that of content marketing.

Built on the views and experiences of B2B marketers who attended Digital Cream London in March this year, one point that was recognised by all was the importance of effective content when looking to become visible on the web.

by Andrew Warren-Payne 19 April 2012 10:09am 4 comments

Q&A: Andy Betts on proprietary technology within SEO

One of the trends highlighted in the recently updated SEO Agencies Buyer’s Guide is that client demands are pushing innovation and the development of proprietary technology – both in-house, and at agencies.

These changes are also impacting on the client/agency relationship.

To explore this theme further, I spoke to independent digital consultant Andy Betts, one of the contributors to the guide.

by Andrew Warren-Payne 13 April 2012 12:30pm 0 comments

How B2B digital marketers are using lead nurturing and automation

In our recently published B2B Digital Marketing Trends Briefing, we covered the highlights from 10 roundtables exclusively for B2B digital marketers.

Two related tables were on lead scoring and nurturing (moderated by Bob Apollo) and marketing automation (moderated by Jay Kerr).

The insights from both tables revealed that many B2B marketers did not know where to start with these disciplines, despite recognising their potential benefits.

by Andrew Warren-Payne 02 April 2012 15:21pm 2 comments

Digital B2B marketers struggle to overcome internal cultural challenges: new report

On 15th March 2012, Econsultancy held the largest ever Digital Cream event at the Emirates Stadium in London, where senior client-side digital marketers came together in order to share best practice and learn from their peers.

This year's event included separate tables for B2B marketers, who often face different challenges when compared to their B2C counterparts.

The feedback and commentary from both delegates and moderators has been used to create our B2B Digital Marketing Trends Briefing, which provides an insight into the challenges faced by digital B2B marketers.

by Andrew Warren-Payne 29 March 2012 10:15am 7 comments

New report identifies broadening nature of SEO as key trend

A key trend identified in the new Econsultancy SEO Agencies Buyer’s Guide 2012 is that the boundaries of SEO as a digital discipline are continuing to blur. Historically, the responsibility for natural search has fallen to channel specialists with a deep technical knowledge, but now its importance is increasingly permeating other areas.

by Andrew Warren-Payne 19 March 2012 12:39pm 1 comment

Email census: only 3% of companies optimise for priority inbox

Econsultancy’s Email Marketing Industry Census, sponsored by Adestra, has for the past five years been assessing how companies and agencies are adapting to meet the challenges and opportunities present in the email marketing channel.

With email being rated very highly as a channel for return on investment (second only to SEO), but the effectiveness of ‘batch and blast’ techniques decreasing, it is important that marketers stay ahead of the game to maintain its effectiveness.

by Andrew Warren-Payne 19 March 2012 09:45am 6 comments

Email Census shows link between email best practice and strong ROI

The results of our sixth annual Email Marketing Industry Census 2012, published today in association with Adestra, has shown that companies consider the ROI from email marketing to be higher than for most other digital channels including social media marketing.

In fact, in terms of the company respondents who said that email marketing was “excellent” or “good” for return on investment, email was higher than any other channel except SEO.

This year's study has also found that companies adopting best practice and using ESP platform functionality (beyond basic 'batch and blast'), are significantly more likely to see a strong financial return from their email campaigns.

by Andrew Warren-Payne 06 March 2012 12:30pm 4 comments

Students and graduates: seven ways to boost your digital skills

In our recently published Digital Marketing and E-commerce Guide For Students and Graduates, we received advice from leaders at six companies that recruit graduates. From their feedback on how students and graduates can prepare themselves for the job market, one point came up time and time again – students and graduates who demonstrate initiative and have work experience stand way out above the others.

by Andrew Warren-Payne 06 March 2012 10:30am 7 comments

Do digital leaders need both client-side and agency-side experience?

In our digital marketing and e-commerce careers guide, published at the beginning of the month, we put together some of the industry’s best advice on how senior digital professionals can improve their career.

As so much great advice was contributed that we couldn't include in the report itself, we've been publishing blog posts featuring the commentary we received.

Last week we asked whether it was better to be a generalist or specialist in digital marketing, and the week beforehand we asked what attributes were most sought after in senior digital professionals.

This week our contributors answer the question: do digital leaders need both client-side and agency-side experience?

by Andrew Warren-Payne 27 February 2012 10:30am 1 comment

Getting into digital: new guide for students and graduates

Econsultancy has today published a Digital Marketing and E-commerce Careers Guide, aimed at UK students and graduates looking to get into digital marketing and e-commerce. The report, which is free to download, is a goldmine of information for aspiring digital marketers and provides constructive advice along with industry insights to better inform those looking to enter the industry.

by Andrew Warren-Payne 14 February 2012 10:30am 1 comment