Posts in B2B

Benchmarks Flyer

A B2B lead gen case study: Which channels achieve the most qualified leads?

Just to be up front; this is not a best practice blog post. I simply wanted to share my story of a recent lead generation campaign, with the hope it might be useful for marketers running similar campaigns.

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b2b dt report

B2B digital transformation: Key trends & recommendations

Digitisation is rapidly changing B2B businesses and it is crucial that companies transform and respond to these challenges.

According to McKinsey, "Turning your company into a top quartile B2B digital player can increase revenue by 3.5%".

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Three ways B2B marketers can drive more traffic to their sites

Advice for B2B marketers often focuses on how to optimise the company website. Specifically, marketers should state what problems the B2B company solves, deliver high-quality content, and include a clear call-to-action.

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Five steps to successful B2B influencer marketing

Influencer marketing is hardly something new.

From Mark Twain’s name and image being featured on two different brands of cigars in the nineteenth century to Kellogg’s partnering with Michael Jordan throughout the nineties, we’ve all got examples in mind of brands using celebrities to promote their products.

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How to score more leads with the B2B messaging equation

Business-to-business (B2B) marketers often face a dilemma. They are aware that digital marketing can be more cost-effective than traditional marketing, but at the same time they need to deliver leads and so typically have little opportunity for experimenting with digital.

To help those in this situation, Econsultancy recently held a Digital Intelligence Briefing in Singapore featuring B2B marketing specialist Anol Bhattacharya. Bhattacharya related his vast experience in generating leads online for some of the world's largest B2B enterprises.

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How AI is bound to change B2B sales and marketing forever

We may not give it a lot of thought, but artificial intelligence is already part of our daily lives in a number of ways.

When it works well, it makes our life slightly easier – from trying to anticipate our needs (e.g. Amazon’s suggested products or Netflix’s recommended shows) to preventing us from being victims of fraud (e.g. our bank’s fraud detection systems).

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2016: The good, the bad and the future of digital marketing

It’s not quite over yet, but 2016 has been busy. As I predicted last year, mobile has been a definite focus for almost every marketer and we’re slowly starting to see VR and wearable technology take off.

I've found it interesting to see how businesses have started to scope out new and creative ways to incorporate all of these technologies and opportunities into their marketing strategies. 

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Disrupting loyalty: How can hotels become enablers, not just destinations?

Location is everything in the hotel world.

But are hotels doing enough to make the most of their locations and enable better experiences for guests?

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Online shoppers using different devices

How to combine attribution and segmentation data to achieve marketing success

Using customer segmentation and attributed reporting together allows you to gain greater insight into what drives your customers to purchase.

This is crucial information in a world where paths to conversion are so complex.

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Social selling: What it is, and what it definitely isn't

When running a quick search for the #SocialSelling hashtag through any social media listening tool, the amount of data you get in return is quite overwhelming.

According to TweetReach, during the three hours before I wrote this article, #SocialSelling gathered more than 800,000 impressions on Twitter.

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jp morgan and ge logos

Digital transformation in a B2B giant: JP Morgan & GE

A common refrain of five years ago was that B2B companies were not as digitally mature as their B2C counterparts.

But as the digital expectations of consumers have infiltrated the professional world, things have changed.

B2B companies are just as likely to be undergoing digital transformation in 2016 as software continues eating the world. Here are the stories of two giants - JP Morgan and GE.

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wechat

Instant messaging: An introduction to the future of communication

At Facebook’s F8 conference earlier this year, Mark Zuckerberg said “(Instant messaging) is going to be the next big platform for helping you connect with all kinds of services in new ways".

When you bear in mind this is a man who spent the best part of $22bn buying WhatsApp, you can be pretty sure he’s going to be right.

But where is instant messaging heading and what does this mean for marketers?

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