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I’ve always felt my groaning inbox bore testament to the popularity of email marketing. Now my suspicions are confirmed.
The latest report in B2B Marketing’s Benchmark series reveals that a whopping nine in ten (88%) B2B marketers make use of the technique. Remarkably, amongst those doing so almost one half (44%) broadcast emails once a week or more often.
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Your organisation doesn’t own its brand. It can shape it, manage it, but never own it.
That’s because a brand is not what an organisation says it is. It’s what the market believes it to be. It’s a perception developed through the sum of an individual’s experience. Through every encounter they’ve had with your organisation, your employees or products. Through what they hear from you and about you.
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Social media has become a bit of an obsession for me. Not so much as a participant, but as an observer. I’m the technology equivalent of a bird watcher. I’ve been observing B2B marketers in their natural habitat. Noting their behaviours. Sketching and documenting the different species I see. I call them ‘Twitologies’ and I’d like to share an outline of them here.
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Does your business have a service element? Do you measure customer perceptions of the experience? If so, you might want to take a quick look under the bonnet.
Let me share a story. It sounds far-fetched, but is true.
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Thought leadership. Everyone’s claiming it but, by very definition, only a handful ever delivers. So how do you ensure that your content marketing strategy positions you as one of the few?
Follow the seven R’s – Resonant, Rare, Road Mapped, Robust, Rounded, Rooted and Re-used.
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