The B2B conversation

Below are some of our thoughts on the most pressing challenges and opportunities in B2B marketing today. We hope you enjoy them, and we’d love to hear your thoughts.
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Insight / 5 minutes

7 concepts for Account-Based Marketing in recessionary times

What happens when recessionary pressures meet the ‘new normal’ of the Coronavirus era? It’s a first recession for 29 years in Australia, at a time when industries were already facing significant shake-ups (not least, the changes in Financial Services after the Royal Commission). To shine a light on

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Insight / 3 minutes

The final B2B frontier: PR and marketing integration

While most customer-facing functions have made strides in joining up plans and teams with the marketing department, how PR forms part of the picture is often less clear. Find out how COVID is accelerating an alignment between PR and marketing.

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Insight / 3 minutes

B2B brands must resist the lurch towards short-termism

The pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.

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Report / 5 minutes

B2B Effectiveness Barometer 2020

For the second year in a row we’ve teamed up with Marketing Week to survey hundreds of B2B marketers on what makes effective marketing. What sets leading marketers apart? How is B2B marketing adapting to the new buying environment? Download the B2B Effectiveness Barometer 2020 to find out.

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Insight / 3 minutes

Sardine fishing in a storm: How B2B marketing will change after the pandemic

B2B marketers must use the current disruption to shift their habits and focus on more effective ways of working and communicating.

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Insight / 5 minutes

Marketing through a crisis

It doesn’t need us to tell you that we are living in unprecedented times. But although the coronavirus pandemic is a new challenge, as marketers we can learn lessons from previous global crises and try to apply them to our current approach.

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Insight / 5 minutes

Home-schooling for B2B marketers

A packed timetable of B2B marketing to download on demand, from specific updates on marketing through a crisis, to more general bite-size sessions on marketing strategy, demand generation, ABM and more.

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Insight / 3 minutes

Why groupthink changes how we think about B2B marketing

“We’re not trying to solve a series of problems for individuals, we’re trying to create an environment in which consensus is easier” David van Schaick on overcoming B2B groupthink.

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Insight / 3 minutes

Hobbling along the last mile of demand generation

By investing heavily in the operation to generate leads, and then skimping on the follow-up, companies are risking the growth of their business on the skills of a siloed team working from a call guide.

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Report / 8 minutes

The long and short of B2B marketing

We teamed up with Marketing Week to ask 600 B2B marketers about topics such as campaign effectiveness, sales and marketing integration, budget allocation and measurement. The findings make compelling reading for any forward-thinking marketer.

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News / 5 minutes

Quickstart Analytics

Marketing is most effective when it reaches the right prospects at the right time. Yet most companies don’t have the clean, usable data to achieve that. QuickStart Analytics is our new solution to help marketers improve their targeting, fast.

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Interview / 2 minutes

How data analytics can help in B2B marketing

Data analytics can feel like a complex area, so how do you know where to start? What are some of the potential pitfalls? And, if done well, what improvements can be made in your B2B marketing programmes?

WATCH

Report / 2 minutes

Why lifecycle marketing is vital for B2B

In this short guide, we’ll show you how we think marketing teams could focus resource more effectively when it comes to customer marketing, and we’ll provide pragmatic steps to set you in the right direction.

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Interview / 2 minutes

Two minutes with a Senior Account Manager

What qualities do you need to work in client services? How does the role of Senior Account Manager differ from expectations? And what's life really like at an integrated B2B marketing agency.

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Insight / 4 minutes

ABM comms plan and reporting dashboard

Here are two templates we’ve used on successful ABM campaigns: an example ABM communications plan and an ABM reporting dashboard.

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News / 6 minutes

Creating our own training academy

In our experience, most marketing training is either heavily B2C-focused, entry or mid-level, or focused on specific tactics or channels, like SEO or social media. We set out to change that.

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