For more than 50 years, marketers have been able to rely on a rule to help determine how much money to invest in advertising to meet specific growth targets. The rule, called the “Share of Voice (SOV) Rule”, says the following: “Brands that set their share of voice (SOV) above their share of market (SOM) tend to grow (all other factors being equal), and those...
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- Topics:
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- B2B Marketing
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The sales landscape is shifting – but what does it take to stay ahead of the game? When I started in sales back in 1991, sales technology was the ability to reach out and have a conversation with somebody without actually being in a room with them. And the state-of-the-art data platform that helped you do that was a collection of address cards that you could...
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- LinkedIn Sales Solutions
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Ask a group of B2B marketers what thought leadership is for, and you’ll get any number of answers. There will be lots of mentions of generating leads, of inbound marketing, of setting the agenda for your sector, of demonstrating leadership, of the value exchange with your customers or potential customers. Some of your companions might mention product marketing,...
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- B2B Content Marketing ,
- B2B Marketing
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The 12 days of Christmas officially come to an end today. It’s almost two weeks since those carefully hung stockings mysteriously...
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- Content Marketing,
- B2B Marketing
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Conventional wisdom says there’s no point targeting B2B audiences outside of business hours, particularly during the Christmas and New...
- Topics:
- content,
- B2B Marketing
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You’ve got a great content asset and you’re ready to use it to generate leads on LinkedIn or build your brand’s profile through...
- Topics:
- Content Marketing,
- B2B Marketing