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...
B2B Marketing Articles
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- Topics:
- B2B Content Marketing ,
- B2B Marketing
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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,...
- Topics:
- 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 filled up with gifts – and another 12 months until you next get to see whether Santa ranks you as naughty or nice. However, there’s one Christmas list that B2B marketers still get to look forward to. In amid all the festive cheer, a...
- Topics:
- 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
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How can you tell if you’ve fallen for a B2B marketing myth? The answer’s simple: read the latest issue of The Sophisticated Marketer...
- Topics:
- Content Marketing,
- B2B Marketing