B2B Marketing Articles

  • Engaging with advisers in a new digital world

    Engaging with advisers in a new digital world

    November 20, 2020

    The relationship between financial advisers (FAs) and their clients have long been based on face-to-face meetings, long-term relationships and a trust that develops over time. For marketers in the industry looking to influence that relationship, traditional tactics from events to trade press advertising, have been the mainstay. This year that changed. The global...

  • Watch Me: the video trilogy that helps you hit your objectives on LinkedIn

    Watch Me: the video trilogy that helps you hit your objectives on LinkedIn

    November 9, 2020

    Effective marketing starts with objectives. If you’re clear about what you’re trying to achieve then you can align everything from around delivering those goals. Your objectives inform your choice of ad formats, your targeting approach – and how you’ll measure and optimise your campaign. Being clear about objectives should make the advice you can access more...

  • Streamlining sales and marketing metrics to increase customer value

    Streamlining sales and marketing metrics to increase customer value

    November 5, 2020

    Measuring impact lies at the heart of the alignment challenges facing sales and marketing. Where marketing has historically focused on engagement - whether that’s views, hits, or footfall – sales teams are, understandably, fixated on the end product, in terms of leads, deals, and revenue. It’s only natural that each side wants to prove its value in the most...

  • Recommended reading for anyone trying to understand the issue of race in marketing, the workplace – and life

    Marketers – if you’re serious about being an ally on race, ...

    November 3, 2020

    What happens after the end of Black History Month? In a year when race has dominated the media agenda, these last few weeks have been...

  • How the pandemic has changed B2B marketing

    How the pandemic has changed B2B marketing

    October 29, 2020

    Editor’s Note: A version of this article originally featured in Raconteur's Future CMO Report in The Times. You can see the full...

  • How digital disruption is shaping sales and marketing alignment

    How digital disruption is shaping sales and marketing...

    October 29, 2020

    Just as digital innovation is changing how brands and their customers interact, so it’s transforming the relationship between sales...