B2B Marketing Articles

  • Always On: How to Embrace Evergreen Content

    Always On: How to Embrace Evergreen Content

    January 30, 2020

    Marketers create content to address the specific issues that audiences are focusing on at particular moments in time. We react to events, trends, opinions and industry debates. We also develop content campaigns to fit immediate business priorities: a quarterly target for Marketing Qualified Leads (MQLs), for example, the launch of a new product, or the need to...

  • The five ingredients that great lead generation content needs

    The five ingredients that great lead generation content needs

    January 21, 2020

    There are many different levers marketers can pull when they’re optimising a lead generation campaign. Have they got the right targeting approach? Are their bids competitive enough? Do they need to go broad and chase volume or narrow down their campaign and chase quality? However, when it comes to ratcheting up the effectiveness of lead generation marketing it’s...

  • The B2B Marketer’s Guide To The “Share of Voice Rule”

    The B2B Marketer’s Guide To The “Share of Voice Rule”

    January 17, 2020

    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...

  • Is your thought leadership really building your brand?

    Is your thought leadership really building your brand?

    January 15, 2020

    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...

  • LinkedIn Marketing Awards: Meet the Judges

    LinkedIn Marketing Awards: Meet the Judges

    January 6, 2020

    The 12 days of Christmas officially come to an end today. It’s almost two weeks since those carefully hung stockings mysteriously...

  • Ready Your Business for 2020 Success and Sales

    Ready Your Business for 2020 Success and Sales

    December 18, 2019

    Conventional wisdom says there’s no point targeting B2B audiences outside of business hours, particularly during the Christmas and New...