When a Buyer-led Marketing Strategy Redefines Marketing Roles

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It is interesting to note how technology drives organisations to innovate marketing strategies, in order to keep up with digital consumers’ changing needs. As prospects grow increasingly savvy, there’s less for marketers to stoke excitement. This trend of self-directed purchasing processes is gaining momentum as the buyer’s journey gets digitally oriented. According to a joint report by Avaya and BT, even two years ago, 51% of buyers trusted social forums and reviews over organisations’ websites to make purchase decisions. The report shows … [Continue reading]

Why Communications Marketing and not Marketing Communications?

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“You’re not just selling coffee,” Edelman said. “You’re selling a relationship.” We all know how technology has changed digital marketing campaigns in the past few years. Social media has pulled down the corporate firewall preventing marketers from meeting consumers during the mass media days. Today, we have a platform that allows both marketers and consumers to directly communicate with each other. Since social networks are freely accessible, and purchase decisions are increasingly influenced by word-of-mouth recommendations and peer … [Continue reading]

Stopping Shadow Marketing with an Internal Content Drive

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We have all seen the type. The rock-star salesperson, or brilliant marketer, who treats authorised branding and assets as so many shackles. Too dull, too slow to produce, not personalised enough – whatever the reason, they decide to ‘do better’ on their own instead. And before you know it, there are ten different spins on your collaterals and messaging out there, playing havoc with your brand image. Shadow isn’t just an IT thing. Just as cloud services made it easy for business units to get the tools they want behind IT departments’ … [Continue reading]

Putting the Enablement back into Sales Enablement Content

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We talked about bridging sales and marketing with content before. Now comes a report from Docurated that claims 90% of marketing content is unused by sales teams. A hefty figure – but nothing new, is it? Cue Round X of the finger-pointing: the salespeople ‘don’t get’ all that high-value stuff, or are too busy ‘living from quarter to quarter’ to bother, while the marketers are ‘disconnected’ from the ‘harsh reality’ on the ground. It’s an old and tired refrain – and still as tricky a subject today as it ever was. True, many times it’s the … [Continue reading]

Recharging B2B Blogging in 3 Steps

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Small wonder that 80% of North America’s B2B marketers (as surveyed by CMI and MarketingProfs) blog as part of their content marketing efforts. Blogging is inexpensive, sustainable, and fully under one’s control – and that last bit tops all others. Like we said back when Facebook went the paid path, anchoring a content strategy to third-party applications is risky. Owned media is key to helping us, as marketers, play by our own rules. And as far as content hubs go, a blog does all a social media stream can – and more besides. With that in … [Continue reading]