Marketing automation is a potent B2B weapon, but it’s not not the sort of weapon that works like a nuclear deterrent. In other words, possessing automation software is no use. You need to make it your lethal weapon, one that you deploy using a variety of attack vectors. That’s...

During the ‘70s and ‘80s, Hershey ran a series of commercials for Reese’s Peanut Butter Cups with the tagline “Two Great Tastes that Taste Great Together.” As part of the campaign, serendipitous accidents mixed peanut butter and chocolate. The accidents were silly, but the...

Every business leader worth their salt is aware of marketing automation and the benefits it can bring. The internet is awash with articles urging B2B sellers to automate their emails, ASAP, to streamline the sales process and to engage with prospects on different stages of the...

There is a tendency to talk about artificial intelligence in the future tense. ‘AI will change that.’ ‘One day, AI will do this’. The reality though is that the future is here. Businesses that are ahead of the curve are already harnessing the power of artificial intelligence. It...

“Oh, East is East and West is West, and never the twain shall meet” – Rudyard Kipling In a recent blog, Forrester Principal Analyst James McQuivey, argued that calls for alignment generally come from powerful parties looking to control weaker organizations.  Alignment is...

In a data-driven era, success in business is largely the result of thorough market research — research conducted to know 1) why you’re selling your product or service and 2) who you’re directing your product or service towards. That may sound like simple logic…but you’d be...

Last month we wrote an article on “10 helpful tips for improving the click rate”. So we’re not going to do the same thing for opening rates (well, not really!). Just for once, let’s start with the figures! Because ultimately what interests us most is still to have competitive...

p{text-align:justify;} We are experiencing a monumental shift in B2B marketing trends. It’s 2017 – the pace of change in technology, customer expectations and selling techniques can be tough to comprehend, let alone conquer…Marketers and their brands are under...

We love Linkedin Back in Geometry, one of the statements we’d use was “necessary but not sufficient”.  It was a condition required for a statement to be true, but it was not the only condition required.  For example, saying a polygon has four sides (i.e. it is a quadrilateral) is...

Marketing Automation consists of automatically triggering the most relevant marketing actions depending on a lead’s degree of maturity. This will gradually bring the lead along the path to conversion. As long as you don’t cut any corners. While this type of platform effectively...