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Websites And The Corporate Brand

When developing the company website a decision needs to be made on the focus. Is the goal brand or lead generation? We suggest it cannot be both.  The first step before embarking on any website development exercise (be it a new website or an upgrade to an existing...

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The Short Term Impact Of Reduced Marketing Spending

What is the real impact of reduced marketing spending? Many suggest it is a false economy but the truth is it can often have a negligible short term impact on a business. The actions of a marketing department can continue to have an impact several months after they...

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In House vs Outsourced Marketing

With the ongoing demand for more quality sales leads and limited internal resources to achieve that goal, an outsourced marketing agency can be an attractive choice. But is outsourcing really the best option given an in-house team will always be closer to customers,...

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B2B Marketing Strategic Planning – Why Bother?

The reasons for undertaking a B2B marketing strategic planning exercise are well established but too often I have seen the process hijacked or the result sitting on a shelf somewhere gathering dust. Is it still valid to allocate significant resources to the...

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5 Ways To Build Credibility In B2B Markets

Assuming appropriate promotional activity has built awareness in the marketplace then, in risk-averse B2B markets, credibility is a key distinguishing factor. This post suggests five possible ways for a business to build the trust of its potential customers. Five...

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How To Set Up A B2B Lead Generation Team

How should a B2B lead generation team be organised? What tasks need to be completed? What can be covered in house and what should be outsourced? The first step is to identify precisely what is (and what is not) a lead. Next, decide how far marketing nurture leads and...

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4 Advantages and Disadvantages Of Inbound Marketing

Before considering the advantages and disadvantages of inbound marketing a definition is appropriate. According to David Meerman Scott ‘inbound marketing is about developing marketing activities that ‘pull’ people into your site, generally through compelling content...

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