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Use Content To Build Credibility In B2B Markets

In risk-averse B2B markets, supplier credibility is a key distinguishing factor. This post suggests four ways a business can use content to build credibility in B2B markets. Four factors that influence the credibility of a supplier are: Social proof. The quality of...

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Organising A B2B Lead Generation Team

How should a B2B lead generation team be organised? What tactics are best? Who is responsible for delivery and what can be outsourced? Without a solid strategy whatever tactics are employed are likely to fail. Without the right team and (crucially) the right team...

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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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Improving The Marketing And Sales Relationship

The potential for conflict between sales and marketing in any B2B organisation is well known. It wastes time and effort and the opportunity cost can be enormous. In this post, we consider if a transition to inbound marketing can help improve the marketing and sales...

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9 Key Inbound Marketing Skills

In B2B markets there has been a shift toward inbound marketing in recent years. This, in turn, has modified the skill sets required by marketers. Today the main skills required by marketers include:         Strategy, planning and segmentation.         The ability to...

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5 Reasons To Use An External Marketing Team

What are the advantages of an external marketing team compared to the in house approach? Is an external marketing agency just another cost or can they deliver real benefits? This post sets out to answer those questions. Outsourcing marketing to an experienced...

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The Advantages Of B2B Market Segmentation

The time taken to undertake a B2B market segmentation process is rarely wasted. It can be all too easy for a sales department to lack focus and to chase the easy target. The prospects competitors chase, or the contacts that are always open for a visit. Instead, it is...

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