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Inbound vs outbound marketing

I’m often asked about the benefits of inbound marketing over outbound marketing. But in reality the 2 strategies do 2 very different things. Let’s take a look at inbound marketing. Firstly what is it and how does it work? The idea behind inbound marketing is driven by the idea that you can reach and engage your target market though digital channels (email, PPC, SEO, socail media et al) with the [...]

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Planning for viral growth

Just spotted this little gem from Digital Telepathy that hits the nail if your content is aiming to go ‘viral’ If you’ve endured seemingly endless meeting with digital agencies offering videos, quizzes and general all round off brand stunts to make the promise to ensure your content goes viral this offer some sound advise.    

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The power of disruptive brands

In the mid market world of B2B marketing, brand positioing is something that seemly gets over looked in the pursut for lead generation. I’ve spent many an hour talking to business owners about how they could leverage ‘their story’ to trigger a relationship with their target market. B2B’s marketing journey really begins with the greta story, Something people can relate to. An idea. A belief. In the world of social [...]

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Who is your B2B Buyer

I’ve just found this stirling info graphic that applies B2C buying persons to the B2B world. The infographic has been developed by the Acquity Group and outlines the 3 key buying personality traits of the B2B world. Thought this could be of use.      

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Content Marketing – 7 things you need to know

If you dream of inbound leads, you need to know about content marketing. The idea of content marketing is to develop thought leading content (Articles, video, infographics et al) that will not only attract the attention of your target audience but also the respect of search engines like Google. If you have the ability to develop great content that gets the attention of your target audience chances are it will [...]

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Outbound Marketing vs Inbound Marketing

Right now CMO’s are getting bombarded with all sorts of information around the hot topic of discussion. Inbound marketing. For those of you luck enough to have escaped the onslaught let me explain the idea of inbound marketing. The idea is not new it’s just we now live in an environment where traditional ‘outbound’ marketing tactics are not always the best way to reach your target audience. And it’s true [...]

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Gartners – Digital Marketing Transit Map

If you’re like me you’ll be more that a little confused about the number of options involved in planning out your digital marketing strategy. Gartner have managed to take a useful stap shot of current tools and put them into a relationship diagram to make it a bit easier to take in you can view the interactive map here. A worthwhile 10 minutes for any marketer struggeling with seemingly endless [...]

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Creating Brand Advocacy

Steve Jobs famously said in 1997 that “marketing was all about values”. An idea shared by many marketing thought leaders including Simon Sinek‘s ‘Start with Why’ approach to brand positioning. Right now, in 2013, CMO’s are faced with a number of tough challenges. Multiple customer touch points, the rise in demand for inbound marketing, the need to become the thought leader though content marketing, Marketing automation, CRM, campaign tracking and [...]

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What Can IT Marketers Learn From Apple

I meet with owners of IT companies pretty much every day. Some of these companies are multi nationals, some are small. But all are trying to understand what marketing can do for them. Many hire telemarketing agencies to drive leads into their business, some run awareness campaigns, some create insightful content, some integrate everything together. The net result is a company that does well amougst it’s competition. But, when I [...]

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By 2017 the CMO will Spend More on IT Than the CIO

According to Gartner by 2017 the CMO will spend more on IT than the CIO. This may sound upsetting for many in B2B IT marketing but the reality is that CMO’s will have more purchasing power than CIO’s. Laura McLellan’s predictions are sound and based on a number of key principles Marketing will become increasingly technology based We’re starting to see something of a revolution in marketing operations. More and [...]

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