Feb 7, 2022 | Uncategorized
Our latest LinkedIn message and script ideas that will help you build connections on LinkedIn LinkedIn is the most effective channel to market in the B2B world. Today it has more than 740 million people (2021 figures) and, according to CRM provider Hubspot, LinkedIn...
Jan 7, 2022 | Marketing Strategy
2022 won’t be just another year for a great many people. COVID-19 in its various forms made sure of that. Marketing to businesses in 2022 will require marketers to pull out the stops to step out into the light, entertain audiences, and find new innovative ways to tap...
Nov 18, 2021 | Brand Strategy, Marketing Strategy
Fail to plan, plan to fail—but when you’re in the early days of running a tech startup, founders are short on time (and there’s a lot you still don’t know about your customer audience, your product offer, and how to run a business), what do you need to...
Oct 20, 2021 | Conversational Marketing, Marketing Strategy
Almost half of the workers in the UK are thought to have a side hustle. If you’ve got one, how do you turn it into a business? And is it worth it? If we believe the press, most workers these days have a side hustle—essentially a hobby, activity, or interest that...
Jul 21, 2021 | Uncategorized
The BBC News on July 4 reported that Lithuania and Poland have built a digital window in the form of live broadcast, connecting two cities. The project blends technology and art, in what to all intents and purposes looks like a portal from a sci-fi adventure. One...
Jul 20, 2021 | Marketing Strategy
In a congested global market for products and services, any company hoping to be successful in seducing prospective customers to its door needs to be excellent—if not world-class—at multichannel marketing campaigns. Building a high-performing marketing machine is not...
Jun 22, 2021 | Uncategorized
In a remote working world exhausted by webinar fatigue, how can you make your next virtual event stand out by re-branding it? Another webinar? You’re kidding right? Working remotely means we’ve all been stuck at home and relying heavily on social platforms like...
May 7, 2021 | Uncategorized
Being good at what you do and delivering on your promises might just be your biggest marketing superpower Creating new customers is hard Thanks to a heady mix of technology, data privacy regulations and the ability of buyers to develop their own knowledge and serve...
May 6, 2021 | Marketing Strategy, SONAR1
Are you concentrating your spend on the least probable marketing projects? There are not one but four phases to the sales lifecycle. How many are you leveraging in your marketing plan? One of my biggest frustrations as a B2B tech marketer is the way so many tech...
May 5, 2021 | Brand Strategy, Marketing Strategy
What is Beachhead Strategy? The term beachhead is derived from a military strategy that advocates that, as you are approaching an enemy territory, you should plan and focus all your resources on winning a small border area that becomes a stronghold area from which to...
Jan 11, 2021 | Marketing Strategy
My Top 3 List of Infamous Personal Business Flops and Failures It’s not easy to turn an idea into a business that makes money. In my list of business flops and failures below, I share some of the ideas I’ve had over the years that never turned into...
Jan 6, 2021 | Brand Strategy
Every business needs a purpose behind its brand to explain to its workforce, investors, customers, prospects and partners why it exists. Today, more than ever, buyers are influenced by the ‘WHY’ of your business—and how your business contributes to society. How...
Jul 21, 2020 | Marketing Strategy
Done well, webinars have a major impact on the ability of your business to reach its audience. They provide an opportunity to develop new relationships and start conversations with an online audience. However, they have their flaws. For one, it’s hard to create a...
Jun 22, 2020 | Conversational Marketing
Today, we are seeing the roles of Service Delivery and IT Service Delivery blur–because codeless (sometimes called ‘No Code’) applications platforms are re-defining how service design and operations work. Central to this transformation is the role of...
Jun 22, 2020 | Conversational Marketing
by Ian Tomlin | Jun 22, 2020 | B2B Marketing, B2B Technology Marketing, Co-Creation, Conversational Marketing, Service Delivery | 0 comments You produce services to deliver value to customers. Achieving an above and beyond customer experience requires services to work...
Jun 17, 2020 | Conversational Marketing
UNTIL YOU CONVERT PARTICIPATION INTO SALES LEADS ALL YOU’VE DONE IS ADD COST TO YOUR BOTTOM LINE Okay, so you might see webinars as a way of ‘spreading your brand message’ but failing to create a buying interest means you’re doing something wrong in your webinar...
Jun 16, 2020 | Conversational Marketing
When webinars go horribly wrong We’ve all been there… Attending a webinar that’s nothing more than a sales pitch, presented by one presenter with a monotone voice and no personality! You DON’T want your customers or prospects to ever experience a bad webinar, so...
Jun 16, 2020 | Conversational Marketing
Webinar Poll Questions are the single most important feature of online webinar platforms to turn online conversations into sales opportunities and this is why… With platforms like GoToWebinar, Zoom Video Webinars and Cisco Webex Webinars you can run one or more online...
Apr 24, 2020 | Brand Strategy, Conversational Marketing
A MESSAGE TO TECH START-UPS I want to encourage you to think about the journey you’re asking your customer to take–from the moment they come across your website, or product, to the point they try it, if not buy it. Businesses spend a fortune developing...
Mar 21, 2020 | Conversational Marketing, SONAR1
Working from home? So is everyone else! At a time when face-to-face sales meetings are out of the question, you need ‘lead generating’ online webinars to keep your sales effort on-track. For many business-to-business companies, it’s never been more...
Jan 29, 2020 | Conversational Marketing, SONAR1
SONAR1 is a methodology to formalize inbound marketing activities to turn ‘surfers into buyers’ through the application of conversational marketing methods and conversational path principles. Where SONAR1 Came From SONAR1 was developed through the customer...
Jan 29, 2020 | Conversational Marketing, SONAR1
A Strategy Storybook? Yes really! A Strategy Storybook is business-critical for your enterprise because it captures, gains consensus between stakeholders and articulates answers to the most important that tell the story of your business. Find out more...
Jan 14, 2020 | Uncategorized
Guide to Video Marketing Apps and their use in B2B Sales Enablement Make more use of video in your b2b marketing Learn More Synopsis Are you using video marketing apps in your B2B Marketing and B2B Sales Enablement? If you’re not, you should be. Video’s an essential...
Jul 10, 2019 | Uncategorized
What’s the best way to cut B2B marketing spend? ANSWER: The best way to cut marketing spend is to spend less on dysfunctional sales and marketing initiatives, and more on joined-up conversational marketing paths that you KNOW produce results! Speak to most B2B...
Jun 19, 2019 | Uncategorized
Is it progress if a cannibal uses a fork? Stanislaw Jerzy LecIs It’s a funny thing. When leadership teams get wrapped up in software app selection discussions, the PURPOSE of technology can get so easily lost. It’s as if, the more technology options and...
May 21, 2019 | Uncategorized
Do you remember how pre-2000’s every RFP measured FTEs as a default? Back then it was presumed that if you employed lots of people that was a good thing. It charted your growth. It demonstrated that you were robust, that you could afford a large payroll. All...
Apr 3, 2019 | Brand Strategy, Conversational Marketing, Marketing Strategy
Over the past 6 months, I’ve made it my mission to interview over two dozen business leaders and senior marketers from a range of industries including motor trade, office tech, manufacturing, healthcare, government, recruitment, professional services, and hi-tech....
