When I tell people I work as a copywriter, I’m usually faced with a blank look or a slight nod of the head, followed by the question, “So what do you do?” Truth be told, I didn’t even know what a copywriter was when I applied for the job! What I’ve learnt is that we are a special breed, not everyone is good at it and that I’ve developed a skill for life.
I delve into the nooks and crannies of what a copywriter is – you can decide whether this is a skillset you would like to get a hold of.
This is the final blog post in a three-part series covering B2B marketing and LinkedIn. In this post, I take a look at how LinkedIn can be used for lead generation at any stage in the buyer journey in the case of events being cancelled.
There is no doubt that LinkedIn is the most successful social media channel for B2B marketing. Whether it’s used for content marketing, recruitment or account-based marketing, the opportunities stretch far and wide.
In this three-part blog series, I will cover how to make the most of your LinkedIn company page analytics, best practices for distributing content on LinkedIn and how to use LinkedIn when B2B events or shows are cancelled. This blog post is the first of three and delves deep into LinkedIn analytics.
In the midst of uncertain times, growing numbers of B2B companies are amping up their digital content strategies and seeing positive results. What is the ultimate digital B2B buyer experience and how can you achieve it?
that, when times get tough, the tough get going. And that’s probably why, in a
time where many companies have reduced or even stopped spending on marketing
efforts for fear of COVID-19’s impact, we’re seeing a growing number of
companies turning the current situation to their advantage.
Right now, companies are in a battle for market share and, in some cases, survival. Some, however, fight smarter than others.
Watching our clients around the globe during the past month, we have noticed three different ways people are reacting to these tough times:
mention of a ‘white paper’ is likely to send shivers down the spine of any
marketing manager today. And it’s no surprise, because the work it takes to
produce a good white paper should not be underestimated.
But it’s worth it! Here, I’m going to look at some of the key reasons you should start planning your white papers now!
As writers, we have all experienced that moment when we think to ourselves, why the heck am I writing this if no one is going to read it? And if your marketing department has been focused on content for basic demand generation, then your marketers have probably experienced that same thing. They’ve put a lot of time and energy into creating content with the hope of turning MQLs into SQLs, but unless the right people are finding it, all of that work goes down the drain.
Since starting down the ABM track ourselves, we’ve presented the concept and workings of ABM to top management and sales and marketing leaders on many occasions. One comment we often hear early in our presentations, usually from salespeople, goes something like this: “In many ways, we’ve been doing ABM since forever. We just didn’t call it ABM.” And they’re right – in many ways.
As 2020 blows full speed ahead, we wanted to take a moment to appreciate some of the finer things in life from 2019—like all the super helpful, astute blog posts we produced.
This article examines how approaching sales and marketing with account-based marketing (ABM) lifts efficiency across the board. To kick things off, we discuss a topic that is dear to the hearts (and careers) of sales leaders, CEOs and CFOs, but which Marketing is typically far removed from: the revenue pipeline.