How to nail your next conference speaker slot

Navigating the many sponsorship options available to you at your next industry conference takes some thought. Do you stick with the basic stand, brand the lanyards, or perhaps sponsor a drinks reception? Depending on what you’re trying to achieve, all are viable considerations – ok, maybe not the drinks reception (never get suckered into that…

How to negotiate with conference organizers

Industry conferences and exhibitions can often be one of the most expensive marketing activities in your calendar. Remember, it’s not just the conference fees you have to budget for; swag, stand design and build, travel, staff accommodation, the list of expenses goes on. That’s not to say that these types of events aren’t valuable; they…

Market sizing using LinkedIn

Unless you have an expensive subscription to a service such Dunn and Bradstreet, or an even more expensive subscription to an analyst house, collating market sizing data can be a daunting task. You might have some historical internal data, but that’s of little use if you’re looking to size a new geography or industry vertical…

#Howto: Map your website CTAs to the buyer cycle

When was the last time you audited your website’s CTAs? Are you confident that each and every one is working as effectively as possible? It’s something that many people overlook, either randomly applying CTAs to pages or, worse still, reusing the same CTA page after page. However, with a little planning you can ensure your website traffic has…

Five things that B2B marketers need to be thinking about in 2015

What should B2B marketers be thinking about in 2015? here’s my Top Five. 1. Hire marketing technologists now! Marketing automation gathered serious pace in 2014. Indeed technology continues to play an increasingly important part in our day-to-day lives; so much so that Gartner predicts CMOs will soon be the single largest budget holders for IT…

Crisis Comms: Why Sony can’t play the victim over “The Interview”

It’s crisis management time for Sony. Forget the celebrity-endorsed concerns over censorship, or the politically-charged debate over bowing to terrorist threats, there are a growing number of observers that are questioning Sony’s judgement in green lighting the film at all. When Sony Pictures pulled the release of The Interview – a comedy depicting the assassination…

Free underwear and the art of marketing through LinkedIn

Linkedin has made real progress over the last 24 months. By putting greater focus on content it’s been moving solidly towards improved user engagement; and in return saw its advertising revenue grow 45% in Q3 over the same period last year. However, it’s still not seen as a hotbed for marketing creativity. Brands have typically favoured…

Applying the 70:20:10 innovation rule to your marketing

The 70:20:10 rule is frequently cited as a useful formula for delivering an optimally blended mix of marketing content. For those not familiar with it, it suggests: 70% of your content should be low risk; it talks to the fundaments of your proposition and you know it works. It’s the stuff that keeps the lights on…

A “content marketing” definition for B2B marketers

Something of a debate has opened up at the office around the exact definition of content marketing. It’s a valid debate; marketers play loose and fast with the term and, technically, almost every marketing effort uses “content” of some description. However, it’s not that simple. The value of Content Marketing lies in its ability to…