Tiered vs volume pricing

When I talk to people about pricing models, tiered and volume pricing are often confused as one and the same thing. This short post should help to clarify the differences. I’m also including a Microsoft Excel template that you can use to build, and calculate your own tiered pricing plans – something that can be…

In a world of automation, do marketers fear experimentation?

In recent interview with MarTech I mentioned that I felt creativity was being marginalized in a world so utterly besotted with data and automation. The result, I feared, was that the skills of marketing graduates coming into the sector were becoming unbalanced, with too little emphasis placed on the creative elements that make marketing such…

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…