There’s a point in the sales funnel where the prospect is handed off to the next team member. Specifically, this is the point of the funnel where the marketing hands off prospects to sales and sales pass prospects to an account executive. The middle of the funnel is like a valve. At this point, you can expand lead quality definitions to pass a higher volume of leads to your sales team, or even tighten the definitions to give them a more specific segment of qualified leads. In the middle of the funnel, marketing facilitates the hand-off to sales. For this hand-off, content is created to engage and educate leads to identify who is interested in making a purchase. This part of the funnel has the biggest potential for marketing and sales to not completely align, so it requires the most attention. Below, we have some tips for how to prevent leads from going cold in the middle of the funnel. 

Staying relevant in your industry is harder than ever. Every industry is overly saturated with companies fighting for the attention of their audience. Each company has its own way to provide value, and it can be really difficult to convince your customers that you provide a more valuable product than your competition. For this reason, you need to be able to set yourself apart from the rest of the pack to survive. Search engine optimisation is a great strategy to not only maximise the visits to your website, but it can also keep your efforts relevant and competitive in a saturated market. Below, we have some of the ways that search engine optimization can benefit the marketing performance of your business.  

Are you satisfied with your content marketing practices? Improving our daily marketing tactics is an ongoing, cyclical process that requires a good bit of testing to get right. Content marketing is a great tool for educating and informing your customers, but it’s important to make sure that our content is optimized to perform as well as it possibly can. Below, we’ve got some tips and techniques for improving your content marketing to increase engagement with your audience.

As much as I would love to say that being an entrepreneur is smooth sailing, I know that I would not be telling the full story.

I’ve had some astronomical wins over the years, but in fairness, I have had just as many failures.

What does the future of marketing look like? The marketing industry is constantly changing in the face of several different challenges, and marketers should be prepared to change with it. Staying ahead of trends is never an easy job, but it makes a huge difference in preparing for the future. As we move further into 2020, take the time to establish what your marketing priorities should be and what steps you can take to meet each priority in the years to come.

Startup founders understand the importance of marketing, but the life of a startup founder is a changing landscape of measuring the needs of the product you’re building or raising the funds to build it. With all of the things they have to think about daily, startup founders simply don’t have the time to focus on their target audiences, marketing niches, marketing campaigns or a marketing strategy. So how does a startup company market its product? With an outsourced marketing department! Outsourcing your marketing not only takes that burden off of your shoulders, but it also ensures that your marketing efforts are given the attention and care they need from the beginning.

Winning over prospective customers is never an easy task. You have to demonstrate that you are capable of delivering on what your product promises. Writing case studies are a perfect way to showcase your company’s ability to follow through on what you provide. A case study examines the customer’s challenge or pain point and what it took to get a solution. They can vary in length, but the case study should measure success using metrics that your client has agreed upon. A well-written case study shows the positive impact your business has on your customer base. Below, we discuss how to write a case study that will attract new leads.

Today’s customer is all about the experience. From the very first interactions with your company’s branding to the final sale, companies need to provide a branded customer experience that will leave a lasting impression. An experiential marketing campaign takes the idea of a customer experience one extra step, by providing an experience. Experiential events can tell you a lot about your customer base, especially regarding what kinds of things they might engage with. Below, we cover the basic elements that your experiential marketing campaign should have.

Plenty of companies go through brand transformations every year, but what exactly does that look like? More often than not, brands fall back on changing or updating the logo with a new color scheme. This is a great step forward by any metric, but it should never stop with a newish logo. A rebrand should be treated as a complete company brand overhaul, a revolution of your company’s messaging and branding. Your logo design will play a part in this, but it’s only a piece of the greater objective. Any brand changes should be seen as an exciting and new opportunity for your company and your employees to improve the overall customer experience. It’s not products that are selling these days; it’s the experience a company provides. In this blog, we’ve got a few ideas to ensure a successful brand relaunch.

Content marketing has been hugely transformative for the entire industry, resulting in companies trying to reach their audience through their content marketing pieces. It might be hard for a lot of marketing teams to see the value in content marketing now, especially with this oversaturation of content that audiences sift through every day. But the truth is that content marketing in the B2B space is still just as vital as ever; you just have to be more proactive with the content that your company produces. 2020 should be the year that your company revitalizes and repurposes your content marketing efforts. In this blog, we have some tactics to consider when you revitalize your B2B content marketing strategy.