How To Create A Marketing Plan For B2B Businesses In 2019

Let’s start with a definition: What exactly is a marketing plan? It’s the detailed sequence of tactics and activity that achieves your marketing strategy. It’s how you go from strategy to action. It’s what tells your team what to do and in what sequence, when they arrive at work each day. So it’s important!

Topics: b2b marketing b2b marketing plan b2b digital marketing plan

How To Develop Effective Campaign Positioning And Messaging

So you have the responsibility of creating a new marketing campaign for the quarter, or you are now in charge of a new product launch. This is an integral part of your company’s growth strategy so you need to ensure you develop a robust framework and plan for your marketing campaign as it will not only support the product team it will also need to support the sales and customer service teams.

Topics: positioning and messaging

How A Content Cluster Strategy Will Increase Your Organic Traffic

Does content marketing even work anymore?

Do you feel like you’ve been keyword-researching, brain-storming and blog post churning for a while now - and yet to see the kind of bountiful growth promised to you by all those marketing posts suffocating your LinkedIn feed?

Why aren’t people reading my content? Can people even find what I’m writing? Am I writing about the right things?

How To Negotiate A Peace Treaty With Sales

We’ve all been here at some point. Sitting across the table from the sales team debating the root cause of the sales numbers.

“We need more leads!” cries the sales reps.

“Why aren’t you converting the leads we’re sending you?” replies marketing.

Nailing Your Annual Growth Plan. The 10 Questions That You Must Answer.

If your boss is anything like - well, every boss I have ever had - the annual planning cycle is a long, drawn out negotiation process over what is an achievable growth target. It's a tough process because the key players, the boss, marketing and sales are seldom aligned.

And that's the problem this blog aims to overcome, armed with this free Funnel Velocity Calculator tool.

Topics: b2b marketing plan business growth growth marketing annual sales planning annual planning

Using The Funnel Velocity Calculator - A Guide And A Glossary Of Terms

How to use this blog

If you want to read about the background to funnel velocity, why it's important and how to use it in your business start reading from the top. If you want to use the calculator right now and just need some guidance on completing the sections, scroll through the blog to the relevant slide you need help with.

Topics: Digital Transformation B2B marketer b2b digital marketing plan Marketing Tools growth marketing

The Benefits Of HubSpot's New Standalone CMS

This post was originally published by The B2B Marketing Lab.

Previously, if you wanted to build your website using the HubSpot content management system (CMS), you had to purchase a HubSpot marketing licence (Basic, Professional or Enterprise) and install the CMS as an ‘add-on’. The CMS ‘add on’ would give you access to the website management platform, allowing you to build your website and put it live.

However, since HubSpot’s conception in 2006, there has been no way for businesses to have the HubSpot CMS as a standalone solution to host and manage their website.

So for many businesses looking to take advantage of HubSpot’s sophisticated CMS, they had no choice but to grit their teeth, purchase a Basic, Professional or Enterprise licence and get on with it. Whereas others simply used something else!

That is, until now!

Topics: Inbound Marketing Hubspot cms

Everything You Need To Know About Net Promoter Score (NPS)

This post was originally published on the HubSpot Service blog.

Recommendations from colleagues, business peers and trusted advisors, even friends and family are incredibly valuable to your B2B customers. According to Nielsen's Global Trust in Advertising Report, 83% of respondents said they trust recommendations from family and friends more than any other form of advertising. 

Topics: Service NPS

How To Use Content To Market To Buying Committees

This article was originally published the LinkedIn Marketing Blog.

When it comes to modern content marketing one key challenge is creating content that's relevant for each decision maker, at scale, without killing yourself.  You’ve got your work cut out for you! Here's how to tackle the challenge.

Topics: content marketing Inbound Marketing strategy

How Account Based Marketing and Inbound Marketing work together

Before we get started - some definitions:

Account Based Marketing: “ABM is all about shifting your focus from lots of leads to highly targeted accounts that are very specific organisations and companies that are the best possible fit for your product or service.” - Forbes

Inbound marketing: "Is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimisation and branding." - Wikipedia

Topics: Inbound Marketing strategy relationship marketing account based marketing ABM