"The Growth Blog" - A resource for B2B Business leaders & marketers

Chris Fell

Chris Fell

Founder & Managing Director of g2m Solutions

Recent Posts by Chris Fell:

How Account Based Marketing and Inbound Marketing work together

Before we get started - some definitions:

Topics: Inbound Marketing strategy relationship marketing account based marketing ABM

How do Australian B2B firms grow? Digital transformation best practices

g2m conducted some qualitative research in Q1 2018, where we asked firms how they grow. How do they set strategy, build a plan, and then execute successfully over time? Particularly, we wanted to understand how the organisation’s digital transformation was affecting their approach to growth and was forcing them to change how they went to market. Turns out it's a long journey and 3 clear themes emerged:

Plan right + Invest in your team + Build & measure processes

Here are the 7 best practices the research uncovered:

Topics: Digital Transformation business growth growth marketing

How the challenges of digital transformation have affected how Australian B2B firms grow

The purpose of g2m's research, conducted in Q1 2018, was to ask firms how they grow. How do they set strategy, build a plan, and then execute successfully? What’s worked well and where have there been issues? Particularly, we wanted to understand how the organisation’s digital transformation was affecting their approach to growth and forcing them to change.

This blog post details the top 10 challenges respondents identified.  

Topics: Digital Transformation business growth growth marketing

How To Improve Sales & Marketing Alignment for Growth, According to 15 Marketing Experts

This article was originally posted on the databox blog.

In HubSpot’s State of Inbound 2017 report, 6000 respondents were polled on the current state of alignment between marketing and sales teams.
Topics: sales and marketing alignment Inbound Marketing strategy business growth growth marketing

The key to growth: Unlocking your buying centre

It’s commonly quoted that B2B buyers have access to unlimited information at their digital fingertips so they aren't contacting vendors until they are 70% of the way along the purchase process. Are they really waltzing happily through their purchase process without the need for marketing information and sales calls?

Topics: business growth growth marketing

5 Things B2B Marketers Wish Their CMO Knew

This article was originally posted on the kapost blog and we love it!

Dear wise and illustrious CMO,

We know you’re busy. You’re rushing from meeting to meeting all day every day making sure that everything we do drives the strategic messaging of our company forward. You’re our fearless leader and we’re lucky to have you. But if you have a minute, here’s some thoughts on marketing leadership we think you'd find valuable.

Topics: seo strategy Inbound Marketing strategy

Key Content Marketing Statistics For B2B in 2018

This article was originally posted on the Spyralitics Performance Marketing Blog.

B2B Marketing budgets in Australia are being negotiated right now, as we get ready for the start of the new fiscal year. What are you doing about your content marketing in 2018?

Topics: seo strategy Inbound Marketing strategy

What Marketing Leaders Should be Investing In (and How to Measure Success)

New marketing tactics and technologies continually emerge from the digital woodwork. Marketers must constantly balance the adoption of industry innovations with their ability to accurately gauge and value their effectiveness.  

The following post is a Q&A with analyst and subject-matter expert, Jennifer Polk, conducted by Gartner to promote their 2018 Digital Marketing Conference.

Topics: seo strategy Inbound Marketing strategy

How to win at B2B sales in 2018

If you are a B2B salesperson you might be rather worried about some of the research data that's being widely quoted by "the experts."  Here is a selection:

  • "Customers rate the salesperson as the least influential interaction in the buying process" - Gartner
  • "Death of the B2B salesperson: 93% of buyers say they prefer buying online rather than from a salesperson" - Forrester
  • "57% of the buyer's journey is complete before a customer's first contact with supplier" - Corporate Executive Board
  • "67% of the buyer's journey is now done digitally" - Sirius Decisions

Salespeople would be forgiven for thinking they'll all be out of work in a few short years! Yet the reality is nothing is further from the truth.

But there's a catch...

Topics: sales and marketing alignment sales strategy b2b sales Inbound Sales

Why "ROI" messaging in your B2B Sales & Marketing doesn't work

If you’re selling complex or high-value B2B products or services, you’ve probably used Return on Investment (ROI) calculations to justify your value proposition and proposal. You may well market your offerings on the basis of the improved ROI you believe your target customers can generate.

But even when presenting to your prospects with a compelling ROI-based argument the chances are that you still won’t win the deal - and it’s not just because (even though it’s undoubtedly true) many buyers don’t trust the ROI calculations that vendors come up with.

Topics: content marketing content strategy B2B marketing strategy b2b content marketing strategy b2b sales b2b marketing strategies