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

Why You Need to Renovate Your Sales and Marketing Teams Processes

For the next couple of months we’ll embark upon a series of articles that will take you through ways you can work towards smart, profitable and sustainable growth for your small to medium sized business. How? By redeveloping your sales and marketing teams processes. Too often business leaders don't take the time to regularly review which sales and marketing processes need tweaking in order to deliver optimal results. We're all guilty of a 'set and forget' mentality sometimes. So let's work through this together, and see what could do with a bit of a renovation. 

Topics: b2b marketing buyer personas marketing roi B2B marketing strategy sales and marketing alignment buyer centricity b2b sales marketing teams, leadership CEO Tips for CEOs, website design

Forget About Your Product, Think About Your Buyers!

In the world of marketing, we’re all familiar with The Four Ps – product, price, promotion and place. This principle of marketing was held strongly by businesses and marketers alike for decades, until it was highlighted that there is something very wrong with the four Ps. Promoting a great product in the right places at a reasonable price is all well and good, but there’s no mention about the customer, the buyer or the people that you are targeting for the product.

It was only when theorists considered the service industry that they recognised the importance of people in marketing and expanded The Four Ps into Seven Ps to include process and physical environment, in addition to people. But even then, the process was inverted as the focus is on creating the product or service rather than the customer whom the product / service is meant for, reducing customers to a mere afterthought.

Topics: b2b marketing buyer personas buyer behaviour buyer centricity

5 Reasons Content Marketing Isn’t Effective

Research by the Content Marketing Institute uncovered that 93% of Australian marketers surveyed have used some form of content marketing over the past year. What’s staggering is that only 33% of them found content marketing to be effective.

Why is this the case? 

Topics: content marketing b2b lead generation marketing automation b2b content marketing strategy HubSpot Australia buyer centricity Inbound Marketing Australia

3 Simple Rules for Social Media Marketing

There are too many rules for social media marketing out there. We’ve read, skimmed rather, so many articles stating the 10 laws or the 20 rules for effective social media marketing. But how many of these ‘rules’ do you actually follow? I’m guessing no more than 20 – 30%.

Opinions around the best time to post updates on social networks are rampant. Some believe it’s best to update Twitter just after lunchtime, whereas some believe that LinkedIn posts bring the most success when they’re posted right before 9am. Not only do they preach about times to post, some advocate for quantity of social profiles believing more profiles would lead to more leads.

Topics: Inbound Marketing buyer personas b2b lead generation B2B marketing strategy Social Media for B2B Business social media strategy buyer centricity

Buyer Centricity: The Missing Piece in your Content Marketing Puzzle

Your marketers are typically capable of producing good marketing material. From website content, blog articles, social media updates, online advertisements to emails, surveys, newsletters, brochures and eBooks. As a business owner you review the material and most of the time you’re happy with what they’ve produced. It is well designed, it has your brand name and logo, it describes your product / brand clearly and it is interesting. You believe your company has produced a great piece of marketing material. But there’s one problem: this material might not be good enough for your buyers.

Topics: content marketing content strategy b2b marketing content distribution buyer personas content creation buyer's journey buyer centricity