How “strategic alignment” is assisting business-to-business marketers in reducing sales friction
Sales and marketing can have a close working relationship that is full of opportunities for growth as well as tense moments with accountability and priorities. The dynamic can get even more complex in business-to-business transactions, when marketing is frequently seen as supporting the sales role. Maintaining both roles’ alignment requires striking a balance between cooperation […]
How a legacy legal firm’s success was enhanced by its embrace of marketing
For the legal company Addleshaw Goddard, it may have taken almost 250 years, but it has been well worth the wait to completely embrace marketing. The company had never before employed a head of marketing, launched a brand campaign, or even had marketing analytics in place before 2019. When entrusted with overhauling the firm’s marketing […]
Why TikTok entered “professional mode” in order to win over B2B hearts
In order to spread the word on social media, the social media app enlisted Rob Mayhew, a creator and creative director of Gravity Road, as its official TikTok for Business ambassador. Due to the promotion, 12% more marketers switched from reservation-based to auction-based trade on TikTok. According to a brand uplift research, TikTok helps 11% […]
How Sage’s redesigned marketing increased sales by 12%
More than 1,160 assets were produced by the marketers for TV, outdoor, and web platforms. The Hundred cricket competition and the rugby Six Nations were also sponsored by the new strategy. An important factor in the company’s “bumper year” was the rebrand. Due to a 101% increase in the value of renewals and customer acquisition, […]
B2B marketers run the risk of becoming irrelevant again if they do not regain the scope of the position.
You may link the quality of interaction to the commercial impact once you are able to monitor it at the account level. One senior B2B marketer said at a recent conference that his organization can now measure the win value of a highly engaged client over five times that of a low-engaged account. This is […]
How LinkedIn addressed societal stigma to support the success of ex-offenders
A year after being released from jail, an estimated 80% of ex-offenders cannot find employment. Over 40% of those who are struggling to start over will commit crimes again within a year. In an effort to increase the chances, LinkedIn commissioned research that showed hiring ex-offenders could increase the UK GDP by £2 billion. In […]