Europe’s leading sales and marketing expo is coming to ExCeL on March 21 & 22! The Marketing Expo will comprise of three innovative marketing shows which will provide professionals with tools, solutions and groundbreaking insights into this ever-growing sector. With …

So, you work for a business-to-consumer (B2C) company – and you think you can skip this article, huh? Sorry, I’ve got news for you. While business-to-business (B2B) interactions may not be as sexy as selling brightly colored running shoes, caffeinated beverages, or rollercoaster rides, nearly everyone who’s interested in customer experience needs to consider B2B …

The value of rehearsed spontaneity for business is underestimated. While we can often remember being impressed in a meeting – think of that lightbulb moment when a client’s unexpected question is flawlessly answered – we don’t always recognise the preparation that goes into it. There are, however, ways for marketing and sales professionals to harness …

The importance of building relationships with key influencers is well recognised by today’s marketing pros, with around 84% preparing to launch influencer campaigns within the next 12 months – but who exactly are they in B2B? We’re not just talking YouTube and Instagram superstars. who have the knack of grabbing attention, these people are trusted …

Influencer marketing has become top of mind for every CMO, not just in consumer facing brands, but in B2B technology organizations as well. In fact, among the business technology brands recently surveyed for the report Influence 2.0, 77% rate influencer marketing as strategic or highly strategic. One critical component to B2B influencer marketing is understanding …

What do you think when you hear “B2B”? There’s a constant flow of articles, reports and research that tells us that B2B is different. It’s hard. It’s not social or digital. That it’s not fun. “Business to business” is both very easy to define and entirely unhelpful to the brands who are working within it. …

B2B organizations that excel at lead nurturing generate 50% more leads that are sales-ready, at 33% lower cost, and nurtured leads make purchases that are 47% larger than purchases made by non-nurtured leads. Nurturing matters, in other words. Why Specific Content Matters The B2B customer lifecycle is constantly changing. Today, we have more marketing channels …

Poor customer support costs businesses $1.6 trillion in lost opportunities, according to an Accenture estimate. While most articles on customer support focus on companies that serve consumers directly, customer churn affects companies that serve other businesses too. Business people are also consumers. They develop expectations about customer service based on their experience as consumers, and …

Once upon a time, there was no internet. We lived with getting our stories from the television, the wireless (the radio to you), newspapers and from the bloke in the pub. Life was simpler in some ways. I remember the exciting talk around the office in 1993, when some bright spark had managed to get …

Most marketing professionals have heard the CEB statistic that 57% of the buying process is complete before a ‘customer’ even contacts the supplier, and that marketing-sales consistency will come in handy during the last third of the journey. However, in the B2B market, this journey is notoriously longer than in B2C. Ensuring this drawn-out journey …