https://blog.themarketingcentre.com/why-isnt-my-b2b-advertising-working“We need more leads!” The familiar cry of business leaders up and down the country.
When we asked our marketing directors for their end-of-year marketing predictions in 2015, they agreed that 2016 would be the ‘year of the video’. It’s hard to argue they got it wrong. Nearly 12 months on, and 96% of B2B organisations use video in their marketing campaigns, with 73% reporting a positive ROI. For video, read YouTube. While there are a number of video hosting platforms available—notably Vimeo and Daily Motion—the user statistics are dwarfed by YouTube. With over a billion users, it is the third most visited website in the world, the second biggest search engine, and the largest video distribution platform by a clear mile.
This article was previously published on the Vistage website, you can find it here. Marketing has a reputation for being a bit... nebulous. Qualitative. We’ve even heard it described as ‘fluffy’. Your efforts (should) have a tangible impact on the bottom line, but too often business owners find themselves wondering exactly what their marketing team are up to. Marketing can't afford to be vague; it can and should be as accountable as every other department. Marketers should be able to tell you what they're doing and why, and how their efforts are improving results for the business.
Google ‘customer journey’ and you’ll encounter over 27 million definitions, discussions, guidelines and graphics on the subject. It’s an important concept, but it’s overused and often misunderstood.The customer journey is the process a customer goes through while they’re deciding to buy something, and the steps after they’ve bought it.
Is it really worth sifting through cold leads hoping for results, rather than simply going out and finding new prospects to target? Absolutely, says The Marketing Centre’s Brian Hardie. Too often, leads go cold because the timing is not right for a customer. But circumstances change – cold leads shouldn’t be considered dead by a business. The question is when to warm them back up.