3 min
When we discuss b2b marketing transformation, we typically focus on technology stacks, digital capabilities, and data analytics. However, after working with countless Australian manufacturing and industrial firms, we've noticed something striking: the most successful transformations aren't...
3 min
Every year, industrial marketing leaders face the same challenge: how to prove that marketing isn't just a cost centre but a strategic driver of business growth. While tech companies can point to clear attribution models and quick sales cycles, those in industrial b2b often struggle to connect...
3 min
While digital transformation dominates boardroom conversations, the reality on the ground is far more complex. Legacy systems that don't talk to each other, manual processes that consume valuable time, and the constant challenge of proving marketing's contribution to revenue all create a perfect...
2 min
How do you modernise your marketing approach without disrupting business operations or draining resources?
3 min
“We need a modern brand identity." We often hear this phrase from industrial marketing leaders, often followed by a resigned sigh.
2 min
While HubSpot offers powerful capabilities for industrial b2b organisations, completely migrating away from existing systems isn't always practical—or necessary. In fact, many organisations need to maintain their legacy technology stack while still modernising their marketing and sales operations....
4 min
Picture this: you're preparing for a board meeting where you'll need to justify your marketing budget. But your data is scattered across multiple systems - basic CRM exports, email platform analytics, website tracking, and a maze of spreadsheets that would make even an Excel enthusiast weep. And...
3 min
Marketing automation workflows promise efficiency, streamlined lead nurturing, and sales teams receiving perfectly qualified prospects. But in the industrial sector, the reality often falls short of these promises.
3 min
Let's be honest - finding the right HubSpot agency feels a bit like dating. Everyone looks great on paper, but finding someone who truly gets you? That's the real challenge.
2 min
If your CRM system were a machine on your factory floor, would it pass your quality control standards?
3 min
Ever stared at your HubSpot platform, wishing it would just...do more of the work for you? Enter Breeze Copilot – HubSpot’s new AI companion and the backbone of its Breeze AI product suite - to level up your platform from powerful to practically magical. It's like having a barista who remembers...
3 min
We’re heralding Breeze Customer Agent as the Swiss Army knife of customer support—it’s a single, sleek solution that handles your customer care and engagement processes. Armed with AI-powered features and sharp insights, it's the all-in-one tool for both rising startups and seasoned enterprises...
3 min
Neil Patel at FWD 2025 in Sydney last week perfectly captured the paradox of modern marketing: As we collectively chase the next shiny digital tool, the humble email continues to quietly outperform nearly every other channel in terms of ROI and relationship-building potential.
4 min
Dr Seuss-esque garden-inspired stage design. Interactive AI bot stations. An event-specific parfumerie aptly named ‘Scent to Inbox’. World-class speakers dropping knowledge bombs.
7 min
Manufacturing giants and industrial leaders are facing a pivotal moment. While tech startups grab headlines with their rapid scaling strategies, established b2b organisations grapple with a very different reality: How do you transform decades-old sales processes and market approaches when you're...
3 min
"We need to modernise our go-to-market strategy." It's a phrase we hear often in our conversations with manufacturing and industrial clients here in Australia. However, the typically cited go-to-market goals and metrics often don’t fit their reality. The tech startups focus on user acquisition...
3 min
For the past five years, we’ve witnessed a significant transition in go-to-market strategy of industrial b2b organisations. Today's technical buyers are digital-first industry leaders seeking compelling digital stories and reliable solutions to problems, as opposed to a single product or service....
3 min
"You'll just know when you have product-market fit." We’ve lost track of the number of times we’ve heard this Silicon Valley wisdom thrown around. It’s perfect for SaaS startups measuring daily active users and viral coefficients! But when your product is a complex industrial solution with an...
3 min
As a marketing leader in b2b, you're likely familiar with the pressure to prove marketing's impact on revenue. While your leadership team readily understands the value of direct sales, demonstrating marketing ROI can be more challenging – particularly in traditionally sales-focused companies. The...
3 min
When creating an Ideal Customer Profile (ICP) for your go-to-market strategy, most advice focuses on quick-win metrics: company size, industry, and basic firmographics. While these elements matter, this simplified approach often fails to capture what really drives customer value in industrial b2b:...
3 min
Picture this: You're at a mining industry conference, and someone asks what your company does. Do you launch into a 10-minute explanation of your go-to-market strategy, covering every possible application of your technology? Or can you deliver a laser-focused message that makes execs sit up and...
2 min
When was the last time you updated your pricing methods? If you're like most industrial b2b organisations, you're probably still using the same cost-plus approach in your go-to-market strategy that's served you well for decades. Meanwhile, the conversation around pricing methods in marketing has...
3 min
Picture this: Your technical sales team is presenting to a major prospect. They're using messaging from last year's product sheets, while your website showcases your new solution-focused positioning. Your LinkedIn posts tell yet another story, your distributors are still using three-year-old...
3 min
The executive board meeting had gone well. Your marketing team has presented its new brand strategy and go-to-market approach. The vision was compelling, the positioning clear, and everyone seemed genuinely excited about the direction. Then came the question that changed the tone of the room: "So...
3 min
Be honest – prospecting isn't exactly your idea of a good time. If you're like most sales pros, you'd rather have meaningful conversations with potential customers than dive into endless prospect lists and LinkedIn profiles. Well, prepare for some good news! HubSpot has announced some new b2b sales...
3 min
Dayuuuum HubSpot, back at it again with the nifty features!
3 min
After much research, you’ve decided to invest in HubSpot as your marketing automation platform. But now you’re faced with another task: onboarding. Migrating your data and website over, creating templates, integrating with your other tools, setting up lists and segmentation - all while learning the...
4 min
Well, HubSpot has gone and done it again. Just as GTM teams are drowning in a sea of disconnected tools, siloed data, complex customer journeys and shrinking budgets—voilà—HubSpot offers a solution. At this year’s INBOUND, HubSpot rolled out a shiny new toy: Breeze AI. *And the crowd goes wild*
4 min
So, you’ve heard the buzz about HubSpot—maybe from a business pal, a podcast, or that one enthusiastic colleague who can't stop talking about CRMs at lunch. You’re ready to dive in and turbocharge your business, but wait—how much will this cost? Well, lucky for you, as an award-winning HubSpot...
3 min
Remember the early days of b2b lead nurturing when a content download would commonly be followed up with an awareness stage blog post, a case study and an offer in quick succession? Like we could convince a business buyer to make a critical purchase with three pieces of (not so) tailored content.
4 min
This may come as a shock, but influencer marketing is for more than just consumer brands. Australian b2b businesses are increasingly tapping into the power of influencers to reach their target audience, build trust, and drive business growth. In fact, three-quarters of businesses in the b2b space...
4 min
Ever wonder if your b2b website is helping or hurting your growth? A powerhouse b2b website demands an immersive user experience that builds trust and fuels business growth. It requires following some key b2b website best practices - which include a commitment to understanding of your audience,...
4 min
When you think of HubSpot, most people think of its famous CRM and inbound marketing solutions. And they’re right to do so! However, we strongly suggest you get reacquainted with what HubSpot can offer your b2b business these days. The HubSpot website builder is quickly earning raving fans for its...
4 min
Websites are like opinions – everyone has one, and the spectrum of usefulness is expansive. A b2b website is successful if it is attracting, engaging and converting buyers, no matter what that conversion looks like. If you want yourwebsite to pull some power moves, you should be checking out...
3 min
We know that a more engaging user experience increases the likelihood of conversions. However, the user experience has traditionally been tied to design and visual elements—but what about UX writing?
3 min
Want a b2b website that attracts and holds your audience’s attention? It’s easier said than done. While people spend more time online than ever before, and b2b websites enjoy a higher than average time spent on page compared to other industries, businesses need to do more to stand out above the...
5 min
B2b website development requires both art and science - left brain and right brain. You need a scientific, data-driven process for organising information, attracting users, and providing an exemplary user experience. But you also need artful content and design. The result, when you get it right, is...
4 min
The latest Google Core Update in March 2024 has had a significant impact on the digital marketing world, particularly for those who heavily rely on automated content creation. This update aims to reduce spammy content by over 40% and prioritise helpful, high-quality sites by addressing the surge in...
4 min
Dealing with poor b2b customer service is a grating experience. Waiting on hold for ages, having to re-explain the same thing to multiple customer service reps, and poorly designed chatbots are, unfortunately, all too often part of resolving an issue with technology and service providers. But it's...
5 min
Have you heard the news? HubSpot has just launched Content Hub - an AI-driven content marketing platform that supports marketers in crafting and overseeing content along the entire customer journey. It has the features and benefits of multiple disparate AI tools packed neatly into one platform....
4 min
Storytelling and data can seem like unlikely companions – one soft and pliable, the other hard and fixed, destined to tell their own stories. However, when the emotional connection of qualitative is combined with the rational appeal of quantitative, you can create content that is powerfully...
3 min
AI is the talk of the town these days, and depending on what side of the fence you sit on, it’s either the bell of the ball or the death knell for all our jobs - especially in the marketing-verse.
1 min
We are thrilled to announce that we’ve earned our HubSpot Onboarding Accreditation! That makes us one of only 20 Australian agencies to achieve this prestigious recognition. This accolade demonstrates our company-wide expertise across the HubSpot ecosystem and our high-quality service as a...
3 min
Are you sick of not having full visibility of your sales pipeline? Are you struggling to make confident hiring and investment decisions? Or are you worried that your marketing leads are left hanging by your sales team? Worry no more with a RevOps strategy: your golden ticket to predictable and...
3 min
More than a hundred years ago, John Wanamaker, the forefather of modern marketing, made a statement that still rings true for many b2b organisations today: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
4 min
Since the dawn of time when people bartered their way through society, the art of selling has been reactive and predicated on assumptions, rather than concrete facts about potential clientele. But this off-the-cuff approach doesn’t bode too well anymore, because clued-up customers are all too...
4 min
Artificial intelligence (AI) is a powerful tool that can help to automate repetitive tasks and streamline content production. However, “with great power comes great responsibility” - and businesses must have a robust AI policy in place to use AI for marketing effectively and ethically.
5 min
Maintaining an effective social media presence for your b2b brand is no easy feat, even if you limit your activity to one or two channels. These days, social media algorithms demand a dedicated content strategy for each channel that can be pivoted quickly to fast-changing rules (remember when Insta...
4 min
Artificial intelligence (AI) continues to redefine how we interact with technology. In early 2023, Google announced plans to supercharge its search engine with generative AI. This powerful new technology is intended to make it easier for users to understand a topic, discover new viewpoints, uncover...
3 min
When you’re utterly obsessed with something, it can be difficult to appreciate that not everyone feels the same way. This is equally true for your marketing dashboard. You might be ecstatic that your last post scored hundreds of likes, but that might not mean much to your executive board.
5 min
If you have spent any time on social media lately - or the internet, for that matter - you’ve probably heard about a little invention called ChatGPT. A few years ago, OpenAI launched the tool to the public, and the response has ranged from boundless enthusiasm to complete doom and gloom. Some have...
5 min
In an ideal world, sales and marketing work together like a well-oiled machine. Marketing delivers a constant pipeline of high-quality leads, sales follow up on these leads within 24 hours and the teams consistently smash their quarterly KPIs and revenue goals.
4 min
Congratulations! You’ve won an exclusive viewing of this blog!
3 min
The world of b2b marketing is evolving at a rapid rate to cater to an ever-changing digital landscape. Social media has a large part to play in determining what marketing strategies work best. The algorithms of social channels significantly influence what content performs best and there’s one...
3 min
Dark social isn’t a new phenomenon; in fact, it’s been around for more than a decade. However, it still seems to be a major buzzword among marketers everywhere.
5 min
So many companies spend precious time and resources posting to social media several times a day. They saturate their feed with pictures, posts, and memes. But because there's no real rhyme or reason to their strategy, their social media presence fizzles out. Sound familiar?
3 min
Running a marketing department can be a tricky job, but running one for a company that’s quickly trying to scale up marketing efforts can feel like a whole other level of craziness. Sometimes, it feels like there are not enough hours in the day (because there usually isn’t) as you manage an...
5 min
It's that time of year again, marketers. We're finalising budgets and plans for the upcoming financial year. This means it's the perfect time to introduce new b2b digital marketing ideas, especially if you feel that your efforts are getting a little stale and results are a bit lacklustre.
4 min
As Australia experiences a significant talent shortage , hundreds of scaling SaaS organisations just like yours are stepping into the ring to fight for in-house marketing guns.
5 min
No matter what industry you are in, it’s important to know the value of good marketing. For starters, its role goes way beyond, “Hey, buy from me!”. Marketing helps your business grow by increasing brand awareness, driving profit and growth, enhancing engagement, and helping you acquire and retain...
3 min
The majority of b2b companies are sitting on vast libraries of content - and not all of it is still relevant, on brand, driving traffic or generating leads. It’s a common problem that is the result of a key missing element in our content strategies: a content governance plan.
4 min
“To gate, or not to gate, that is the question”. It’s a little-known fact that the great debate on whether to gate your content was first considered by William Shakespeare back in 1603. Ok, maybe we’re exaggerating a little bit, but it does FEEL like the debate has been going on for that long.
4 min
You've likely heard the buzz around popular social media platform TikTok, which now has 500 million monthly active users and is the third-most downloaded app globally. While Gen-Z uses the platform to showcase their creative side, some brands on TikTok use the platform to build awareness, engage...
4 min
Does the thought of a b2b newsletter have you yawning? We hear you! They’ve developed quite a bad rap, with people clicking delete or unsubscribe as soon as it hits their inbox. But fear not! When executed properly, a b2b newsletter can deliver valuable information, genuine personality and a human...
4 min
While establishing credibility on the internet can be an ever changing task, one thing that is always important (and always will be) is having good domain authority.
4 min
Previously, on the Brand chemistry blog, we told you why you need a LinkedIn thought leadership strategy. And in this week's episo... whoops, blog, we'll break down what that strategy should include.
4 min
It's not news to you that marketing budgets have come under greater scrutiny as the economy has been scrambling to recover in the last couple of years. In fact, 68% of marketers have experienced a reduction in their budgets in the past year. Amid the uncertainty, job losses and mass remote working,...
4 min
Are you struggling to produce content that captures the attention of your target audience? That isn’t, well… boring? We might hate to admit it, but sometimes we have a content problem. Dozens of blog posts and downloadables mean nothing if no one wants to read them.
4 min
Remember when LinkedIn was purely a place to upload your resume? Over the last few years, the types of content that people want to see on LinkedIn has changed completely. These changes have ushered in a new era of thought leadership on LinkedIn. Let’s explore what has changed and why — and when to...
3 min
LinkedIn isn’t only about recruiting new talent or building brand awareness. With the right strategy, b2b marketers can also generate leads with LinkedIn. As self-professed LinkedIn marketing nerds, we’ve gathered six top tips to help increase the number of leads you generate via your business...
4 min
Advances in marketing technology and analytics have significantly increased our ability to design and perform truly targeted marketing. With access to powerful demographic, firmographic and behavioural data, we can now create brand personas and buyer personas based on specific segments of an...
3 min
After much research and discussion, you’ve decided to invest in HubSpot. Your marketing automation journey is about to begin! But first, onboarding. As with any new platform, the quality of your HubSpot setup will determine how rapidly you start seeing a return on your investment (ROI). A good...
4 min
So you’re a keen b2b inbound marketer - your website is packed with high quality blogs, ebooks, case studies, videos and more. There’s only one problem: no one is finding any of the content you’ve worked so hard to create.
2 min
We all love a good podcast, whether your jam is true crime, comedy or current affairs. Not only are they great for entertainment and staying informed, but they’re also an easy way to learn about new b2b marketing ideas, hacks and tech.
4 min
We're not afraid to say it: We're total, 100%, bona fide B2B marketing geeks. And to keep our geek credentials up to date, we continue to learn, experiment and deepen our understanding of current techniques.
3 min
LinkedIn ads: where business and boredom collide—or at least that’s how it can feel when your performance metrics are as sluggish as a Monday morning meeting. But fear not! LinkedIn ads can be a game changer for your b2b content strategy when executed right. Whether you're after more clicks, higher...
8 min
These days, social media marketing for b2b is pretty much a given. After all, if one of your main goals is to reach your target audience, then odds are you will find that audience pretty active on at least one (and probably more than one) social media platform. That’s why social media can be such...
3 min
Once upon a time, there was a b2b brand that did not know how to use brand storytelling. Its blogs read like an annual report, with no compelling narrative or personality. There were no lessons that arose from hefty challenges anywhere on its person. Over time, it started to notice that friends...
3 min
Investing in yourself is always a great move, making yourself more valuable and accruing knowledge and skills to take you, your team, and your customers further. The other great thing about building your skill base is that it doesn’t have to break the bank. In fact, there are fantastic b2b...
4 min
How do you measure b2b marketing ROI and prove its value?
7 min
With most b2b buyers already 57% - 70% through their buying research before they even talk to a salesperson, and 72% of b2b buyers expect personalised content, it's no wonder most tech companies are dabbling in b2b saas content marketing.
4 min
You may or may not have heard of topic clusters or website pillar pages. Pillar pages are the current best-practice way to structure content on your website to be findable by search.
4 min
If you haven’t already heard, b2b marketing videos are an essential part of content strategies. Videos are so pervasive in the online environment now it’s not hard to believe that over 80% of all b2b internet traffic comes from video.
4 min
LinkedIn and Facebook are pretty standard custodians of media budgets for b2b marketers. However, the measures of success can vary widely from one marketer to the next. Is there a right and wrong way to measure your paid media performance?
6 min
We have so many measurable marketing metrics at our fingertips these days, that this can be both a blessing and a curse. On one hand, we can drill down into every single aspect of the customer journey to a microscopic level, giving us a fully detailed picture of what is going on at each stage; on...
3 min
Unfortunately, many in-house marketers have had bad experiences with agencies, causing them to shy away from inbound outsourcing at all. The next time they need to plug a skill gap in their team, they opt to hire in-house instead.
4 min
In the market for a new b2b website, but doing everything you can to avoid starting the process? We don't blame you! Website design is enough to strike fear in the hearts of any sensible marketer or business owner.
4 min
How does your website fit into your inbound marketing strategy? This is a question that comes up as frequently as #throwbackthursday here at Bc. It is, unfortunately, an area that is poorly understood in b2b marketing. Which is kind of crazy to us, but then again, we’re in it every day.
5 min
As a b2b business, you might not be fully sold on the benefits of organic social marketing. After all, you’re trying to reach entire businesses – is it really worth investing precious time and energy posting a few status updates when you’re gunning for much bigger fish?
6 min
Since the term was coined in 2010, b2b growth hacking has become de rigueur – so much so, in fact, that some organisations have replaced marketing teams with growth teams. But is growth hacking really all it's cracked up to be?
2 min
There’s a lot of buzz and excitement swirling around at the moment about Machine Learning (ML) and Artificial Intelligence in marketing. Until recently, these phrases were the stuff futuristic Hollywood blockbuster dreams were made of, you know, like in iRobot, Alien and the Terminator trilogy.
5 min
So you’re keen to get in on the b2b marketing automation platform action? And so you should be – marketing automation can be hugely beneficial in terms of streamlining all the fiddly processes that go into lead generation and management.
8 min
In case you haven’t heard, the robots are coming after your job. In fact, according to Elon Musk, they may even bring about the end of human civilisation itself. In all this gloom and doom, it’s understandable that you might be somewhat wary of artificial intelligence (AI) or machine learning.
4 min
Market share is arguably the most important metric when it comes to judging how a business is performing. That’s not to say that other metrics like brand awareness, customer satisfaction and revenue growth aren’t important – they are – but measuring yourself against yourself may give you the wrong...
4 min
So you’ve decided you need marketing automation, and you think HubSpot might be the right fit for you. But when you navigate to HubSpot’s pricing page, you’re met with a long and somewhat bamboozling list of features. Just what does it all mean, and how do you work out which Hubspot subscription –...
3 min
At Bc, we see this all the time when we’re assessing companies’ b2b content marketing. People are frustrated with their so-called "b2b lead generation blogs" because they’re just not attracting the amount of traffic they want. They feel like they’re doing everything right: they’ve created a strong,...
6 min
Getting the best for your business out of search engine optimisation is a moving target. Still, one thing that has become clear is that showing up in the right searches is more important than showing up in the most searches. That’s the aim of b2b keyword strategy — getting your page to come up...
7 min
You may have been hearing rumblings about a mythical beast known as b2b account-based marketing (ABM). Though it’s been around for a while (since the days of mad men, some would argue), it’s only recently started making waves.
3 min
So you’ve decided to get a marketing automation platform. Mazel tov! A marketing automation platform is a blessed addition to any company, giving you the power to automate many time-consuming and repetitive tasks, as well as measure the results.
4 min
If you’ve yet to start a b2b blog, you’re probably feeling a bit daunted by the prospect. You know why you should have one: it helps to establish you as a thought leader in your industry, it’s great for search engine optimisation (SEO), it drives people to your website and helps to generate and...
4 min
When you first started your business, you probably didn't have the most polished brand identity. And that's okay. Your focus was on building a viable business as it should have been. Money was tight, so you had to be careful with your investments. You wanted a brand identity that was functional and...
5 min
As a business leader, it’s your job to make tough decisions. And in order to make those tough decisions, you need to know precisely what is going on in your organisation, as any decision based on incorrect assumptions could be detrimental. You may think you’re getting the complete picture – but the...
3 min
The tension between sales and marketing is as old as time itself, but now the data shows it. According to research, 40% of salespeople say that prospecting is the hardest part of the sales process. And it seems a lot of salespeople simply did not feel like their efforts were being supported by...
4 min
Creating a great user experience (UX) isn’t a difficult concept to understand, but often not quite as easy to execute effectively and the impact on your business can be substantial. Website visitors and product users obviously expect seamless and smooth interactions and transactions. Mobile devices...
4 min
You’ve spent blood, sweat, tears and the better part of your hair building up a thriving and shiny startup. What you may have failed to realise is that in this frantic, stressful time, your business is not the only thing that has emerged changed – you have.
3 min
In the 1981 film Indiana Jones and the Raiders of the Lost Ark, our eponymous hero uses the Staff of Ra to guide him and his companion in unearthing the Ark of the Covenant (before the villains do). The staff is integral in illuminating the way forward. Literally.
5 min
The rumours you’ve heard are true. The content marketing monster is a hungry beast. No sooner have you fed it a chunky slab of lead-generating meat than it reaches for a side of supporting blog and a sky-scraper chaser.
6 min
A marketing automation system is a big investment and it can be a powerful tool that supercharges your b2b marketing and pays for itself. But some of you out there are probably not quite as enamoured with the marketing automation platform you’re using in your business. In fact, you might be feeling...
6 min
Strong brands enable b2b organisations to transcend product features and build a more enduring, emotional connection with buyers and other stakeholders, by reflecting some of the values they hold dear. Uncovering what is truly important to your stakeholders is a powerful and transformative process...
3 min
For many b2b businesses, inbound marketing is often adopted half-heartedly and not fully integrated with the rest of the business. This means that results often fall short of the 4:1 ROI that is achievable within the first year. A functioning inbound marketing pipeline depends on you going ‘all in’...
6 min
Let me begin with a story. It’s late on a Thursday. I come off an overseas client conference and take an immediate oath to break up with our web conferencing software - the direct cause of my stress headache. Google time!
4 min
Did you know 90% of agencies say they truly understand their client’s business, but only 65% of clients agree? With this kind of disparity, how can a client agency relationship truly work?
3 min
Creating captivating b2b infographics that can charm and inform simultaneously can sometimes be a bit like geo tagging Dory from Finding Nemo. Where do you even start?
5 min
In an ideal world, your marketing content should be like the Yellow Brick Road in The Wizard of Oz - a shiny, glittering, well-posted path that ultimately leads your customer to where they need to be — your business.
3 min
In May, we’ve been lucky enough to attend some really great talks at CeBIT 2016, and we’ve taken a lot away from them.
3 min
The end of the financial year is approaching, and – miracle of miracles – you still have some money left in your b2b marketing budget.
4 min
Software companies all over the world have a specific challenge. It is one that we see them consistently struggle with – and no wonder. It is not an easy job.
2 min
A good tussle with a worthy opponent can be satisfying and fun - but ultimately can get in the way of the greater good. This is especially true when traditional enemies are actually working towards a common goal, and there is no better example than the age-old feud between IT and marketing.
4 min
According to a recent study by the Content Marketing Institute, 88% of b2b marketers are using content marketing in their marketing mix. However, only 32% of organisations have reached a high level of maturity and sophistication in their b2b content marketing strategy.
4 min
Is it colour or color? And do we write 5 or five in a headline? What about okay, ok, OK or o.k.?
5 min
How far will you go to avoid a sales person?
3 min
When you're busy creating content and running your own blog, guest posting for a third-party publication probably doesn’t sit very high on your list of priorities. We get it.
4 min
While implementing your inbound marketing strategy, have you ever caught yourself thinking; where do I find time to develop all this content? Who are my core personas? How do I get marketing and sales to play ball? Or, which metrics are best?
2 min
There's often a lot of confusion between CX and UX: customer experience (CX) and user experience (UX). The terms are, in fact, closely related, so it is not surprising they're not so clearly delineated. Both concern a customer's experience of a brand and both impact a brand’s bottom line. Talk...
2 min
With so many buzzwords and terms, digital marketing can be an intricate and sometimes overwhelming topic. But is it just us, or do marketers seem to be using some differentiated terms interchangeably?
4 min
In many organisations, sales and marketing alignment often feels elusive. Teams don't play nicely together, and we frequently see some naughty blaming behaviours coming out when sales targets are not met. “We’re not getting enough leads,” or “the leads you’re sending are not qualified,” and “you’re...
2 min
b2b marketing planning is an essential activity for your success. Business success rarely comes from off-the-cuff decisions, and without a plan, you’re basically shooting at targets in the dark!
4 min
Time for a hard and fast rule; if you want to give your business the biggest chance of success, you need a Marketing Automation system (MA) and Customer Relationship Management system (CRM) that integrate.
4 min
Have you ever had one of the following problems: I can’t demonstrate marketing’s contribution to the bottom line I don’t know for sure what’s working Social media seems like a waste of time
2 min
You’re crazy overwhelmed, you’re getting a SUL (sweaty upper-lip) and you’ve got that worried feeling in the pit of your stomach. It’s dawned on you, the b2b marketing automation you’re half-way through implementing is all wrong, and you know it’s just never going to work. Ok, so it might not be...
3 min
There’s something about user experience marketing that intimidates people.
3 min
Digital media has opened up a world of exciting new (and seemingly endless) opportunities for marketers.
4 min
Marketers are expected to spend $442.6 billion on digital in 2024 alone. As the wave of consumer digital usage swells and reshapes the way people buy and use products and services, how ready are you to capitalise on the trend?
2 min
There’s no doubt that content marketing has become one of the biggest marketing must-haves of today. But how do you measure - and prove - the ROI of your content marketing efforts?
2 min
Do you suspect your website could contribute more to your bottom line? You may be right. Research has shown that 88% of online consumers are less likely to return to a site after a bad experience. A well-planned b2b website enhances user experience, provides relevant information to your audience,...
4 min
To the uninitiated, the homepage is just an entry point. The ‘magic happens’ on your service or product pages. For those in the know, the homepage is a conversion machine. A well-designed homepage builds an instant connection, invites exploration and guides users toward the solutions they’re...
1 min
Digital marketing may as well just be called ‘marketing’ these days because there really is no separation any more. Fact is, if your marketing plan doesn’t include digital, you’re in trouble.
3 min
Is your market full of products and services that all look the same? Do you find yourself competing on price more often than you’d like to? In a market crammed with me-too products and services, implementing powerful strategies for brand positioning can help customers pick you out of a line-up of...
2 min
Approvals driving you crazy? Here’s how to how to structure productive agency feedback
5 min
Public relations teams used to have a pretty simple remit: have a good relationship with the media and distribute a brand’s ideas to the public through them. Gone are those days. Welcome to the age of online PR — social media, influencers, blogs, search engine optimisation (SEO), YouTube, industry...
1 min
A common point of contention between sales and marketing is what constitutes a lead and when a lead should be passed on.
4 min
You could have built the Taj Mahal of websites – but just because you’ve built it doesn’t mean they’ll come. Your website needs to be designed to drive high-quality leads.
4 min
We’ve got good news for you: contrary to popular claims, b2b direct mail is not dead.
1 min
Over the last year, a new breed of on-page optimisation tools have entered the digital space. They allow non-technical staff to quickly and easily run A/B, or even multi-variable tests, so that landing pages can be reviewed, analysed and improved. Increasing conversion rates of landing pages is a...
2 min
Wouldn’t it be good to see what your business really looks like to the outside world? And, more importantly, to your clients? Sourcing b2b customer testimonials is one of the best ways of finding out your business’ real strengths and weaknesses.
3 min
Campaign launch is always an exciting day, isn’t it? You’ve spent months tossing around creative ideas for your inbound marketing campaign, generating content, setting up your automation workflows and testing the processes. Finally, it’s the day to hit the big red launch button and let your inbound...
3 min
A brand is much more than the sum of its parts. A successful brand embodies the promise that certain values and qualities will be delivered to your customer when they purchase your product or service: and that makes it one of your company’s most valuable assets. But when is it time for a rebrand...
3 min
Ever since Bill Gates wrote that ‘content is king’ way back in 1996, this has become a marketing mantra - so much so, that you’re probably getting pretty sick of hearing it. Sadly, you won’t stop hearing it any time soon, because Bill Gates was right: the benefits of content marketing are countless.
2 min
So you’ve built up your email marketing list? Well done! But don’t rest on your laurels just yet, because the work doesn’t end there.
2 min
Does your business have a blog, but you’re not sure if it’s actually contributing to the bottom line? It might be that your content doesn’t actually address the issues your audience is looking for. Whoops!
3 min
Have you ever tried finding an authentic restaurant in a foreign city? You know, the non-touristy kind that is frequented by locals and doesn’t charge you double for a never-see-you-again-anyway service? They are often a bit hidden, right?
2 min
As b2b marketers, it’s our job to make sure that your latest meticulously-crafted marketing message isn’t lost in the ethos. A study by Business2Community revealed 47% of participants said they make their decision to open an email based on the content in the subject line. With that statistic in...
3 min
Here at Brand chemistry, we’ve always said that the first and most fundamental step to successful brand building is research – getting under the skin of your target customer, understanding your competitors and your market landscape.
2 min
Here at Brand chemistry, we talk to many companies whose businesses have evolved so fast that they’ve suddenly found themselves constrained by a brand that doesn’t fit any more. We also talk to companies whose competitive landscape and customer profile have changed so much that their brands are...
2 min
Content marketing for b2b is the secret sauce for turbocharging your business growth and captivating your customers. But as much as we all love content marketing and its benefits, it’s not a ‘one size fits all’ marketing cure-all, guaranteed to land hundreds of hot leads for everyone. Content...
1 min
You have probably seen them as often as we have: the dodgy logos, the incomprehensible (or downright silly) strapline, or the look and feel that just feels... well, plain wrong. You don’t have to look far to find glaring brand mistakes, both in and out of the b2b arena. As well as the obvious...
6 min
Big data has gone from ‘the talk of the town’ to an accepted staple in b2b marketing. But when it comes to making it work for your campaigns, there’s much to consider. From issues with collecting, standardising, and interpreting data (not to mention keeping it secure) without the right know-how,...
1 min
Positioning vs branding - what's the difference? At Bc, we regularly get asked this question, so let's take a closer look at the two and how they work together.
2 min
Direct mail continues to stand out as a powerful and effective marketing strategy that refuses to be overshadowed. While it may come with a higher price tag compared to email marketing, the response rates it generates are unmatched. Direct mail also shines in scenarios where a personalised touch is...
1 min
SEO vs PPC - which is better first? We know that both pay-per-click (PPC) marketing and search engine optimisation (SEO) are both goldmines of opportunity for b2b businesses. But if you’re new to the game, you might be surprised to learn that you’re better dabbling in PPC before leaping off the...
