Once upon a time, there was a b2b brand that did not utilise brand storytelling or content marketing effectively. Their blog posts read like press releases, with no compelling reasons for potential customers to continue reading – let alone choose their business. They missed golden opportunities to...
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.”
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...
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.
Artificial intelligence (AI) continues to redefine how we interact with technology. In early May, 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...
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 By Katie Smyth
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 digital marketing strategy ideas, especially if you feel that your efforts are getting a little stale and results are a bit lacklustre.
4 min By Zoe Palmer
As Australia experiences its most significant talent shortage in recent history and the great resignation causing fissures in marketing teams across the country, hundreds of scaling SaaS organisations just like yours are stepping into the ring to fight for in-house marketing guns.
3 min By Zoe Palmer
LinkedIn has evolved quite a bit in recent years. Do you remember when it was purely a place to upload your resume? Especially in the last year or so, the type of content that people post has changed completely.
B2b marketing has moved progressively online. With many b2b businesses finding traditional broadcast methods difficult to track or simply less effective than they used to be, they’re turning increasingly to digital to reap their growth rewards.
7 min By Zoe Palmer
With 19.47% of B2B buyers reading three to five content pieces prior to talking with a salesperson and 61% of consumers saying they feel better about, and are more likely to buy from, a company that delivers custom content, it's no wonder most SaaS companies are dabbling in content marketing.
If you haven’t already heard, videos are an essential part of marketing today. Videos are so pervasive in the online environment now it’s not hard to believe that 80% of all consumer internet traffic will be video traffic by 2020.
6 min By Zoe Palmer
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...
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