Marketing Articles
Case Studies
Explore how to digitalise B2B marketing and increase marketing productivity in this comprehensive guide. It covers the challenges of transitioning offline marketing practices to digital, effective strategies for integrated marketing activities, and the importance of prioritising quality before quantity. Discover how to work smarter, not harder, to achieve better results with constant resources.
iStock-579135222_vmAt the head office of SAP AG in Walldorf. Albert Denz, VP of global marketing asked me to provide reports on Key Accounts to support decision-making at quarterly Sales & Marketing meetings. It was the start of a five-year project in account-based Marketing …
This case study highlights successful B2B marketing sales collaboration within a manufacturing division expanding into new markets. The teams shifted their focus from product to service, developed a comprehensive sales toolkit, used LinkedIn ans Sales Navigator for outreach, and created compelling content, resulting in high-quality customer interactions and increased business opportunities.
Go-to-Market Strategy Audit a process for ensuring long-term Product-Market Fit
Business landscapes constantly change, so maintaining Product-Market Fit is crucial to success. The Go-to-Market (GTM) Strategy Audit offers a systematic approach. Explore the significance of regular strategy checks, the contributions of key departments, and a practical two-stage process. Ensure your GTM strategy evolves with the market, and continue to meet buyer needs effectively.
Updating your Go-to-Market Strategy ensures long-term Product-Market fit
Go-to-Market strategies are key elements in business success. They require huge amounts of time and effort to produce, but suffer from two major issues. First they go out of date really fast. Second, they are difficult to update. In most companies, this is an issue that is left unresolved, so revenues suffer.
Making CRM Integration Work
This article provides valuable insights on how to ensure the success of custom integration of data from Touchpoints on the Buyers Journey into CRM. It identifies specific steps that Marketers can use to maximize the value of their data and improve their business processes through custom integration with CRM.
What Questions lead to Better B2B Marketing?
In the ever-changing landscape of B2B Marketing, achieving better outcomes requires adaptability, employing effective B2B marketing techniques, and addressing changing needs. Continuously asking better questions and integrating these strategies into marketing approaches provide a competitive edge. It is crucial to start implementing these practices immediately to thrive in the dynamic world of marketing.
Shift the focus from Project to Process
Discover the transformative approach of shifting marketing from project-based to process-oriented, as gleaned from the insights of a marketing expert. With a focus on repetition, time and effort, and value, Andrew Sanderson demonstrates how efficiency, consistency, and economic justification can lead to continual improvement and success.
How to define KPIs and improve Marketing Processes
Marketers actively look for a different way to view an issue, so they can ask fresh questions, get different answers and create innovative solutions. Key Performance Indicators are classic tool for doing exactly that. Here are thoughts on KPIs based on my marketing experiences across a range of industries, teams, processes and systems.
Data driven marketing
Nine reasons why People are more important than Technology
The Digitalisation of B2B Marketing appears to have run out of steam among German mid-size manufacturing organisations (the ‘Mittelstand’).* It may sounds like a regional issue, but it’s not; in fact, it’s symptomatic of a global trend. “Why?” is an interesting question. But it’s more useful to ask, “What to do about it?”. Executive Summary: […]
Three Good Reason Why …
On 10 October I’ll be leading a Workshop at the UX-Day Conference in Mannheim, Germany. The title is “How I learned to love the GDPR” (the upcoming European Privacy law which will impact all marketing by international organisations into the EU). We’ll kick off with a swift overview of the impact of this law for […]
Marketing Automation Implementation
Marketing Automation Implementation What should you be aware of? What are the best practices?