Marketing Graham

JUNE 1, 2022

Much is being written and discussed about Account Based Marketing. Not sure what all the fuss is about because ABM has been around for decades. It’s not as new as you might think. I’ll detail how I did it in a recent campaign. ITSMA claimed to have coined the phrase Account Based Marketing (ABM) back in 2003, but people didn’t start searching (and therefore learning) about ABM until 2016.

Account Based Marketing 52

Account Based Marketing Campaigns Planning CPO 52

Marketing Graham

MAY 13, 2022

If B2B lead generation is part of your job, then email marketing should be one of your tools (but not the only tool). You start with good data, ensure email delivery, grab attention and encourage action. Easy? No, it’s hard work… but worthwhile. I’ll guide you through the four stages of a successful B2B email lead generation campaign (plus a bonus tip).

Lead Generation 52

Lead Generation Lead Scoring Lead Ranking Generation 52

Marketing Graham

MARCH 30, 2022

We’ve all been living through some very strange times. The pandemic has affected many aspects of our lives, including work. But did it affect the marketing budget, and if so, by how much? Here are some scary figures from Gartner’s research. I find benchmarking my marketing spend against the average really useful – especially when I’m begging for more money.

Marketing Budget 52

Marketing Budget Marketing Budget Creation Budget Programs Paid Search Agency 52

Marketing Graham

MARCH 30, 2022

We’ve all been living through some very strange times. The pandemic has affected many aspects of our lives, including work. But did it affect the marketing budget, and if so, by how much? Here’s some scary figures from Gartner research. I find benchmarking my marketing spend against the average really useful – especially when I’m begging for more money.

Marketing Budget 52

Marketing Budget Marketing Budget Creation Budget Programs Paid Search Agency 52

Marketing Graham

JANUARY 15, 2021

Ask 10 different marketing managers “What is B2B growth hacking?” and you’ll get 10 different answers. Well, I’m the 11th marketer, and here is my simple, no-nonsense guide. First of all, I didn’t know that I’ve been doing Growth Hacking for years until I diluted all the different interpretations into plain English.

B2B 52

B2B Work Management B2B Marketing B2B Sales 52

Marketing Graham

JULY 23, 2021

In a previous blog post, I mentioned the marketing OKRs, ICE and North Star Metric. I said I would explain what they were later. Well, I’m a man of my word, so here it is… If you’ve just landed on this page and want to read my previous post about Growth Hacking, you can read ‘ What the hell is B2B Growth Hacking ‘ or view the video ‘ What the hell is Growth Hacking ‘ on my YouTube channel.

Marketing & Strategy 52

Marketing & Strategy Consulting B2B Marketing Top of Funnel 52

Marketing Graham

JANUARY 6, 2022

Social media is popular among B2B marketers. Partly because it’s the main question they will be asked in their next job interview, partly because it’s considered free (not true) and partly because, well, it can be exciting. But without a strategy it will fail. Like any other marketing channel, before you start the deep dive into social media strategy you need to decide on your goals.

Social Media 64

Social Media Examples Media Marketing & Strategy 64

Marketing Graham

DECEMBER 17, 2021

For the purpose of this blog, I will use the term ‘telemarketing tips’ (it’s best for SEO), but I often use the phrase ‘voice marketing tips’ Why? Because it makes the channel sound sexy (and we all love a new buzzword), and because the advent of video calls make it a better description. Let’s be honest, telemarketing has a poor reputation among marketing folk.

Telemarketing 59

Telemarketing Tips Lead Scoring Lead Ranking 59

Marketing Graham

SEPTEMBER 1, 2021

I’ve worked with a number of bootstrapped start-ups and while they are waiting for investment their marketing budget is normally limited. Because I’m weird, I actually enjoy getting the most out of a small budget. Here’s what I’ve found works well… Please, please, please, before you start SaaS marketing do some homework.

Marketing Analytics Tools 52

Marketing Analytics Tools Marketing Budget Marketing & Strategy Marketing Strategy 52

Marketing Graham

JULY 14, 2021

Have you got too many sales leads from your B2B website? Probably not. I’ll guide you through 11 steps to create a production line of prospects. There are some key elements to designing a lead generating B2B website; improving SEO to get low-cost visitors, encouraging action from those that are ready-to-buy and adding sticky content for the ‘window shoppers’ Let’s get started.

Lead Generation 52

Lead Generation Lead Scoring Lead Ranking Marketing Websites 52

Marketing Graham

FEBRUARY 9, 2021

B2B content marketing is all about providing useful knowledge to buyers as they search for solutions – ideally teaching them something they don’t already know. Content Marketing is one of those marketing buzz words that annoy me slightly. It has been presented as something new when it’s actually been around for decades, maybe centuries.

Webinar Metrics 52

Webinar Metrics Marketing & Strategy Marketing Strategy Content Marketing 52

Marketing Graham

JANUARY 20, 2021

In a previous blog post, I mentioned the North Star Metric, OKRs and ICE. I said I would explain what they were later. Well, I’m a man of my word, so here it is… If you’ve just landed on this page and want to read my previous post about Growth Hacking, you can read ‘ What the hell is Growth Hacking ‘ or view the video ‘ What the hell is Growth Hacking ‘ on my YouTube channel.

Top of Funnel 52

Top of Funnel Youtube Marketing Funnels Template 52

Marketing Graham

JANUARY 4, 2021

In the past, Google examined the desktop copy of your website to decide where it should rank on search results. Soon, Google will only look at the mobile phone version of your site. Oh, dear. Why has Google changed its policy? The answer is simple. In the last few years, the number of searches on mobile devices has overtaken the number performed on desktops.

Traffic 105

Traffic Lead Scoring Lead Ranking Marketing Websites 105

Marketing Graham

DECEMBER 30, 2020

I’m occasionally asked “What is B2B Marketing?” I’ve always thought the answer was obvious. But now I’ve set myself the task of putting it in writing I realise that modern B2B marketing is complex, and now inherits some features from its B2C cousin. Let’s get the acronyms out of the way; B2B stand for Business-to-Business, and B2C means Business-to-Consumer.

B2B Marketing 59

B2B Marketing Planning B2B Marketing Analytics Tools 59

Marketing Graham

DECEMBER 15, 2020

Ask 10 different marketing managers “What is growth hacking?” and you’ll get 10 different answers. Well, I’m the 11th marketer, and here is my simple, no-nonsense guide. First of all, I didn’t know that I’ve been doing Growth Hacking for years until I diluted all the different interpretations into plain English. You may feel the same after reading this post.

Work Management 52

Work Management Top of Funnel Viral Marketing Planning 52

Marketing Graham

SEPTEMBER 13, 2019

For many years I’ve used 2% of company turnover as a guide for marketing spend. But it now seems that figure may be out of date – it’s time to rethink my budget benchmarking. Gartner recently released their CMO Spend Survey 2019-2020 , and it showed the average marketing spend in North America and the UK was 10.5% of revenue. I find marketing budget benchmarking really useful – especially when I’m pleading with the CEO for more money.

Budget Programs 40

Budget Programs Spending Allocation Marketing Budget Creation 40

Marketing Graham

NOVEMBER 16, 2019

Need, want and pain are often used in the same sentence when talking about marketing. I get the impression executives believe the terms are one thing; they’re not. Customers reach for products for different reasons. Need, want, and pain are not interchangeable. They are distinctly different and, depending on which one your audience is feeling, they require a specific sales or marketing treatment.

Customer Satisfaction 40

Customer Satisfaction Impressions Planning Display 40

Marketing Graham

JANUARY 12, 2020

I’ve made some mistakes with content marketing over the years. Thankfully I’ve learned more from my mistakes than my successes. Below is a quick round-up of five things I check before clicking go on my content marketing schedule. Research and Release. Start by conducting your own, original research. I use QuickSurveys by Toluna and SmartSurvey for multiple question research.

Practices 52

Practices Tips Planning Content Marketing 52

Marketing Graham

MARCH 30, 2020

Coronavirus is having a devastating impact. Lives are being lost, jobs and the economy are unstable. Organisations have been scratching their heads about the (temporary) down-turn. But should you stop marketing? I believe not – and I have some suggestions on how you can use your time and budget during this unprecedented episode. My suggestions will resonate more if a) you believe your product/service will be in-demand post-virus, b) you believe the virus outbreak will be short-lived, and c

Planning 52

Planning Marketing Budget Paid Search Agency B2B Sales 52

Marketing Graham

MAY 14, 2020

If you have looked at Google Analytics and been disheartened by the volume of traffic your website gets from social media, don’t despair. You are not alone. I too have been disappointed by the volume of traffic, especially when I consider the amount of time I devote to this channel. And as organic reach is being squeezed by the paid promotion of posts, social media results are no longer free.

Social Media 52

Social Media Traffic Media Multi-Channel 52

Marketing Graham

JULY 25, 2020

What’s the value of a Like on social media? According to research by Harvard Business Review, the value is very little. Maybe it’s time to rethink your social media strategy and reporting. I’ve long argued that Social Media is a marketing channel, not the marketing channel. Multi-channel marketing is always going to be the most effective, but I believe there is a degree of hype surrounding social platforms.

Multi-Channel 52

Multi-Channel Social Media Sample Lead Scoring 52

Marketing Graham

SEPTEMBER 6, 2020

Marketing is broken. Well, bits of it. It’s important to check and fix errors and bad decisions. Pull in for an occasional pitstop and improve your B2B lead generation. Like a Formula 1 Pitstop Crew, you can fix and boost your performance quickly if you know where to look. Here are my 5 suggestions to get you firing on all cylinders. 1. Here is how you fix low traffic from social media.

Paid Content 52

Paid Content Lead Generation Paid Search Agency Lead Scoring 52

Marketing Graham

OCTOBER 6, 2020

Most CEOs concentrate on familiar figures when they meet the marketing department, such as the number of sales leads or average order value. But an annual check on other metrics can reveal marketing weakness. Here are some figures that many B2B marketing executives would prefer not to discuss, yet they identify areas for improvement and can sometimes be easily fixed. #1 – Social media website traffic.

Marketing Analytics Tools 52

Marketing Analytics Tools Click Rate Lead Scoring Lead Ranking 52

Marketing Graham

OCTOBER 20, 2020

There are email marketing laws. Surprise! Yet few marketing departments understand or implement them correctly. The result? Damaged reputation and (sometimes) heavy fines. I’ve often argued that marketing is a science, not an art. But too often execs concentrate on the creative side of marketing (art) and ignore the ‘dull’ email marketing laws (science).

Email Marketing 98

Email Marketing B2B Marketing Opt-out Opt-in 98

Marketing Graham

OCTOBER 27, 2020

Coronavirus has changed a lot of things – including marketing. In addition to making decision-makers more risk-averse, a lot of them are working from home. B2B lead generation needs to adapt. Here are 5 things (there are more) that I’ve discovered during the coronavirus pandemic and changes I’ve made to my lead generation. 1. Email vs LinkedIn InMail.

Lead Generation 52

Lead Generation Lead Scoring Lead Ranking Generation 52