The Human Connection to AI: Why Marketers Will Still Be Needed
Though AI itself isn’t necessarily new – access to it has suddenly become much easier, leading to some major changes in the marketing industry,…
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Marketing Strategy articles
B2B Sales and Marketing: 5 ways to hit the ground running in 2024
How should you invest your 2024 sales and marketing budget for maximum return? Check out our 5 suggestions (no.1 may be a surprise)
The Silent Killer of Pipeline: A Webinar with Oktopost and MarketOne’s Shaun Ma
Our own Shaun Ma, Director of Strategic Advisory, joins Oktopost and Kenda MacDonald, CEO of Automation Ninjas, to discuss ‘The Silent Killer of Pipeline’…
Achieving CX Excellence: Watch our session from B2B Ignite USA
If you missed our speaker session at B2B Ignite USA – you can watch it here! Our very own Shaun Ma and Jenny Comisford…
Is The Funnel Dead? (S1, Ep6)
It’s the age-old question regularly revisited by B2B aficionados, client and agency alike: is the Sales and Marketing Funnel still a useful, performing framework,…
Forcing factor: Impact of Covid-19 on Sales and Marketing alignment
How have B2B Sales and Marketing leaders and their businesses adapted during the pandemic? We interviewed 30 of them to find out.
The fundamentals of orchestrating your way to best in class Customer Experience
Are you looking to enable CX across the entire funnel? Bring together the different ingredients required with the Customer Journey Framework.
Business Process Mapping: turning wordy into a work of art
Whether you are planning on transforming your B2B lead management procedure or refining your campaign planning process, documenting your current-state is a crucial starting…
B2B Marketers: What if you only had one KPI?
Key performance indicators (KPIs) provide endless ways to prod your programs for progress. Here’s why you only need one KPI and how to set…
If satisfaction is the goal, what’s the KPI?
Most companies measure customer satisfaction. It’s an extremely important metric. But are you also measuring its leading indicator? Dawn Aguiar makes the case for…
Legitimate interest: a ‘get out of jail free’ card for B2B Marketers?
Legitimate interest may at first seem like the get out of jail free card B2B marketers have been hoping for, but if you’re dealing…
Rise of the replicants: can artificial intelligence simulate real business conversations?
Intelligence may no longer be the preserve of us real people, but do your customers really want to develop a relationship with a replicant?
Is it time to consider appointing a Mid-Funnel Agency of Record?
If your mid-funnel is messy, mismanaged or misunderstood, it’s likely you’d benefit from the help of a specialist.
Perspective: the SiriusDecisions Demand Waterfall revisited in 2017
See how trends like Account Based Marketing, predictive analytics and customer experience are likely to influence the evolution of this iconic B2B framework.
Death of the Demand Center?
The arguments for creating a demand center remain compelling, but are they really delivering the value we envisaged?
5 lessons B2B marketers can learn from Pokémon Go
It’s the craze that’s currently sweeping the world (July 2016). Getting people talking and hunting together. Maybe there’s something we can learn.
The SiriusDecisions Demand Waterfall explained: Part II
In the second part of this two-part article, we explain how there’s three funnels in one, and explain what we mean by pushes, sandbaggers…
The SiriusDecisions Demand Waterfall explained: Part I
A deep dive into one of the most commonly used frameworks in B2B demand generation, re-architected to recognize the invaluable role of teleservices in…
Why a simpler buyer journey gets better results
Beware over-complexification! Simplify your journey planning with our straightforward three-stage approach.