Category Archives: Uncategorised

Our uncategorised blogs either touch upon niche subjects or span a number of general categories.

What would make your missed opportunities list in 2019?

Writing Blogs this time of the year has the added responsibility of saying something clever providing a useful slant on the year which is nearly finished. One of my favourite authors for key moments is Paulo Coelho as he really knows how to capture them. Here is one which is very apt for this Blog:

‘Waiting is painful. Forgetting is painful. But not knowing which to do is the worst kind of suffering…’

Being long in the tooth as I am, I have learnt not to beat myself up over missed opportunities. However, I think that learning from every situation is key. So, every December I make some time to consider and write down a list of my 12 biggest missed opportunities of the year, one for every month, along with the learning and changes I have implementing as a result. I find it very useful because there is always a few I forgot about or not done anything with. 

If you find time to do your list this December, I am sure that at least one of those opportunities will be about missing a sale because you did not follow up or kept in touch.  We all do it, it’s easy to do as we are all so busy most of the time. Another problem with following up relates to the above quote; With many leads it’s hard to know whether you should wait, chase or forget so we end up not knowing what to do. 

Another problem many of us are facing at the moment is the serious lack of decision-making taking place. The combination of election, Christmas and Brexit seem to have stopped many companies from going ahead with proposed plans which can be very frustrating if you are the supplier.  If you find yourself with an extensive pipeline but no decisions, here are a few things you could do other than tear your hair out:

  • Analyse your opportunities based on buying personas: I have written before about the importance of taking into accounts buying personas. According to DISC research only 35% of people make decisions fast which means that the rest don’t. This is key statistics to remember when considering how to best follow up with an opportunity. I find that colour coding your top opportunities is useful to managing your expectations and planning your next best step. Try it it’s worth the effort!
  • Start even more new conversations: This might sound like the definition of madness, but it actually stops you from obsessing too much with sluggish opportunities. Consider which target markets you might like to develop in 2020 and make a start as it can take a while. Here are some tips you might want to consider from a previous Blog. 
  • Follow up and nurture your leads: Many buyers I speak to often complain about the fact that salespeople move on and stop talking to them too quickly. Don’t be one of them, people are always happy to feel that they are wanted. Just make sure that you use the appropriate behaviour based on their buying persona as above. Watch this video for more information.

I hope this is useful and that you might find some time to write a list of your 12 key missed opportunities and learning in 2019. I will be very interested in any learning you have gained from this. 

In the meantime, If you are considering your business development plans for 2020, give me a call to discuss further. Have a lovely festive break and a prosperous 2020!

Our favourite 2019 B2B Marketing Campaigns

Well here we are nearly at the end of another year. As is traditional at this time of year I thought I’d take a look back on the year just gone and give you examples of some great B2B marketing campaigns. Here are my top three:

  1. My First choice is HubSpot. Providers of resources for social media and digital marketing on the Internet, plus a range of products for inbound sales. Considering what they do it shouldn’t be a great surprise they are one of the best success stories for the power of B2B social media marketing.

One of the reasons HubSpot stands out to me is they are one of the few companies whose e-mails I actually want to read, because I feel they will benefit me! So much so, HubSpot have a folder in my inbox so I can refer back to the e-mails when I have time. Most other promotional e-mails go straight to the deleted folder! For more details and facts and figures on HubSpot and other B2B social media marketing click here  

  1. Next up is a B2B video marketing campaign from ADOBE. With millennials increasingly in charge of business decisions, a video marketing campaign done right can change the way your brand accesses market space. My choice of a great example is the Adobe – click baby click campaign, see it here. It’s humorous, engages you straight away and I love the unexpected ending!

For more on this video and other great examples of video campaigns done over the years and what makes them work well visit this website

  1. Having just mentioned that millennials are now many of the decision makers in the business world, my final choice for a campaign turns the negative image portrayed of millennials on its head. Although not strictly B2B, I loved the way this campaign took the stereotypes associated with millennials and Gen Z and turned them round. This campaign crossed different media and included TV ads and posters. This was a highly effective and successful campaign with  applications to join the army doubling in the first month.    Click here to see a video of one of their TV campaigns 

I hope you liked my choices above. It will be great to hear about your top marketing campaign choices for 2019. Even better, get in touch and let us know what marketing campaigns were successful for your company this year.

In the meantime, If you are considering your business development plans for 2020, give me a call to discuss further. 

What is your favourite B2B marketing strategy?

This week I have discovered that there is definitely something about the North Sea air that really clears your thoughts. I assume it’s the cold wind that hangs around even on a lovely sunny day. I am sat writing this during our summer holiday to the Scottish Island of Islay, a very peaceful and beautiful place indeed. We have just had a picnic and as you can see from the picture, I am ready for the Scottish summer. This means that my family can run around and enjoy the rock pools whilst I stay warm enough.

This brings me to the point of the Blog today which is all about diversifying and working with the conditions you are faced with. We all have a favourite marketing strategy which we tend to believe works for us. For some people it’s e-mail marketing, for others it’s Blogging and for quite a number of SME owners it’s repeat business and referrals. Fundamentally, there is nothing wrong with this. If you have been in business for sometime you must be doing something right. 

Having said that, I believe you need to consider two important elements besides whatever it is that you think is working for you:

  1. Market circumstances do change and being able to foresee this in advance can help you prepare and diversify to ensure you are ready for the new situation.
  2. Measuring your results is very important as there is often a big difference between what you think a tactic is generating and what you actually get.

Just in case you haven’t considered the above before, here are a few things you can do going forward:

  • Changes to the market: None of us have a crystal ball but we can still react to change and create a plan B using a variety of tools such as:
  • Developing possible scenarios and analysing how they might affect both growth and business retention
  • Identifying some low-hanging fruit which are relatively straight forward opportunities you can capitalise on
  • Considering new products or services 
  • Considering new markets to tap into
  • Increasing your reach in your existing market 
  • Measuring your results: This is never an exact science but its is important nonetheless. Here are a few things you might want to consider:
  • Get to know how to use Google Analytics better
  • Learn how to use digital analytic tools for your Social Media activity
  • Make sure you and your team are using a CRM system to record any sales activity 
  • Run some surveys with existing clients 
  • Ensure you always ask new people where they heard of you

These are very broad ideas and I am sure that you and your team can come out with much more specific strategies. When you have, we will be very happy to support you in taking your new ideas to market. Click here to get in touch.

GDPR is coming: is it time to revive off-line marketing?

In his book The Tipping Point, Malcolm Gladwell describes how little things can make a big difference and bring about a tipping point thus creating a big change. One of the three rules of the Tipping Point is the Power of Context, defined by Gladwell as the conditions and circumstances of the times and places in which change occurs. In other words; while specific people and products can cause major trends, no trend can “flourish” without the right context.

If you had a chance to read my blogs recently, you may have noticed that I have been writing a lot about GDPR which are the new data regulations affecting everyone in the UK from May 2018.  I would say that the change brought about by this new legislation, will create the context in which some ‘old fashioned’ marketing tactics may make a comeback. This is because whilst you will still be able to make use of digital strategies such as Social Media and PPC, your ability to use the power of technology for direct marketing will be limited.

It might surprise you to know that When I started my career, online marketing did not play a big part in lead generation strategies. Instead, many businesses spent their marketing budgets on sending direct mail, leaflet dropping and advertising in magazines and phone books.  Whilst some of these methods may not seem as attractive, many can still be utilised effectively. Nowadays we call it Guerrilla Marketing because it makes us feel daring and special. Call it what you wish, some of these tactics are worth considering as part of your post GDPR marketing strategy. In the coming weeks, I will be sharing some pearls of wisdom from local experts covering some of these tactics.  In the meanwhile, here are a few famous Guerrilla Marketing case studies I liked:

  1. King Ronald

In 2005, Burger King implemented a guerrilla marketing campaign to increase their burger sales in Asia by luring more consumers into Burger King restaurants. Burger King promoters decided to target their number one beefy competitor, McDonald’s, by strategically placing branded Burger King t-shirts on Ronald McDonald statues, planting large footprints from McDonald’s to Burger King, and putting signs on empty benches that read “Gone to BK — Ronald.” Though a bit abrasive and cut-throat, this guerrilla marketing technique gained the attention of Asian consumers… and ultimately was extremely successful.

  1. Di*sel is no longer a dirty word

Another very popular form of guerrilla marketing is “reverse graffiti,” a technique where marketers literally paint the streets with subversive imagery. Difficult to execute, and sometimes controversial, this form of guerrilla marketing can be extremely successful because it catches the eye of hundreds of potential consumers, plus gets the grassroots communication ball rollin’. A prime example of successful reverse graffiti is when the high-end automotive company, Audi, was trying to promote their clean diesel engines. Audi painted the streets with messaging that read,”Di*sel is no longer a dirty word” around selected streets in metropolitan areas.

  1. Baroness Michelle Mone – Ultimo launch

“Sometimes you have got to have balls, and just approach people, because they are not going to come to you.”

With cashflow still an issue, Michelle was left with another problem – how to publicise her new product with a marketing budget of just £500. She said: “I hired 12 actors and dressed them as plastic surgeons and gave them banners saying ‘Ban the Ultimo bra because it is putting us out of work’ and got them to protest outside the store.

“I was hoping and praying it would work. When I was driving to the launch in Oxford Street, the taxi driver said the street was blocked with people. The place was swarming with photographers and it was known as the biggest bra launch in Europe – all for £500! Selfridges sold out six months’ stock in three hours.”

Even if you are not going to go Guerrilla the point is that there are a lot of different ways to approach your new lead generation strategy. The key is to take the time and effort to create your strategy so you can choose the most effective tactics and not the other way around.  Click here to see how we can help or get in touch to discuss further.

Father Christmas and me

This time in December it becomes hard to write anything work related without being ignored or labelled as a bit sad. Yet I still wanted to have an opportunity to share in the barrage of Christmas themed poems and office parties. So, I decided to tell you the tale of my relationship with Father Christmas which you might find interesting. I swear that this Blog does not actually have a hidden message or a work related theme. It’s just me joining in with festive spirit and riding the Christmas wave, honest.

So here is my tale;

Many of you might not believe this but I have only celebrated Christmas for 18 years and that’s not because I am still in Sixth Form. In the land far, far away where I was born people wake up at Christmas day and…go to work. There are no Christmas lights or trees at every home and no one actually likes turkey and pigs in blankets.  For me and my people December is more about lighting candles and eating donuts and chocolate coins, I am sure you get the picture by now.

I started celebrating Christmas after I met my husband in 1997 and immediately embraced the festivities. By that I mean the getting presents and eating loads of chocolates part of the festive activities. We celebrated many Christmases in a variety of places from our tiny flat in Bondi Beach through a desert town where we got very strange looks asking for bacon in the local market to our family home in Portishead. Christmas is a much more staged and special affair with our children being a big part of it these days. For me it’s the only time in the year when you can really relax and tune out as everyone else is too and this makes it very special. Just like British humour (I do try) and Sunday roasts, Christmas has become part of my cultural identity alongside all the other cultural stuff that was there before.

So, I hope that like me, you will all enjoy tuning out and have some lovely down time this Christmas as we all work so hard the rest of time. Season’s Greetings everyone.Hanucha