Data denial

Most marketers grapple with data in all its forms every day. 

It’s flooding in from multiple sources in every organisation and it’s not getting easier to work with – in spite of the rise of marketing automation, salesforce automation, customer relationship management and financial management software.   AI and machine learning will add to the noise, generating more data and insights which need to be assessed and used or discarded depending on the context.
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An introduction to B2B social media strategy

An introduction to B2B social media strategyWhen you say social media a lot of people still think Facebook and Instagram. Depending on what your B2B company sells these platforms may be of little use to you, but there are other platforms out there which you can use to increase brand awareness, share your marketing content, and reach potential new customers.
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Are you making the most of your marketing automation software?

Are you making the most of your marketing automation software?
By Adam Benson, Outsource Director

I’ve reviewed marketing automation implementations inside companies many times as part of our strategy work only to find the system has been relegated to a very expensive one-dimensional email delivery platform.

Email is the one function most people can make work relatively easily and there are some useful statistics to be gleaned, but all the other benefits are being missed, making the ROI horrific.
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Marketing Development Funds

Marketing Development Funds?
In 2013 and 2014 Outsource Channel Consulting Director, Kit Craig, lead the channel marketing team for IBM’s software business in Australia and New Zealand; a team with an annual MDF budget of around $1M supporting an overall channel business of just over $50M. Kit’s team was one of only three in IBM worldwide to fully utilise its MDF budget every quarter for those two years. While doing so, his team grew IBM’s software channel revenue derived from MDF by 85% in 2013 and 120% in 2014, and was recognised by IBM for leading two of the top three MDF campaigns worldwide.

In this blog he discusses the thorny problems many vendors and channel partners face in utilising vendor marketing development funds.
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Is your marketing automation platform delivering good ROI?

Is your marketing automation platform delivering good ROI?
By Adam Benson, Outsource Director

The rush to adopt marketing automation technology by B2B firms has delivered mixed results for many companies taking the plunge.

It’s not that the technology is necessarily lacking, it’s the additional knowledge and competencies required of marketers to make them perform at their peak.
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The most commonly missed step in making your products and services channel ready

The most commonly missed step in making your products and services channel ready
I love the excellent product quality today. We’re surrounded by technology that works well inside products that are generally well-designed. The vendors behind these technology products are mostly well-governed businesses that comply with our extensive consumer protection laws.

Perversely, that is often a problem when those same vendors want to sell their hardware, software and services through the indirect channel.
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How do you know it’s time to hire a marketing manager?

How do you know it's time to hire a marketing manager?

By Adam Benson, Director

In the B2B sector it’s common to find businesses that have been successful without much focus on outbound marketing (by their own admission).
If you do a quick scan of their marketing there’s a ‘what we do’ kind of website, some designed company credentials documents, a PowerPoint deck for presenting to customers and prospects, maybe some data sheets that explain the range of services and a quoting or proposal template, possibly a customer newsletter and an on-again, off-again attempt at regular blogs or LinkedIn posts.
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How selling your sofa could help with your B2B sales strategy

How selling your sofa could help with your B2B sales strategy

By Adam Benson, Outsource Director

My family recently moved house. We were packing up and trying to find a home for a few surplus items of furniture that won’t fit in the new place. As a result, I got the job of wrangling with eBay.

As I was trawling through my ‘selling’ list of larger, more costly items, it occurred to me that there are some good lessons to be learned when comparing this experience to lead generation for B2B companies.
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Why LinkedIn should be part of your B2B lead generation strategy

Why LinkedIn should be part of your B2B lead generation strategy

Thanks to business social networking channels like LinkedIn, it is easy to identify potential B2B prospects based on criteria such as industry, role, and seniority. Organisations that are not taking full advantage of this tool are missing out on the opportunity to generate more leads, often at a significantly lower cost than traditional outreach methods.
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