Business-ready B2B Marketing Advice

9 Ways to Make the Most of Your Facebook Business Page

Just five or six years ago, Facebook was no more than a platform where people exchanged messages on each other’s walls and posted photos of shared experiences. But in the past couple of years, the rules of the game have changed as Facebook has integrated itself into seemingly every page on the internet. We can use our login details on many websites instead of creating a new account, and Facebook is quickly becoming a secondary search engine.

Topics: marketers build awareness social media HubSpot apps branding,

The Top 5 B2B Marketing Gurus To Stalk

We've created an interesting list on who we think are some of the top B2B marketing and social media gurus that you should keep tabs on... or at least start social media stalking them ASAP!

Topics: inbound marketing b2b marketing

Why the CMO and the CIO need to lead digital transformation together

Many organisations are undergoing digital transformation today, and while this would typically be something the Chief Information Officer (CIO) would take on, marketing’s newfound reliance on data and analytics has put the CMO in the picture. As marketing has become more tech-intensive, CMOs have become increasingly involved in IT buying decisions as they look to invest in marketing automation software, CRM, data and analytics. A ‘grey zone’ now exists between the IT and marketing functions, and there is some confusion – and tension – between the two departments over digital ownership.

Topics: marketers buyer centricity Digital Transformation marketing teams, leadership

12 marketing metrics every CMO needs to know

Marketing is increasingly being recognised as a strategic board-level function within organisations, and the pressure is on CMOs to prove its value to the business. Assessing the impact of marketing strategies on business performance is now an essential skill, and today’s marketing managers need to be familiar with the metrics that are responsible for commercial success. There are 12 in total, which Robert Brunning explains in a two part series on the University of Sydney Marketing Matters blog. The first six are listed below:

Topics: reporting

How CMOs can get a seat at the boardroom table

Late last year CMO Magazine launched its inaugural CMO50 list, recognising Australia’s 50 most innovative and effective marketing leaders making a clear business impact within their organisations. The 9-strong judging panel consisted of respected figures from different parts of the industry, including ADMA CEO Jodie Sangster, former Qantas CMO Tim McColl-Jones, and BeInbound’s own Chris Fell.

Topics: marketers B2B marketer reporting

Infographic: A marketer's guide to repurposing content

Content is king, as they say. The problem with content, though, is that it’s time consuming to create. At the very least, you should be blogging once a week, and then on top of that you’ve got social posting and core content pieces to think about. And it’s not like you can skimp on the quality either. For your strategy to be effective, the content you produce needs to be well researched and well written. There is however a sneaky way of getting more out of your existing content, and that’s by repurposing it. 

Topics: content marketing

5 skills to look for in your next B2B marketing hire

The rise of the internet and mobile has led to significant changes in the marketing world. In this new era, the marketing department now requires an evolved set of skills, often rooted in technology, to take advantage of this transformation. We’ve blogged previously about what to look for in a marketing employee, citing the DARC criteria (digital, analytical, reach, content). But while this is a useful guide for determining the qualities of the person you should have in your marketing team, it doesn’t offer much in the way of skills. So, let’s get down to the specifics. Here’s a list of skills that B2B marketers – and marketing departments – need to posses in order to thrive now and in the future.

Topics: b2b marketing digital marketing b2b digital marketing B2B marketer recruitment

How to convince your boss that Inbound Marketing training is a good investment

You are keen for a change, and have found an Inbound Marketing course that will take you and your team to the next level, and by association improve the business. You are all in and want nothing more than to learn these new inbound skills ASAP and start implementing them in the organisation. But there is just one problem – in fact, one ginormous hurdle – you have to get permission from your boss.

Topics: inbound marketing

Why you're not seeing results from your Content Marketing

So you’ve jumped on the Content Marketing bandwagon – you weave your wordy magic, publish a blog post once a week and share it on social media networks. You’re doing everything right, but your efforts aren’t being rewarded. Are you sure your content is actually resonating with your desired audience? Creating content that is relevant is critical, but what many marketers don’t realise is that it comes down to more than having a way with words – it’s a science. If you haven’t got the mechanics right to begin with, it’s very likely that your messaging is off the mark.

Topics: content marketing

Can you go to jail for what you post on your business Social Media account?

I had the pleasure of attending the recent SWARM Conference in Sydney – focusing on the role of digital community managers and their potential to create value in their arena. Though overall it was an exciting and interactive conference where lots of extremely useful information was exchanged, there was one talk that absolutely terrified me. It discussed the one thing that all social media marketers fear – the legal implications of posting – and asked the question, ‘can you really go to jail for what you post on social media?’.

Topics: social media