I first saw this painting (Salute to the Brave) at the Battle of Britain Air Show at Duxford in September 2019. Wandering around some of the tented stalls during a rain delay, I walked into an exhibition of WWII art and the painting, one of artist Anthony Saunders’ latest, demanded attention among the hundreds of other works. I was attracted … Read More
Hiring for Culture Fit or Core Values?
Culture fit, or culture match have been terms used widely in hiring processes across the globe over the past few years. “We have a great culture, it’s important we find a good match,” or “we need to find someone who fits in with our culture, not just someone who ticks all the skills/experience boxes.” But what does that mean? What … Read More
The B2B Content Marketing Marathon
If lead generation is a challenge for your B2B tech business then you have a number of options open to you across the broad spectrum of outbound and inbound marketing. For our target market where outbound doesn’t really work, then inbound marketing is the best option with paid ads and organic search the two main categories to consider. Paid ads … Read More
Is There a Budget for This?
Most B2B technology companies who are closer to start-up than mainstream maturity will likely have a product/solution that is innovative in some way with the aim of disrupting their target market. If it isn’t innovative/disruptive then why bother? What that then means is that it is highly unlikely that a budget will exist within companies you’re targeting. By ‘budget’ I … Read More
Where Does Your Audience Live?
We recently wrote a post about using paid ads to generate B2B leads en lieu of a longer term lead generation strategy based on content marketing. We coined the phrase (or at least borrowed it from agile development) of a marketing sprint as a short term, rapid way of lead generation versus the marathon that is content marketing. It’s worth … Read More
7 Common Mistakes Made by B2B Tech Companies (Part 2)
This post continues the thread started in our last post – 7 common mistakes by B2B tech companies [in our target market]. The first part covered the first two mistakes – around hiring your first sales person. This part covers the other 5 and is much more marketed related. So let’s get on with mistake #3: 3) Not taking Marketing … Read More
7 Common Mistakes Made by B2B Tech Companies (Part 1)
When dealing with prospects and clients in our target market (B2B tech companies thinking big) we see a number of very common ‘sales & marketing’ mistakes. Having climbed to the base camp of ‘some level of repeatable sales’, usually off the back of the solo efforts of the [often technical] founder, either a fundamental lack of knowledge of sales & … Read More
Website? What’s the Point?
Everyone needs a website, right? Well, not exactly. I can think of examples of businesses that could exist and transact entirely in the social media world without having to construct a website and deal with all the attendant security issues arising from hackers targeting insecure plug-ins and the like. Many small B2C companies could simply build a shopfront on an … Read More
B2B Lead Generation – Sprint or Marathon?
Building a content marketing engine for the long term is the right thing to do for your B2B tech company. Regularly producing content (blog posts, webinars, white papers etc.) adds significant value to your business including, but not limited to, the following: Search engine ranking – producing content regularly is really the only way to help you rank for the … Read More
GDPR and Buying Contact Lists
You’ve no doubt already received an e-mail offering you a list to buy containing “qualified, decision makers” in your niche. This post considers whether or not you should take that option and purchase a list. The short answer is “no”. The long answer is still “no” and here’s some context on why that is. To further clarify, the answer was … Read More
Traffic – How Long’s This Going to Take?
You’re a B2B tech company. You’ve likely been going for over a year and have developed some level of repeatable sales, largely through the efforts of the founder (probably you). Now you need to scale the business and put some formal processes in place around marketing and sales. Putting marketing ahead of sales is deliberate and we outlined the reasons … Read More
The Science of Persuasion – How to Use Consistency
We started discussing how to leverage the Science of Persuasion for the purposes of B2B tech marketing in our post The Science of Persuasion – How to Use Social Proof last month. The author of the science behind Influence (Robert Cialdini) highlighted six universal principles of Persuasion which, when ethically applied, can influence decisions. The first post covered Social Proof … Read More
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