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Marketing in the UK

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Mad Marketing TV is now a part of the Act-On Software blog.

Please access all Mad Marketing TV Video Episodes and Blog content at: http://blog.actonsoftware.com/category/mad-marketing-tv/

Guest host Jeff Ogden and special guest Doug Kessler, Co-founder and Creative Director of London based B2B content marketing agency Velocity Partners, continue their discussion on: 

  • Doug Kessler’s eBook, The B2B Marketing Manifesto
  • Examples of innovative content
  • Kessler’s take on what’s happening in the B2B marketing marketplace
  • The increased adoption of marketing automation in the UK

Join Jeff and Doug as they discuss Doug’s book as well as examples of innovative content. Doug provides a specific case study that illustrates innovative content in action and how it’s used for psychographic targeting. Doug also shares his insights on B2B marketing today, both in general and in the UK specifically. Marketing automation has experienced a slow adoption curve in the UK and Doug sees this changing now.

View Jeff’s interview with Doug in it’s entirety in Mad Marketing TV Episode 11.To hear more from our special guest Doug Kessler, visit his website or follow him on Twitter.

MadMarketing TV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.

Guest host Jeff Ogden and special guest Andy Betts, marketing evangelist, consultant, writer, conference specialist and Strategy & Marketing Director, continue their discussion on marketing in the UK.

Join Jeff and Andy as they discuss Andy’s perspective on marketing, sales and technology as we move in 2012. As technology changes the way we view sales and marketing, new channels emerge – presenting companies with the challenge of choosing the relevant channels for their efforts. Analytics are key. Without the ability to measure these channels, the appropriate choice can not be made. Andy points out that the role of sales has also changed. As marketing brings in the majority of leads, it becomes the responsibility of sales to focus purely on closing the deal. A fragmented approach does not work any longer. Jeff and Andy close out their discussion with an approach to marketing as the key driver for not only content, but for product marketing.

View Jeff’s interview with Andy Betts in it’s entirety in Mad Marketing TV Episode 10. To hear more from our special guest Andy Betts, follow him on Twitter, or connect with him on LinkedIn.

MadMarketing TV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.

We all want the same thing from marketing regardless of the approach we take – content – social – digital – traditional – conversational –  WE WANT SALES!

The Common Communication Challenge

I still shudder and wake up with a hot sweat from my sleep sometimes when I see companies miss massive market opportunities to maximize their potential. I suppose that’s the sales and marketer in me. Constantly thinking, constantly reading, constantly listening, wanting to share, wanting to sell.

You see – my background is working in digital markets and as all digital marketers know – people do not consume media in silos. That means that organizations should not approach their marketing in silos. This is a common challenge STILL facing organizations in the US and the UK.

Below are a few ideas and tips on how we can address that:

Embed Marketing Across Your Organization

In today’s competitive B2B market, the alignment of sales and marketing has never been more crucial. What’s more, the alignment of marketing across all discipline in your organization is now a necessity in order to achieve maximum ROMI – return on marketing investment.

It’s not just about aligning marketing with various internal department, it’s about aligning strategies and sharing information across all external marketing channels ranging from social media to email. It’s about building a marketing organization that involves everyone from the front desk to the CEO. How we structure our marketing organizations and communicate internally in 2012 has a massive impact on how effectively we can communicate with our prospects and measure marketing success.

There are many ways that marketing can be further built into your organization and its success measured more effectively. Marketing has a vital role to play across all areas of your organization. In a forward thinking company marketing should be at the center of all activity across all areas of the organization.

For me, marketing should be driving strategy, leading sales and fostering a culture of team selling across all your business functions.

To read more about this visual the full article is here.

Getting maximum value from this is not something that happens overnight – it requires leadership & organizational change.

Your Marketing Strategy is Your Communication Strategy

It’s all about COMMUNICATION. It always has been. Utilize every marketing channel and technique you have in 2012 to reach your client in the most relevant way. Here is just one of my ideas;

C – Produce quality Content
O – Ensure this content is Optimized for delivery across all your marketing channels
M – Then choose the right Media channel mix that fits your audience
M – Make sure you plan and set success (hard or soft) Metrics
U
Reach out to Universal audiences – influencers and connectors
N
And engage with your Niche audiences through emerging channels such as social
I –  I
nteract with your audience in various circles (you have heard of Google+ right?)
C
Don’t be afraid to be Conversational
A – But always be Accountable
T – Build Trust and rapport with your audience
I Inspire them
O – Show them new Opportunities
N – And win more New business

The success of your marketing depends upon how creatively you can communicate.

I hope you have found this post to be useful. I welcome your feedback and ideas.

-Andy Betts

To learn more from our special guest blogger Andy Betts, follow him on Twitter, or connect with him on LinkedIn.

Join guest host Jeff Ogden and special guest Andy Betts, marketing evangelist, consultant, writer, conference specialist and Strategy & Marketing Director, as they discuss marketing in the UK:

• Attitudes Towards Marketing in the UK
• Marketing DNA & Organization Attribution
• Content & Collaboration – How to Move from Silo Based Marketing Approaches

Join Jeff and Andy as they discuss marketing in the UK vs. the US, and the key differences between the two. Andy delves into attitudes towards marketing in UK as well as the level of marketing sophistication that is unique to each. Andy explains his work in marketing DNA and organizational attribution and how that provides the framework for expanding marketing strategy components throughout the organization, and allows for revenue responsibility and recognition. Andy also digs into the value of quality content and how that starts with your marketing organizational structure. Andy ends with his tips for building a successful marketing organization moving into 2012.

To see the slides presented in this episode, please click. To hear more from our special guest Andy Betts, follow him on Twitter, or connect with him on LinkedIn.

Don’t forget to join us for our next episode when we discuss leaping out of the content ocean with Doug Kessler. Also, look out for special “After Party” footage from this interview with Andy Betts, as well as a special guest post from him.

MadMarketing TV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit http://actonsoftware.com to learn more.