LinkedIn website retargeting – best practices for B2B SaaS companies

Of all the demand generation programs that I’ve run and experimented with over the years, retargeting via LinkedIn has performed consistently well. In fact, it’s cost per conversion beats the average I’ve seen from Google retargeting – largely, I believe, because of the ability to overlay LinkedIn demographic filters to your retargeted audience. There are…

Tiered vs volume pricing

When I talk to people about pricing models, tiered and volume pricing are often confused as one and the same thing. This short post should help to clarify the differences. I’m also including a free Microsoft Excel template that you can use to build, and calculate your own tiered pricing plans – something that can…

In a world of automation, do marketers fear experimentation?

In recent interview with MarTech I mentioned that I felt creativity was being marginalized in a world so utterly besotted with data and automation. The result, I feared, was that the skills of marketing graduates coming into the sector were becoming unbalanced, with too little emphasis placed on the creative elements that make marketing such…

How to negotiate with conference organizers

Industry conferences and exhibitions can often be one of the most expensive marketing activities in your calendar. Remember, it’s not just the conference fees you have to budget for; swag, stand design and build, travel, staff accommodation, the list of expenses goes on. That’s not to say that these types of events aren’t valuable; they…

Market sizing using LinkedIn

Unless you have an expensive subscription to a service such Dunn and Bradstreet, or an even more expensive subscription to an analyst house, collating market sizing data can be a daunting task. You might have some historical internal data, but that’s of little use if you’re looking to size a new geography or industry vertical…

Five things that B2B marketers need to be thinking about in 2015

What should B2B marketers be thinking about in 2015? here’s my Top Five. 1. Hire marketing technologists now! Marketing automation gathered serious pace in 2014. Indeed technology continues to play an increasingly important part in our day-to-day lives; so much so that Gartner predicts CMOs will soon be the single largest budget holders for IT…

5 tips to creating great long form marketing content

Long form content is making a comeback in marketing. If you want to ensure your content successfully cuts through the noise, here are my five simple tips. 1. Be Unique: Content marketing is awash with “me-too” topics. “Understanding Big Data”, “Deliver a Great Customer Experience” etc. Give your audience something they haven’t seen before, or at least…

Don’t blame new technology for the age-old problem of poor parenting

Stuart Dredge has become something of an authority on the role of technology and children. I’ve often followed his recommendations for educational apps and have even had my eight-year old experimenting with coding through apps such as Tynker. Needless to say, I’m very much aligned to Stuart’s mindset; today’s youngsters will grow into a world…

“Microsoft tech-support virus scam”

One downside to home-working (I’m in my home office three days a week), is that you realise just how often your home phone rings during the day. I try to ignore it, knowing that it’s very likely to be a cold caller, but there’s always a concern it’s actually important; perhaps the kids’ school, a…