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 Microsoft Excel template that you can use to build, and calculate your own tiered pricing plans – something that can be…

#Howto: Map your website CTAs to the buyer cycle

When was the last time you audited your website’s CTAs? Are you confident that each and every one is working as effectively as possible? It’s something that many people overlook, either randomly applying CTAs to pages or, worse still, reusing the same CTA page after page. However, with a little planning you can ensure your website traffic has…

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…

B2B marketing: Are we outsourcing creativity?

“You need to have not only a strong understanding of digital but also an inherently analytical approach and passion for data and numbers. Combine these attributes and you have a well-rounded marketer.” I read this quote in B2B Magazine. It was from a senior executive with experience spanning Microsoft, Google and GoDaddy. As his “Top…

Marketing: Repaving the Yellow Brick Road

Technology and telecommunications companies have, for too long, relied on three increasingly obsolete business principles. That population expansion will ensure their growth, that R&D investment will protect their futures and that creating uniqueness in their offers will insulate them from competitive forces. However, this apparent [yellow brick] road to success has resulted in some high…