The awards season is upon us, and calls for entries are piling into my inbox. But writing them can be a lot of work. Should you enter? And how can you win? Awards nights are a great opportunity for industry networking and I’ve enjoyed the ones I’ve attended. It’s...

B2B email marketing matters more while face-to-face marketing remains mostly on hold. Since lockdowns and working from home, digital marketing channels have become increasingly noisy and email response rates have fallen. HubSpot quoted average open rates for email messages of around 20%-21% in 2019, falling to 16% in 2021....

A white paper and an eBook might appear quite similar. Both are useful for content marketing and leads generation, especially in the technology sector. However the two concepts are not the same, and they are used in different ways. White Papers Generally, a white paper is an in-depth analysis...

Online PR or PR in an online world? Is there a difference between online PR and other PR services ? Now, especially since Covid-19, there is even more digital media than before. This means that the difference between online PR and what we traditionally thought of as “PR” is...

If you are using white papers for lead generation, you will want to get the best value from each one.  This article outlines the different ways people use white papers in content marketing to generate as many sales leads as possible. First steps First of all, your sales managers...

IT services marketing should have an interesting year ahead. Analysts agree that the global Pandemic has accelerated the adaption of cloud computing, and that this will continue into 2021. No one will be surprised, the Cloud enables remote and mobile working, and shifts spending from capital to revenue. Although...

The EU has published their “Guidelines on Ranking Transparency”, which seek to make search engines and online intermediation services fairer. They’ve also published a list of factors that might be important in ranking search results. This is an interesting development which I will follow, as I write a lot...

Some of the smaller businesses I work with count their marketing budgets in hundreds of pounds not thousands. This article outlines three approaches my clients are using to generate sales leads with smaller budgets. Leads generation is always a high priority, especially at the moment during this difficult Covid...

Marketing budgets are usually planned for the year ahead in October. However, with the two great unknowns of Covid-19 and Brexit, we may need a different approach for 2021. Businesses that slowed spending in April may be moving ahead again, but they are taking more care of cash. Often...

I remember a contact who told me their IT services business had no USP, or unique selling proposition. True, for companies marketing IT services the USP may not be apparent at a quick glance, but marketing’s role is to change this. IT service is becoming increasingly competitive, so if...