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Category Archive

Below you'll find a list of all posts that have been categorized as “Marketing Strategy”

Aligning Sales and Marketing around the Demand Unit Waterfall

Ledger Bennett March 21, 2018 Demand Generation, Global Marketing, Marketing Strategy

Sirius Decisions’ Isabel Montesdeoca and Julian Archer recently shared a shocking statistic, one which doesn’t paint marketers in the best of light – ... 

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Sirius Decisions

Why you need to be using ABM on LinkedIn

Ledger Bennett March 12, 2018 Inbound Marketing, Marketing Strategy

Have you been running paid social activity on LinkedIn for a while, but are failing to see significant returns or are generating leads at an off-the-chart cost? It’s ... 

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Social Media

When it comes to briefing creatives, context is everything

Jon Barkworth February 6, 2018 Marketing Strategy

Briefing – it’s the glue that holds the creative delivery process together. Whether the output is a simple blog or a 10-asset nurture, the brief is designed to ... 

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Marketing Strategy

Growth Marketing: Getting your hands on the secret sauce of the unicorns

Ledger Bennett January 11, 2018 Marketing Strategy

After 15 years in marketing the phrase ‘we need growth’, for many, has lost the sense of urgency that it once had. For large organizations growth in terms ... 

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Growth Marketing

ABM, Sales Navigator and a 5 step process for Social Selling

Jon Barkworth October 23, 2017 Marketing Strategy, Sales Enablement

ABM and Social Selling. Everyone wants a piece of the action and it’s obvious why. Companies want to win key accounts. And with the ascendancy of digital and ... 

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Account-Based MarketingSocial Selling

Why shoot yourself in the foot when you can go for the head – Realising the insanity of Brexit

Phil Ledger June 27, 2016 Global Marketing, Marketing Strategy

As the votes were counted in the early hours of Friday morning, I was boarding a 7-hour flight from Chicago, heading towards what was once the most important ... 

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Brexit
What is a Demand Center

What is a Demand Center?

Ledger Bennett May 10, 2016 Demand Generation, Marketing Strategy

So you’ve no doubt heard the term ‘Demand Center’ thrown about over the last couple of years. It might’ve come up on a casual trawl through LinkedIn, or ... 

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Demand Center

From Hades to Valhalla: A tale of sales, blame and redemption

Ledger Bennett March 13, 2016 Marketing Strategy, Sales Enablement

Batch and blast emails, broken pipelines and inefficient data capture technology… Welcome to Hades, a place I once called home.  ... 

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The rise of Bizo and Fall of LinkedIn Lead Accelerator

Greg Dorban February 12, 2016 Inbound Marketing, Marketing Strategy

After only 12 months of integration, LinkedIn is closing down its Lead Accelerator product. From the $175m acquisition of Bizo in summer 2014, LinkedIn integrated the programmatic remarketing ... 

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BizoInbound TargetingLinkedIn Targeting

What becomes of a proactive B2B Marketing function?

Ledger Bennett February 2, 2016 Demand Generation, Marketing Strategy

Many of my blogs have focused on what I see from businesses that are either making or are preparing to make the shift from traditional B2B marketing to ... 

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Marketing ChallengesMarketing Technology
ROI vs Revenue

Measuring Marketing Performance: ROI vs Revenue

Ledger Bennett January 31, 2016 Marketing Strategy

We see all sorts of weird and wonderful ways of measuring marketing success and ROI, various combinations of responses, qualified opportunities and weighted or unweighted pipeline values calculated ... 

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A Managed Service approach to Demand Generation

Ledger Bennett January 12, 2016 Demand Generation, Marketing Strategy

During a recent event we had the opportunity to host a seminar that focused on how we are helping certain clients in changing their marketing emphasis from one ... 

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