Content marketing in the B2B space – The complex sales cycle

Made Essential Reading on 10 March 2011 by Felix Hemsley | 4 responses

One of the greatest challenges in the B2B space is identifying and harnessing potential leads. There are two distinct approaches, either directly engaging the audience at the risk of scaring them off by appearing too ‘sales’ focused or alternatively stepping back and ensuring that the correct materials are there for potential customers to stumble across during their research. Ideally the best solution falls somewhere between these two approaches.

The B2B sales cycle is well known for being somewhat longer than that of the consumer for very valid reasons. Take a B2B technology company looking for a new mobile solution, a substantial financial investment is required so thought and consideration have to be given time – a wrong decision could be catastrophic. In the B2C space, consumers are more easily swayed by emotion and impulse activity, they do not have to take a proposition to another person and convince them that what they want to buy is the right choice, they just buy it! Oh what a luxury that would be in our space…

Continue reading “Content marketing in the B2B space – The complex sales cycle” »

The Power of a Landing Page

Made Essential Reading on 7 March 2011 by Felix Hemsley | 1 response

I remember some time ago in a previous life working for a client who asked that we create no more microsites and that all new projects should be worked into the corporate site. As you can imagine, this plan was very short lived; restrictions on styling, legals on content, branding and any manner of other issues made the idea flawed from the outset. It was not long before the campaign supporting microsites were once again a staple backbone in many creatives.

All issues aside, I could see what the clients initial hopes were; that the visitor would have an experience which led him or her to other content, and more specifically products and services for purchase. The aim would be that the campaign page was what got them there, and got them more excited and engaged with relevant content from which they would find themselves exploring the corporate site in a seamless journey. This recently got me thinking, how good are organisations at creating simple landing pages for campaigns or for message reinforcement?

Continue reading “The Power of a Landing Page” »

Marketing Funds are Time Critical

Made Essential Reading on 3 March 2011 by Lee Lomas | No responses

In March 2010 I wrote a piece for our blog about co-op marketing funds and the difficulties that companies can have juggling a variety of schemes. I had a bit of fun writing it under the headline ‘Use it, or lose it!’ which not only brought back fond memories of my rugby playing days but also expressed how the allocation of these funds by vendors is time specific and how, if you do not use them appropriately and within the correct timescale, they will indeed be lost.

As we approach the end of the financial year in the UK there will be many companies trying to ensure they have spent the money but quite possibly a few who are resigned to losing the funds as the claiming process is just too time consuming to undertake. This is false economy as, with good planning and help, the undertaking of these activities can be immediately self-funding and increase sales over a period.

It’s your money for a time but you need to ‘Use it, or lose it!’ (Read the original article here)

Top Tech & Lifestyle Podcasts from the Essential Team

Made Essential Reading on 1 March 2011 by Felix Hemsley | No responses

Adding yet another layer of media into the mix, the podcast has become a staple ingredient in my daily/weekly routine. I listen to them in the car, at my desk and even as something to have on in the background at home. It’s amazing how much you can passively pick up from having content washing over you.

I have asked around the office, and compiled this list of our most recommended podcasts for you to subscribe to. They are all FREE so no need to worry about having to pay for this content.

So without any more delay, here they are… Continue reading “Top Tech & Lifestyle Podcasts from the Essential Team” »

Can you afford a PR agency?

Made Essential Reading on 23 February 2011 by Lee Lomas | 1 response

There are a number of factors to take into account when considering whether to hire a PR agency. One way of deciding is to ask yourself the following questions:

Can you afford a PR agency? If so, would it be an asset to you?

Good PR agencies take the time to understand what you are trying to achieve and will work with you to devise a strategy to do this. They can advise you on the various options available. PR is not just about press releases – that is almost the narrowest view of PR. Yes an agency can write press releases, distribute them to targeted media outlets and make follow-up calls (often to journalists with whom they have established good relationships) but there is so much more.

From press launches, through bylined articles to getting your prominent personnel quoted in features, there are a range of tools that can be deployed on your behalf. It may be that you feel certain members of your business deserve to be positioned as ‘thought leaders’ within your industry. How would you go about achieving this?

Therefore, with cost not being an issue, almost every small to medium sized company would hire the services of a PR agency. It doesn’t have to cost the earth to retain the services of an agency and you get someone who can devote time, energy and expertise to achieve the goals that you have set. Continue reading “Can you afford a PR agency?” »

How does The King’s Speech relate to today’s technological changes?

Made Essential Reading on 18 February 2011 by Felix Hemsley | 1 response

My recent viewing of The King’s Speech inspired me to put something together in audio (for the first time, so please be gentle) in an effort to identify how technological changes fit in with advances in communication. Just as radio was a new concept for the monarchy having to leverage it for their audience to remain ‘on trend’, social media is a new technology for business audiences and more personal communications.

Let me know your thoughts in the comments section below, or join me on twitter @FelixHemsley & @EssentialComs. If you’re looking to see how you could adopt and leverage social media within your B2B technology organisation, then give me a call on 01635 43967.

People do business with people

Made Essential Reading on 15 February 2011 by Lee Lomas | 1 response

We had some nice news today – one of our key contacts at a client has had a nice promotion. This is great for him but it’s also very good for us as he will remain a central figure in our working relationship with the client. This got me thinking about how work is affected by the people you work with – colleagues and clients.

I have always been involved in delivering things for clients in one form or another. For the vast majority of my time I have been the face of my company to my clients. In my past life working in large corporate companies this means bringing together a range of skills from other teams / departments in order to deliver for the client. This is all easy when things are going well but what about when things don’t run smoothly? Continue reading “People do business with people” »

Guest Post: Casting a Light on Meaningful Mobility

Made Essential Reading on 24 January 2011 by Felix Hemsley | No responses

Ordinarily we wouldn’t go repurposing client content here on our own blog, however once in a while, something is written which can’t go without notice, especially when it’s so aligned to the industry in which we operate.

This post was written by Rob Bamforth (twitter), Principal Analyst, Communications, Collaboration & Convergence, Quocirca.

_____________________________

Advances in IT have had a liberating effect in most working environments. As well as providing employees with tools to automate mundane tasks, modern digital communications permit activities to be conducted at a distance or while on the move.

The flexibility and power of remote and mobile working has soared as networks and devices have evolved from simple telephony and occasionally synchronised laptops to real time, rich media, always on connectivity for devices as small as handheld smartphones. Work that once required travel to site can be performed remotely, decisions and actions can be taken where most relevant on the move and co-ordinated based on actual location and proximity to customers, supplies or other services.

This has become more than simply the automation of an existing business process, but the potential for a significant evolution of business processes to make them more efficient and effective.

Read the full article on The Codegate Blog

(Disclosure: Codegate is a client of Essential Communications)

We wish you a very…

Made Essential Reading on 13 December 2010 by Felix Hemsley | 1 response

It’s been a cracking year here at Essential, and for those of you who are signed up to our newsletter will know, we’ve decided to go out in style… Wait, that must be last year’s sentence as we appear to have men in tights in this picture!

We’re proud of the team we have here at Essential and I think our “People Poses” really show this through and through. It’s not every office where the guys (myself included) would agree to wearing tights and prance around in front of the camera on a Friday afternoon but at Essential, we clearly know no bounds.

We have also put together a short video flying through the making of, so take a look and share it around. Continue reading “We wish you a very…” »

Cutting Through with Controversy

Made Essential Reading on 29 November 2010 by Felix Hemsley | 1 response

We’re proud of our team here at essential, the creativity and passion they show for both the B2B aspect of marketing and also the enthusiasm they show for the wider world of advertising and marketing. This latest post is brought to you by Anna Gerak, who joined us a few months ago and is currently undertaking the IDM qualification. Our broad spectrum of individuals here at Essential combined with the strong encouragement to use social media allows us to share our views on the marketing industry, and this post by Anna surely epitomizes that capability. Anyway, I’ve already rambled on for too long so it’s with great pleasure I give you this inaugural post by Anna.

---

Just the other day I saw a German video online about the methods behind commercials and ads on a company’s homepage which has inspired this post. The video focused on a new company in Holland who make affordable yet stunning men’s suits; their tactic is clear to see, yet the underlying message is every clever. Essentially – “Wear our suits and you will have the gorgeous girl at your mercy”

Even though it was just a few minutes long, it caught my attention in so many ways.

I found it absolutely incredible how far advertisements can go nowadays, almost everything is allowed as long as the commercial is going to be successful. Well – at least it seems like it. Continue reading “Cutting Through with Controversy” »

« newer posts — older posts »