Squaredot
B2B Marketing insights

B2B marketing masterclass

We love B2B storytelling. And over time we’ve formed our own marketing narratives, opinions, advice and tips. We tease out what are B2B’s most effective strategies, content trends and promotions and lots more. We keep our fingers on the pulse, outreach to influencers and thought leaders, collate views, opinions and trends, debate internally, draw upon our collective experience and publish the conclusions. Feel free to nosey around.

Killer B’s in B2B - Balance

Strategy
Branding
Promotion
Campaigns

There has been a definite shift towards humanising B2B marketing and this recognition has been long overdue. Talking to your audience purely in rational, logical terms simply won’t cut through the clutter. Also, we’ve all been handcuffed to short-term lead generation KPIs for years now while we ignore the benefits of longer-term brand building. 

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Killer B’s in B2B - Bravery

Strategy
Branding
Promotion
Campaigns

There has been a definite shift towards humanising B2B marketing and this recognition has been long overdue. Talking to your audience purely in rational, logical terms simply won’t cut through the clutter. Also, we’ve all been handcuffed to short-term lead generation KPIs for years now while we ignore the benefits of longer-term brand building. 

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2021 state of the nation report is here!

Strategy
Branding
Web & digital
Campaigns

Last year every industry witnessed unprecedented upheaval and disruption on a global scale. So how have Irish B2B marketers fared? What trends emerged? What happened to budgets? We had lots of questions and kept an open mind until we reviewed the results.

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What B2B brands could learn from Ferrari

Ferrari has recently been announced as the most valuable brand in the world for the second time by Brand Finance. And it got me thinking about what B2B marketers could learn from this Italian luxury sports car

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B2B marketing gets Ivy League accreditation

As kids, I doubt many of us ever wanted to grow up as B2B marketers. For a start, it never had the cool street cred of consumer marketing and secondly, there just weren’t many marketing courses and college modules dedicated to B2B.

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B2B branding: State your position

Squaredot was very proud to feature recently in the acclaimed Catalyst magazine. In the article we go deep on why your strategic positioning is critical for B2B brand growth. 

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Killer B’s in B2B - Brand

On the contrary to the general belief, we think that there has never been a better time to inject imagination and creativity into your B2B brand building storytelling and seek fame.

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Brand positioning: the lesser known B2B superpower

In this eBook, we’ll show you just how much positioning matters, why it’s so difficult to grow without it, how to plan your positioning strategy and why it’s never too late to start.

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B2B in lockdown #3: Where to redirect B2B marketing budgets?

Do brand guardians have the same consideration, planning and presentation for their brands’ digital homes? If an unexpected visitor shows up on your website homepage, how will they be greeted?

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B2B in lockdown #1: Should you be marketing at all?

One day, it was business as usual, the next day, an existential threat started banging at our doorstep. For many B2B tech companies, you may have no reason to pivot your offering. But you will need to be sensitive in your messaging.

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There are no downsides to B2B brand fame

What does a cold and wet morning, nearly 80 of Ireland’s top B2B marketers and a panel of esteemed business leaders make? In one word (or hashtag) the answer is #GreatB2BMarketing

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Growth is easy ......... right?

What do you get if you combine a room full of dynamic SaaS professionals, pizza, drinks and some excellent presentations on growth? The launch of SaaStock Local of course!

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Learnings from some B2B greats

I attended B2B Ignite in London yesterday (“the world biggest B2B marketing learning and networking event” - their words) and there is a definite shift towards creativity, storytelling and being brave in B2B marketing.

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Why brand building is critical for B2B technology companies

When you have a strong brand you have built trust in your market so layering lead generation campaigns on top of a strong brand has a great chance of success.

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2018 Hubspot Impact Awards - International Inbound Growth Story Grand Prize Winner

We’re proud and delighted (ok, ecstatic!) to have won Hubspot’s premier Impact Award for best Inbound Growth Story of 2018 for our continued collaboration with Travelport Digital.

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2018 Hubspot impact awards - international graphic design grand prize winner

We’re delighted to picked up our second 2018 Hubspot Impact Award Grand Prize, this time in the International Graphic Design category (the second time we’ve won this award) for our animation work with PSI Mobile.

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Sales & Marketing Alignment: 5 Tips for Modernising B2B Organisations

Let’s talk about sales and marketing. While they should work together, harmony doesn’t always exist between them.

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Account-based marketing: what it is, what to expect, and how to get started

As a B2B marketer, you’ve been hearing a lot about account-based marketing (ABM). For one, it is often cited as one of 2019’s marketing trends. But what exactly is ABM?

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B2B marketing trends to include in your 2019 strategy

It’s 2019. How should your B2B marketing strategies look? Brace yourselves for a year of fast-rising trends within the landscape. 

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Reviewing Your Strategy? Focus on These B2B Marketing Channels [2019 Update]

How have you been reaching out to your prospects and customers? You can do so with several distribution channels, but this doesn’t mean everything is for the taking. 

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Best B2B video marketing content of 2018

In 2018, videos became more accessible than ever. Newer tools and platforms drove down the costs of video creation and publishing. 

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5 High-Value Lead Magnet Examples for B2B Marketers

How do you capture your audience’s attention enough for them to freely hand over their precious contact info? As a B2B marketer, you must’ve explored a range of bold lead generation techniques.

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Nailing Your Value Proposition

Creating your business’s value proposition was up for discussion when Squaredot’s MD, Ian Blake, chatted with John Barron, Sales & Marketing Director, Vennetics, on The B2B Podcast recently.

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What is legitimate interest anyway?

GDPR expert, Liam McKenna, gives his GDPR compliance tips in discussion with Ian Blake on The B2B Show, Squaredot’s very own business marketing podcast

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Irish B2B marketing survey 2018

So, how do Irish B2B marketers approach digital marketing? What are their priorities and challenges? Where does their budget go? The 2018 Irish B2B Digital Marketing Survey explains all.

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10 things I learned from creating an iTunes top ten business podcast

Ciaran Rogers is the co-creator of an iTunes top 10 B2B podcast. He shares some of his learnings with us here.

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Looking for B2B leads on social media? Look for the people behind the profiles

B2B marketing strategy is kind of like a unicorn - no one is really quite sure it exists, but everyone wants one. But how can social listening and AI inform your B2B social media strategy?

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Listen up! (to B2B podcasts)

Podcasts are not new technology but they are undergoing a renaissance. As a result, the medium has attracted the attention of the B2B community.

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Don’t let our learning about the GDPR and B2B Marketing Data be in vain

The GDPR wants to level the playing field for marketing and consumers in an increasingly digital world. We’ve blogged about personal data vs. business data, getting prepared, and why it might not all be as bad as it seems.

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Ebook | Next 12 weeks on HubSpot

If you’re new to Hubspot, or inbound marketing in general, or maybe wondering why your campaigns to date are not performing, then we have just the workbook for you. Learn how to set up and start generating leads on Hubspot.

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Handling B2B Marketing Data in a Post-GDPR World

Read about what some of the biggest data processor are doing to prepare for the GDPR and why responsibility ultimately belongs to the data controllers - their clients.

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Could the GDPR improve how you gather B2B marketing data?

The new EU Global Data Protection Regulation (GDPR) has created a number of challenges and concerns for businesses across the world. We explore the possibility that the GDPR could change B2B inbound marketing for the better.

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Here's how Irish companies can prepare for the GDPR

We discuss some of the approaches companies in Ireland can take for proper data husbandry before the GDPR comes into force.

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How GDPR affects B2B marketing data

Companies dealing with B2B marketing data aren’t getting off the hook when the GDPR rolls into town. But where do you draw the line between business data and personal data?

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6 B2B marketing events you need to attend in 2018

Squaredot explore the B2B marketing events we’d like to attend in 2018 (and explore why events marketing is the only tool that can give digital a run for its money.)

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Business articles that I actually read in 2017

Here are 11 article that caught - and sustained - attention of our CEO Ian Blake in 2017. He explains why he read them and the value they had in steering Squaredot into 2018.

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5 times you should have hired a B2B inbound Marketing Agency

Congratulations - you’ve bought HubSpot and you’re ready to be plunged into the world of automated B2B inbound marketing. Read our tips to make HubSpot work to your advantage

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Why Isn't inbound marketing working for me?

Discover the two main reasons why Inbound Marketing fails to work for some B2B companies

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Ebook | First 12 Weeks on HubSpot

If you’re new to Hubspot, or inbound marketing in general, or maybe wondering why your campaigns to date are not performing, then we have just the workbook for you. Learn how to set up and start generating leads on Hubspot.

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Ebook | The B2B Content Creation Masterclass

We’ve dug deep into our years of experience and expertise, collected our thoughts and put together a marketing content masterclass to help you create content that delivers qualified leads.

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5 B2B content marketing cliches that still ring true

We've unpicked 5 cliches that will help you plan better B2B content marketing.

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6 content marketing hacks for when you’re stuck in a rut

If you’re not seeing the returns on content that you have painstakingly written, complete with strategically inserted keywords, you need to question whether it is your strategy or your content that’s the problem.

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Ebook | Sales on steroids

The digital era has opened doors to shortcuts helping you automate time consuming chores so you can concentrate on closing the deals. Discover 9 digital hacks to accelerate your B2B Sales.

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B2B Content Marketing Checklist

Are you ready and willing to take the Squaredot mid-term marketing test? It also doubles as a B2B content marketing checklist that you can use to gauge your knowledge of the content marketing world.

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Work in Sales and Haven’t Embraced Content Marketing? Prepare to be Replaced by a Computer

Technology is getting smarter all the time – and it’s not just menial tasks and straightforward admin jobs that are coming under threat from smart machines. These days, an algorithm can work out what you’d like to watch, buy or wear almost as well as you can.

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How do You Start an Inbound Marketing Agency from Scratch?

Interview with Squaredot about its successful experience with Hubspot inbound marketing methodology.

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5 Reasons to Outsource Your B2B Content Marketing

Discover the benefits of B2B content marketing outsourcing.

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Content Marketing Will Get a Whole Lot Tougher. Here’s Why!

How to write engaging and strategic content marketing.

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How to Avoid Falling Victim to “Content Crunch"

The runaway success of content marketing over traditional approaches to digital marketing has many people worrying that we’re heading for a content bubble.

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Is There Still Room for Print in Your Content Marketing Strategy?

Discover where and when it’s the right time and place to publish your content marketing output in good old fashioned print form.

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4 Ways to Fail at Content Marketing

Why Content Marketing fails...and how to avoid making the same mistakes over and over.

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How Google Sees Your Content Marketing

Quality, In-Depth, Well-Researched Editorial Content is More Important than Ever. Have you heard of Google’s “Knowledge Vault”?

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What Makes a Great Podcast? 10 Top Tips for Success

What makes a great B2B podcast? Read how with our 10 tips for success.

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Writing Content Marketing Plans that Work – In 5 Steps

5 tips to help you write an effective content marketing plan.

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How To Get Your Customers to Do Your Selling For You

Learn about what types of content can get your customers to do the selling for you.

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What To Do When You’re On a Tight Content Marketing Budget

On a tight budget when it comes to your content marketing? Read on to find out what to do.

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6 Easy Hacks for When Your Content Marketing is in a Rut

A solid content marketing strategy is crucial. But no amount of preparation can guarantee success.

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Ebook | B2B Lead Generation

We’ve dug deep into our years of experience and expertise, collected our thoughts and put together a marketing content masterclass to help you create content that delivers qualified leads.

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Ebook | How to build a great LinkedIn company page

LinkedIn is your company's gateway to engaging conversations with targeted personas. Learn more about how to grow and impress your audience on this social media platform.

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Ebook | Intro to inbound marketing

Learn how to generate leads using inbound methodologies. In this eBook we explore what Inbound is all about, in no nonsense, plain English.

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The Art of the Social Sell

What you need to know about the art of the social sell.

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Where to Put Your B2B Content in 2016

Discover where to publish B2B content in 2016

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B2B Marketing Strategies for a Merry Christmas

3 B2B Marketing Strategies for festive content to send to clients at Christmas.

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How to Choose the Right Content Marketing Agency for Your Business

How to differentiate between the right and wrong type of Content Marketing Agency for your business.

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The Future of Content Marketing. A Vision for 2016.

3 Ways B2B Content Marketing Strategy will change in the New Year.

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Top 10 Takeaways from the CMI’s Content Marketing Survey 2016

10 Top Marketing Facts learned from the Content Marketing Survey 2016.

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6 Essential Tips for Converting Content Marketing into Sales

How to convert Content Marketing Assets into real sales figures.

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Nailing Your Content Marketing Strategy in 5 Simple Steps

Discover the 5 essential steps necessary to plan and execute the perfect Content Marketing Strategy.

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6 Cold, Hard, Facts to Help Plan Content Marketing With Laser Focus

Uncover 6 content marketing facts and how they help plan and implement a great inbound marketing programme.

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The Secret to Great Content Marketing? Great SEO

Learn how SEO and Content Marketing seamlessly work in tandem to raise your profile and organic search results.

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How Crowdsourcing Can Take Your Content to the Next Level

Discover how great B2B content marketing gets produced and shared when you ask clients to contribute. Ask and you shall receive.

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4 B2B Content Distribution Tools You Don't Know About

Discover how to get your B2B content in front of your persona using these 5 distribution tools.

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How to Create a Killer B2B Podcast

Discover how to create and produce a great B2B podcast.

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4 essential tips for creating your brand tone of voice

Wondering how to start content marketing? The answer is this: find your voice.

That might sound a bit “Happy Feet”, but it’s absolutely true.

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B2B newsletters are making a comeback. Here’s why.

When it comes to the kind of content B2B audiences find most engaging, educational content comes out top.

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What Is content marketing, anyway?

What is content marketing? And how does it work in practice?

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7 steps to the perfect B2B slideshare

Slideshares are having their moment – and no wonder. They’re a top way to create engaging content that’s shareable and optimised for business, providing immediate value and an easy, accessible, professional way for your audience to interact with what you have to say.

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How to launch your content marketing with rocket fuel

Imagine that you’re driving down the road one day and there's a puzzled-looking guy standing next to a car, bonnet open, staring at it without a clue what to do next. You pull up next to him and ask him if he needs any help.

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6 new ways to promote your B2B branded content

When you’ve spent ages working on a really great piece of B2B branded content, you want to get the most value out of it you possibly can. But how?

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Why B2B content marketing works (really well)

Okay, let’s be honest: social shares and views are nice and everything, but the real value of content marketing is whether it brings in cold, hard cash. Right?

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Why B2B content marketing fails

Want to know why your campaign isn’t working? Most likely, you’re letting your content marketing objectives get in the way of engaging content.

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Reap the rewards of B2B content fails

Why learn from your own mistakes when you could learn from someone else’s instead?

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7 content marketing mistakes that are costing you customers

Everyone’s talking about it: 2015 is the year of content marketing. Yet less than 40% of companies that have already dipped their toes in worry that their methods aren’t effective.

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The three golden rules to killer content marketing

When you get it right, the value of content marketing is enormous.

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The ROI of B2B content marketing strategy and planning

B2B content marketing is soaring in popularity, and rightfully so. Done well, this is one of the most effective ways to engage an audience, start a conversation, create value… and start selling to clients.

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8 Content Marketing Facts that Might Surprise You

If you’re reading this, you probably already know that content marketing does wonders for your ROI. But what makes for truly engaging content? How do you use it to connect with an audience? And where and when should you be posting links?

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B2B content marketing for dummies

Keen to get into content marketing but don’t know where to begin? You’ve come to the right place. 

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Why ‘strategy’ is the most important content marketing tactic

Why are you reading this? Because you want to make your B2B marketing strategy better? Of course. Because you want to learn valuable content marketing tactics? Sure. But why?

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5 secrets of engaging personalised B2B content

Content marketing is about getting into your clients’ heads and understanding your B2B personas: knowing what they want or need to drive forward their business or career. 

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How influencer marketing works

Content marketing isn’t just a buzzword, it’s a proven way to boost lead generation and marketing ROI without breaking the bank. 

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How Twitter (almost) ruined my rep

So it turns out I’m an expert on dietary fads, slimming tablets, erectile disfunction pills and just about a thousand other niche shady industries. Well at least according to my Twitter profile, I am. 

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On Target 2015 B2B marketing conference

Organised by Vendemore, the conference takes in everything from account based marketing to the latest trends and best practices in the world of Inbound.

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How to explain inbound marketing to your CEO

Learn how you can use KPIs and market data to explain (and convince) your CEO how inbound marketing works.

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Outbound & inbound: Get the best of both worlds

Thanks to the digital revolution, buyers behaviour has evolved and people simply don’t react to traditional marketing initiatives the way they have before. Even though digital marketing is still a relatively modern discipline, the outlook has changed in recent years. 

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How to plan for spontaneity in your marketing content creation

Timing is everything. Especially when it comes to content. We all want up to date, hot off the press content to hijack public sentiment. But without proper planning and strategic thinking, it can come across as irrelevant or inappropriate.

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Perfectly timed content marketing creation

Discover how and when to generate and educational and engaging content marketing schedule to draw in quality new leads.

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Why inbound marketing sometimes fails

Not every goose is golden, not every dart hits the bullseye. If you expect every single marketing campaign, inbound or otherwise, to be a roaring success then you’re not living in the imperfect real world that the rest of us share.

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The opportunity cost of ignoring inbound marketing

There are lots of reason not to do lots of things. Not doing something is easy. What are the things you’re doing right now, or more to the point, the things you’re NOT doing, that’s hurting your business...

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Inbound vs outbound - the marketing Mexican standoff

Good versus evil, Luke Skywalker versus Darth Vader, inbound versus outbound…

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Inbound... marketing’s moneyballs

 I’m not obsessive. At least not to the point of delusions of grandeur or restringing orders. 

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Break free from traditional marketing limitations

Sales! It’s a dirty word. However there is a light an the end of the funnel for our weary sales and marketing people. It involves the law of seduction and we outline the principles here 

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How to turn B2B heads with your content

The internet is drowning in a tsunami of content. Wave after wave of blogs, articles, opinions, comments and every other form of standard or rich media content rains down on us through multiple channels and devices.

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Everything you always wanted to know about s&m

If you’re still stuck in the traditional marketing mindset and wondering why your marketing budget is dwindling with disappointing results, then glance through our slideshare now. It’s everything you ever wanted to know about Sales and Marketing in the 21st century

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Why inbound annihilates traditional sales models

There is no greater turn off than an obvious sales pitch. Go to a party and get cornered by a life insurance salesperson who is short of their quarterly targets and you’ll know what I mean. We all have an instinct for it. It’s in our genes.

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4 old marketing tactics that undermine lead generation

If you’re using a “mixed bag” approach to marketing, and supplementing inbound marketing efforts with the marketing tactics of old, we’ve got one word for you: stop.

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Why LinkedIn is your most powerful distribution channel

Learn how LinkedIn has evolved into one of the most effective distribution channels for businesses looking to expand their social media reach.

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Built-in tools that make LinkedIn essential for marketing

How effectively are you using LinkedIn? Learn about the platform's innovative features that can boost your marketing efforts and grow your professional network.

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How to get management to help produce your content

Learn how to get inbound marketing buy-in from your management team, and convince them to help produce content on a regular basis.

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6 habits of highly effective B2B marketers

What separates the best from the rest? Learn 6 key habits the most successful B2B marketers practice every day.

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How to make your CFO fall in love with marketing

Convincing your CFO of certain marketing strategies, such as inbound marketing, always comes back to one thing: ROI.

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What ROI are you getting on your marketing spend?

What kind of ROI are you generating for your marketing efforts? Learn how inbound marketing tools can help you make smarter marketing decisions.

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What’s the difference between inbound marketing and digital marketing?

Learn what sets digital and inbound marketing apart, as well as what strategy is right for you based on your marketing needs.

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How you know if an inbound agency really is an inbound agency

How do you know if an inbound marketing agency really puts their money where their mouth is? The first step is to look into how the agency handles inbound.

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7 online marketing tools every inbound marketer should use

Check out these 7 online services that are essential in any inbound marketing toolbox.

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How to redesign your website the inbound way

Starting off with inbound marketing? One of the first things you should do is redesign your entire site for inbound. Read our blog to learn how.

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What digital marketing and rugby have in common

Looking for ways to inspire your marketing team? Find yourself in a rut when it comes to your digital marketing? Step away from the office. Hit the field instead.

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Importance of inbound to generate results

Learn what makes inbound one of the most powerful marketing strategies today, and how you can take advantage of it for long-term results.

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Introducing Ireland's first inbound marketing agency

Learn all about Ireland's first inbound marketing agency who specialise in B2B tech

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Inbound marketing statistics every B2B marketer needs to know

Inbound marketing has changed the very fabric of B2B marketing. Get the hard facts with these inbound statistics all B2B marketers should know.

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The definitive glossary to inbound marketing

Inbound marketing? SEO? Landing pages? Learn the inbound lingo advertisers and agencies use to describe this exciting new marketing world.

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