The Financial Brand’s Post

To effectively persuade people to buy your product, a strategic digital marketing approach is crucial. Start by thoroughly understanding your target audience; their needs, pain points, and desires. Craft compelling and relatable content that showcases how your product solves their problems or fulfills their aspirations.  Regularly analyze data and make data-driven adjustments to your strategy, ensuring you continually refine your approach for maximum ROI. By focusing on customer-centric marketing and continuous optimization, you'll not only attract potential buyers but also foster long-term customer loyalty.

Are you still chasing likes and shares? It's time to reconsider. Once upon a time, a 'like' was the Holy Grail for digital marketers. Get enough and you were on top of the world – or so it seemed. But as with any shiny new object, the sheen has started to wear off. Today, many marketers are realising that chasing vanity metrics can be just that – vanity. Likes and shares don't pay the bills. They're not tangible outcomes, nor do they guarantee customer acquisition, retention or business growth. Instead, marketers need to be focusing on metrics that drive meaningful results – think conversion rates, customer retention rates or lifetime value of a customer. These are metrics that matter - they dictate revenue and profitability. The shift is not an easy one to make - it requires rethinking strategies, changing targets and convincing stakeholders. But in these competitive times, ignoring this change could lead to dire consequences. So what should we as marketers do? Prioritise results-driven KPIs over those which only satisfy ego. Focus on quality interactions rather than quantity. And most importantly - always keep the end consumer at the heart of all efforts. As we step into a new era of marketing effectiveness, may we leave behind the allure of shallow engagements for truly impactful customer connections.

I started my career in digital as an adherent to the singular belief that anything that could be digital would be. Fast forward to today, we find ourselves in a continuous cycle of digital disruption, where old principles no longer apply, and brands must operate against a backdrop of profound, persistent digital change. Brands must continually evolve to meet the new behaviors, preferences, and priorities of the people they serve and the platforms they use. But to the point: It’s incredibly rewarding to see that the pieces I’ve written to help modern marketers successfully navigate this era of inescapable change find their way to others and bring value. Just makes me happy. #Razorfish #digital

As a long time marketing professional, I've certainly learned that marketing is part art and part science. Sharing this article from Cristina Lawrence, Razorfish highlighting the "era of digital disruption" is so "spot on" and worth the read. These are relevant insights on our current state of the constantly evolving consumer landscape (and work for both B2B and B2C efforts). #marketingstrategy #entertainmentmarketing

As I reflect on the past week, three key developments that caught my eye and could significantly impact the B2B manufacturing marketing landscape. Let me share a brief story to illustrate why these shifts matter. When I began my marketing career years ago, the world was different. Information flowed slowly, and building trust with clients took time and patience. Fast-forward to today, and the pace of change is breathtaking. To succeed, we must adapt and anticipate the trends shaping our industry. What caught my eye this week 1.    The accelerating adoption of AI and automation in manufacturing. As companies seek to boost efficiency and reduce costs, integrating smart technologies is no longer a luxury—it’s a necessity. For marketers, this means understanding how these tools can enhance our strategies and better serve our clients. 2.    Building community through marketing is becoming increasingly important. In a world where trust is precious, fostering genuine connections with our clients and their customers is more crucial than ever. By creating platforms for meaningful engagement and sharing valuable insights, we can help our clients establish themselves as thought leaders and trusted industry partners. 3.    The vital role of trust in marketing. With the proliferation of misinformation and the erosion of public confidence in institutions, marketers must prioritize authenticity, transparency, and integrity in all communications. By consistently delivering on our promises and being transparent about our client's products and services, we can help build the trust essential for long-term success. Blockchains are a great solution. In the face of these challenges and opportunities, one thing remains clear – the power of empathy, understanding, and storytelling in our marketing efforts. By putting ourselves in our clients’ shoes, anticipating their needs, and crafting compelling narratives, we can help them thrive in this ever-changing world. As we move forward, let us embrace these developments with a spirit of introspection and innovation. Together, we can shape the future of B2B industrial and manufacturing marketing, fostering communities of trust and driving meaningful change in our industry.

Should #marketers have a ‘universal’ framework for effectiveness? #MarketingWeek columnist Mark Ritson joins former Eve Sleep CEO Cheryl Calverley, LinkedIn B2B Institute’s Peter Weinberg and Jon Lombardo and Digitas’s chief strategy officer Matt Holt to debate the core pillars of #marketing effectiveness. What do you think? Let us know in the comments below! Or head over to the #MarketingWeek website to check out the full article:

Embrace the Power of One Imagine being the captain of a ship navigating through turbulent seas 🌊 Every wave represents a different marketing strategy you've tried—some of them worked for a while, others sank your resources without mercy. The storm of uncertainty clouds your vision, making it hard to see the destination: predictable, scalable growth. Now imagine Sarah, the founder of a fast-growing B2B services company in the UK. Sarah invested heavily in various marketing channels, hoping to find the magic formula. Despite her efforts, results were inconsistent, and she felt like she was spinning her wheels. Then, Sarah discovers our One Approach. Instead of scattering her efforts across multiple fronts, she focuses on a single, well-defined strategy centered around her Dream Buyer and one core offering. This shift was like discovering a lighthouse in the storm. Sarah experiences an epiphany: predictable growth isn’t about doing more—it’s about doing what truly matters. By honing in on her Dream Buyer’s needs and aligning her entire marketing strategy with this singular focus, she begins to see consistent, measurable results. Her ship starts to sail smoothly, guided by a clear, unwavering light ⛵ Our One Approach is built on these principles: - Growth Targeting: Set clear, measurable, and achievable growth objectives aligned with your overall business goals. - Know Your Dream Buyer: Understand them better than they understand themselves. - Perfect Your Core Offering: Ensure your product or service solves their biggest pain points. - Map the Journey: Create a seamless path from awareness to purchase. - Optimise Touchpoints: Every interaction should move them closer to buying. - Data-Driven Insights: Continuously refine based on real-world data. The results? Sarah's business transforms from navigating choppy waters to cruising on a clear path of predictable growth. Every £1 invested in her marketing now brings in a reliable return, and she no longer wastes resources on ineffective tactics. If you’re tired of the marketing storm and ready to chart a course to predictable growth, let’s have a conversation. Our One Approach could be the lighthouse you’ve been searching for. #OneApproach #BusinessGrowth #PredictableGrowth #B2BMarketing

🌟 My latest piece in Mumbrella focuses on the vital role of flexibility in marketing strategies, especially in today's fast-changing environment. Take a read of the article below (or here are the takeaways): 🔍 Echoing PwC's 26th Annual Global CEO Survey, where 72% of CEOs anticipate more change in the next three years than in the last 50, the need for adaptability is clear. 📈 Despite 82% of businesses moving towards in-housing (per the Association of National Advertisers' 2023 report), the search for a sustainable, long-term solution continues. 🚄 It's no longer just about keeping pace, flexibility is about unlocking creative potential and effectively responding to market demands. 🔗 We're at a crucial point in marketing. As we face a future where change is constant, our ability to adapt and provide diverse creativity is key. For those open to a new approach, flexibility can help lead businesses into the future. 🤙 I'd love to support your marketing strategy for 2024 (and beyond). #MarketingFlexibility #InHouseVsOutsourcing #FutureOfMarketing #Innovation Mick Entwisle Andrew Lane Catherine Graves Christie Poulos Kim Norman Julie Matthews Stefan Zoltowski Mark Sinfield Matt Perry Carol Lara Subbaraju Alluri

Behind Every Click and Conversion: The Untold Stories of Marketing Grit! In my 15+ years at the helm of UnboundB2B, I've seen the marketing world evolve from simple brochures to complex, digital narratives. But one thing has remained constant – the remarkable resilience of marketers. Let's talk about the real game-changers in our industry. I'm not just referring to the big, disruptive campaigns or the flashy tech innovations. I'm talking about the marketer who reimagined an email campaign under tight deadlines, the strategist who salvaged a sinking project with out-of-the-box thinking, or the junior exec who stayed up late analyzing data to find that golden insight. Despite facing constant challenges and rapid shifts in the industry, they persist with creativity and resilience. Their ability to understand and connect with audiences, even in the most turbulent times, is nothing short of inspiring. These are the stories that don't make the headlines but are the true essence of our industry's perseverance and creativity. It's about those small, yet pivotal moments where a marketer looked adversity in the eye and said, "Not today." So here's to the marketers – the unsung warriors in the boardrooms, behind the screens, and in the trenches. You are the heartbeat of every successful campaign and the architects of the digital marketing renaissance. Share your story of marketing resilience or tag a marketer who has inspired you with their innovative spirit. Let's celebrate the real, raw, and remarkable journeys in our field. #marketing #b2bmarketing #marketers #digitalmarketing

Real talk: marketing these days is no walk in the park. Our budgets are shrinking, and we’re juggling the pressure of proving ROI while dancing around the ever-changing privacy regulations in our industry. So we decided it was high time to dig deep and ask the crucial question: How can we solve these issues and support marketers? We sat down with customers, prospects, and various contacts at U.S. enterprise companies, tapping into the minds of CMOs, VPs, and Heads of Marketing. Our goal was to get to the bottom of why modern-day marketing feels like an uphill battle, and what can be done to alleviate some of the pain points. The results were eye-opening. In a recent piece for DM News, we broke down our findings and shared insights on how we can overcome these challenges. Read on to discover how we can navigate the complexities of modern-day marketing together: https://lnkd.in/eBzC9PYn #marketing #impact #ROI #painpoints #partnerships