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Follow The Leader: A Guide to Mastering Thought Leadership on LinkedIn

Posted on by Hannah Sanders

In a time where attention spans are short and trust is hard-won, thought leadership has become a key differentiator for professionals who want to influence, inspire, and lead within their industry. Decision-makers and customers alike are increasingly drawn to people, not just brands – especially those who consistently demonstrate expertise, credibility, and vision. This is where thought leadership comes into its own.

LinkedIn, with its professional DNA and engaged user base, offers an unrivalled platform for building and broadcasting thought leadership. But doing it well requires more than posting occasional updates – it’s a deliberate strategy, rooted in authenticity and informed by data.

What Defines a Thought Leader?

Thought leaders are recognised authorities in their field – individuals whose perspectives shape conversations and inspire action. They’re not defined solely by job titles, but by how they think, communicate, and contribute.

They speak with purpose. They challenge conventional thinking. And they offer tangible value, be it insight, foresight, or guidance.

Why Thought Leadership Matters in Today’s Market

Trust drives B2B buying decisions. In an environment where traditional advertising is met with increasing scepticism, thought leadership allows professionals to earn that trust through substance.

A robust thought leadership presence can:

  • Position you as a go-to expert
  • Increase visibility in your niche
  • Drive meaningful engagement with your target audience
  • Influence key decision-makers and open doors to new business opportunities

It’s not just about being better – it’s about being heard, remembered, and respected.

Why LinkedIn is the Platform of Choice

LinkedIn isn’t just a digital CV repository – it’s a modern marketplace of ideas. With over 1 billion members globally, it provides direct access to business leaders, influencers, and communities.

Unlike other social platforms, LinkedIn’s algorithm actively rewards relevance and expertise. This means your content has a better chance of reaching the right audience – if it’s crafted strategically.

Building Your Foundation

Personal Brand Development

Your thought leadership journey begins with self-awareness. Define your personal values, tone of voice, and unique perspective. Authenticity is critical – people follow people they relate to.

From there, ensure your profile mirrors this identity. A compelling headline, professional photo, value-led summary, and keyword-optimised experience sections are essential.

Profile Optimisation

Think of your LinkedIn profile as your landing page. It should instantly communicate:

  • Who you help
  • How you help them
  • Why you’re credible

Add rich media, highlight certifications, and request recommendations that speak to your strengths.

Content Strategy

Thought leadership isn’t about self-promotion – it’s about contribution. Your content should inform, inspire, or challenge. Mix personal insight with practical value.

Start by identifying your audience’s pain points and map content pillars around them. Then layer in your own stories and successes.

Building Credibility

Endorsements & Recommendations

Social proof is powerful. Actively seek endorsements for key skills, and request recommendations that reinforce your expertise from trusted clients or peers.

Associate with Other Experts

Strategic associations matter. Collaborate with recognised voices in your space through guest posts, comments, or co-created content to amplify your reach and credibility.

Speaking Engagements & Webinars

LinkedIn Live events or hosted webinars are prime opportunities to showcase leadership. They allow for direct audience interaction and cement authority in real-time.

Highlight Your Skill Set

Use your profile’s skills section to spotlight niche capabilities. Support them with content that puts those skills into context – such as case studies or behind-the-scenes insights.

Types of Content That Cut Through

Articles vs. Posts

  • Articles allow for long-form, in-depth analysis – perfect for SEO and thought pieces.
  • Posts are ideal for short-form commentary, personal stories, and interactive content.

Use both strategically.

Case Studies

Nothing builds trust like proof. Share stories that demonstrate results, focusing on the problem, process, and measurable outcome.

Video Content

Video adds human depth. Keep it concise, focus on one idea, and ensure strong captions for silent viewers.

Interactive Content

Polls and questions invite dialogue. Use them to gather insight and stimulate conversation.

Consistency is Key (as cliché as that sounds!)

Build a rhythm – whether posting twice a week or daily. Consistency builds trust, familiarity, and momentum.

Guest Content & Collaborations

Co-create content with other thought leaders, and be sure to tag them and their company in your posts. It extends your reach and adds layered credibility.

Use Data & Trends

Provide analysis of relevant market trends or share data-backed insights. This establishes you as someone who not only observes – but interprets.

Smart Networking Strategies

Find and Connect with Influencers

Engage with their content before reaching out. Make connections meaningful by referencing shared interests or ideas.

Community Engagement

Be generous with your insight. Comment thoughtfully, add perspective, and share content that aligns with your positioning.

Cross-Promotion

Highlight other people’s content, not just your own. It builds goodwill and often leads to reciprocal visibility.

Targeted Outreach

Segment your outreach by industry, geography, or company size. Tailored messages convert better and start stronger relationships.

Maximising LinkedIn’s Features

LinkedIn Stories

Use Stories (or short-form video snippets) to share behind-the-scenes insights or quick wins. They add personality to your brand.

LinkedIn Analytics

Track performance – but look beyond vanity metrics. Focus on engagement quality, profile views, and connections made.

LinkedIn Groups

Participate in – or better yet, lead – niche communities. It’s a powerful way to build authority in specific verticals.

LinkedIn Newsletters

An underutilised tool that delivers directly to inboxes. Use it to publish consistent, long-form content on a regular schedule.

Advanced Approaches

LinkedIn Premium & Sales Navigator

Both offer deeper insights into who’s viewing your profile, advanced search capabilities, and better outreach tools – useful for targeted growth.

Multi-Channel Strategy

Integrate your thought leadership with your website, newsletters, podcasts, or X. Ensure content is adapted to each platform but consistent in message.

Collaboration Tools

Use LinkedIn’s document sharing or collaborative article features to co-author thought pieces with others or involve your audience in content creation.

To summarise…

Thought leadership on LinkedIn is no longer a nice-to-have – it’s a strategic imperative for professionals who want to influence at scale. In an increasingly noisy digital world, those who lead with substance, consistency, and credibility will stand out – and be sought after.

By treating your presence not as a series of posts, but as a cohesive leadership narrative, you position yourself not only as an expert – but as a trusted voice that shapes decisions. The opportunity is clear: people buy into people. LinkedIn just happens to be where they’re listening.

Beyond the Bill: How Utilities Providers Can Retain Customers with Better Engagement

Posted on by Hannah Sanders

In an era where switching providers is easier than ever, utility companies risk losing customers not just to better prices, but to a lack of meaningful connection.

While most marketing efforts focus on customer acquisition, sustainable growth requires a proactive retention strategy. Utilities companies must shift their approach, leveraging personalised content, automated engagement, and customer advocacy to enhance loyalty and lifetime value. 

 

The Challenges of Retention in the Utilities Industry 

Unlike other industries, utilities companies often struggle with long-term customer relationships. The key issues include: 

  • High Customer Churn – Customers frequently switch providers for better pricing, making retention difficult. 
  • Acquisition-Focused Marketing – Many utilities invest heavily in acquiring new customers but neglect retention efforts. 
  • Transactional Relationships – Customer engagement is often limited to billing, leading to weak emotional connections. 
  • To build lasting relationships, utilities providers must rethink their engagement strategies. 

 

Personalised Experiences for Stronger, Lasting Relationships 

Customers today expect personalised experiences, even from utility providers. Generic communication leads to disengagement, but tailored content strengthens relationships, boosts satisfaction, and improves retention. Here’s how utility providers can make it work: 

  • Customers expect tailored experiences across all industries, including utilities. Personalised content can help providers root deeper connections. 
  • Segmented Email Campaigns – Sending targeted content based on customer usage patterns, preferences, and demographics keeps them engaged. 
  • Energy Usage Insights – Offering personalised reports and recommendations on reducing energy consumption adds value beyond service delivery. 
  • Customised Offers & Rewards – Providing exclusive discounts or loyalty rewards based on customer behaviour can increase retention. 
  • By leveraging customer data, utility companies can create marketing campaigns that feel relevant and meaningful. 

 

Keeping it Consistent with Automated Engagement 

Automation keeps utility providers connected through billing reminders, AI chatbots, and triggered campaigns. When customers feel valued, they stay loyal: timely, relevant interactions matter. 

  • Automation ensures that utility companies maintain ongoing engagement with customers without requiring constant manual effort. 
  • Proactive Billing & Payment Reminders – Automated notifications can help prevent late payments and reduce frustration. 
  • Chatbots & AI-Powered Support – Instant responses to customer inquiries improve satisfaction and prevent frustration-driven churn. 
  • Triggered Engagement Campaigns – Sending automated messages based on customer actions (e.g., contract renewals, high usage alerts) keeps customers informed and engaged. 
  • When customers feel valued and supported, they are less likely to seek alternatives. 

 

From Customers to Champions 

Happy customers drive loyalty. Referral programs, reviews, and community engagement turn them into brand champions: here’s how utilities can harness advocacy effectively. 

  • Word-of-mouth and peer recommendations are powerful drivers of loyalty. Utilities companies can encourage advocacy by turning satisfied customers into brand champions. 
  • Referral Programs – Offering incentives for customers who refer friends or family can increase retention while driving new customer acquisition. 
  • User-Generated Content & Reviews – Encouraging customers to share their positive experiences builds trust with potential and existing customers. 
  • Community Engagement & Education – Hosting webinars, workshops, or community initiatives can strengthen relationships beyond service transactions. 
  • Loyal customers who feel appreciated are more likely to stay and recommend the provider to others. 
  • Shifting from Transactions to Relationships 
  • To reduce churn, utilities companies must transition from transactional interactions to value-driven engagement. Rather than focusing solely on pricing, providers should: 
  • Educate Customers – Providing ongoing energy-saving tips and usage insights builds trust and perceived value. 
  • Be Proactive – Addressing issues before they arise (e.g., outage notifications, contract renewal reminders) improves the customer experience. 
  • Offer Continuous Value – Regular engagement through useful content, rewards, and support strengthens long-term relationships. 

Winning customer loyalty in the utilities sector takes more than low prices—it requires strategic engagement. By leveraging personalised marketing, automation, and advocacy, utility providers can turn one-time customers into long-term brand champions.

Looking to strengthen your retention strategy? Our marketing experts can help you implement retention strategies to create meaningful customer connections that drive loyalty and growth. Let’s talk about how we can support your business.

Opinion piece by Digital Marketing Lead, Nicola Roberts. 

The Digital Marketing Trends to Watch Out for in 2025

Posted on by Hannah Sanders

The digital world is evolving, and 2025 is shaping up to be another transformative year in marketing. With advancements in artificial intelligence (AI), the rise of voice commerce, and immersive technologies becoming more accessible, staying ahead of these trends is critical for companies that want to thrive.

Let’s break it down and see what’s in store for digital marketing in 2025!

1 – AI and Machine Learning: Revolutionising Marketing

Artificial intelligence and machine learning will play an even bigger role in digital marketing in 2025. These technologies are already enhancing customer segmentation, automating processes like lead nurturing, and making content creation faster and more efficient. By next year, expect AI tools to be more intuitive and accessible, enabling businesses of all sizes to streamline routine tasks and focus on strategic growth.

AI-powered chatbots and virtual assistants are also levelling up. No longer clunky or impersonal, they’re becoming more capable of holding natural, human-like conversations that improve customer experiences.

TOOLS TO SHOUT ABOUT:

  • HubSpot: For automating lead nurturing and email campaigns with AI-driven personalisation.
  • ChatGPT: For drafting blog posts, product descriptions, and social media captions.
  • Canva: Uses AI to assist in graphic design creation with templates tailored to business needs.
  • Drift: Offers conversational marketing and AI chatbot solutions tailored for lead conversion.

2 – Voice Search and Voice Commerce: The Conversational Future

Voice search is becoming a standard way for people to interact with brands online. Thanks to smart speakers and voice assistants, users now rely on conversational queries like, “What’s the best Thai food nearby?” instead of typing traditional keyword phrases such as “best Thai restaurants.”

This shift will have significant implications for SEO. To stay visible, brands will need to optimise their content for natural language and long-tail keywords that reflect how people speak. Additionally, voice commerce – the ability to shop and purchase via voice commands – is gaining more traction. Businesses should ensure their websites and online stores are voice-friendly, resulting in a clear competitive advantage in the coming years.

TOOLS TO SHOUT ABOUT:

  • SEMrush: For tracking natural language keywords and voice-search readiness.
  • Yoast SEO: Offers tools for optimising web content for voice queries.
  • Google Actions: Enables integration with Google Assistant for voice commerce.

3 – Virtual Reality: Beyond Novelty

Virtual reality (VR) is no longer just for gaming! It’s becoming a powerful tool for creating engaging and practical experiences in sectors like retail and property. Imagine trying on clothes or makeup virtually before making a purchase. Brands investing in VR are finding unique ways to connect with their audiences, offering convenience and personalisation. Early adopters of VR stand to differentiate themselves, providing memorable customer experiences that build loyalty and increase brand visibility.

TOOLS TO SHOUT ABOUT:

  • ShopifyAR: Let’s businesses offer 3D product models for immersive shopping experiences.
  • Matterport: For creating VR property tours and retail spaces.
  • Zakeke: For 3D and AR visualisations in ecommerce.

4 – The Continued Dominance of Video Content

Video content continues to dominate the digital space, with platforms like TikTok, Instagram, and YouTube leading the charge. Short-form, attention-grabbing videos remain highly effective, but in 2025, the focus will shift further toward personalised, value-driven content.

Consumers don’t just want to be entertained; they want content that aligns with their interests and needs. Brands that can create this kind of connection through video will drive higher engagement and build stronger relationships with their audiences.

TOOLS TO SHOUT ABOUT:

  • Adobe Premiere Pro: A professional-grade tool for video editing.
  • CapCut: Popular among TikTok creators for quick, engaging video edits.
  • Nesti: Specialises in video personalisation at scale, delivering tailored content to individual audiences for increased engagement.

5 – Simplicity and Focus: Keys to Success

Simplicity will be the secret to standing out in 2025. Instead of spreading resources thin across every platform or chasing every trend, successful marketers will focus on a few core goals and prioritise quality over quantity. Streamlined strategies that deliver meaningful results will outperform scattered approaches.

The bottom line? The future belongs to brands that combine innovation with authenticity. By embracing trends like AI-driven personalisation, voice commerce, and immersive VR experiences, us marketers can craft campaigns that go beyond grabbing attention. Staying ahead of these trends isn’t just about keeping up; it’s about leading the way and building experiences that truly resonate with your audience.

2025 isn’t just another year in digital marketing – it’s an opportunity to redefine how we connect with consumers!

Opinion piece by Senior Digital Marketing Executive, Nicola Roberts.

Voice Search

5 Common Marketing Campaign Mistakes and What to Do Instead

Posted on by Hannah Sanders

Marketing campaigns can be complex, and even experienced marketers can fall into certain traps that limit success. By recognising these common mistakes and learning how to avoid them, you can optimise your efforts and maximise your results. 

Here are five frequent marketing pitfalls and how to address them. 

 

1. Going all-in without testing

Launching a campaign without testing can be a costly gamble. Even the most brilliant ideas may not perform as expected if they don’t resonate with your audience.

The Mistake: Allocating your entire budget to a campaign without testing its potential. 

What to Do Instead: Start small. Test different variations of your content, targeting, and messaging. A/B testing can reveal what works best, helping you refine your approach before scaling up. This reduces risk and ensures your budget is spent effectively. 

 

2. Assuming you know your audience

It’s easy to make assumptions about your audience based on past campaigns or general intuition, but audiences evolve, and their needs can shift.

The Mistake: Skipping audience research and relying on guesswork. 

What to Do Instead: Create detailed buyer personas based on real data. Use customer surveys, analytics tools, and insights to understand your audience’s pain points, preferences, and goals. Tailor your messaging to address these specifics, ensuring a more targeted and effective campaign. 

 

3. The “set it and forget it” approach

Marketing isn’t a “launch and leave” activity. Campaigns need regular monitoring to ensure they’re performing well, aligned with your objectives and deliver ROI.

The Mistake: Failing to track and optimise campaign performance once it’s live. 

What to Do Instead: Schedule regular reviews to assess key metrics like click-through rates (CTR), conversions, and cost-per-acquisition. Make adjustments as needed—whether that’s tweaking your targeting, updating creative assets, or reallocating your budget to higher-performing channels. Active management can significantly improve outcomes. 

 

4. Highlighting Features over Benefits

It’s tempting to focus on the features of your product or service, but customers want to know what’s in it for them, what problem are you trying to solve? You need to think ‘customer first’.

The Mistake: Marketing technical features rather than emphasising the value they provide. 

What to Do Instead: Shift your focus to the benefits. Instead of saying a product has “advanced reporting capabilities,” explain how it “saves hours of manual work.” Clearly communicate how your offering solves problems or improves the customer’s life. 

 

5. Forgetting to measure ROI

Success isn’t just about engagement metrics; it’s about return on investment. Without measuring ROI, you risk wasting resources and missing opportunities to optimise future campaigns.

The Mistake: Overlooking financial outcomes when evaluating campaign success. 

What to Do Instead: Define clear, measurable goals from the outset and track your performance against them. Use tools like Google Analytics and CRM systems to connect your campaigns to tangible outcomes like revenue or lead generation. Measuring ROI ensures your efforts align with business objectives and deliver value. 

 

By avoiding these common pitfalls, you can create more effective, efficient campaigns that resonate with your audience and deliver results. Success often comes from testing, learning, and adapting along the way. 

 

Opinion piece by Digital Marketing Manager, Kylie Featherstone.

Marketing Campaign

From Rivalry to Revenue: How Competitor Research Fuels Business Growth

Posted on by Hannah Sanders

In the fast-paced world of B2B marketing, understanding your competition can make the difference between thriving and merely surviving. Competitor research is not about espionage; it’s about leveraging public and strategic information to make informed decisions that drive business growth. Here, we’ll explore how turning rivalry into a resource can fuel your company’s success.

The Importance of Competitor Research

Competitor research involves analysing your competitors’ strengths, weaknesses, strategies, and market positioning. This knowledge is crucial for several reasons:

  1. Identifying Market Gaps: Understanding what your competitors offer allows you to identify unmet needs in the market. By addressing these gaps, you can attract customers who feel underserved by existing options.
  2. Benchmarking Performance: Comparing your company’s performance against that of your competitors helps set realistic targets and KPIs. This benchmarking provides a clear picture of where you stand and where improvements are necessary.
  3. Strategic Planning: Knowing your competitors’ strategies enables you to anticipate their moves and plan accordingly. This foresight can be invaluable in staying one step ahead.
  4. Innovation and Differentiation: Observing your competitors can spark innovative ideas and highlight areas where you can differentiate your offerings. Unique value propositions are key to standing out in a crowded market.

Turning Insights into Action

Merely gathering information is not enough; the real value lies in applying these insights to your business strategy. Here’s how to turn competitor research into actionable steps:

  1. Product Development: Analyse competitors’ product features, pricing, and customer feedback. Use this data to refine your own products, ensuring they meet and exceed market expectations.
  2. Marketing Strategies: Study the marketing tactics that work for your competitors. Are they excelling in content marketing, social media, or SEO? Adopt and adapt these successful strategies to enhance your own marketing efforts.
  3. Customer Experience: Examine how competitors interact with their customers. From sales processes to customer service, there’s much to learn and implement to improve your own customer experience.
  4. Sales Tactics: Understand the sales techniques and channels your competitors use. This insight can help you optimise your sales strategies, improve lead generation, and close more deals.

Tools for Effective Competitor Research

Several tools can streamline the process of competitor research:

  • SEMrush: For analysing competitors’ SEO and PPC strategies.
  • BuzzSumo: To identify popular content and influencers in your industry.
  • Owler: For comprehensive competitor data, including funding, news, and employee information.
  • Social Media Platforms: To monitor competitors’ engagement and marketing campaigns.

Case Study: Competitor Research in Action

Consider the case of a mid-sized SaaS company struggling to differentiate itself in a saturated market. By conducting thorough competitor research, the company discovered a gap in customer support services. Competitors were not offering 24/7 support, which was a significant pain point for customers.

The company responded by launching a robust 24/7 customer support system. They also highlighted this new service in their marketing campaigns. The result? A 30% increase in customer acquisition and a 20% boost in customer retention within six months. This success story underscores the power of competitor research when effectively utilised.

Conclusion

Competitor research is a vital component of business growth. By systematically analysing and understanding your competitors, you can transform rivalry into a strategic advantage. This proactive approach not only helps in identifying market opportunities but also equips you to innovate and outperform your competition.

In the dynamic landscape of B2B marketing, staying informed about your competitors is not just beneficial; it’s essential. Embrace competitor research as a continuous practice, and watch as it transforms your business from merely keeping up to leading the charge.

Opinion piece by Marketing Executive, Chloe Diggle

Competitor Research

Sync or Swim: Mastering Sales-Marketing Alignment

Posted on by Hannah Sanders

Discover the secrets to successful collaboration in Sync or Swim: Mastering Sales-Marketing Alignment, a practical guide to enhancing cooperation between sales and marketing teams for improved revenue and efficiency.

Contents:

  1. Sales and Marketing Teams: Unveiling the Colourful Characters of the Trade
  2. Bridging Brilliance Between Sales and Marketing Teams
  3. What Happens When Sales and Marketing Are Not Aligned?
  4. Syncing Success: Aligning Your Sales and Marketing Tech Stack
  5. Alignment in Action: Success Stories
  6. Building a Culture of Alignment
  7. Your Smarketing Checklist
Get your FREE copy of the E-Book by completing the form below.

How To Get Your Go-To-Market Strategy Right – What You Should Be Considering In Your Launch Plan

Posted on by Hannah Sanders

Every new product or service starts with an idea, an idea to disrupt the market and solve real-world problems. But these ideas can take a long time to come to fruition. Your idea will go through concept development and creation, through new product development (NPD) and research and development (R&D), and through rigorous testing, trials and feedback processes before the final product or service is ready to launch.  

But before you can successfully launch, you need to devise a well thought out go-to-market-strategy (GTMS). It’s imperative that you get your GTMS right, because it’s not just about having a great idea or a great product, it’s about creating the right plan to bring your product to the right people in the right way.  

Without a clearly defined GTMS on how you will deliver your new product to your audience – your launch will likely fail to gain traction in the market.  

There are many different components of a successful GTMS, let’s explore some of them below.  

Target Audience: 

Defining your Target Audience (TA) is the building block to a successful launch, because it is the core foundation of your GTMS.  

Undertake research into your TA to understand their pain points and challenges, what media and marketing they consume and where they spend their time. Develop your ideal customer profile (ICP) and create buyer personas to help you craft messaging and tailor your offering to their exact requirements. If you don’t understand and define your TA from the outset, you will miss opportunities to resonate with them. 

Setting Clear Objectives and Goals: 

Do you know what your objectives are for launch? Are you looking to build brand awareness or lead with sales straight away?  

Having clearly defined objectives and goals will help inform your ongoing activity and where best to place your efforts, they are fundamental to your GTMS. SMART objectives are the best framework to use for this. 

Once you have determined what your objectives are for launch, use this information to set benchmarks and KPIs that denote success. These can be tracked throughout launch and beyond to determine how your GTMS is delivering. 

Product Differentiation / USPs: 

To successfully launch a new product or service you need to identify what makes your offering unique, especially if you are operating in an already crowded marketplace. What does your product do better or differently to others on the market and why should your TA buy from you? 

Spend time upfront understanding what your USPs (unique selling points) are and what differentiates your product, so that you can craft unique messages and value propositions that will resonate with your TA and highlight why they should pick your product above others.  

Marketing Plan: 

Once you know your TA, your objectives and goals and what your USPs are you need to create a robust marketing plan with the information you have gleaned. 

Make sure you leverage the channels that you know your ICP / TA consume and use and you tailor your messaging and comms in a way that resonates with them. 

Consider the different stages in the buyer journey, from awareness to consideration through to purchase, and craft a strategy that resonates with your TA at every stage of their journey.  

Final Note:

A successful GTMS is all in the planning and research. It will help you to understand your audience and their perceived needs and interests in your product or service and the value they place on your offering. Allowing you to create a GTMS that directly answers that need.  

Remember to stay agile in response to market feedback – continually monitor, review and optimise your activity to ensure that the GTMS is successful and continues to be aligned with your TA’s needs.  

Want to position yourself for success in the marketplace? Get in touch with our marketing team to discuss launch plans for any new product or service in your offering!  

Opinion piece by Account Director, Jess House

A small rocket takes off from a laptop

Stock photo by Vecteezy

The Resurgence of In-Person Events In a Post-COVID World

Posted on by Hannah Sanders

Our lives changed drastically during the pandemic. Businesses shut their doors, schools closed, gyms became an empty, lifeless space for fitness enthusiasts, and our worlds were reduced to the square footage of our homes. Locked away in our support bubbles and making the difficult decision of who to spend Christmas with.

We had the time to reflect on what and who is truly important. We thought about our families, careers, relationships, and survival. This became our new ‘normal’, getting used to our own space, seeing fewer people, and being told which way to queue in the supermarket, ensuring we were 1 metre apart.

As we reached the end of the pandemic and having been so isolated, anxiety hit. We were desperate to reconnect, rebuild civilisation and get back to the ‘normal’ we were all used to. Gathering face-to-face uncovered newfound significance. Conferences, concerts, festivals, and events were no longer mere activities; they served as catalysts for renewed inspiration.

But, the benefits of in-person gatherings extend far beyond just good feelings; they are underpinned by research:

  • Forbes Insights surveyed more than 750 business executives about their thoughts on in-person versus virtual meetings; 85% said they build stronger, more meaningful business relationships when they meet in person.
  • Research by the Harvard Business Review found that 95% of people say face-to-face meetings are a key factor in successfully building and maintaining long-term business relationships.

The return of in-person events is not just a sign of recovery; it’s an opportunity to redefine the foundations of B2B and B2C success in an era hungry for human connection and authenticity. As we navigate this new normal, the irreplaceable value of face-to-face interactions has become abundantly clear. These gatherings are not just about reclaiming lost time or celebrating our return to physical spaces; they are integral to fostering deeper, more meaningful business relationships that are the backbone of many successful B2B marketing strategies. In a world that’s rapidly advancing in digital communication tech, the power of personal connection stands unmatched. Businesses that recognise and leverage the unique opportunities presented by in-person events will not only strengthen their existing relationships but also forge new ones, setting the stage for innovation, collaboration, and growth. As we look to the future, we should embrace the lessons learned during these challenging times and continue to place a premium on the human element in all our business endeavors.

Opinion piece by Senior Digital Marketing Executive, Nicola Roberts

Group of people sipping champagne at an in-person event

Are Whitepapers Dead?

Posted on by Hannah Sanders

Whitepapers have long been hailed as an indispensable tool for B2B marketers and an important part of your marketing arsenal. Originating as a traditional, academic report in higher-education settings, marketers swiftly leveraged them to become a lead generating magnet. Simultaneously helping to establish brands as credible and authoritative industry-leaders within B2B sectors.

Whitepapers remain the longest form of content you can create. They are more formal and are backed by research and offer an in-depth analysis into a specific industry topic or problem – typically signposting the reader to the solution at the conclusion.

But, with brands experimenting more and more with short-form content; the rise of snappy posts and videos; and an ever-decreasing audience attention span, it begs the question…

What value does a whitepaper still hold in the current digital landscape?

✔ Credibility and Authority: Whitepapers are synonymous with expertise and thought leadership. Businesses can demonstrate their industry knowledge and establish credibility among their target audience by educating them about a topic, challenge or solution in their industry.

✔ Lead Generation: Well-crafted whitepapers that are strategically promoted continue to be effective lead magnets. By offering valuable insights and solutions, businesses can attract quality leads interested in solving specific problems.

✔ Sales Team Resource: Whitepapers can act as an additional resource for your sales team when speaking with prospects – allowing them to offer an interesting and valuable piece of content to further move prospects down the funnel.

✔ Long-Term Value: Unlike blogs or social media posts, whitepapers have a longer shelf life. They can serve as evergreen resources that continue to attract and engage prospects long after their initial publication. Your whitepaper can be the cornerstone of your marketing strategy and approach for the next 6-12 months if strategically curated and promoted effectively.

Whilst it is true that content types have diversified because of the audience’s preference for bite-sized, easily digestible content, the benefits you can achieve with a cutting-edge, thought-provoking whitepaper highlight that they still hold a well-deserving place in modern marketing strategies. But they must be written and promoted effectively, and with relevancy, with the audiences’ changing behaviours and preferences in mind.

So, how can businesses navigate this shift?

  1. Interactive Elements: Incorporating interactive elements such as quizzes, calculators, or assessments can make whitepapers more engaging for modern audiences.
  2. Visual Enhancements: Integrating attractive and creative visuals like charts, graphs, and infographics can break up dense copy and make complex information more comprehensive and retain the reader’s attention span.
  3. Ongoing Promotion: Your marketing activity to promote your whitepaper is equally, if not more important than the content piece itself. A strong, digital marketing strategy that is aligned to your audiences’ preferences will ensure optimum opportunity for lead capture and downloads.
  4. Focus on your Audience: Will they download and read a whitepaper? Can you offer valuable insights and information that provide them tangible solutions and next steps? The whitepaper has to go above and beyond just promoting your brand or service – it needs to be a content piece that they will find interesting and valuable.

The digital marketing landscape is constantly transforming, yet whitepapers hold their ground as a pivotal resource for businesses aiming to cement their status as thought leaders, educate their audience, and drive lead generation through effective creation and promotion.

As we navigate through this evolution, it’s clear that while the environment and our audiences are constantly developing, whitepapers are far from dead and remain highly relevant. To stay alive, however, they must adapt to keep pace with these ongoing developments.

Opinion piece by Account Director, Jess House

Did you know we offer a comprehensive whitepaper campaign package, that actually delivers results?

Expertly crafted to drive downloads and gather critical prospect data, our service includes concept creation, the whitepaper itself, data purchase, direct mail, and the core components of a successful campaign: email, social, paid social, phone outreach, and dedicated account management. Benefit from regular reporting and a segmented database of your target audience to track engagement levels, including whitepaper downloads.

Contact us today to discover how our tailored whitepaper campaign can generate leads and grow your business.

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How To Effectively Convert MQLs From Gated Content

Posted on by Hannah Sanders

Acquiring Marketing Qualified Leads (MQLs) is just the beginning when it comes to Digital Marketing. Next comes the trickier part: effectively nurturing and converting those leads into loyal customers.

In this blog, we’re looking at how to effectively convert MQLs from gated content downloads, with a strategic approach that guides prospects seamlessly through their buying journey.

Here are 10 strategies to effectively nurture and convert MQLs into valuable customers:

  1. Segment and Personalise

Segmentation is key. Group MQLs based on demographics, behaviour, and where they are in their journey. Then, personalise your content to cater to the specific pain points and needs of each segment.

  1. Lead Nurturing Campaigns

Gradually introduce relevant content and take advantage of a multi-channel approach by engaging leads across various platforms like email campaigns, social media and webinars.

  1. Content Mapping

Align your offerings with the different stages of the buyer’s journey. Provide informative content at every step to guide leads closer to conversion.

  1. Engagement and Interaction

Use interactive content tools such as live webinars, polls, calculators and ROI tools to engage leads and gather valuable insights. Encourage prompt interaction and respond swiftly to inquiries.

  1. Qualification

Define clear criteria for when a Marketing Qualified Lead (MQL) becomes a Sales Qualified Lead (SQL).

  1. Continuous Analysis and Optimisation

Keep a close eye on your metrics. Monitor KPIs such as conversion rates and engagement metrics. Continuously experiment through A/B testing to optimise your nurturing campaigns.

  1. Sales and Marketing Alignment

Ensure strong collaboration between your marketing and sales teams. Foster open communication and create a feedback loop to refine MQL criteria and nurturing strategies.

  1. Customer-Centric Approach

Focus on value. Showcase how your product or service resolves specific pain points rather than just its features. Offer educational resources that empower leads to make informed decisions.

  1. Lead Follow-Up

Timing is everything. Ensure swift follow-ups and sustained engagement with your leads. Automate reminders within your CRM to maintain the conversation flow.

  1. Retargeting and Remarketing

Utilise retargeting ads and personalised offers to re-engage MQLs who have shown interest but haven’t converted yet.

By applying these strategies with precision and dedication, you can effectively nurture and guide MQLs through their journey, transforming them into loyal customers. This approach will not only boost conversions but also foster long-term relationships with your audience, driving sustainable growth for your business.

Opinion piece by Digital Marketing Manager, Becca Duckering

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