Marketing Archives - Page 3 of 8

ON AIR With Owen: Episode 85

Posted on 12 June 202412 June 2024 by Hannah Sanders

Introducing our 85th episode of ON AIR: With Owen – our podcast series for honest conversations about starting and scaling your own business, hosted by our Founder & CEO, Owen Richards, and his new co-host, Neil Finnie.

Meet Your Hosts: Owen Richards and Neil Finnie

Owen Richards hails from Kent and began his sales career at Forrest Marketing Group in Sydney. After an 8-year stint, Owen returned to the UK and co-founded Air Marketing Group, growing it into a powerhouse offering specialist B2B sales and marketing solutions to businesses across the globe. Known for his relentless positivity and strategic foresight, Owen brings a wealth of experience and a knack for big ideas to the podcast.

Neil Finnie is your quintessential ‘wabi-sabi entrepreneur’ – flawed but beautiful in approach. With over 25 years of experience in nurturing businesses around his passions, from co-working spaces to professional development agencies, Neil’s unique perspective enriches our discussions, making each episode a treasure trove of insights.

What to Expect in this Week’s Episode

Navigating Business During Illness: How do you keep the wheels turning when unexpected sickness strikes? Owen and Neil talk about the delicate balance between powering through and knowing when to take a step back to recover.
The Double-Edged Sword of Job Stacking: A debate on the pros and cons of job stacking and how it can affect productivity and employee loyalty.
Creating Inclusive Workplace Policies: The duo highlight the importance of creating inclusive and adaptable workplace policies to accommodate diverse employee needs.
Innovative Leave Solutions: Owen and Neil rethink traditional leave policies and explore the idea of combining sick and annual leave into a flexible, all-in-one pool. Plus, they tackle the challenges small businesses face with the concept of unlimited leave or a four-day workweek.
Flexibility for Unplanned Events: Hear about the importance of allowing employees to take time off at short notice for life’s unexpected moments, all while keeping business operations smooth and efficient.

Where and When to tune in

Catch new episodes every Wednesday:

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Join us as we dive deep into the dynamics of running a business in today’s fast-paced world. Whether you’re seeking inspiration or practical advice, our podcast is your gateway to becoming more adept in the business arena.

Warning: Contains swearing

ON AIR With Owen: Episode 84

Posted on 5 June 202419 September 2024 by Hannah Sanders

Introducing our 84th episode of ON AIR: With Owen – our podcast series for honest conversations about starting and scaling your own business, hosted by our Founder & CEO, Owen Richards, and his new co-host, Neil Finnie.

Meet Your Hosts: Owen Richards and Neil Finnie

What to Expect in this Week’s Episode

Navigating business turbulence: Strategies for adapting to unforeseen challenges.
Owen and Neil share their go-to sources of support when business plans go awry.
Managing debtors: Effective strategies for resolving issues amicably for both parties.

Where and When to tune in

Catch new episodes every Wednesday:

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Warning: Contains swearing

ON AIR With Owen: Episode 83

Posted on 29 May 202419 September 2024 by Hannah Sanders

Introducing our 83rd episode of ON AIR: With Owen – our podcast series for honest conversations about starting and scaling your own business, hosted by our Founder & CEO, Owen Richards, and his new co-host, Neil Finnie.

Meet Your Hosts: Owen Richards and Neil Finnie

What to Expect in this Week’s Episode

Hear about Neil’s recent experiences working in vibrant Barcelona with NexGen Careers.
It’s Air’s first wedding! Owen and Neil dive into the dynamics of workplace relationships.
Navigating the current market landscape: Are businesses leaning towards optimism or pessimism for the remainder of 2024?
Tackling the tough topic of redundancy: Truthful stories about managing workforce downsizing.

Where and When to tune in

Catch new episodes every Wednesday:

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Warning: Contains swearing

Sync or Swim: Mastering Sales-Marketing Alignment

Posted on 24 May 202424 May 2024 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.

Sales and Marketing Teams: Unveiling the Colourful Characters of the Trade
Bridging Brilliance Between Sales and Marketing Teams
What Happens When Sales and Marketing Are Not Aligned?
Syncing Success: Aligning Your Sales and Marketing Tech Stack
Alignment in Action: Success Stories
Building a Culture of Alignment
Your Smarketing Checklist

Get your FREE copy of the E-Book by completing the form below.

ON AIR With Owen: Episode 82

Posted on 23 May 202423 May 2024 by Hannah Sanders

We’re excited to unveil the revitalised version of the ON AIR: With Owen podcast, now with a more fluid, engaging format that resonates with the ever-evolving business landscape. “Honest Conversations: The Real Truths About Starting and Scaling Your Own Business” aims to mesh the immediacy of real-world events with timeless business wisdom. This new style is not just a change; it’s an evolution aimed at making the podcast more organic, relevant, and influenced by external factors such as politics and current affairs – elements that profoundly impact real-world business operations and strategies.

Meet Your Hosts: Owen Richards and Neil Finnie

What to Expect

Listeners can anticipate a series of engaging, thought-provoking episodes where honesty meets ambition. Whether you’re a startup enthusiast or a seasoned executive, our podcast will provide valuable insights into navigating business complexities with agility and foresight.

Where and When to tune in

Catch new episodes every Wednesday:

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Warning: Contains swearing

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

Posted on 10 May 202414 May 2024 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

Stock photo by Vecteezy

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

Posted on 19 March 202419 March 2024 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

Are Whitepapers Dead?

Posted on 28 February 202428 February 2024 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?

Interactive Elements: Incorporating interactive elements such as quizzes, calculators, or assessments can make whitepapers more engaging for modern audiences.
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.
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.
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.

Maximising Sales Performance: Should You Go In-House or Outsourced for Training?

Posted on 21 February 202421 February 2024 by Hannah Sanders

It’s not your imagination, sales development is definitely getting harder. Outbound prospecting is certainly getting harder. Doing the same thing, applying the usual techniques, won’t cut it anymore. More than ever, there’s a need to be coaching and training your SDRs regularly, particularly in the early part of their career.

But what’s the best way to train your sales team? Should you have an in-house trainer or send SDRs to external training courses? Here, we’ll look at the pros and cons of in-house and outsourced sales training and enablement.

Benefits of in-house sales training

Awareness of the business: A trainer who works within the business knows the internal values, processes and systems. You can work through real life situations and confidential case studies.

Ongoing support: In-house trainers are able to train and coach consistently, and provide ongoing support. They’re not simply providing a one-off session, never to be seen again.

Accountability: Working in-house, the trainer can hold participants to account and follow up on the training with them.

Challenges of in-house sales training

Expensive commitment: There’s the ongoing cost of hiring trainers rather than the variable outgoing of paying for external training courses.

Repetition of content: In-house trainers tend to teach the same things again and again. Being ‘in the bubble,’ they’re less exposed to new, external content and ideas. As Albert Einstein wisely pointed out, “Insanity is doing the same thing over and over again and expecting different results.”

Colleagues as fellow students: Training alongside your team mates tends to mean that you’re bringing similar experiences to the table. You’re not learning about different environments, challenges and case studies.

Benefits of outsourced sales training

Experts in their field: External trainers tend to be subject matter specialists. They’re constantly learning and updating their knowledge to pass on to their students.

Established programs: Outsourced training is generally a one stop shop. Participants follow a program over a set time (e.g. a one day or half day training session). It’s a well-established and prepared program with specific processes.

Diversity of participants: External training providers usually hold sessions for people from different companies. They’ll bring varying levels of knowledge and understanding, and differing experiences. You’ll learn from each other as well as the trainer.

Challenges of outsourced sales training

Cost of training courses: Outsourced sales training can be a costly option. Some providers charge £5000+ per day, for example.

Lack of accountability: After your training course, you go back to work and carry on. All too often, you drift back to old habits instead of the new ideas that you learned about. Without anyone to hold you to account, it’s easy to stick with what you know.

Finite learning experience: Once your six hour or six week training program ends, that’s the end. There’s no follow up to check your understanding of the topic, to build on it or to see if you’re successfully implementing the new approach.

Introducing a different approach – The SDR Academy

We believe The SDR Academy offers something truly different.

The SDR Academy’s unique offering involves both learning new things as well as topping up and refreshing existing knowledge. We hold SDRs accountable for what they’ve learnt with regular sessions every single week. It’s the best of both worlds – a continuous learning journey combined with external expertise and learning from other people with different experiences.

We believe that sales training doesn’t have a beginning and end. You don’t have one session on ‘objection handling’ and then handle every instance perfectly. You don’t attend a session on ‘writing cold emails’ and then compose winning emails every time. You never complete your learning around sales. It’s an evolution; a process of continuous improvement.

The SDR Academy is an ongoing subscription to virtual training sessions. Run in live, virtual rooms, the courses are created and facilitated by leading industry experts. It’s comprehensive, affordable and impactful.

How To Effectively Convert MQLs From Gated Content

Posted on 9 January 202421 February 2024 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:

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.

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.

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.

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.

Qualification

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

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.

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.

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.

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.

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

Tag: Marketing

ON AIR With Owen: Episode 85

ON AIR With Owen: Episode 84

ON AIR With Owen: Episode 83

Sync or Swim: Mastering Sales-Marketing Alignment

Contents:

ON AIR With Owen: Episode 82

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

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

Are Whitepapers Dead?

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

So, how can businesses navigate this shift?

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

Maximising Sales Performance: Should You Go In-House or Outsourced for Training?

Benefits of in-house sales training

Challenges of in-house sales training

Benefits of outsourced sales training

Challenges of outsourced sales training

Introducing a different approach – The SDR Academy

How To Effectively Convert MQLs From Gated Content

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