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The paths of marketing and sales have always been entwined, no matter how much either side may deny it. The goal of marketing is to raise interest in a product or service (i.e. generate leads), and the goal of sales is to take that interest and turn it into a purchase (i.e. convert leads). Both […]

The post Why does everyone suck at lead management? appeared first on Modern.

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Planning, delivering and measuring enterprise B2B marketing activity is no easy task. This is particularly true if you’re targeting the EMEA market and your head office is somewhere in the States. We work with marketers that are in exactly this position and they face a lot of common challenges. Here are the top three that […]

The post The 3 Biggest Challenges In Enterprise B2B Marketing appeared first on Modern.

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A few months ago, I received a phone call from one of my clients – a person I respect greatly and someone I enjoy working with. He was on the hunt for a new CMO and was sharing CVs with me of those he thought capable and suitable for the role as his right hand […]

The post B2B Marketing Strategy: 16 Pillars For Success appeared first on Modern.

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It’s safe to say that summer has officially arrived in the UK, and not just because we’ve had amazing weather for the last 2 months. Schools have broken up and many people will start heading off to even sunnier destinations for a break. Some call this period the “summer slowdown” and it can certainly feel that way […]

The post B2B marketing doesn’t take a summer break. Neither should you. appeared first on Modern.

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Do you get value from your marketing automation platform? Most businesses these days have a marketing automation platform (MAP) that allows them to do more, track more and perform better.  Well, you’d think it would.  Sometimes, that’s not always the case.  How much value do you think you get from your system? Often with a […]

The post Marketing Automation: What’s The Value Of Your System? appeared first on Modern.

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If you’re an avid user of Google Analytics like myself, then you may have noticed a growing proportion of direct traffic to your site. Whilst some of this traffic may well be from users that have accessed your site by typing the URL in or clicking on a bookmark, it’s more likely to be down […]

The post Dark Social Posts: Step Into The Light appeared first on Modern.

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Email remains the number one converting channel for most B2B marketers. You’ve worked hard to get that data, maintain it and ensure it aligns with GDPR requirements, so getting those all-important contacts to open an email is critical if you’re going to hit your numbers. Assuming that you’ve got a great campaign idea, the data […]

The post B2B Email Subject Lines: Keep To The Subject appeared first on Modern.

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Getting your boss on Twitter is a great way to promote your company and give it a human face, but there’s always a chance it can backfire. Here are some tips on how to get your CEO onto Twitter and how to manage their engagement on the platform. Why does your boss want to be […]

The post How To Get Your Boss On Twitter appeared first on Modern.

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In our first blog in this two-part series, we looked at how to set a vision for digital change and how to integrate digital into not only the marketing team, but the wider organisation. Below we’ll take a look further into how to implement change by looking at introducing agile working, collaboration, and experimentation into […]

The post The Characteristics of an Effective Digital Leader Part 2 appeared first on Modern.

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Great digital leaders aren’t just focused on digital technology and skill. They’re more interested in how digital can drive change within an organisation and how they, in turn, can deliver a holistic marketing strategy which embodies digital across the entire business. They’re strategic, forward-thinking, people-focused, open-minded and willing to learn. So, heads of marketing that want to […]

The post The Characteristics of an Effective Digital Leader – Part 1 appeared first on Modern.

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