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In the second part of our series looking at the impact of earned media on the B2B sales cycle, we look at how earned media can help sales teams accelerate leads through their pipeline, increasing their conversion rates and driving sales velocity.

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Earned media can be an overlooked part of the buyer’s journey, with it often considered merely a ‘top of the sales funnel’ tool. In reality, this simply isn’t the case. While it’s impact at the top of the funnel cannot be denied, this does not fully encapsulate the impact earned media has throughout the entire buyer’s journey.

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The B2B technology sales cycle seems to get more complicated by the day. Financial uncertainty, data security concerns, and the complexity of solutions on the market mean that B2B brands are diversifying their buying groups by adding more and more stakeholders. Ultimately this means that the days of only having to win over one senior decision maker are over.

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We work in a global economy, but local insight is vital and can make a real difference in the sales process. We partner with Spanish agency, Evercom, and have invited Ander Serrano to guest blog on working in B2B PR in Spain.

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This article was originally posted on Influene Online here: https://influenceonline.co.uk/2019/01/16/the-power-of-purpose-profit-and-permission-is-this-the-best-a-brand-can-get/

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We hosted the first Breakfast of Champions of 2019 this morning with special guest Andrew Cave, author of The Power of Purpose. Andrew has been a business journalist for 27 years, interviewing some of the world’s high profile CEOs as well as authoring two other books, The Secrets of CEOs, Billions To Bust And Back.

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Champion declares war on fluffy PR

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Test test test 
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I think it’s fair to say that in recent years, one brand’s Christmas adverts have held a monopoly on the minds' of the UK public. The brand? John Lewis. This year, the department store’s Christmas advert stars Elton John, and tells the story of ‘The Boy and His Piano’, which traces back through the star’s life and career highlights, right the way back to the moment when he got his first piano on Christmas day (queue the awes).

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