The classic role of marketing in the past existed solely at the top of the sales funnel. Marketing campaigns were typically designed to increase awareness and generate interest, the sales team would then take over. But that has fast changed as buyers are spending more time doing their own research on products/services that they are interested in. Today, most B2B buyers are already 57% of the way through the buying process before they first connect with a rep. Majority of buyers have already identified their problem and know the solution. Research has shown that buyers are not influenced by sales tactics anymore. With consumer behaviour changing, marketing teams are realizing that their role throughout the buyers’ journey has also changed: They need to play a bigger role further down in the buying cycle.
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Topics:
marketing,
sales funnel
In 1996 Bill Gates coined the “content is king” phrase. Years later marketers began to ask the question if content was dying as the web was flooded with huge amount of information.
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Topics:
content,
marketing content
COVID-19 pandemic has forced marketers to rethink their existing cut-and-dried marketing playbook. The old ways of growing a business are not ineffective. Digital transformation has sharply increased. As Think With Google notes, CMOs in all industries are adopting technology to meet new challenges in the pandemic recovery period.
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Topics:
marketing,
b2b marketing
A strength of most marketing automation platforms (MAP) is that they can be used in as many creative ways as you can come up with. While a MAP isn’t typically thought of as a tool for product marketing, there are some really great ways to use your platform to help your product marketing team be more successful.
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Topics:
marketing automation,
marketing technology
I don’t think it’s possible to succeed at B2B content marketing without making good use of the sales funnel concept. It’s an indispensable tool.
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Topics:
lead nurturing,
sales funnel
Everyone understands that in some way ranking high in Google searches is vital to online marketing success. But just how important is it?
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Topics:
search,
inbound marketing,
SEO
We’re a strategic marketing agency that believes successful B2B marketing in today’s world requires inbound marketing strategies that are efficient and scalable.
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Topics:
b2b marketing,
inbound marketing,
videos
One of the most important success factors in B2B inbound marketing is being able to track and understand which initiatives are working and which ones are duds. Ideally, you have a closed loop system between marketing and sales so that this is always clear.
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Topics:
measurement,
sales and marketing alignment,
b2b marketing
Each month a member of the One Red Bird team contributes a blog post to the Mississauga Board of Trade's blog. The MBOT blog publishes posts from a variety of members, and we are honoured that they asked us to contribute. We want to make sure that our regular blog readers also get to see these posts, and so we will post each one here as well.
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Topics:
b2b marketing,
marketing technology
As the managing director of a marketing automation (MA) agency, I like to keep my eyes on trends or developments that might become trends. Recently, three such developments have caught my attention.
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Topics:
marketing automation,
b2b marketing,
marketing technology