http://blog2.themarketingpractice.co.uk 10 years, 10,000 campaigns: B2B marketing strategies that really drive sales Mon, 20 May 2013 19:12:49 +0000 http://backend.userland.com/rss092 en I wrote briefly last month on 'Planning for Failure' in marketing automation campaigns (the idea that we should spend more time thinking about what to do with people who don't respond rather than concentrating only on the ones that 'click'). Today I was in another marketing automation campaign planning session and ... http://blog2.themarketingpractice.co.uk/perfect-practice/marketing-automation-babies-and-bathwater Two of our campaigns with O2's Enterprise team have been shortlisted 5 times for the Marketing Week Engage Awards on May 21st. Two very different campaigns, but what they have in common is that they're based on real business initiatives that gave us concrete stories to tell. I'm convinced that ... http://blog2.themarketingpractice.co.uk/at-the-barn/marketing-week-engage-awards Mad Men may be set in an advertising agency in 1960s New York, a world away from our barn in East Hendred, but when I told my friends that I had a job in marketing, that didn’t stop them asking me, “Oh, so are you a Peggy or a Pete?” The ... http://blog2.themarketingpractice.co.uk/at-the-barn/mad-men-life-inside-an-integrated-marketing-agency I spent most of this morning in a planning session mapping out a new marketing automation campaign. We got into lots of great detail on the audience, journeys, triggers, personalisation, scoring etc. But the most intriguing thing for me was the idea that the biggest group you're left with after any ... http://blog2.themarketingpractice.co.uk/perfect-practice/marketing-automation-plan-for-failure I confess to having had a couple of glasses of wine before being interviewed at this event in Helsinki last year. Thanks to the team at MicroMedia for inviting me to speak at their event. In the video we talked about the importance of being able to measure campaigns, how to ... http://blog2.themarketingpractice.co.uk/perfect-practice/video-thoughts-on-b2b-content-marketing So everyone knows data is the key ingredient in any campaign, but does everyone know how to use it properly? There’s more opportunity than ever to target and segment your messaging and collateral, but there’s also so much unstructured information to choose from that you run the risk of building ... http://blog2.themarketingpractice.co.uk/perfect-practice/b2b-marketing-data-best-practice My presentation from today's Marketing Maximisation Online Summit. Find out how to cut your costs, improve your response rates and see a 350x ROI* from your demand generation programme. The webcast covers a lot of ground in 40 minutes, from things like how you set the right objectives for marketing right ... http://blog2.themarketingpractice.co.uk/perfect-practice/webcast-driving-roi-from-demand-generation Our COO, David van Schaick, has just become the proud dad of baby Magnus. He is all aglow. What David doesn't know yet is that in about eight years' time he'll be standing in a howling, drizzly gale at the side of a partially-drained meadow, somewhere on the Oxfordshire plain, while ... http://blog2.themarketingpractice.co.uk/perfect-practice/marketing-it%e2%80%99s-a-simple-game-really Our campaigns with O2's Enterprise marketing team have made it to the final three of the IT/Telecommunications and Best Customer Journey categories of the DMA Awards. It's a great result based on the record number of entries this year. Here's the full list of finalists: http://www.dmaawards.org.uk/shortlist-2012 The first shortlisted entry is ... http://blog2.themarketingpractice.co.uk/perfect-practice/o2-and-the-marketing-practice-shortlisted-for-two-dma-awards We celebrated The Marketing Practice's 10th birthday with a company trip to Spain. Alongside some more work-related activity, everyone created games and took part in a beach OlympiX and dressed up for an 80s themed party (in case you're wondering about our dress-sense in the photos). We also discovered that ... http://blog2.themarketingpractice.co.uk/at-the-barn/highlights-of-our-10th-birthday-celebrations-in-spain