Published B2B Marketing work

Words with Worth produces B2B Marketing content. See recent examples of blog articles, below.

Death Of A Salesman: How To Engage B2B Buyers When No One Wants To Take A Call

No one wants to talk to sales anymore.

Customers say they want to spend just 5 percent of their time speaking to the person who will seal the deal.

What they want is to be educated on your solution with a seamless carousel of curated content, and if the product is a perfect fit, then, and only then, do they want their phone to ring. That means sales need to rely on marketing, a lot, to ensure those buyers complete their journey. If they disembark too soon, there goes that commission. 

Being a ‘lone wolf’ just won’t work anymore; the climate has changed. There’s too much competition, and buying groups, groups, not individuals, aren’t going to be swayed by a pitch when their entire team doesn’t know your product inside out and has eliminated all other options.

It’s called a buyers’ journey, after all, not a buyers’ jaunt.

Read the full article here.

Why The original silver bullet of marketing needs DAP

Marketing automation platforms were a silver-bullet solution for marketers - automating repetitive, monotonous, tasks, at scale, and opening the door to personalisation.

Quickly becoming a dominant technology, they provided an all-access pass to new customers. New strategies were adopted, digital channels unlocked, and enhanced measurement capabilities meant all roads led to ROI. Read the full article here.

Marketers exist in a climate of change with the digital landscape forever melting existing best practice models and emboldening buying groups towards self-sufficiency.

Amid the upheaval, there are two constants — budgets shrinking, or stagnating, and regulatory bodies tightening loopholes that allow marketers to easily target new business. The challenges of the job are not only changing, they’re getting more complicated, and harder to overcome.

Now, B2B marketers are being told to brace themselves for the “cookiepocolypse”. The alarm bells have long sounded, but taking shelter isn’t an option.

In the second half of 2024, it’s due to hit — ROI. Marketing teams count on cookies - 75% share of marketers are reliant on third-party cookies worldwide. Apple’s Safari and Mozilla Firefox have already blocked third-party cookies, but now it's Google’s turn.

Read the full article here.

How to Consider Customer Buying Journeys in Your Digital Nurture Program

B2B marketers might be able to fill the sales funnel with leads. Have an arsenal of compelling assets to get potential customers onboard. And maybe even a plan to nudge them along the nurture to commit.

But if any part of the campaign relies on guesswork — is influenced by desire, not data — the only guarantee is that those leads won’t lead to ROI. Read the full article here.

Good data seals deals. Tells you who to target. Why? When. Where, and how. It's the seed that, if nurtured properly, turns leads into customers.

But good data isn’t just insights, it’s a constellation of signals you can follow to conversion. Well, as long as the data is clean. Dodgy data does the opposite. Like a bad date, it will lead you on. Waste your time. Stand you up. Even, leave you with the bill.

The devil, as the saying goes, is very much in the detail when it comes to data. Get it right — ROI. Get it wrong. The return is reversed. All the time and money spent — is yours.

Now automation, that’s a must: Scale. Speed. Precision…conversion. Like the Tube when it’s working right. Data is the timetable. Automation the service. Platform. Stop. Destination. Buyers’ journey complete. But, when the timetable is off, so is the service.

Read the full article here.

Now, don’t roll your eyes! They haven’t aged in dog years. We just need to teach you a few new tricks to unlock their potential.

Chances are you’ve felt frustrated by display ads. Had diminishing returns. Failed to see them translate into account engagement or even pipeline when using target account lists (TAL). But that’s not solely down to display ads, it's an issue of alignment. Read the full article here.