The cost of cyber-attacks on US enterprises

A new report by Kaspersky Lab and B2B International has found that there has been an increase in the cost of a cyber-attack for enterprises in the US this year. ‘IT Security: cost-center or strategic investment?’ revealed the average cost of a data breach amounted to $1.3m for enterprises, up [...]

October 9th, 2017|

B2B companies failing to provide personalised customer experience

B2B leaders have a wealth of opportunities available to them to provide their customers with seamless and personalised customer experiences. So, why aren’t they? A new report by Accenture suggests that B2B leaders have become so focused on growing indirect channel partner networks that they’ve overlooked integrating those partners. The [...]

October 9th, 2017|

What have B2B marketers been focusing on this year?

As technology continues to evolve, B2B marketers have more platforms to reach customers and prospects than ever before. But what channels have B2B marketers prioritised this year? A recent Forbes article decided to investigate… Content marketing Content is lauded as being one of, if not the, most effective marketing strategies. [...]

September 29th, 2017|

Why aren’t marketers using data to be better at experimentation?

Marketers have more data at their fingertips than ever before, but are they utilizing this data effectively? There’s no denying that data is incredibly valuable to marketers; it gives them insights into how businesses behave when making purchasing decisions and can indicate how to better target prospects. But a recent [...]

September 29th, 2017|

Voice assistants, search and the future of advertising

ComScore predicts that by 2020, half of all searches will be voice activated. Many more device users will go from looking at a screen and subsequently typing in a search term to talking to their device instead.  How will this impact marketing? From novelty to mainstay According to MarketingTech, when [...]

September 25th, 2017|

Successful B2B marketing needs time and plenty of data

What’s your biggest challenge in B2B marketing? According to a recent survey by Dun & Bradstreet, understanding who your target market is represents the top hurdle for marketers, with 57% admitting this is a real difficulty. The second most pressing issue for sales professionals is getting relevant and complete data; [...]

September 25th, 2017|

Why it is more important than ever to nurture leads

Have you noticed the sales process is getting longer? If so, you’re not alone. reports that the average sales cycle has increased by 22% during the last five years. What’s more, 43% of companies have observed their sales cycle slowing, with 90% of them claiming theirs lasts longer than [...]

September 25th, 2017|

How deep is your cloud? You really need to know

How many software-as-a-service (SaaS) products does your organisation use? According to a Symantec study, most CIOs estimate that they use 30-40 cloud apps at a time when the real number is almost one thousand. That’s a big difference, according to an article on Forbes. Being a little foggy about the [...]

September 14th, 2017|

Pain in the SaaS

Back in the day there was a thing called SOA – Service Oriented Architecture (not Sons of Anarchy, TV fans). It basically meant that software components or apps could provide services to each other without relying on outside factors such as vendors or other products. It was the precursor to [...]

April 7th, 2017|

Sick of GDPR?

Is everyone starting to get a bit ‘GDPR’d out’? Unless you get a real kick out of complicated data legislation, then I suspect the answer is probably yes. To make matters worse despite all the articles and opinion blogs being published, there still doesn’t seem to be a definitive answer [...]

March 14th, 2017|

Bringing home the Bacon: Knowledge is power

Throughout the annals of history, authors, political leaders and a host of great minds have oft-proclaimed, "Knowledge is power!" How right they were. With once resplendent Christmas trees now littering pavements and poking out of woefully undersized rubbish bins everywhere, the festive period is but a distant memory.  2017 is very much underway. Already, businesses are feverishly working on delivering their 2017 sales numbers and objectives. Management and sales teams are defining and implementing strategies, and budgets [...]

January 17th, 2017|

We need to talk about social media

“Everyone else is doing it, so it must be important – we should be doing it too.” While this might be one of the worst reasons for making a business decision, it sums up many B2B organisations’ approach to social media. Forget the benefits; don’t bother yourself too much about [...]

January 10th, 2017|

GDPR – What has the EU ever done for us?

Looking through the Kingpin archives, we happened upon an old blog that our CEO James Foulkes wrote many moons ago regarding the EU's forth coming General Data Protection Regulations (GDPR). With the new regulations coming into play next year, we thought it apt to re-publish James's thoughts on the matter. [...]

October 27th, 2016|

Buyer behaviour: the best route to better marketing

With todays' busy, ‘always on’ landscape there’s never been a more crucial time for marketers to get a handle on buyer behaviour. It’s a must if their products or services are to be successful. Failure to acknowledge the buyer journey makes it near impossible to sell anything particularly when it [...]

August 9th, 2016|

Account Based Marketing – a hot topic

Account Based Marketing – hot topic, but not a new one….. Account Based Marketing, or “ABM” as we acronym loving marketers like to call it – has been around as long as marketing and sales existed. It may have fallen to sales to do in the past. But it’s not [...]

July 7th, 2016|

Video Content: Make Sure it’s of Value to Your Audience

Last year, we asked the question “Does B2B tech video increase engagement or is it the next great white elephant?” at our panel debate. It’s a question we will probably be asked again a few more times. I think most will say that video is now a vital piece of [...]

June 29th, 2016|

Keep your clients happy with 5 easy tips

A marketer’s most important relationship is the one they hold with their clients. Let's not forget that Marketing is essentially all about relationships. Satisfied clients means retained business, and smart marketers know that makes good business sense. In fact, according to Econsultancy’s Cross-Channel Marketing Report, 82% of companies are in agreement [...]

June 28th, 2016|

It’s a no brainer – reasons why businesses should support a charity

However big or small a charity may be, supporting a charitable organization should be something every business should get involved with.  As well as giving something back and helping do good, there are also lots of business benefits. According to the 2015 Trust Barometer from communications firm Edelman, 81 per cent of people [...]

May 19th, 2016|

Why marketers need to understand buying behaviour

Marketers have to understand buying behaviour for their products or services to have any chance of success. It’s a simple rule of marketing. The need to be able to understand what prompts a business to make a purchase by honing in to the needs of individuals, groups and the organization [...]

April 25th, 2016|

Science & Psychology

Get the most out of data driven data.

April 20th, 2016|

Marketing is everything when it comes to business success and prosperity.

A brand may be announcing the must-have piece of technology of the year, or a theatre the must-see production of the season, but it’s all in vain if nobody knows about it. We know that employees can be your company’s biggest brand champions. Every interaction any employee has with somebody [...]

April 11th, 2016|

Crossing the channel: how marketers can build better relationships with partners

Indirect sales are on the up, and are only going one way. With internal teams under significant and growing pressure, it’s often difficult to deliver targets alone. Introducing a third party to the mix not only brings additional resource but also a fresh, outsider’s point of view. That being said, [...]

March 21st, 2016|

Tailor-made content – make sure it fits your needs

When clients share their content assets with us, they tend to be in one of two camps. We see either a content wasteland, with little or no content, or a content factory – someone has built up processes and relationships that mean the organisation has no shortage of material, which [...]

February 2nd, 2016|

The lead generation: how marketers can make the most of budgets

Marketing budgets are on the up. According to The Marketing Budgets 2015 survey, 63 per cent of marketers planned to increase their budgets last year, and 2016 will only go one way. It is a double-edge-sword however – as budget increases, so too do performance expectations of marketers in the [...]

January 11th, 2016|

Putting the ta-da in data: why marketers should invest in a one-stop storage solution

With each new day brings new information. While big data has been an industry buzzword for some time, it’s the wealth and sophistication of tools out there which is making data a more valuable asset to marketers. According to IAB, the time spent online per person is almost three hours [...]

December 11th, 2015|

Make Channel Marketing Count: Building better relationships with your partners

Working with a third party provides extra resource and a fresh perspective, however, managing the relationship in an effective and successful manner is not always easy. Speaking with a broad cross-section of channel marketing experts at a recent roundtable event, we uncovered some interesting insights into managing the relationship. Here [...]

October 23rd, 2015|