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March 23, 2020

Re-thinking your marketing strategy as the coronavirus hits businesses

Having already felt the direct impact of the coronavirus outbreak, businesses are having to make big decisions quickly. There are many concerns, mainly around the capital/ or the lack of it, falling sales, decisions put on hold and what could be done to maintain business as usual.

One of the significant concerns business leaders are facing is the re-allocation of budgets for the current and upcoming quarters. No doubt, the biggest chunks of marketing budgets are set aside for trade shows and events. With the realisation that all major trade events will now be cancelled/postponed for at least the next couple of months, shifting gears and marketing tactics is at the forefront of many minds. As we move towards lockdown, sales and marketing efforts will move to the virtual world, wherever possible.

Especially for the B2B sectors, digital marketing strategies will be at the forefront of demand generation.  We strongly believe coronavirus will inevitably pass, and businesses will return to normal working before too long. However, utilising some simple marketing methods during this period of turmoil will only benefit your business in the long term. 

So, what should businesses do next?

Review the current marketing strategy.

During these unexpected periods of doubt, it is wise for business owners to take a step back and assess how the business is functioning. Revisit sales targets taking into account changing customer situations, and align how marketing can support these goals. By assessing the current strategies in place, businesses can spend this time making improvements that may have previously been overlooked.  For example, keeping your brand up to date with regular content and marketing material is essential to maintaining that sales pipeline as the focus can understandably drift from your brand when working for paying clients. Also, if your marketing investment is heavy on events and exhibitions, it is time to rethink and reallocate budgets to online marketing initiatives.

Consider the immediate needs of your customer .. and let them know you are there to help.

We always advocate putting needs of your customers first. Especially in these exceptional circumstances, we recommend engaging with existing customers, understanding their situations and needs and provide services that would help them through this crisis. Communicate clearly via digital media. How you can help – relook at your website messaging, email campaigns and especially social channels. There is a lot on everyone’s mind if you can give them one thing less to worry about, let them know how you can help.

Power up your Digital Marketing Channels.

Digital marketing becomes crucial as it’s the only way you can reach out to your customers. Do you have an inbound digital marketing program? If yes, it’s time to power it up, if not it’s not too late to start. Admittedly some of these methods do take time to bed in, hence why it is sensible to set these up now while your business has the chance. Search Engine Optimisation (SEO) is the clearest example of this. Building up SEO content over time ensures your customer can find you when they are looking for a solution. Being prominent in your target market search areas is key to building a strong inbound sales pipeline. 

In B2B marketing 80% of sales decisions are already made before the first sales touch via online research and review.  Social media, online PR, webinars, google ads and email campaigns all channels have their place in a digital marketing strategy. We recommend choosing which channels you would get the best returns from wisely.

Further your marketing presence.

The best option to start this process is to extend and enhance your digital marketing arm. There are clear reasons why it is a sensible option in this climate. Firstly, digital marketing never stops. Whether working in an office or working from home, marketeers can deliver results continuously. The lack of need for face-to-face interaction means operations can be put into motion very quickly. The pressure on businesses to keep things moving during these unsettled periods means decisions must be made promptly. Digital marketing campaigns can be spelt out and put into immediate action, supporting sales teams in keeping communication channels open with existing and new customers.

 Additionally, digital marketing is measurable. You can quickly obtain and provide clear breakdowns of statistics, see how your marketing is performing and optimise tactics for good ROI. Having this metric to validate businesses costs during such crises can boost support from investors and prove that the business is still moving forward. 

We will all get through this

The bottom line is that this is an unprecedented event that has no timescale. Despite this uncertainty, it is not the time to retreat and back away from these challenges. It is time to reflect on your business and make changes to areas that have been neglected in the past.  It is time to focus on keeping communication channels open with existing customers and prospects.

Marketing never stops and is key to keeping the business wheels turning. Adding or extending your businesses marketing arm now is essential to show your visibility in the industry you operate in and reassure your investors that you are reacting rather than retracting.  We wish you the best and we hope you get through these tough times and come out at the other end with a bang!

January 17, 2020

B2B Marketing Strategies to increase sales in 2020

The start of a new year is a chance to reset, re-think and implement some new marketing techniques to help your business increase sales. With “Digital ad spend expected to account for 50% of all advertising budgets worldwide by the end of 2020” your businesses campaigns must be of the highest level to fend off the competition. This is also supported by the fact that “91% of B2B marketers use content marketing to reach customers.”

 With figures such as these, it is clear that the amount of content and marketing material pumped out to consumers each day is enormous. With such density in the market, how do you make your content stand out? Are your marketing campaigns attracting and engaging the right consumers? Did your campaigns in 2019 struggle to get the results you wanted? Here are some tips to improve your marketing campaigns to increase your businesses sales.

1.     Value-based selling

The first step in the process is to understand how you should market and ultimately sell your product to consumers. We now live in an era where the levels of data and information being produced is at an all-time high. This is shown by the fact that “90% of the world’s data has been produced in the last two years.”. With this amount of data, it is only reasonable that a lot of content created will be missed by the consumer because it does not entice them in. This brings us on to our first technique of value-based selling.

Due to the vast amount of content now available, there is currently no need for consumers to spend hours searching for the right product. They hold power in being able to choose from a wide range of options. For marketers, it is, therefore, essential that the content aimed at the specific consumer is tailored to their particular needs.

Your content should focus on the consumer’s problems and how your business can help eliminate those problems. In doing so, your content must also be evident in explaining what costs the consumer will face and how your product is providing an ‘opportunity’ to help.  A recent study found that “77% of B2B buyers still feel that making a purchase is time-consuming and even painful.”. Being transparent and honest as well as tailoring to the consumer’s direct needs will immediately reduce the time buyers will have to use hence creating a better customer experience.

2. Create your buyer personas

The second step involves creating your ideal buyer persona. A buyer persona helps build content that would interest your target audience. The persona will have the same interests, problems and challenges that your ideal customer would have – a twin of your ideal customer.

 This means the content created can be specific and personalised as you can be confident that you are targeting the correct consumer. In many ways, it gives you a direction and path to work towards as your marketing content adapts to the environment that your ideal persona works in. To begin creating your buyer persona, you must first do some market research. This is to really grasp what your personas want, and by doing some industry-relevant surveys, you will quickly receive relevant data to mould your first persona.

To get more in-depth knowledge about the struggles people may be facing in the industry, it is worth having a long conversation/call with someone in your target audience or a friendly existing customer. This doesn’t necessarily have to be the CEO, but someone knowledgeable in the industry can provide vital information that the surveys may have missed. Once you have gathered the information, try and narrow down the common details, e.g. demographics, skill level, interest etc.

All of this is adding in creating your path to your ideal buyer persona. With your ideal persona now nailed down, you can now tailor your content towards them with personalised messaging. Yes, having your ideal buyer is the aim, but realistically you have to watch where your business is most likely to make sales. So always create multiple personas so you can change up your approach to address the needs of each persona.

3. Create your web/search strategy

With your buyer personas and marketing direction sorted, the next step is to create your web/search strategy. In marketing, there are many ways to generate leads, including, Search Engine Optimisation (SEO), Pay per click (PPC) or via social media. Now there is nothing to say that you shouldn’t try all of these methods at the same time, but if you do, you will have to make sure there is a structured approach otherwise you may end up wasting some of your marketing budgets.

A study in late 2019 found that “64% of B2B organisations have a formal marketing plan” and there is a good reason for this. Without a plan, much of your marketing resource can be wasted, and your strategy will lose its sense of direction. For example, if you are looking to do a Google Ads campaign, you must allocate time each day to check the progress and success. Thousands of pounds of businesses marketing budget have been wasted on poorly managed Ad campaigns because the ads were not optimised correctly, leading to clicks that cost money without providing appropriate leads. Also, if your SEO strategy does not align with your ads strategy you might be doubling your effort and diminishing returns.

By picking one or two strategies, you and your team can consistently put out content that can be monitored and improved depending on the results you are seeing. If you were looking to do a LinkedIn lead generation campaign but see no results within the first couple of weeks, you can change your message. The point is, being on top of whichever strategy you choose is essential and is the critical component to getting a good return on marketing investment.

4. Publish quality content for different stages of the buyer journey (Awareness, Consideration, Buying)

With your strategy now in place, you can begin to publish the content you have prepared. As mentioned previously, with the vast amount of information that is posted each day, it can be challenging to make your business stand out. However, publishing content for different stages of the buyer journey is one way of keeping your consumer hooked to your content. Beginning by addressing their interests and problems, you can attract an initial number of clicks/impressions early on that can set up your next piece of content.

 This technique only works if the content you produce is relevant to the time it’s posted and that there is consistency in the way it is published. For example, you could begin a blog series that is industry relevant to your ideal buyer persona and each week post a new blog. By creating a series or something similar, you are giving the consumers regular content while also leaving them asking what will be posted next week.

With potential leads now following your new ‘series’, the content can then progress onto how you will resolve these problems and how it has worked for others. By progressively painting a picture to your consumer, they are more likely to get in contact as they understand the product and can see how it works.

If your approach was to click-bait consumers with an eye-catching headline which then led to mountains of text, your consumers are more likely to close the page and switch off from your business’s potential offerings. With this drip-feeding method of explaining your product and how it can help them, a level of trust is already formed before any direct contact has been made between you and your consumers.

5.     For B2B marketing, we suggest focusing on one key persona and messaging per quarter.

When looking to combine these strategies for a trial for your new marketing outlook in 2020, we advise focussing on just one of the key personas that you have generated.

Once selected, begin a LinkedIn campaign working on sales navigator to engage with your target audience. LinkedIn is so far the best social platform to drive b2b engagement. In addition, it builds up traffic to your website too. By driving traffic to your website, you can begin a blog campaign that has a weekly topic relating to the interests and problems your target persona may face. Try and have a focus for each quarter of the year. You don’t want your message to be distorted, so keeping a clear message throughout each block is essential. Depending on the industry you are targeting, make sure your content is relevant to any current affairs or changes that may affect the industry. If the content you have planned is now irrelevant because of legislation changes etc. don’t post it, it will only lead to your consumers losing trust in your business’s knowledge.

Using these steps to create a detailed and structured marketing plan will go a long way in seeing an increase in leads and ultimately, sales. With the amount of content and data being produced now at an all-time high, it is essential that the content your business creates stands out from the crowd. Define your direction and execute your plan and you will soon see brilliant results.

If you would like to know more about how Predictable Marketing has helped B2B companies develop and implement marketing campaigns for increasing sales, please follow us on LinkedIn or drop us an email.

November 28, 2019

B2B Marketing strategies for the holidays

The Holiday season is near, how do I market my software product/ services?

The fact that the festive period is approaching is good news for any tech company because people use the quiet period to research, read and plan for next year. So, it is an excellent opportunity to increase your visibility and brand awareness. Also, it is the end of the year for most businesses which means they will be looking to spend any unspent budget. 

What implications does that have on marketing?

This means marketing teams need to gear up marketing campaigns to increase awareness. Holiday related messaging is an excellent way to raise awareness. But be careful and stay relevant! Going overboard on holiday messaging can backfire. Keep it genuine, relevant and make use of social media platforms as they are perceived as more relaxed and informal. 

Don’t forget the second set of audience who are looking to utilise their unspent budget for the year. They are further down in the buying cycle and hence would be interested in content that helps them make a decision quicker. If you are marketer, you must be already thinking business cases, client case studies, testimonials and product videos. Who says you can’t make any of the above marketing assets festive. 

Coming up with an effective holiday marketing strategy can be a challenge, as competition is always high during this period. Not to worry, this guide contains the answers you seek. Let’s consider five winning strategies you can use to market your tech products as we approach the UK holidays.

Start planning early

You don’t expect to plant a seed this month and harvest its fruit the following month. The same principle is also applicable to marketing. If you wish you to make more sales in the forthcoming holidays, then you must start brainstorming what content strategy would be the most effective for your website,  emails, and ads. Try to be creative and flexible, welcome new ideas, and make sure you don’t leave it too late.

While preparing for your holiday marketing, you need to ensure :

  • Improve the bandwidth of your site: You need to plan for future increase in traffic caused by seasonal spikes. Hence, your website requires some extra bandwidth to be able to cope with the pressure. You don’t want to lose customers and sales because your site is slow or crashes.
  • Email Marketing: If you have a list of customers that haven’t bought from you in a while, this is the best time to get back in touch. Send them personalised, relevant emails and holiday-related content to nurture them for future sales.
  • Pay-per-click advertising: The holiday period comes with a lot of competition. However, it’s still an excellent opportunity to win new clients, especially if you plan and launch your product/software early.
  • Leverage on Social Media: Identify your customers and find out which social media platform (e.g., Facebook, Twitter, and Instagram) they use the most. Connect with them on these platforms and let them know why they need your products, especially as the festive period approaches.
  • Create landing pages for unique products and promotions
  • Track the results of each strategy you use to see which channel is giving you the best results.

 Be ready for more competition than before

The increased rivalry during the festive period makes marketing more difficult. Hence, you need to plan early and ensure you don’t get overwhelmed by it. Examine what marketing strategies your competitors are using and brainstorm on how to stand out.

Create an influencer strategy

Your customers are expected to make use of social media more during the holiday periods; thus, influencer marketing can be a game-changer. Increase brand awareness on social media by creating an influencer strategy that would stay in your customers mind. 

Don’t fake it. Give customers good reasons to buy

Your customers know what they want, better than you do. But can you make your value proposition attractive by offering year-end discounts or bundling up extra support and services? Can your solutions help your customer manage seasonal peaks more effectively? Then your marketing messaging should focus on that. 

Don’t ignore your existing customers

The chances are that both new and returning customers will visit your website during the holidays. However, it is far easier to convince an existing customer to buy your products than the new one. While it is good to make new customers try not to forget the existing ones in the process. 

Plan to cross-sell and up-sell to existing customers in advance. Start by analysing how their business will be effected in the holiday season and how you could help them. Creating marketing messaging that is relevant to their immediate needs could result in quick sales. 

For example – if your existing customer is in the retail industry, could you provide a solution to manage seasonal peak in sales? Or help them manage their inventory better? 


Coming up with a unique and effective marketing strategy during the holidays can be challenging. However, using the tips in this guide would help you make the most of the holiday season. Keep in mind that there would always be quiet times during this time of the year. However, starting early with a good plan makes it easy to overcome any challenge. If your customers have seen your messaging, they might not react immediately, but you are investing in your future pipeline!

The Christmas and New-Year holidays are approaching fast; hence, you need to start planning now.  Happy Holidays and Good luck!

November 23, 2019

B2B Demand Generation Strategies

Generating leads for B2B businesses is not easy. It’s even more difficult converting those leads into paying clients.  Some common issues I have come across are – you do not receive any inbound leads, or they are not relevant. More often than not, its competition spying on your work!

To generate leads and convert them into sales, you need to have B2B demand generation strategies in place. A word of warning –  Effective marketing strategies require time, effort, focus and investment initially, but they also offer a high rate of return.

What are some of the most effective B2B demand generation strategies?

1.     Creating a unique brand

Before you spend on lead generation, you must create a strong and unique brand identity. It needs to be compelling enough to attract customers and non-generic enough to be able to stand out from the rest of your competitors.

Keep in mind how and where you will use your branding. For example, create a logo that stands out in a social media stream of posts.    

2.      Having the right technology and infrastructure

To effectively implement, monitor, and course-correct your B2B demand generation strategies, you need to have the right marketing tools and technology.

A sound marketing automation system can help tremendously in sales growth. HubSpot offers some excellent features and is a perfect tool to manage all marketing activities in one platform. Its advanced versions are expensive, but it will save your marketing team a lot of time and help create an integrated marketing campaign.

A sound CRM system helps improve customer relationships and allow you to interact with each customer in a personal way.  A CRM enables maintaining 360 records for a customer, which can help you determine which course of action to take when dealing with each client.

It also helps you better address the problems they’re facing. You can customise marketing messages to better align with their problems.  

Another essential piece of technology that is a must-have for successful implementation B2B marketing strategies is a Content Management System (CMS).

Most small to medium businesses use WordPress or Joomla. These are open source and usually sufficient for features and functionalities required for a B2B website.

3.Targeting the right audience (Identifying your ideal client)

As a result of extensive research and review of your previous sales, you can determine what your typical buyer’s persona is. Marketing strategies are hugely successful if precisely targeted.

Knowing your ideal customers, their pain points, needs and buying habits can help you design a personalised approach to each of your prospective clients.

Email marketing has been cited as one of the most effective online marketing strategies by over 67% of businesses. But email strategy should walk your customer through their buyer’s journey and not be mistaken as “sending a one-off email to a purchased list of contacts”.  That’s just a recipe for disaster.

CRM and marketing automation tools help design and implement a thought through email marketing program. They have overlapping features in identifying promising prospects and sending them highly targeted emails.

4. Creating content for your buyer personas (Content marketing)

Content is still king!

Once you have a good idea of what your buyer’s needs are, what questions they might need answering, and what challenges they might be facing, you can move on to creating a good content management strategy that helps satisfy their queries and provides solutions to the problems they may be facing.

As the next step, make sure content reaches your audience. Blog posts, ghost blogging, social engagement, paid search and advertising campaigns on social media are some ways to ensure that your content is visible and read. 

Some commonly talked about examples of successful content strategy include  – accounting firm Crowe Horwath who generated up to £25000 in revenue thanks to its effective content marketing strategies. Content marketing tactics used involved social media content such as infographic videos, blogs, articles, etc.

DemandBase, a marketing tech provider, has claimed to have generated over £1 million in revenue solely with content marketing.

Targeted content sharing is an excellent B2B demand generation strategy that can help incite interest in your product instantly.

While creating content, you should focus on making it easily accessible and understandable. Don’t load your blog posts with technical jargon and acronyms to make it sound smart. Break down concepts and structure your content in a simple, easy to understand and reader-friendly format. We at Predictable Marketing always try and pour our thoughts and learnings into blogs.

5.Hosting webinars

Webinars could be a great way for you to introduce your product to a diverse crowd and demonstrate its various unique features and advantages. It’s also a cost-effective way of getting face to face with your target audience.

If you haven’t run a webinar before, you could team up with another company or a social media influencer to co-host a webinar. You need to make sure that your audiences have shared interests.  Not only will this be learning from your experience, but also each other. Interaction with their peers and sharing similar experiences is precious for them.  

Team up with partners to present. A conversational webinar is much more interesting than a monologue!  

6.Use social media platforms effectively

Sharing your content on social media is one of the best ways to create a buzz about your product or services. Content shared on social media builds brand awareness and gets people talking about your services. It is also used to collect feedback and design strategies based on the feedback.

7. Ensuring you have a strong online presence

Your website is incredibly crucial for maximising visibility and helping potential clients get to know more about your product or services.  

 The first step in increasing web presence is making it easier for your target audience to find you. For that to happen, your website needs to be search engine optimised (SEO optimised). Search rankings can be improved by including targeted keywords related to your services that allow your audience to find you in their relevant search results.

Off-site SEO strategies such as – links to your website from other sources and guest articles are great ways for you to build a reputation and increase brand awareness.

8. Consider your customers “Value-in-use.”  

While you could blag about how good your product is and you have done this work

For 20 years, it still may not be enough to convince your customers of your worthiness.

To get your prospect interested in what you have to offer, you need to show them why they need it in the first place. The emphasis here should be on a particular problem that the client is facing due to the lack of said product/service.

Explain how the absence of the product can impact their business performance. By focusing on what the client is missing out on, you could proceed by explaining how exactly your product can solve this particular problem.

What makes a demand generation strategy successful?

The most crucial factor in making any marketing strategy work is to know your prospect. You can save yourself a lot of time and money by understanding who your ideal customer and what is their “value-in-use”.

You can win an instant vote of confidence by showing that you understand your customers’ problems. If you have followed the problem, there are chances you can resolve it.

A successful demand generation strategy is equal to the sum of knowing your customer+ right messaging + right timing. Marketing automation platforms help augment it.

Book our workshop to design your demand generation strategy today

August 8, 2019

The Most Effective SEO Strategies For B2B Marketing –Things To Keep In Mind


The Most Effective SEO Strategies For B2B Marketing –Things To Keep In Mind

Just as the marketing field is getting changed over the time span of each year, the strategies of SEO, SMO and other marketing practices are also being evolved and more advanced. There are various factors behind this namely change in user behavior, industry findings, updated algorithms and so on. That is why the SEO marketing implemented for the last year might not prove to be same useful this year and the following. You need yearly revision of the SEO strategies especially for a B2B Lead Generation so that your business is never out of league in the competitive market. The search engine optimization strategies are to be upgraded accordingly –you might limit some, add some or even minus some.

SEO Strategies To Consider For B2B Marketing

The business to business lead generation plays a pivotal role in determining how your business will perform in the market and for this you need the most effective SEO practices. In this context, you should also make sure that you have maintained a supportive relation with the target audience; have strong online presence for ease of communication and excellent brand exposure to the market. So here are the best SEO practices for B2B Marketing –

  • Strategic Landing Pages

Although in theory, more landing pages mean greater opportunity to leverage organic search but the evident fact is that a large number of landing pages without any proper content would not earn customers. If you find that audience is clicking on the share button or linking the page on their social media account, you can be assured that your landing page is performing well. At the same time, check out competitive pages to see how their pages are ranking on search results. While most search results direct to the Home Page, the audience shows interest in the business through landing pages.

  • Personalized Content With Proper Keyword

Unique, easily understandable and interactive contents aid in B2B Lead generation especially when proper keywords are used by the SEO Team according to what potential buyers require or would search on internet. Unless you are well aware of the needs of the target audience, data collection and content marketing would not be fruitful. The idea is to attract more visitors and this can be done with various contents like news articles, blogs, testimonials, product videos etc.

As for keyword search is concerned, make sure you do not only emphasize on conventional keywords but address the secondary keywords or related keywords as well, which is perfectly addressed by Google. With the introduction of voice search options on search engines or e-commerce websites, using simple natural language is mandatory so that tagging and content optimization is easier.

  • Keep Abreast With Google Search Changes But Don’t Limit Focus

The SEO team relentlessly optimizes the contents to earn better ranking on search engines like Google and also make sure the contents are easily available on the initial few pages on Google. The Google marketing is subject to change regularly and unless you are well aware of such changes such as tagging display page differently, putting the brand name first and so on, the outcome will not be satisfactory. Google can automatically detect the importance of the keywords and often change the tags accordingly. You need to make sure that this does not hamper the page visibility.

At the same time, relying only on Google SEO is not enough because with the growing popularity of social media pages, YouTube and other platforms, the SEO strategy should be devised accordingly along with changed content template for different platforms.

  • Optimization For Mobile Devices Is Mandatory

In this mobile-dependent age you should always keep different SEO strategies for websites and apps or mobile version of the website. When you are implementing SEO for B2B for your business website, make sure you consider the multimedia, font size, navigation, links, translation, loading times for content and other features which might be different for mobile devices. Google search on mobile is the most common nowadays as people are more dependent to Smartphone rather than personal computers. By all means, your Google search ranking will get higher only if you have created a responsive mobile-friendly website with strategically optimized user experience.

  • Q&A Feature Will Be Helpful

In terms of content developing through SEO, integrating a questionnaire and answer pattern can make your website rank higher in search engines as most people generally search with a question. If your website has such most searched questions listed in content along with proper answers, they will automatically rank higher than those with general content. You can take help from Google Keyword Planner but also consider whether your website needs more transparency with audience. With such an interactive pattern, your content will be easy to locate on search engines.

At the same time, it is important to optimize resource sections and content hubs for search engines and users so that the organic traffic can increase yearly up to 75 percent.

  • Securing Websites Will Aid In Better SEO Ranking

Audience would always go for the website starting with address as Https rather than Http because the Https websites offer secure search. Various search engines including Google consider Https as the ranking signal and also stated that those websites using Http would be called out. So obviously, with a secure search option, your website will perform better in SEO ranking than the rest.

  • Use Chatbox For Better Communication And Higher Ranking

In B2B Lead generation¸ Chatboxes are often incorporated within a website to enhance the user experience and boost communication with potential customers. While providing important data for SEO, the chatboxes not only let the visitor interact with you but also let you address his/her queries regarding your service or products. In this context, the personalized messages can prove to be handy for smooth and fast conversation.

At Predictable Marketing, you will learn about linking domains on social media or emails and adding interactive infographics, videos etc. You will be offered flexible strategies complying with new changes and we make sure you experiment with various strategies to come up with what is best and compatible for your business.

July 26, 2019

The market for Robotic Process Automation products in the UK

The market for Robotic Process Automation (RPA) Software grew by 63.1% in 2018, Gartner reports. Robotic Process Automation (RPA) is regarded as one of the fastest emerging technologies and there is a good reason why.

  1. Typical ROI on RPA products is within 3-6 months. And this is only that long for large,enterprise-level projects. If RPA products are applied to a small part of the process in a business function, the return is almost instant. For example, if RPA is used for collecting invoice information from an external portal and updating it in SAP, the savings in the time taken to process an invoice are instant.
  2. RPA products are less of a burden on IT staff in your business. It is a non-intrusive technology and doesn’t require you to rip-off your existing back-end systems or pay expensive development costs on top of it. RPA products work on the presentation layer and replicate what a human can do. That means IT does not need to custom code API’s to enable endtoend automation of a process.
  3. It is your virtual workforce that works 24×7, 365 days in a year. No sick holidays, no breaks. RPA products are the best choice to automate large volume, highly mature, manual and repetitive workflows.

RPA products are being used heavily to automate compliance reporting for financial processes. However, that is not the only case of RPA products being used for automation in the UK.

Some other use cases include

  1. Matching of invoices
  2. Gathering information to enable recruiters to find the right candidate for their job
  3. Doing Competitive analysis by collecting information from different online portals
  4. Conducting KYC (Know your customer) validation by connecting information from various systems

There are RPA product specialists in the UK, who have developed products/solutions/services around specific use cases whereas others operate on a broader spectrum of business problems. How to take RPA products to the market remains a challenge.

Download the guide to

Develop a successful Go-to-Marketing Strategy for RPA and AI Products.

What is the most effective Go-to-Market for RPA products?

What is the most-effective marketing channel for selling RPA products in the UK – Social, website inbound leads, events, micro-events, PR, email, telemarketing, demo events or webinars? Where do you get the best return? Most product vendors also provide support to the resellers given they have marketing and sales resources that can win new business. Talk to us at Predictable Marketing and find out how we have helped several RPA product resellers in the UK to develop and implement an inbound go-to-market strategy.

June 26, 2019

How to keep your website on top of Google Search?

A set-it, forget-it approach does not work for your website SEO

There is enough awareness today about the factors that affect website search rankings. In addition, tools like SEMRush, MOZ that are helpful in identifying technical issues such as page load speed, broken links and missing titles that might be negatively affecting your website ranking. B2B technology marketing has technical skills available within the organization to fix these issues. Also, technology marketing managers understand these factors enough to get external help to get these issues resolved.

Why SEO should be your A Game?

Search Engine Optimization is not a one-off task. Fixing technical SEO issues gives marketing managers a solid stage and then build upon and create content for their target audience. All technical SEO efforts ensure that your content and marketing assets are not wasted because of poor searchability and are visible to the intended audience. For all gym goers, the analogy is easy. You must put in extra effort initially to get your body in shape, but a regular exercise regime is important to sustain fitness.

Add value to your business by regularly maintaining Search Engine Ranking!

In the context of websites, this means creating valuable content. Regurgitating content with corporate wordage doesn’t count. You can manage to stuff keywords into a piece of content inspired by some other article or blog, and it might even pass the Google test, but it will fail miserably when your intended customer reads it. On the other hand, content written simply to provide insight into a common problem that your customers face will lead to dialogue between you and your prospects.

Know your Customers’ Search Patterns (Keyword Research)

It’s important to do your keyword research before you start spending time, effort and money on content. How does your intended audience search for? Ask your customers, search for questions they ask in meetings and see if the search results are relevant. Use keyword tools such as Google Keyword Planner or paid tools such as WordStream to get insights into search terms that are most relevant for your business. Incorporate these keywords into your content strategy. This will ensure that the content you create is searchable.

Businesses often mistake keyword research as a onetime exercise. I would be recommending verifying your search terms every three months for B2B/technology marketing and even quicker for local businesses. Some trades are specific and may not need to revisit keywords for a year such as “locally certified electrician”. A very few chances we will search that differently. On the other hand “business process automation use cases” was replaced by “intelligent process automation examples” in a short space of time.

Create valuable & effective content regularly (Create a content calendar)

It is easier said than done. I often get asked questions like how much content should I write, how many words should be in the blog, what should we write about? I have answered these questions below. However, the length and frequency of content might vary by industry. For example, for technology marketing, one insightful article a month, marketing new technology solution, could be effective whereas for a beauty therapist business or any impulse purchase category a post a day with latest offers would be a minimum requirement.

There is no escape – Content Writing!

I know content creation is not easy. You wouldn’t have time to write blogs and content writers might not necessarily understand your customer base to understand the problems they are facing and create valuable content. I have come around this problem by providing my customers a “scribble template” which they use when they are on a train or when an idea strikes on the golf course or a kid’s football practice session. It takes a couple of minutes for them to register their thought and share it with me. I receive all sorts of notes – a conversation they had with their customer, an idea discussed in a meeting, something they have read, something that they saw. Inspiration is all around us! This makes it possible for a content writer to create valuable content for prospects.

How much content should you write?

Google gives very high weightage to websites being updated regularly. So, the more content you create, the better. The cost and time to create is often a consideration but try out the model I have described above. Your content writer is like a therapist/counselor, essential for your business success. They keep the spirits high! Therefore, the length varies. Google measures the intent of the content and its effectiveness in answering your prospects search query. If you can answer that in 500 words that’s good but usually, explained content pieces like this one easily exceed 1500 words. Please don’t take this as a prescription. It is the quality that wins over quantity here!

What should be your content publishing platform?

Your own website and blog are the first place to start. But don’t stop there. Use your social media platforms to syndicate this content and identify all media channels your customers will be active on. You want to get your thought leadership in front of your prospective customers.

Monitor Website Performance monthly

You cannot improve what you cannot measure. Monitor the performance of your website using google analytics or any other tool you prefer. Understand where the traffic is coming from and which content is bringing them to your website. Your marketing strategy should be guided by the numbers you see here. For example – if you are creating campaigns around “Intelligence Process Automation” but your customer is searching for “how to automate claims processing using robotics” you might need to change the marketing message that appeals to your audience. As I said at the beginning of this blog, search engine optimization cannot be a one-off effort. Use insights like the above to create more relevant marketing content. You need to keep testing and changing course in line with customer behavior.

Publicize your Credentials (PR is important)

Link building is a dirty word in marketing. I believe in genuinely promoting the good work you have done in platforms where your intended audience is present. That will give your website the much talked about link juice without adopting any black hat activities. I have always stayed away from agencies who claim they can create twenty authority back links and improve your search ranks in a month and for technology marketing, even three months is a stretch.

Having said that any opportunity to promote your thought leadership, technical expertise, the good work you have done should not be missed.

Google ADS: a necessary evil

If you have recently noticed, the Google search results page has changed. Above the fold space (premium web real estate) is occupies by sponsored content. If this is going to continue, unfortunately, Google ads will become a necessary evil for monetizing your online presence. Especially for technology marketing, it is recommended that some percentage of your marketing budget is set aside for paid ads.

Local SEO for local businesses

If you are a local business, optimizing your local searchability might be all you need. Optimizing local search is topic for another discussion but in short, your local business page should be a mini reflection of your website with reviews from your customers and links to other local directories. I have also seen local search optimization work beautifully for technology marketing as well. If a technology company can offer localized offers it is easy to maintain a global presence and local appeal at the same time.

May 18, 2019

Most Effective SEO Strategies for B2B Marketing

Most Effective SEO Strategies for B2B Marketing

SEO strategies for B2B Marketing bear slow but long term results, hence cannot be ignored. SEO is a continuous effort and not a one-off project – that is the reason SEO features last in the lead generation or marketing priority list. I also feel, especially where B2B or tech companies target complex and sometimes vague* solutions – it’s difficult for them to decide which keywords to focus on. To top it all up, technical SEO is un-glamorous to showcase in a board meeting where you are trying to prove the return on B2B marketing investment. Imagine the “so what” look on a director’s face if you told them you fixed 30 duplicate title descriptions and created 10 new backlinks!

*(Small tech companies offer custom built solutions which cannot always be described in a word or phrase)

SEO strategy cannot be static

Marketing is a dynamic function. Customer behaviors change very quickly, marketing needs to keep pace and change accordingly. In fact, this one of the reasons I chose to be a marketing consultant as you get to do something new every day. However, there are few channels of marketing which almost change too fast – Search engine optimisation (SEO) and Social media optimisation (SMO).

There are various factors behind this change – changing user behavior, industry findings and of course ever changing search engine algorithms. That is why the SEO marketing strategy you implemented last year might not prove so useful this year. If you want to stay ahead of competition and annual revision of your SEO strategy is critical. This is especially true for B2B lead generation goals as buzzwords and keywords change quickly. We were talking about Robotic Process Automation last year, Intelligent Process Automation is the new search term today. If your search engine optimisation strategy doesn’t meet changing customer behaviors, its bound to fail.

SEO Strategies to Consider for B2B Marketing

The business to business lead generation is more dependent on inbound leads and to create a lead magnet you need the most effective SEO practices. In this context, your SEO practices must make sure that you maintain a supportive relation with the target audience; have strong online presence for ease of communication and excellent brand exposure to the market. Here are some SEO best practices to achieve that –

Strategic Landing Pages

Although in theory, more landing pages mean greater opportunity to leverage organic search but large number of landing pages without any proper content would not earn customers. If you find that audience is clicking on the share button or linking the page on their social media account, you can be assured that your landing page is performing well. At the same time, check out competitive pages to see how their pages are ranking on search results. While most search results direct to the Home Page, the audience shows interest in the business through landing pages.

Personalized Content with Relevant Keywords

Unique, easily understandable and interactive content aids B2B Lead generation. Select your keywords wisely. What are your potential buyers searching when they are looking for a solution like yours? Unless you are well aware of the needs of the target audience, data collection and content marketing would not be fruitful. The idea is to attract more relevant visitors, not just any visitors and content plays an important part.

At Predictable Marketing we suggest you step into your customers shoes and then try and find yourself online. There are tips, tricks and tools to help with that and we urge our customers to spend sufficient time in finding these search terms first and then develop their SEO strategies around it. Talk to us about how to find the most effective keywords for you.

May 6, 2019

Best B2B Lead Generation Techniques to Adopt In 2019


B2B or business to business marketing is competitive as units sold per year are few and the supplier market is saturated. One-off B2B marketing campaigns are not as effective as it is less likely that you will catch a prospect, ready to buy with just one campaign. A successful B2B lead generation strategy requires a continuous marketing effort.

Before you build a plan for lead generation , let’s define what a lead is. Well, while in simple terms you might call any potential audience of your business website as lead, in factual terms, the lead is a customer who is only steps away from buying from you. Unless you intrigue the customer with your services and make them aware of how you can solve their problems and help them achieve their objective B2B marketing fails miserably.

A regular influx of leads is the backbone of business growth. Various factors contribute towards creating a regular inflow of leads – your messaging, the user experience, presence and search ability, strength of your database and the channels you select to go-to-market – social, email, google, events, webinars, partners, affiliate marketing or any other channel. So let’s look at some building blocks which we recommend for a successful B2B marketing strategy.

Website Optimization

Can you prospects find you online? Once they do –would they like to spend their valuable time on your website ? Slow loading of the pages, website errors, inability to load location etc are some of the strict no-no’s in website marketing. Ensure the user experience is good and that there are no crashed pages or pages with “content coming soon” on your website.

  • Make sure your website equally looks good on mobile. Mobile-friendliness can no longer be ignored. Most of our customers get 50% or more visitors from mobile phones. In this age, where websites are having mobile apps launched to reach out to wider audience base, your website should be mobile-friendly. In this context, optimize the font, page loading times, widgets and media to ensure that they run smoothly on mobile.
  • Google Analytics can be your best guide in finding new keywords which are normally hidden in the website content. This will help you locate the long-tail keywords consisting of three or more words which generally have low search volumes but convert easily due to high relevance. For keyword optimization, you can also check competitor websites and identify keywords they are targeting or hidden gems that they are not targeting!


  • With all the algorithm changes back-linking from relevant, authority sites is still quite important.. Once you get backlinks from other authority websites, your website too will get more organic traffic from Google or other search engines. Also keep a record of the visitor your site to analyse the effectiveness of the links created.


Content Marketing


Genuine and simple to understand the content is the king. Both google and your customers will appreciate authentic and simply written content. It’s hard to create authentic content and it takes long, but it’s worth it. As a part of your B2B Lead generation tactics, submit your content to Guest blogs that are relevant to your industry. That get’s you in front of new audiences and helps build credibility for your website.

Popularity of blogs can spiral quickly. Before you know you will be invited to blog on different discussion forums.


This is the time you should take the next leap.

  • Create lead magnets on your website that your visitors would be interested in. Webinars, case studies, infographics and whitepapers are popular downloads. Think out-of-the-box to capture your audience’s attention.


  • Make the contents unique and personalized so that your business can stand out among many others. The more dynamic your landing page is, more intrigued the lead will be in your business.
  • Create Q&A page link to your website as often people search for answers to their questions Consider any prospective questions that your audience might have about your products and services.
  • Also, add a chatbox support with live chat option To make the website more interactive. Although, be careful about the timing and place of the chat box. It can be annoying.
  • Start shooting webinars and post the videos on video sharing sites like Vimeo, YouTube etc. Launching a podcast is also a good way for long-term promotions. Infographics, news articles, pictures also make most of them end up in trash or spam folder. One of the effective B2B Lead Generation tactics is to send legal cold mails to prospective business mail ids or link old blogs so that the recipients understand that they are authentic.Using a good subject line is essential. Read more about email marketing tips>

Paid Social Media Advertising

While there are many advertising tools to promote your business to the prospective businesses, it is up to you to choose only the economically viable ones. Among the most popular social media sites, Facebook offers the paid Facebook Ads which are shown in between various Facebook videos, on the side panel and even in between the posts so that the user can click any ad, thereby, contributing on your revenue generation and check out the redirected link for his/her convenience. Google and LinkedIn advertisements are also excellent platforms for promoting your businesses, although the cost is bit higher.

Lead generation is quite overwhelming and often efforts die out if you don’t see results. We started this blog by suggesting continuous efforts are required to make any B2B campaign a success. Predictable Marketing acts as your outsourced marketing function or as an extra pair of hands for your marketing team to ensure marketing is consistent, continuous, cost-effective and in-line with your lead generation goals. Get in touch for a free marketing mapping workshop.

April 19, 2019

Email Marketing – How to best use it for B2B Marketing

No matter what business you are trying to promote having a clear objective and knowing your target audience is critical. An objective could be lead generation, increasing brand awareness, launching a new product or service or nurturing existing customers.

Email marketing is a versatile marketing strategy that can help achieve both the above objectives. Brand Research 2019 shows that email marketing is at the least, 40% more effective in lead generation than social media*.

Email still emerges as the quickest and most cost-effective way of communication, especially for B2B marketing. If your customers are in the B2B technology space, they probably spend more time on email then they do on social media or blogs. This attention might be moving towards social but most social sites are blocked by firewalls in offices. Hence, email is still the preferred channel for outreach campaigns.

B2B Email Marketing –Is your email compelling enough?

All of us receive promotional emails in our inbox. Some are annoying, some interesting and some compelling, relevant and leave an impact. How can you write a compelling b2b marketing email that leaves an impact? The answer is simple but often ignored.

To create an impactful email, consider the objective and target audience.

First thing to consider is the copy. Is your message resonating with your target audience? The only B2B marketing email I remember opening recently said “Are you continuously managing a list of tasks and never getting to the end of it? Here’s an excel template that helps you priortise your tasks for the day and get more done.” The email hit my pain-point and I reacted immediately by downloading the template.

If it’s a lead generation email, how do you want your target audience to react or engage? Think about a call to action that encourages them to react the way you want them to. Again, thinking about the above example – the call to action in the email was simple, but very visible as a button and the form wasn’t very difficult to fill. The template that I downloaded was actually quite handy and I still use it to date.

The importance of email marketing for B2B

  • Not all promotional emails end up unopened, transferred to trash folder or spam. If you have a strongly analyzed target audience, there is high chance your mail will be opened, CTAs addressed and even forwarded to people of “social cluster”, thereby, creating a strong network of prospects.
  • The return on investment through email marketing is higher than that earned through conventional marketing strategies.

Email Marketing Strategies to Implement

Marketing through email is effective as nearly 87% business professionals depend on mails for business related communications and hence the B2B mails have 47% higher CTR (Click Through Rate) than that of B2C mails. So, to implement the email campaigning successfully, here are a few tips to remember –

  • Determine The Clients And Their Requirements

Unlike in B2C marketing where clients are prone to be whimsical and indulge in choosing products or services often irrationally, in B2B marketing, the transaction is between business leading clients who are clear about their requirements and choose rationally. The customer base should consist of companies or bodies utilizing your service or product to create their products, companies using products for secondary tasks or office automation, government bodies or educational institutions whose requirement matches your business and of course the reselling companies or individuals like wholesalers and brokers.

  • Email Header Should Be Catchy And Sensible

Email marketing effectiveness lies significantly on how you present your products and services through the mail and that is where the requirement of a catchy header or banner comes. Marketing is all about catching attention among hundreds of other promotional emails and for that your header should properly address what the client needs but in a catchy and compact way because none likes a cluttered header. You can also place your company logo here to be easily recognizable from the rest.

  • Content Should State Value for the Client

Firstly, the email subject should be easily understandable so that the recipient is urged to open the email and it is marked as ‘important’ rather than spam. However, do not depict the whole thought on the subject line; leave something for the client’s imagination! You can even add a media file with the mail to brew more curiosity and do not forget to put an emoji so that it stands out among other mails.

Once the title and subject is decided, a perfectly written content should be there for the client. Relevance with your company, unique inputs and often tricks and tips, question-answer should be included so that not only the new customers get intrigued but also the existing customers never lose interest. Unique, high-quality and compact content stating all the necessary details (often with heading, sub-heading, bullets etc) in comprehensible language always perform better.

  • Authentication Of Domain Is Important

Your email marketing would fail if your domain is not authenticated as in most such cases, the mails go straight to spam folder. If your mail is authenticated, the opening rates will increase along with the click rate. You should also select the best ESP or Email Service Provider for delivery service of the mail.

  • Deter From Addressing To CXO

Your promotional emails are not always approved by the CXO’s or busy personnel. Besides, in case of wholesalers, entrepreneurs and small businesses who control have their hands in all business processes, larger businesses have dedicated people responsible for dealing with sales enquiries. Write your email with your recipient in mind, imagine them and their work life as vividly as you can. This will help you create a message that is relevant.

  • Concentrate On Cross-Selling

In case you offer more than two types of services, you can segment the mail list according to requirement and interest level. While generally you send product related mails to respective segments, in cross selling strategy, you need to send one different product related mail to the segments so that they are aware of all your products and services. This also works great in case you are advertising special promotions because the more people learn about promotional offers, more they consider availing those offers.

Apart from the above tips, timing is of essence! Especially if you are giving a deadline of any offer or inviting for an event, time yours emails to give your prospects enough time to respond.

At Predictable Marketing, we can help incorporate the perfect email marketing strategy in your overall lead generation plan or as a standalone campaign. We can help design email campaign sequences to achieve your objective whether that’s brand awareness, new lead generation, reselling, up-selling or simply nurturing existing customers. Get in touch to design your email marketing campaign today. We also offer a free review of existing email marketing campaigns. Contact us to book a date for the review.

Source – *https://digitalagencynetwork.com/email-marketing-still-effective-strategy/