In marketing, a good ‘call to action’ – which elicits the desired response from our reader or viewer – can elevate content from merely insightful to truly valuable. There’s psychology at play here. Testing tells us that ‘learn more’ is not an especially persuasive call to action (CTA), while ‘get your free guide to corporation tax planning’ is. Specificity and relevance matter, as much as the action itself: ‘learning’ is passive, while ‘getting’ is active. But, while it’s easy to get hung up on the semantics, the golden rule is this: when producing any...

Enter 2022 and we will have B2B marketers witnessing a range of technology trends. The overarching principle driving these changes is that the customer demands a lot more. The growing competition and race for profitability amidst the pandemic have put the customer in the driving seat. The old paradigm of leading the customer is gradually being phased out, favoring a new one — follow the customers and cater to their requirements. As technology changes the B2B marketing strategies, marketers’ teams must remain on top of...

Ad Net Zero, the climate crisis initiative led by the Advertising Association (AA), ISBA and the IPA, has launched a training course to provide marketing and advertising professionals with the knowledge and skills to drive genuine and positive change. The ‘Essentials Certificate’ is a 10 hour online course delivered via five modules, available to all professionals in the UK and internationally through the IPA’s training platform. It offers trainees practical techniques to measure and reduce the carbon emissions related to the work...

With almost all severe pandemic-related restrictions at an end, UK marketing budgets have grown at their strongest rate in more than four years, according to the latest IPA Bellwether report. A net balance of 12.8% of firms registered upwards budget revisions in the third quarter of 2021, up from 6% in the second quarter. This is the fastest rate of growth for marketing expenditure since the second quarter of 2017. Approximately one in four respondents to the survey reported higher spending (25.6%), compared with just...

Marketers are always on the lookout for tools and tactics to make their marketing efforts more productive. B2B automation marketing as a phenomenon is fast pacing itself to popularity. It is a highly valuable tool to generate leads, nurture and gain new customers. HubSpot in a survey found out that 76% of the businesses in 2021 report using automation in one way or the other. And the others are planning to integrate marketing automation software platforms in their strategy very soon. Sounds familiar?...