Aidan Danaher

COVID-19 has impacted both human lives and the global economy on a startling scale. The situation is saturated with uncertainty, as the duration of the pandemic remains unknown. It’s unsurprising, then, that many businesses will worry about meeting lead generation targets throughout this period. Without traditional, in-person networking, how can your business make meaningful, profitable …

LinkedIn has been established as a popular B2B networking channel for some years now – and in 2020 that strength and value is set to continue. In fact, it’s now the single most popular channel B2B marketers use to distribute content. There’s a good reason for this; the professional focus of the platforms creates a …

Whatever your industry or sector, the coronavirus crisis affects us all. And, in a situation subject to rapid change, it’s important that your business remains agile and responsive with your messaging and marketing. This applies to the way you speak to your customers – and how you manage your brand image and digital social presence. …

As globalisation increases, its impact on businesses becomes more visible. So, what can globalisation do for B2B marketing campaigns? The world is shrinking Thanks to globalisation, our world is shrinking. Spurred on by the spread of easy internet access, businesses of all sizes have the opportunity for global growth. You need only consider the clichéd, …

With over 246 million unique visitors, 3.5 billion daily interactions and a return on investment of approximately 700% – it’s no surprise that Google Ads is a wildly popular advertising option for businesses across all industries. Google is the most prevalent search engine out there, making it a highly effective platform for reaching a wide …

If you’re a marketer, there’s a good chance you’re familiar with the tried and tested method of creating content in pdf form and putting it behind a lead generation form. This has been a staple of B2B marketing for some time and is set to remain so, for now at least. Innovations continue to change …

The rapid rise in enterprise tools, technology and competition – alongside heightened customer expectations – is putting increasing pressure on B2B marketers. As a result, B2B marketing teams need to be multi-faceted and dynamic in their approach to reaching new audiences and forging lasting connections. Nowadays, most marketing teams are responsible for driving traffic towards …

When talking about branding, Seth Godin once said“People do not buy goods and services. They buy relations, stories and magic.” And I think he’s spot on. People connect with a brand through the stories they tell, and how they market themselves. It’s all about language and tone. Which is exactly why achieving the right tone …

Professor Chris LoDolce defined smarketing as “The alignment of the sales and marketing team around common goals within a business or organisation, focused on improving revenue.” The two teams are traditionally disconnected and viewed, at least internally, as two separate entities. They tend to work with cross-purposes, but the evolution of the B2B buying process …

We all know that when people say one thing it’s quite possible that they mean another. “I’m fine!” in the UK is a particular favourite. Now, if we were to strap them to a lie detector test, we’d know the answer once the needle lost control and started scribbling chaotically. Neuromarketing works according to the …