The Marketing MVP: Minimum Viable Marketing Plan for Startup B2B Companies
Having a stage-appropriate marketing function is a critical success factor for startup companies. This article is born from our experience working with companies from pre-Seed to Series D. By sharing what we have learned through the years, we hope we can save both Founders and the solo marketers at startups and scale-ups from some of […]
Journalists: The Secret Weapon for Great Content Marketing
The internet is becoming increasingly saturated with content, intensifying the competition for visibility among key target audiences. While brands are leveraging data, tools and algorithms to gain an edge, the core of what makes for a compelling brand story hasn’t changed, and quality content is still far more likely to perform well. Our role involves […]
LinkedIn Ads Basics for B2B Marketers
As B2B buyers increasingly rely on digital channels for research and decision-making, LinkedIn has emerged as a powerhouse for connecting businesses with their target audience. The social channel has nearly 1 billion active members, and with 4 out of 5 users driving business decisions, that makes LinkedIn prime real estate for B2B marketers and advertisers. […]
Email Deliverability in 2024: What You Need to Know
For B2B brands, email is second only to the website as their preferred content distribution channel. According to a recent survey by the Content Marketing Institute, nearly 70% of B2B brands use newsletters or other types of email marketing to get their message out. But those on the receiving end don’t share the same enthusiasm. […]
Growing Smarter with Marketing-as-a-Service and a Fractional Marketing Team
The rise of fractional marketing has emerged as a hot topic within B2B startup and scaleup circles, thanks to the fundamental shifts in how we work in a post-pandemic world. Remote work is here to stay, and its widespread adoption has accelerated new business models – like Marketing-as-a-Service (MaaS) – that are turning the traditional […]
Managing Employee Advocacy Programs on LinkedIn: B2B Edition
With an onslaught of algorithm changes and rising advertising costs – it’s become harder than ever to get in front of and grab the attention of your ideal customers on LinkedIn. A powerful way to amplify your reach and maximise your LinkedIn marketing efforts is to lean into an untapped resource: your people. Employee advocacy […]
The B2B Content Marketing Swipe File
We have an internal channel for sharing things spotted online that other team members might find helpful, educational, or inspirational as part of our ongoing quest for personal and professional growth. LinkedIn posts are a big part of that. There are some B2B marketers on the platform who share truly useful information. But it is […]
How to Optimise Your LinkedIn Company Page: B2B Edition
LinkedIn is a powerful platform for businesses to reach their target audience, and it is a cornerstone of a strong, omnichannel online presence for B2B brands. LinkedIn is the world’s largest professional network and a hub for industry thought leaders and decision-makers with nearly a billion users as of this writing. Regardless of your opinion […]
Doing More With Less: The Art of Agile Marketing
Warren Buffet once said: “In the business world, the rearview mirror is always clearer than the windshield”. That sentiment has never been more true. In today’s rapidly changing world, adaptability is more crucial than ever. The economy is volatile, customer demands are ever-evolving, and technological advancements are reshaping industries at an unprecedented pace. Gone are […]
From Startup to Scale-Up: How to Right-size Your Marketing
We work with a few venture capital (VC) firms in Asia, helping them and their portfolio companies to achieve growth through marketing strategies and execution. It is exciting to see these innovative B2B startups grow and flourish, and we thoroughly enjoy working alongside agile C-suite teams that like experimenting and trying new things in marketing. […]
Behind the Curtain — Our Martech Stack Revealed
As a marketing agency, we don’t sell software, we sell solutions. But a big part of modern digital marketing involves software, and by extension making smart choices about which software tools you use. I’ll be honest, finding the best-of-breed software product for a specific task at hand is tedious and time-consuming. But the smart and […]
Dark Social and the Myth of Attribution
LinkedIn marketing communities have been abuzz lately with renewed debate on an old topic, Dark Social. Despite the sinister-sounding name, dark social is far from heinous. Put simply, dark social is when people share links to your online content without any digital footprints or tracking codes, usually on private channels. If you have ever had […]
Growth Marketing in B2B: Why it Matters
Marketing trends come and go, but there’s one new strategy that’s not only sticking around, it’s rapidly gaining traction with businesses who are falling in love with its ability to engage with customers and generate revenue. We’re talking about B2B Growth Marketing, which was ranked the #2 marketing trend in 2020 before jumping into the […]
PR in the Digital Age
The public relations industry is going through some unprecedented changes in the digital age. With 4.7 billion internet users worldwide, most of them using the web as their primary source of information, the very definition of PR is being rewritten. Not too long ago, the marketing and advertising industries mainly focused on using clever creative […]
What Are Landing Pages and Why Do You Need Them?
When we say tactical marketing, we mean tactical marketing; sometimes your goal is to market a specific product or service to a particular customer segment. It could be part of a bigger content marketing strategy or a social media campaign perhaps. For that laser-focused approach, a tool called a landing page is often our channel […]
The Power Trio: CRM, Email and Marketing Automation
Sooner or later, every marketing leader gets asked the big question: How is marketing contributing to pipeline? Your answers will likely reflect where you are in the marketing operations maturity model. The what? It’s a thing. Put simply, if you manage a strategically-thinking, proactive team and a well-integrated marketing technology stack, you will have better […]
Why We Became a WordPress Shop and Why You Should Care
We became a web design company by accident. A happy accident. Back when Salween Group was first started, the founder and her small team were producing some very cool thought leadership content for one of the company’s first clients, a well-known regional conglomerate. The initial remit with them was international public relations and media outreach, […]
Don’t Use YouTube for Your Corporate Videos
Are you embedding YouTube videos on your brand’s website? Bad idea. Why? Because YouTube does not want users to stay on your website, they want users to stay on YouTube so they can serve them ads. It is as simple as that. So when your well-polished 90-second corporate video comes to an end, the viewer […]
A Look Inside Our Content Studio
What’s a Content Studio? A studio — that sounds kind of creative, right? Well yes, ours is. Just don’t expect to find us wearing a paint-splattered smock with a brush gripped between our teeth as we channel our inner-Van Gogh. That might be fun to do, but it’s not us. Not during working hours, at […]