Winning B2B Contracts in Utilities: How to Stand Out Without Slashing Prices

In the highly competitive utilities market, many sales teams feel pressured to lower prices just to secure contracts. Procurement departments often prioritise cost-cutting, making it difficult to showcase the true value of a service. However, competing on price alone erodes profitability and turns services into commodities. Instead, utility providers must adopt smarter sales strategies – focusing on value-based selling, service excellence, and long-term partnerships. At Air Marketing, we help sales teams win more contracts without sacrificing margins.

Value-Based Selling: Shifting the Conversation

Price-driven sales often overlook the bigger picture: the long-term benefits a provider can offer. Value-based selling shifts the conversation from cost to impact.

  • Highlight Total Cost of Ownership (TCO) – Instead of focusing on the upfront price, emphasise the long-term savings your service provides, such as efficiency gains, reduced downtime, or sustainability benefits.
  • Showcase ROI – Use case studies and data-driven insights to demonstrate how your services have delivered measurable results for similar businesses.
  • Customise Solutions – Tailor your proposal to address the prospect’s unique needs, proving that your offering provides more than just basic utilities.
  • At Air Marketing, we train sales teams to craft compelling value propositions that resonate with B2B decision-makers.

Service Excellence: A Key Differentiator

Utility contracts are about more than just price – they’re about reliability, customer support, and operational efficiency. Many B2B buyers are willing to pay more for a provider they can trust.

  • Guarantee Reliability – Highlight your track record for service uptime, response times, and proactive issue resolution.
  • Offer Superior Customer Support – Show how your dedicated account management, fast response times, and proactive service can reduce operational stress for the buyer.
  • Use Client Testimonials – Leverage existing happy clients to reinforce your reputation for quality and dependability.
  • By emphasising service excellence, utility providers can create a strong case for why their offering is worth the investment.

Strategic Negotiation: Controlling the Sales Process

Effective negotiation isn’t about conceding on price – it’s about steering the conversation toward mutual benefit.

  • Anchor on Value, Not Cost – Open negotiations by reinforcing the benefits of your service rather than justifying your price.
  • Offer Tiered Pricing Models – Providing flexible solutions with different service levels can help prospects find an option that meets their budget without requiring heavy discounts.
  • Leverage Differentiators – Use exclusive benefits (e.g., energy efficiency solutions, compliance support, analytics) as negotiation tools to justify your pricing.
  • At Air Marketing, we equip sales teams with the skills to navigate procurement conversations confidently, ensuring they retain control of the sales process.

Relationship Building for Long-Term Success

Winning contracts isn’t just about closing a deal – it’s about securing long-term partnerships that drive recurring revenue.

  • Invest in Account Management – A strong post-sale experience leads to renewals and referrals, reducing the pressure to chase new business.
  • Provide Ongoing Value – Regular check-ins, market insights, and proactive recommendations strengthen your position as a trusted advisor.
  • Build Stakeholder Relationships – Engage multiple decision-makers within an organisation to ensure broader buy-in and reduce dependency on a single point of contact.

In a market dominated by price wars, utility providers must stand out through value-driven sales strategies. By focusing on value-based selling, service excellence, strategic negotiation, and long-term relationship building, sales teams can win more contracts without sacrificing margins. At Air Marketing, we provide expert sales support, coaching, and lead generation to help utility providers secure high-value contracts. If you’re ready to elevate your sales approach, get in touch with our team today.

Opinion piece by Account Director, Alex Burgess.

Electricity Pylons

The Digital Marketing Trends to Watch Out for in 2025

The digital world is evolving, and 2025 is shaping up to be another transformative year in marketing. With advancements in artificial intelligence (AI), the rise of voice commerce, and immersive technologies becoming more accessible, staying ahead of these trends is critical for companies that want to thrive.

Let’s break it down and see what’s in store for digital marketing in 2025!

1 – AI and Machine Learning: Revolutionising Marketing

Artificial intelligence and machine learning will play an even bigger role in digital marketing in 2025. These technologies are already enhancing customer segmentation, automating processes like lead nurturing, and making content creation faster and more efficient. By next year, expect AI tools to be more intuitive and accessible, enabling businesses of all sizes to streamline routine tasks and focus on strategic growth.

AI-powered chatbots and virtual assistants are also levelling up. No longer clunky or impersonal, they’re becoming more capable of holding natural, human-like conversations that improve customer experiences.

TOOLS TO SHOUT ABOUT:

  • HubSpot: For automating lead nurturing and email campaigns with AI-driven personalisation.
  • ChatGPT: For drafting blog posts, product descriptions, and social media captions.
  • Canva: Uses AI to assist in graphic design creation with templates tailored to business needs.
  • Drift: Offers conversational marketing and AI chatbot solutions tailored for lead conversion.

2 – Voice Search and Voice Commerce: The Conversational Future

Voice search is becoming a standard way for people to interact with brands online. Thanks to smart speakers and voice assistants, users now rely on conversational queries like, “What’s the best Thai food nearby?” instead of typing traditional keyword phrases such as “best Thai restaurants.”

This shift will have significant implications for SEO. To stay visible, brands will need to optimise their content for natural language and long-tail keywords that reflect how people speak. Additionally, voice commerce – the ability to shop and purchase via voice commands – is gaining more traction. Businesses should ensure their websites and online stores are voice-friendly, resulting in a clear competitive advantage in the coming years.

TOOLS TO SHOUT ABOUT:

  • SEMrush: For tracking natural language keywords and voice-search readiness.
  • Yoast SEO: Offers tools for optimising web content for voice queries.
  • Google Actions: Enables integration with Google Assistant for voice commerce.

3 – Virtual Reality: Beyond Novelty

Virtual reality (VR) is no longer just for gaming! It’s becoming a powerful tool for creating engaging and practical experiences in sectors like retail and property. Imagine trying on clothes or makeup virtually before making a purchase. Brands investing in VR are finding unique ways to connect with their audiences, offering convenience and personalisation. Early adopters of VR stand to differentiate themselves, providing memorable customer experiences that build loyalty and increase brand visibility.

TOOLS TO SHOUT ABOUT:

  • ShopifyAR: Let’s businesses offer 3D product models for immersive shopping experiences.
  • Matterport: For creating VR property tours and retail spaces.
  • Zakeke: For 3D and AR visualisations in ecommerce.

4 – The Continued Dominance of Video Content

Video content continues to dominate the digital space, with platforms like TikTok, Instagram, and YouTube leading the charge. Short-form, attention-grabbing videos remain highly effective, but in 2025, the focus will shift further toward personalised, value-driven content.

Consumers don’t just want to be entertained; they want content that aligns with their interests and needs. Brands that can create this kind of connection through video will drive higher engagement and build stronger relationships with their audiences.

TOOLS TO SHOUT ABOUT:

  • Adobe Premiere Pro: A professional-grade tool for video editing.
  • CapCut: Popular among TikTok creators for quick, engaging video edits.
  • Nesti: Specialises in video personalisation at scale, delivering tailored content to individual audiences for increased engagement.

5 – Simplicity and Focus: Keys to Success

Simplicity will be the secret to standing out in 2025. Instead of spreading resources thin across every platform or chasing every trend, successful marketers will focus on a few core goals and prioritise quality over quantity. Streamlined strategies that deliver meaningful results will outperform scattered approaches.

The bottom line? The future belongs to brands that combine innovation with authenticity. By embracing trends like AI-driven personalisation, voice commerce, and immersive VR experiences, us marketers can craft campaigns that go beyond grabbing attention. Staying ahead of these trends isn’t just about keeping up; it’s about leading the way and building experiences that truly resonate with your audience.

2025 isn’t just another year in digital marketing – it’s an opportunity to redefine how we connect with consumers!

Opinion piece by Senior Digital Marketing Executive, Nicola Roberts.

Voice Search

5 Common Marketing Campaign Mistakes and What to Do Instead

Marketing campaigns can be complex, and even experienced marketers can fall into certain traps that limit success. By recognising these common mistakes and learning how to avoid them, you can optimise your efforts and maximise your results. 

Here are five frequent marketing pitfalls and how to address them. 

 

1. Going all-in without testing

Launching a campaign without testing can be a costly gamble. Even the most brilliant ideas may not perform as expected if they don’t resonate with your audience.

The Mistake: Allocating your entire budget to a campaign without testing its potential. 

What to Do Instead: Start small. Test different variations of your content, targeting, and messaging. A/B testing can reveal what works best, helping you refine your approach before scaling up. This reduces risk and ensures your budget is spent effectively. 

 

2. Assuming you know your audience

It’s easy to make assumptions about your audience based on past campaigns or general intuition, but audiences evolve, and their needs can shift.

The Mistake: Skipping audience research and relying on guesswork. 

What to Do Instead: Create detailed buyer personas based on real data. Use customer surveys, analytics tools, and insights to understand your audience’s pain points, preferences, and goals. Tailor your messaging to address these specifics, ensuring a more targeted and effective campaign. 

 

3. The “set it and forget it” approach

Marketing isn’t a “launch and leave” activity. Campaigns need regular monitoring to ensure they’re performing well, aligned with your objectives and deliver ROI.

The Mistake: Failing to track and optimise campaign performance once it’s live. 

What to Do Instead: Schedule regular reviews to assess key metrics like click-through rates (CTR), conversions, and cost-per-acquisition. Make adjustments as needed—whether that’s tweaking your targeting, updating creative assets, or reallocating your budget to higher-performing channels. Active management can significantly improve outcomes. 

 

4. Highlighting Features over Benefits

It’s tempting to focus on the features of your product or service, but customers want to know what’s in it for them, what problem are you trying to solve? You need to think ‘customer first’.

The Mistake: Marketing technical features rather than emphasising the value they provide. 

What to Do Instead: Shift your focus to the benefits. Instead of saying a product has “advanced reporting capabilities,” explain how it “saves hours of manual work.” Clearly communicate how your offering solves problems or improves the customer’s life. 

 

5. Forgetting to measure ROI

Success isn’t just about engagement metrics; it’s about return on investment. Without measuring ROI, you risk wasting resources and missing opportunities to optimise future campaigns.

The Mistake: Overlooking financial outcomes when evaluating campaign success. 

What to Do Instead: Define clear, measurable goals from the outset and track your performance against them. Use tools like Google Analytics and CRM systems to connect your campaigns to tangible outcomes like revenue or lead generation. Measuring ROI ensures your efforts align with business objectives and deliver value. 

 

By avoiding these common pitfalls, you can create more effective, efficient campaigns that resonate with your audience and deliver results. Success often comes from testing, learning, and adapting along the way. 

 

Opinion piece by Digital Marketing Manager, Kylie Featherstone.

Marketing Campaign

How To Get Your Go-To-Market Strategy Right – What You Should Be Considering In Your Launch Plan

Every new product or service starts with an idea, an idea to disrupt the market and solve real-world problems. But these ideas can take a long time to come to fruition. Your idea will go through concept development and creation, through new product development (NPD) and research and development (R&D), and through rigorous testing, trials and feedback processes before the final product or service is ready to launch.  

But before you can successfully launch, you need to devise a well thought out go-to-market-strategy (GTMS). It’s imperative that you get your GTMS right, because it’s not just about having a great idea or a great product, it’s about creating the right plan to bring your product to the right people in the right way.  

Without a clearly defined GTMS on how you will deliver your new product to your audience – your launch will likely fail to gain traction in the market.  

There are many different components of a successful GTMS, let’s explore some of them below.  

Target Audience: 

Defining your Target Audience (TA) is the building block to a successful launch, because it is the core foundation of your GTMS.  

Undertake research into your TA to understand their pain points and challenges, what media and marketing they consume and where they spend their time. Develop your ideal customer profile (ICP) and create buyer personas to help you craft messaging and tailor your offering to their exact requirements. If you don’t understand and define your TA from the outset, you will miss opportunities to resonate with them. 

Setting Clear Objectives and Goals: 

Do you know what your objectives are for launch? Are you looking to build brand awareness or lead with sales straight away?  

Having clearly defined objectives and goals will help inform your ongoing activity and where best to place your efforts, they are fundamental to your GTMS. SMART objectives are the best framework to use for this. 

Once you have determined what your objectives are for launch, use this information to set benchmarks and KPIs that denote success. These can be tracked throughout launch and beyond to determine how your GTMS is delivering. 

Product Differentiation / USPs: 

To successfully launch a new product or service you need to identify what makes your offering unique, especially if you are operating in an already crowded marketplace. What does your product do better or differently to others on the market and why should your TA buy from you? 

Spend time upfront understanding what your USPs (unique selling points) are and what differentiates your product, so that you can craft unique messages and value propositions that will resonate with your TA and highlight why they should pick your product above others.  

Marketing Plan: 

Once you know your TA, your objectives and goals and what your USPs are you need to create a robust marketing plan with the information you have gleaned. 

Make sure you leverage the channels that you know your ICP / TA consume and use and you tailor your messaging and comms in a way that resonates with them. 

Consider the different stages in the buyer journey, from awareness to consideration through to purchase, and craft a strategy that resonates with your TA at every stage of their journey.  

Final Note:

A successful GTMS is all in the planning and research. It will help you to understand your audience and their perceived needs and interests in your product or service and the value they place on your offering. Allowing you to create a GTMS that directly answers that need.  

Remember to stay agile in response to market feedback – continually monitor, review and optimise your activity to ensure that the GTMS is successful and continues to be aligned with your TA’s needs.  

Want to position yourself for success in the marketplace? Get in touch with our marketing team to discuss launch plans for any new product or service in your offering!  

Opinion piece by Account Director, Jess House

A small rocket takes off from a laptop

Stock photo by Vecteezy

The Resurgence of In-Person Events In a Post-COVID World

Our lives changed drastically during the pandemic. Businesses shut their doors, schools closed, gyms became an empty, lifeless space for fitness enthusiasts, and our worlds were reduced to the square footage of our homes. Locked away in our support bubbles and making the difficult decision of who to spend Christmas with.

We had the time to reflect on what and who is truly important. We thought about our families, careers, relationships, and survival. This became our new ‘normal’, getting used to our own space, seeing fewer people, and being told which way to queue in the supermarket, ensuring we were 1 metre apart.

As we reached the end of the pandemic and having been so isolated, anxiety hit. We were desperate to reconnect, rebuild civilisation and get back to the ‘normal’ we were all used to. Gathering face-to-face uncovered newfound significance. Conferences, concerts, festivals, and events were no longer mere activities; they served as catalysts for renewed inspiration.

But, the benefits of in-person gatherings extend far beyond just good feelings; they are underpinned by research:

  • Forbes Insights surveyed more than 750 business executives about their thoughts on in-person versus virtual meetings; 85% said they build stronger, more meaningful business relationships when they meet in person.
  • Research by the Harvard Business Review found that 95% of people say face-to-face meetings are a key factor in successfully building and maintaining long-term business relationships.

The return of in-person events is not just a sign of recovery; it’s an opportunity to redefine the foundations of B2B and B2C success in an era hungry for human connection and authenticity. As we navigate this new normal, the irreplaceable value of face-to-face interactions has become abundantly clear. These gatherings are not just about reclaiming lost time or celebrating our return to physical spaces; they are integral to fostering deeper, more meaningful business relationships that are the backbone of many successful B2B marketing strategies. In a world that’s rapidly advancing in digital communication tech, the power of personal connection stands unmatched. Businesses that recognise and leverage the unique opportunities presented by in-person events will not only strengthen their existing relationships but also forge new ones, setting the stage for innovation, collaboration, and growth. As we look to the future, we should embrace the lessons learned during these challenging times and continue to place a premium on the human element in all our business endeavors.

Opinion piece by Senior Digital Marketing Executive, Nicola Roberts

Group of people sipping champagne at an in-person event

Are Whitepapers Dead?

Whitepapers have long been hailed as an indispensable tool for B2B marketers and an important part of your marketing arsenal. Originating as a traditional, academic report in higher-education settings, marketers swiftly leveraged them to become a lead generating magnet. Simultaneously helping to establish brands as credible and authoritative industry-leaders within B2B sectors.

Whitepapers remain the longest form of content you can create. They are more formal and are backed by research and offer an in-depth analysis into a specific industry topic or problem – typically signposting the reader to the solution at the conclusion.

But, with brands experimenting more and more with short-form content; the rise of snappy posts and videos; and an ever-decreasing audience attention span, it begs the question…

What value does a whitepaper still hold in the current digital landscape?

Credibility and Authority: Whitepapers are synonymous with expertise and thought leadership. Businesses can demonstrate their industry knowledge and establish credibility among their target audience by educating them about a topic, challenge or solution in their industry.

Lead Generation: Well-crafted whitepapers that are strategically promoted continue to be effective lead magnets. By offering valuable insights and solutions, businesses can attract quality leads interested in solving specific problems.

Sales Team Resource: Whitepapers can act as an additional resource for your sales team when speaking with prospects – allowing them to offer an interesting and valuable piece of content to further move prospects down the funnel.

Long-Term Value: Unlike blogs or social media posts, whitepapers have a longer shelf life. They can serve as evergreen resources that continue to attract and engage prospects long after their initial publication. Your whitepaper can be the cornerstone of your marketing strategy and approach for the next 6-12 months if strategically curated and promoted effectively.

Whilst it is true that content types have diversified because of the audience’s preference for bite-sized, easily digestible content, the benefits you can achieve with a cutting-edge, thought-provoking whitepaper highlight that they still hold a well-deserving place in modern marketing strategies. But they must be written and promoted effectively, and with relevancy, with the audiences’ changing behaviours and preferences in mind.

So, how can businesses navigate this shift?

  1. Interactive Elements: Incorporating interactive elements such as quizzes, calculators, or assessments can make whitepapers more engaging for modern audiences.
  2. Visual Enhancements: Integrating attractive and creative visuals like charts, graphs, and infographics can break up dense copy and make complex information more comprehensive and retain the reader’s attention span.
  3. Ongoing Promotion: Your marketing activity to promote your whitepaper is equally, if not more important than the content piece itself. A strong, digital marketing strategy that is aligned to your audiences’ preferences will ensure optimum opportunity for lead capture and downloads.
  4. Focus on your Audience: Will they download and read a whitepaper? Can you offer valuable insights and information that provide them tangible solutions and next steps? The whitepaper has to go above and beyond just promoting your brand or service – it needs to be a content piece that they will find interesting and valuable.

The digital marketing landscape is constantly transforming, yet whitepapers hold their ground as a pivotal resource for businesses aiming to cement their status as thought leaders, educate their audience, and drive lead generation through effective creation and promotion.

As we navigate through this evolution, it’s clear that while the environment and our audiences are constantly developing, whitepapers are far from dead and remain highly relevant. To stay alive, however, they must adapt to keep pace with these ongoing developments.

Opinion piece by Account Director, Jess House

Did you know we offer a comprehensive whitepaper campaign package, that actually delivers results?

Expertly crafted to drive downloads and gather critical prospect data, our service includes concept creation, the whitepaper itself, data purchase, direct mail, and the core components of a successful campaign: email, social, paid social, phone outreach, and dedicated account management. Benefit from regular reporting and a segmented database of your target audience to track engagement levels, including whitepaper downloads.

Contact us today to discover how our tailored whitepaper campaign can generate leads and grow your business.

The SaaS Blueprint: Building Brand Trust Through Unified Outreach

When delving into the world of SaaS, it’s easy to become overwhelmed by the myriad of strategies and methods on offer. Yet, one fundamental truth stands out: our approach truly counts.

Now, there’s no denying the time-tested efficacy of the phone. There’s something about the immediacy of voice, the rapport it establishes. It’s undeniably our ace in the hole. However, let’s face it, we’re in a digital era, and platforms like Email and LinkedIn are simply indispensable. They’re not mere add-ons; they’re part of the core trio. These platforms grant us the ability to engage potential clients in diverse yet equally impactful ways, and when used effectively, they each compliment and bolster the others.

This brings me to another key point: the potential outcomes when sales and marketing join forces. The era when sales and marketing operated in their own bubbles is, thankfully, bygone. In today’s world, especially within SaaS, the fusion of the two has led to some incredible results. Our SDR teams receive these qualified, nurtured, warm leads, transforming conversions into genuine dialogues.

A unified front is essential. It’s not just about the message but ensuring it’s delivered harmoniously. If our marketing colleagues are communicating a narrative, it’s pivotal we’re all on the same page, talking the same language and replicating each other’s approach. This alignment doesn’t just enhance our brand’s authenticity, it amplifies it, particularly when our SDRs are reaching out.

Lastly, there’s the matter of brand trust. With marketing standing shoulder to shoulder with sales, reinforcing the narrative, it’s akin to bestowing our brand with a seal of credibility. And trust me, that doesn’t go unnoticed.

In conclusion, as the SaaS industry continues to grow and evolve, it’s pivotal that we remain agile, adaptive, and most importantly, integrated in our approach. By ensuring that our sales and marketing efforts are not just aligned but intertwined, we position ourselves for sustained success and growth. Always remember the basics: integration, consistency, and collaboration.

See how this simple, collaborative approach has led to many success stories with clients the SaaS sector, here.

Opinion piece by Sales Director, Marco Alfano-Rogers

A New Era of Marketing: The Rise of LinkedIn Live Events

In the aftermath of the pandemic, live events have gained even greater prominence on online platforms. Among these platforms, LinkedIn Live Events have emerged as a dynamic tool for businesses and individuals alike to connect, engage, and expand their networks. With the potential to reach a global audience at the click of a button, and boost brand awareness further than ever before, LinkedIn Live Events have become a key part of modern marketing strategies for B2B businesses.

In this blog, we’re delving into the significance of these events, best practices for hosting them, and how to leverage the data generated for further marketing endeavours.

The Global Impact

The dominance of LinkedIn as the leading professional platform is indisputable, with a membership exceeding 930 million individuals spanning across 200 countries globally. In 2022, engagement on the platform surged by an impressive 22%*.

This surge in engagement finds its roots in LinkedIn’s innovative feature: LinkedIn Live Events. These events have taken the virtual stage by storm, facilitating real-time interactions with audiences across the globe. It’s estimated that thousands of LinkedIn Live Events run each day globally*, showcasing the platform’s immense potential for connecting professionals, sharing knowledge, and driving engagement. Furthermore, live streams hosted on LinkedIn garner 7 times the reactions and a staggering 24 times the comments compared to regular videos!*

These statistics alone underscore the significance of incorporating LinkedIn Live into your marketing plan.

Key Benefits of Running LinkedIn Live Events for Brand Awareness

LinkedIn Live Events offer a myriad of benefits, particularly in boosting brand awareness:

✔️ Extended Reach: The live nature of these events attracts attention, and the potential to reach thousands of viewers can significantly amplify your brand’s visibility.

✔️ Guest Speaker Effect: Inviting guest speakers extends your reach even further, leveraging their existing networks and establishing your brand as a hub of valuable information. You can amplify this by strategically partnering with LinkedIn creators who share expertise in a related field or topic. Collaborating with creators who align with the theme of your event can provide a powerful boost to your event’s credibility and visibility.

✔️ Engagement and Authenticity: Live events create a genuine connection with your audience, humanising your brand and fostering a stronger sense of trust and loyalty.

✔️ Relevant Followers and Network Expansion: By hosting compelling events, you’ll attract more high-quality followers on LinkedIn, thereby increasing the reach of your future content.

Best Practices for Running LinkedIn Live Events

So, you’re considering integrating LinkedIn Live Events into your marketing strategy, but you’re unsure of where to begin. To help you enhance the effectiveness of your events, we’re sharing some of our pre and post-event best practices that we follow here at Air.

Pre-Event: Setting The Stage

  • Content Relevance: Craft content that resonates with your target audience’s interests and needs. This will keep them engaged and eager to participate.

  • Engaging Hosts and Guests: Invite expert guest speakers participate in your events. This not only adds credibility but also broadens your reach by tapping into their networks.

  • Promotion: Promote your event well in advance to build anticipation. A countdown is very effective. Utilise LinkedIn posts, and other social media channels to attract attendees.

  • Technical Preparation: Familiarise yourself with the streaming platform you’re using. For instance, platforms like StreamYard offer the advantage of advanced scheduling and branding options.

  • Timing: Timing plays a pivotal role in the success of LinkedIn Live Events. Carefully selecting the optimal time considers factors like time zones, audience preferences, event themes, and avoiding conflicts with other commitments. A well-timed event maximises audience participation and engagement, showcasing your consideration for their convenience and ultimately contributing to a more impactful and successful experience.

  • Data Collection: When setting up your LinkedIn Live Event, tick the box to enable the organiser to collect attendee information. This data can be extracted after the event and used for things like email marketing (we’ll talk more about this later in the blog).

  • Interactivity: During the event, encourage audience engagement through polls, Q&A sessions, and comments. Interaction creates a sense of community and helps maintain interest throughout the event.


Post-Event: Leveraging Data, Content and Email Marketing

As mentioned earlier, the data generated from LinkedIn Live Events can be a real treasure trove for your marketing efforts. Here’s how:

  • Registration Data: By enabling the registration form during event setup, you collect valuable information about your attendees. This data can include their name, job title, email address, LinkedIn Profile URL and marketing communications consent.

  • Connection Strategy: Connect with key stakeholders on LinkedIn who attend your events. This fosters a more personalised relationship and increases the likelihood of them engaging with your brand in the future.

  • Email Marketing: Utilise the collected data for targeted email marketing campaigns. Craft tailored messages that address the specific needs and preferences of your audience, driving higher engagement and conversion rates.

  • Content Recycling: After the live stream, the live event recording can be edited and distributed across diverse platforms, such as your website’s knowledge hub, YouTube channel, and other social media outlets. Through the process of repackaging the content into smaller, topic-specific segments, it becomes not only more accessible but also more digestible for a broader audience.

In conclusion, LinkedIn Live Events offer an exciting opportunity to engage with a global audience, enhance brand awareness, and strengthen your network. By following best practices, inviting guest speakers, and leveraging the power of streaming platforms like StreamYard, you can create a memorable and impactful experience for your audience. Moreover, the data collected during these events serves as a valuable resource for future marketing endeavors, especially in email marketing campaigns. As the digital landscape continues to evolve, embracing the potential of LinkedIn Live Events is an investment that can yield substantial returns in terms of brand growth and engagement.

Opinion piece by Senior Marketing Executive, Hannah Sanders

*Source: The Social Shepherd

Explore some of Air Marketing’s most successful Live Events to gain insights into our effective event management techniques:

Alternatively, if you’re looking to elevate your brand with the power of social media, get in touch here or call us on and we’ll talk you through how our expert team can help you achieve your goals with organic content marketing

Account-Based Marketing (ABM): Why We Love It, Understanding Its Power

Traditional marketing techniques can sometimes fall short in reaching and engaging with the right audience in today’s fast-paced business landscape. That’s where account-based marketing (ABM) steps in, reshaping the way businesses connect with prospects. 

The Rise of ABM: A Shift in Marketing

Account-based marketing represents a significant shift from the age-old quantity-focused marketing strategies to a quality-driven, hyper-personalised approach. The days of casting a wide net and hoping for leads are gone. ABM allows businesses (especially those with niche target audiences and smaller addressable markets) to focus their efforts on high-value accounts and establish meaningful relationships with key decision-makers. This tailored approach ensures that marketing resources are invested where they are most likely to yield the desired results.

Unlocking the Power of Personalisation

One of the most compelling aspects of ABM is its ability to deliver personalisation effectively across a wide range of target accounts. By leveraging technology, data analytics, and advanced targeting techniques, businesses can craft highly relevant and personalised content that speaks directly to the pain points and needs of individual accounts. Gone are the days of generic, one-size-fits-all marketing messages that fail to resonate. ABM empowers businesses to provide tailor-made solutions, building trust and credibility with their target audience.

Sales and Marketing Synergy: A Recipe for Success

For far too long, sales and marketing teams have operated in silos, causing inefficiencies, and missed opportunities. ABM bridges this divide by promoting collaboration and aligning the efforts of both departments. Through joint account planning, shared goals, and regular communication, ABM fosters a unified approach where marketing and sales work hand in hand to nurture and convert target accounts. This synergy not only improves the efficiency of the sales cycle but also enhances customer experiences, leading to better retention and increased revenue.

Tangible ROI: Measuring Success

One of the reasons why ABM has gained immense popularity is its ability to deliver measurable results. ABM allows businesses to track key metrics such as engagement rates, conversion rates, and revenue generated from target accounts. This data-driven approach empowers marketers to optimise their strategies, make informed decisions, and demonstrate the tangible return on investment that stakeholders crave.

Overcoming Challenges: Commitment and Collaboration

Implementing an ABM strategy is not without its challenges. It requires a deep understanding of target accounts, a commitment to personalised experiences, and the adoption of advanced technologies and data analytics tools. Additionally, it demands patience as it is a medium-term strategy that may not yield immediate results. However, the rewards of ABM far outweigh the initial hurdles. While the impact of ABM may take some time to fully materialise, it is important to remember that the true benefits manifest within the sales pipeline. ABM allows for the cultivation of relationships, the nurturing of leads, and the development of targeted engagement strategies that gradually move prospects through the pipeline. By consistently engaging with key accounts and delivering personalised experiences, businesses can steadily build momentum and generate valuable opportunities. Ultimately, the investment of time and resources is well worth it when businesses witness the transformative impact ABM can have on their growth trajectory.

Conclusion

Account-based marketing has ushered in a new era of marketing excellence, where personalised experiences and targeted strategies reign supreme. As a passionate advocate for ABM, we firmly believe that this approach offers businesses an unprecedented opportunity to connect with high-value accounts, build enduring relationships, and drive sustainable growth. By embracing the principles of ABM, businesses can unlock a world of possibilities and elevate their marketing efforts to new heights. ABM is not just a passing trend; it’s a strategic mindset that empowers businesses to thrive in the dynamic and ever-evolving landscape of modern marketing.

Opinion piece by Head of Marketing Services, Verity Studley-Wootton, and Digital Marketing Manager, Becca Duckering.

Why LinkedIn for Advertising?

To me, LinkedIn is my ‘go-to’ for advertising. Many business owners are extremely successful in using LinkedIn ads to generate more leads and sales, and they do absolutely work if they are done right. Here’s how:

It’s unique

LinkedIn is different from other social networking sites, such as Facebook, Twitter, and Instagram, as it’s designed specifically with business networking in mind.

Options

As well as setting your objectives, whether it’s brand awareness, website, or a lead generation campaign, there are also different options for which format you want your campaign to run as. This is an ‘ad format’ which could be a single image ad, a carousel ad, an InMail, a conversational ad, a video ad and much more! I personally am a fan of single-image ads and carousel ads – anything ‘visual’ gets great results.

Targeting abilities

LinkedIn targeting capabilities are granular, allowing you to target specific industries, company sizes, job titles and more. This makes it easier for businesses to reach their ideal audience.

Trust

LinkedIn is a reliable and trustworthy platform that promotes user engagement with informative content. It stands out as a professional networking platform that prioritises business networking and professional content sharing, in contrast to other social networking platforms that emphasise personal connections, entertainment, and social content sharing.

Reporting at its finest

I recommend producing a weekly report for your campaign. This enables you to make edits to how your campaign is running. For example, you can pull a demographics report and see who is interacting with your ad (job titles/location/industry and so on), and if you’re not happy with who is engaging with your ad, you can easily make adjustments based on the data.

How to create engaging ad content that resonates with your target audience

  • Use visually appealing imagery that is relevant to your brand and message
  • Use concise, attention-grabbing headlines and copy that clearly communicate your value proposition
  • Use customer testimonials or case studies to provide social proof and demonstrate the benefits of your products or services
  • Use strong calls-to-action (CTAs) that encourage viewers to take action

For example, a B2B software company could create an ad campaign that features a customer testimonial video, highlighting how their software has helped streamline their business operations. The ad should feature a clear CTA, encouraging viewers to sign up for a free trial of the software.

How to leverage LinkedIn’s targeting capabilities

  • Use the targeting options to narrow down your audience based on criteria such as job title, company size, industry, and location
  • Use the “Matched Audiences” feature to retarget users who have engaged with your website or other LinkedIn content in the past
  • Use the “Lookalike Audiences” feature to reach users who are similar to your existing customers or leads

For example, a B2B marketing agency could create an ad campaign that targets marketing managers at mid-sized tech companies in the United Kingdom. They could also use the Matched Audiences feature to retarget users who have visited their website in the past, and the Lookalike Audiences feature to reach users who have similar job titles and company sizes to their existing customers.

How to ensure you are getting the most out of your ad spend

As mentioned above, it’s important to monitor and optimise your campaigns regularly. This involves analysing your ad metrics to identify areas for improvement, such as increasing click-through rates (CTR) or reducing cost-per-click (CPC). Some best practices for monitoring and optimising your campaigns include:

  • Setting up conversion tracking to measure the effectiveness of your ads in driving leads or sales
  • Running A/B tests to compare different ad creatives or targeting options
  • Adjusting your budgets to optimise your ad delivery and maximize your ROI

By regularly monitoring and optimising your campaigns, you can ensure that your ad spend is being used effectively and that you are reaching your target audience with engaging ad content.

In conclusion, while Facebook, Twitter, and Instagram are popular social networking sites for advertising, LinkedIn stands out as a unique platform designed specifically for business networking. Its granular targeting abilities, diverse ad formats, and reliable user engagement make it a powerful tool for businesses in the B2B space. The ability to produce weekly reports and make adjustments to campaigns based on demographics ensures that businesses can continuously optimise their advertising efforts. However, it’s important to note that each platform has its own unique strengths and should be considered based on individual advertising objectives.


Opinion piece by Nicola Roberts – Senior Digital Marketing Executive at Air Marketing