ON AIR: With Owen Episode 80 Featuring Arden Styles – CCO at CEGEN Environmental Group

Introducing our 80th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 80th guest is Arden Styles, CCO at CEGEN Environmental Group. Owen and Arden have a discussion around discovering the true essence of a brand.

Including:
– What ‘brand essence’ means and why it’s important
– Real life examples of brand essence
– How brand essence can represent much more than the product you are selling
– How brand essence works in a B2B environment
– Increasing the degree of certainty: what it means and why it’s important for your clients
– How to define the essence of your brand, and at what stage it should be done
– Aligning a personal brand with an organisation’s brand, and the part digital presence plays
– The know, like, trust funnel
– The types of content a marketer should be producing to promote the essence of the brand
– Real life examples of marketing campaigns that have done this effectively

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.

Building Brands UK Workshop by Shaun Weston: How to Make Your CRM Sexy to Enable You to Achieve Your Marketing Goals

Shaun Weston, the brilliant mind behind our CRM strategy, delivered an incredible workshop at the Building Brands UK event on 23rd May. This workshop was a valuable opportunity for our audience to gain insights into the intricacies of CRM implementation.

For those who were unable to attend the event or wish to revisit the workshop, the recording is now available for you to watch above. 

Shaun covered a comprehensive range of topics, including:

– Understanding the fundamentals of a CRM
– Collaborating seamlessly with sales teams through CRM
– Harnessing accurate data on lead and customer journeys to showcase Marketing’s impact
– Gaining actionable insights on MQL conversion through CRM
– Consolidating data from various sources (organic social, paid social, email, PPC, web, landing page design) in one CRM for enhanced effectiveness
– Closing the feedback loop and improving lead quality with CRM data instead of relying on opinions and emotions
– Empowering end users to become early adopters and advocates of CRM

BOOK A TECH STACK AUDIT WITH SHAUN

Your most important relationship is the one that you have with your customers. So why not make it as smooth as possible?

With the right software in place, you can enhance your sales and marketing processes and boost your ROI.

We’re offering a free tech stack audit to help you understand your existing CRM and identify any inefficiencies. We will provide honest, actionable recommendations to optimise your tech stack and improve your business operations. Request your audit by completing the form.

Download: Why a Killer Marketing Strategy is Non-Negotiable

Your marketing strategy is like a roadmap to achieving your business goals. It’s the foundation that supports your success; encompassing a plan that outlines the key steps and tactics required to effectively promote your products or services, connect with your target audience, and ultimately drive desired outcomes.

It needs to answer the following questions:

WHAT? What are your business goals?

WHY? Why should your people choose you over your competitors?

HOW? How will you reach and engage with your audience?

Why a Killer Marketing Strategy is Non-Negotiable is a guide by Air Marketing, designed to provide you with 4 key lessons to help you create a killer marketing strategy, tailored to your business. 

From your company’s vision to who you target and how you position yourselves to them, a killer marketing strategy contains everything you need to succeed when it comes to communicating with your customers – both current and prospective!

These 4 lessons include…

  • Sizing up your competitors
  • Analysing your business
  • Getting brutal with your targets
  • Getting it done!
Get your FREE copy of the guide by completing the form below.

LIVE Event: The Great Debate – Paid Vs. Organic

Introducing our first live debate of 2023 in our popular debate series! We’re excited to tackle the topic of Paid vs Organic – where is best to invest your marketing budget in 2023?

Our panellists have tried and tested in their field, they have their favourite and they’re ready to battle it out…

Fighting for team ‘Paid’ we have:
Jaye Cowle – Managing Director of Launch

And on team ‘Organic’ we have:
Sam Dunning – Co-Owner of WEB CHOICE
Dan Holt – Managing Director of Boss Digital

Sitting in the cross-fire and chairing the debate is our very own Founder & CEO, Owen Richards.
 
Who is it for?
Founders
Sales Leaders
Revenue Leaders
Sales Managers
Sales Development Representatives

LIVE Roundtable: Be Brave, Sell More – Why bravery in your sales and marketing can drive growth

Re-play our FIRST live roundtable event of 2023, where we brought together some of the bravest marketers and personal brands to discuss the power of being brave in the world of sales and marketing.

Our panel of experts shared their experiences and insights on how taking bold actions and embracing risk can lead to greater success.

Featuring:
Bethany Joy – Brand Voice Strategist
James Brooks – Founder of Team Brooks
Lewis Kemp – CEO at Lightbulb Media
Matty Potter – Illustrator & Animator at Offended

They covered:

✔️ The role of bravery in innovation – how can companies balance the need to try new things with the need to protect their reputation and bottom line?

✔️ Impact on customer trust and loyalty – how can companies build trust with customers while taking risks and trying new things?

✔️ Use of data and analytics – how can businesses use data to inform their approach and mitigate potential negative outcomes?

✔️ Potential benefits and drawbacks of “playing it safe” in marketing – in what situations might a conservative approach be more effective?

✔️ The role of leadership in promoting a culture of being brave – how can leaders encourage their teams to take risks and try new things.

Take the opportunity to learn from the best and gain valuable insights on how to take your brands to the next level.

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers

DOWNLOAD OUR GUIDE

TO FEARLESS MARKETING

We’ve pulled together 4 lessons to help you think differently about your marketing strategy, ultimately resulting in more sales and long-lasting relationships with your ideal customer. Just fill out the form below to receive your copy.

Day 12 of Air Marketing’s 12 Days of Christmas: Air 2022 Rewind

It’s been a year like no other, and as we turn the page on 2022, we’re taking a moment to relive the most memorable moments that have shaped our business culturally in the past year.

Watch the video montage:

And that concludes Air Marketing’s 12 Days of Christmas campaign. We hope you found our content useful and enjoyable, and and we look forward to continuing to connect with you and support your business needs in the new year.

On behalf of everyone at Air Marketing, we wish you a very Merry Christmas and a Happy New Year!

Day 11 of Air Marketing’s 12 Days of Christmas: Merry Spot the Difference

Merry Spot the Difference

Get into the holiday spirit with our festive spot the difference game! Can you spot all seven differences between the two Christmas scenes?

Test your eye for detail and have some fun while you’re at it. From decorations on the tree to presents under the mistletoe, see if you can find all the hidden differences in these jolly holiday scenes.

Click the button below to send your answers to us via email.

DAY 12 OF AIR MARKETING’S 12 DAYS OF CHRISTMAS

What’s behind the final door?

Day 10 of Air Marketing’s 12 Days of Christmas: Can You Identify the 10 Iconic Brands Nestled In and Around the Tree?

Can you identify the 10 iconic brands nestled in/around the tree, and around the fireplace?

Welcome to our holiday game of brand guessing! We’ve hidden 10 famous brands in and underneath the tree, and around the fireplace… and it’s up to you to discover which ones they are!

Are you ready to put your brand knowledge to the test? Let’s get started.

Click the button below to send your answers to us via email.

DAY 11 OF AIR MARKETING’S 12 DAYS OF CHRISTMAS

What’s behind door number 11?

Day 7 of Air Marketing’s 12 Days of Christmas: Be Brave Sell More Guide

Does your marketing need a spruce up? (Excuse the Christmas pun!) 🎄 Tired of sending out the same old fluff and seeing the same low ROI?

Then this guide is for you. 

We’ve pulled together 4 lessons to help you think differently about your marketing strategy, ultimately resulting in more sales and long-lasting relationships with your ideal customer. 

The 4 lessons include:

  • Be Brave And Look Closer At The Numbers
  • Be Brave With Your Content
  • Be Brave With Your Targeting
  • Be Brave With Your Delivery

Put together, our 4 lessons in fearless marketing will make you serious money… so download it today!

DAY 8 OF AIR MARKETING’S 12 DAYS OF CHRISTMAS

What’s behind door number 8?