"The customer journey is crucial and the foundation for the approach towards (future) clients" Arjen Vissers, Managing Director for Marketing and Communications at Aon

Our blog series ahead of the Brand Marketing Summit Europe is now coming to an end, with the third and final interview. In our previous blogs, we spoke to Michal Szaniecki and Bart Visser, both of whom are speaking at this year's summit. Within the third interview of the series, we spoke to Arjen Vissers about how a marketing strategy with a structured approach that aims to build his brand is his focus for 2019. Arjen Vissers is the Managing Director for Marketing and Communications for Aon leading strategy creation and implementation. With over 30 years’ experience in marketing, communications and sales in both B2B and B2C industries, Arjen has led a strong focus on digital…

"Brands have realized they need to create a compelling narrative that excites, surprises and inspires consumers, potentially through 'immersive' experiences" Bart Visser, Director of Brand Marketing Spark Networks SE

In preparation for the Brand Marketing Summit Europe, we are continuing with our interview series. Our previous interview featured Michal Szaniecki, Managing Director SEAT and CUPRA, Volkswagen Group. In this interview, we speak to Bart Visser to better understand what he sees as the biggest and most exciting marketing opportunities in 2019. To see the full range of incites from the speakers of the summit, take a look at Incite Group's exclusive whitepaper. Bart Visser is responsible for all global Brand Marketing efforts for Spark Networks SE, one of the global leaders in online dating. Among its top brands are EliteSingles, Christian Mingle, Jdate, eDarling, JSwipe and Attractive World. Operating in…

"There is nothing more important than understanding the customer journey and delivering personalized experiences to your customer" Michal Szaniecki, Managing Director SEAT and CUPRA, Volkswagen Group

The future of marketing is personal. Brands are looking to create an in-depth understanding of the customer journey and how they can offer personalized interactions. Knowing your customer and their journey is down to effective use of data, and with more touchpoints and levers available to marketers than ever before the opportunities to engage are ample. As we get ready for the Brand Marketing Summit Europe, we spoke with three leaders and summit speakers to discuss how to successfully engage your customers and the innovations that will shake the way you work up. Incite Group has brought together key figures from Aon, Volkswagen and Spark Networks to discuss the key issues affecting brands marketing strategies and where they see the big, exciting opportunities…

Kate Burnett, MD of DMA Talent, discusses the growing need for neurodiversity awareness in the professional world with the chief marketing officer of Direct Line Group, Mark Evans

An underutilized talent pool – neurodiversity awareness

There is an increasing demand within the data and marketing industry for analytical, data-minded individuals, which will inevitably lead to the talent pool becoming stretched. The Institute of Direct and Digital Marketing’s (IDM) 'Professional Skills Census 2018' report highlights 'data-related skills' as a key area with skills gaps that need to be addressed. There are a number of areas within 'data-related skills' that marketers identified as growing in importance in the future, including 'Analyzing customer data/insight', 'Data analysis & reporting', and 'Data & database management'. There is a huge opportunity for data and marketing teams across the UK. As summarized by Robin Huggins, Head of MBN Academy/Data Lab MSc. Placement Programme at MBN Solutions. "Embracing Diversity…

Interview: Lee Odden, CEO and founder of TopRank Marketing and Author of "Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing"

One thing I have learned working for start-ups and big brands looking to build their presence through digital channels is the need for you to develop “continuous learning”. With the shifting technology landscape and the growth in new emerging channels to engage with audiences, the only way to keep on top of how you operate and to remain relevant is to identify good resources to follow Lee Odden is one of those people who has been a leading voice in the marketing industry – an author and founder of agency, TopRank Marketing you can also follow Lee on Twitter @leeodden I had the chance to catch up with Lee specifically on this very…

Interview: Assaf Eisenstein, Founder of Lusha

At Smart Insights we're always on the lookout for new tools which help marketers improve their business leads and sales. With many tools out their to help with outreach, we're drawn to Lusha, a new tool that not only helps improve the outreach process but enriches your CRM and Salesforce leads, and can be integrated with a range of other tools including MailChimp, Hubspot, and Intercom. We spoke to the Founder of the company, Assaf, to find out more:

1. What inspired you to create Lusha?

We live in a world that is data rich but information poor. While the web and all the social networks within it giving us countless ways to discover things and connect with people, professional’s are often stuck when it comes to having instant access to the information that matters when it matters. The pace of business is getting faster and our ambition…

A new type of content discovery platform which allows professionals to improve their knowledge and keep track of quality content in a single feed via a Google Chrome new-tab extension

It’s Monday. Your inbox shows a gazillion emails and most are from blogs you’re subscribed to. You already know that about 90% of them aren’t that relevant to you and that some 9% of them are lack of added value. You pick up your mobile and scroll through the Facebook/LinkedIn/Twitter feeds. While scrolling, you see a post about the latest content marketing technique. This post already has 400+ likes, some are your colleagues, but while you skim through the article you say to yourself “why have all these professionals liked this article? It’s full of basic fluff”. These days we are consuming our content mainly through blog subscription and social media. We…

Developing a strategic approach to LinkedIn Marketing for B2B companies - advice from Steve Phillip of Linked2Success

In this interview, Steve Phillip, a leading Coach and Expert on using LinkedIn shares his approaches and explains how his clients are using LinkedIn. The interview covers the essentials of using LinkedIn such as overcoming barriers to entry, avoiding the common mistakes, strategy planning for first time adopters, plus more advanced tips and hints on how to use this successfully. Barriers and solutions to using LinkedIn to generate B2B business are also covered. For more details on how to use LinkedIn strategically, use our Smarter guide. [si_guide_block id="25525" title="Download Premium Member resource – 7 Steps to LinkedIn Marketing" description="Understand how to best use all of the features of LinkedIn as an individual or as a business."/] Q. From your personal experience of working with companies who are new adopters…

Sajjad Bhojani, Head of Multi Channel Marketing and Developments outlines the Dunelm process for digital strategy creation

Our recent research on managing online channels shows that many businesses still don't have a digital strategy, although a good proportion now do. Our templates and guides give ideas on how to structure digital plans, but there is also the question of what is the best process for developing online and multichannel plans and reviewing performance against targets. To help answer this question I spoke to Sajjad Bhojani,
 when he was Head of Multi Channel Marketing and Development  at Dunelm and asked to explains their process for strategy creation and ongoing management of online channels. (This case study was originally in 2014, but we're sharing again to fit in with our multichannel marketing theme, since there are some interesting learnings). Dunelm is the UK’s largest…

We asked content marketing expert Stephen Bateman about how he uses the RACE framework to structure marketing campaigns for clients

Q. Yourself and Dave Chaffey of Smart Insights recently scoped out a project to improve the inbound marketing programme of a B2B telecommunications firm. Can you give us an idea of how RACE was utilised to scope out and plan the project?

Yes, the firm in question had been getting content from its agency for its inbound marketing programme for more than 18 months, and the team used the content to get “attention” from prospective buyers, but failed to generate the potential volume of qualified leads (MQL) they expected. There are lots of reasons why the team felt underwhelmed by their content marketing and inbound marketing programmes, but this is what happened over time: The team kicked off its inbound marketing programme, with a documented strategy that identified goals, audiences, content, process and…