Toggle menu Why companies struggle to make MarTech a great success story in their organisations? by Raffaele Apostoliti March 16, 2021 Recent articles show that there are more than 8000 MarTech applications in the market, signifying an incredible growth over the last ten years. This is undoubtedly a sure sign that MarTech plays a growing and essential role in marketing. However, it can also open up a challenge for marketing departments… Share this: LinkedInTwitterFacebookMore Like this: Loading... DEMAND GENERATION 0 Why most of the European companies overlook Twitter as lead generation channel? by Marco Ottonello October 25, 2019 Twitter can also be a crucial channel to engage with buyers, converse with your market and eventually generate leads. However, very few European companies still haven’t harnessed Twitter’s potential and instead use it in a deeply limited manner. Share this: LinkedInTwitterFacebookMore Like this: Loading... DEMAND GENERATION, OMNICHANNEL 0 Partner Concierge Marketing: fast track to your channel growth by Paola Dotti September 10, 2019 Concierge marketing has been around for a long time in B2B, especially by large vendors to support their Mid Size and SMB partners. The idea behind concierge marketing is simple. For a relatively small fee you can provide or give Partners that may lack the resources and financial strength needed… Share this: LinkedInTwitterFacebookMore Like this: Loading... CHANNEL MARKETING, DEMAND GENERATION, EXPANDI GROUP, PERFORMANCE MARKETING, UNCATEGORIZED 0 Don’t leave your lead generation strategy to chance! by Paola Dotti July 11, 2019 In Ryan Myers’ excellent article “Why Outsourcing Your Lead Generation Strategy Might Be a Good Idea” published on HubSpot, he clearly explains the benefits of a company evaluating and considering outsourcing all or part of its lead generation engine. Ryan presents three simple rules: Outsourcing your lead generation makes sense when …… Share this: LinkedInTwitterFacebookMore Like this: Loading... DEMAND GENERATION, PERFORMANCE MARKETING 0 Make Growth Hacking your next B2B venture by Marco Ottonello June 7, 2019 Still a relatively new phrase to the marketing world, Growth Hacking is – as the name suggests – all about growth (and definitely not about hacking). A common strategy for early stage startups, Growth Hacking is particularly useful for companies in need of massive growth in a short span of… Share this: LinkedInTwitterFacebookMore Like this: Loading... DEMAND GENERATION, PERFORMANCE MARKETING 0 If you want to play, you gotta pay. by Marco Ottonello April 26, 2019 One ongoing debate among digital marketers is whether companies should pay to promote their own content.We have two different points of view here: The Purists who think providing customers with relevant and qualitative organic content is enough to drive traffic, generate leads, motivate engagement and boost sales conversions.On the opposite end of the spectrum, the Pay-to-Play advocates believe pure content marketing isn’t sustainable and companies have to pay to place their content in front of their target audience. Share this: LinkedInTwitterFacebookMore Like this: Loading... DEMAND GENERATION, PERFORMANCE MARKETING 0 2019: the year of Performance Marketing by Marco Ottonello February 18, 2019 Before the new year began, everyone was talking about the latest marketing trends and hot topics, releasing lots of articles and blogs discussing predictions for the upcoming 12 months. What we can certainly take away from all the discussion is that in 2019, we can expect digital to continue its… Share this: LinkedInTwitterFacebookMore Like this: Loading... ACCOUNT BASED MARKETING, DEMAND GENERATION, PERFORMANCE MARKETING 0 B2B needs a new model for performance marketing by Raffaele Apostoliti January 23, 2019 Six principles that should underpin any client or agency’s approach to performance marketing in B2B. When talking about performance marketing, people normally think of online advertising. Pay-per-click (or pay-per-action) is the performance model agencies and media typically offer to their advertisers, but this model mainly works at a tactical level…. Share this: LinkedInTwitterFacebookMore Like this: Loading... ACCOUNT BASED MARKETING, CHANNEL MARKETING, DEMAND GENERATION, EXPANDI GROUP, OMNICHANNEL, PERFORMANCE MARKETING, TOPIC, ... 0 Six reasons to consider Facebook for B2B lead generation by Marco Ottonello December 30, 2018 The purpose of this article is to highlight the opportunities that Facebook offer to target a B2B audience. Facebook is becoming more and more B2B oriented but I am still seeing too many companies that consider Facebook as a mere B2C network. I also make some comparisons between LinkedIn and… Share this: LinkedInTwitterFacebookMore Like this: Loading... ACCOUNT BASED MARKETING, DEMAND GENERATION 0 Performance marketing: a new approach! by Marco Ottonello December 27, 2018 When talking about Performance Marketing, people normally think of online advertising. Pay per Click (or Pay per Action) is the performance model agencies and media typically offer to their advertisers, but this model mainly works at a tactical level. Now, with the increasing importance of data analytics in B2B, a… Share this: LinkedInTwitterFacebookMore Like this: Loading... DEMAND GENERATION, PERFORMANCE MARKETING, UNCATEGORIZED 0 How to use social media for lead generation with an Account-Based Marketing strategy by Marco Ottonello March 20, 2018 Social media is a key component of inbound marketing and, despite initial hesitations, companies are now recognising its potential in generating value for their brand. But how do they capture that value? How can a “like”, a “comment” or a “follower” be transformed into a lead and eventually a customer? Share this: LinkedInTwitterFacebookMore Like this: Loading... ACCOUNT BASED MARKETING 2 B2B Companies, stop using megaphone to talk to your buyers and start dialoguing with them by Marco Ottonello September 26, 2018 There is little denying that social media has become a fundamental channel for B2B companies. Social media now represents a prevalent source of information for decision makers and has transformed the purchasing process. This new shift in online marketing showcases all the more that information control now lies with the… Share this: LinkedInTwitterFacebookMore Like this: Loading... CHANNEL MARKETING, DEMAND GENERATION, OMNICHANNEL, UNCATEGORIZED 0 Power is nothing without control by Marco Ottonello May 31, 2018 You probably remember the famous 90s tyre brand TV commercial with the slogan: “Power is nothing without control”. The same principle can be applied to digital marketing where Power can be substituted for technology and Control for strategy. Marketers have plenty of powerful software available to improve their digital marketing… Share this: LinkedInTwitterFacebookMore Like this: Loading... DEMAND GENERATION, PERFORMANCE MARKETING 0 1 2 Next Subscribe to our Blog Enter your email address to subscribe and receive notifications of new posts by email. By submitting your email address you accept our privacy policy. Your email address Subscribe Expandi Head Office Davidson House, Forbury Square Reading, RG1 3EU United Kingdom +44 (0)7989 702957 contactus@expandigroup.com Recent Posts Why companies struggle to make MarTech a great success story in their organisations? Why most of the European companies overlook Twitter as lead generation channel? Partner Concierge Marketing: fast track to your channel growth Don’t leave your lead generation strategy to chance! 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