Best Practice Guides

In-depth practical guidance on a specific technique or business issue, including email marketing, social media, customer loyalty & retention, SEO & PPC and lead management.  

  • August 2014
    The corporate social responsibility (CSR) guide is designed to assist B2B marketers explore the context and drivers for more responsible business practice and presents the critical dimensions of business value CSR can impact upon and contribute to. This guide outlines the standards of CSR, legislation and threats and how to measure success.
  • August 2014
    This guide is designed to help B2B marketers understand how influencer marketing can affect the behaviour of buyers, customers and stakeholders. This guide provides a step-by-step approach to becoming an influencer through research and planning, marketing to other influencers and measuring success.
  • June 2014
    This introductory guide is designed to help business-to-business marketers get to grips with the basics of sales and marketing alignment.
  • February 2014
    This introductory guide is designed to help business-to-business marketers get to grips with the basics of content marketing. It talks marketers through step-by-step planning, implementing and maintaining a successful content marketing programme.
  • February 2014
    This report is designed to help business-to-business marketers understand how crowdsourcing can enrich their customer insight, gather product ideas and feedback, capture and anaylse data. This step-by-step guide talks marketers through planning, starting and managing a crowdsourcing project.
  • December 2013
    This Multidevice Best Practice Guide is designed to help business-to-business marketers understand how mobile devices are changing the way brands' websites need to serve all types of devices to gain more exposure and conversion rates.
  • November 2013
    This Direct Marketing Best Practice Guide is designed to help B2B marketers utilise direct mail to effectively communicate and engage customers and prospects. It also offers tactics for planning successful campaigns and the pitfalls to avoid.
  • August 2013
    This Infographics Best Practice Guide is designed to help B2B marketers utilise infographics to effectively communicate important information and key insights to their customers and prospects, as well as internal and external stakeholders.
  • July 2013
    This Sales Enablement Best Practice Guide is designed to help B2B marketers maximise their sales team’s ability to sell more effectively by providing them with key insights and resources to better understand their buyers.
  • May 2013
    This Marketing to BRIC Countries Best Practice Guide is designed to help B2B marketers or influencers successfully drive expansion into one or more of the BRIC countries, and to understand marketing issues and implications of this task.