Tomorrow People is an award-winning, data-driven content marketing agency with offices in Birmingham (UK), London (UK) and New York (US). They believe the secret to marketing success, no matter whether its ABM, product marketing, inbound or any other strategy, is compelling content.
Founded by two partners in 2011, Tomorrow People employs over 30 people across editorial, web development, account management, design and digital marketing teams, as well as working closely with a pool of sector expert copywriters and videographers.
Across five core areas of data, strategy, execution, technology, and consultation, Tomorrow People uses content to redefine marketing strategies for some of the world’s best-known organisations such as Oracle, TrustPilot, Unify, Tech Data, TeamViewer, and Solvay.
Download this free guide full of insight to learn how the face of marketing is changing, and how you can be a part of the revolution.
B2B Marketing surveyed 172 B2B marketers globally, in association with Tomorrow People, to find out why marketers need to differentiate the content they produce, the challenges they face and why consistency is such a bad thing
To stand out, you need exceptional ideas and compelling content in fascinating formats. All three can be enabled by one factor: data, connected and informing decisions at three levels of your business. On top is the customer’s content experience, the base is the data management level, and connecting them is the engagement level. If you focus on these three areas, each with data at the core, you will succeed in building a successful content strategy and with it that essential bond with your target audience.
This article brought to you by B2B Marketing and Tomorrow People will take you through all three from the bottom up.
Unsurprisingly, given its name, content marketing tends to encourage a focus on creating and distributing good quality content. But smart marketers are increasingly aware that such a literal understanding of the discipline is not good enough. Content for content’s sake will not do.
In this industry report, B2B Marketing have teamed up with Tomorrow People to find out whether marketers are paying sufficient attention to what their data tells them when producing content strategies.
Ninty-one per cent of B2B purchasers said that WOMM – word of mouth marketing – is the most important influencer in their buying process. And what's more, getting your customers to do your marketing for you is the most effective way to sell your products and services. Word-of-mouth marketing has long been recognised as one of the most powerful tools in a B2B marketers arsenal, but do you know just how important it is?
This whitepaper by Tomorrow People discusses the importance of WOMM and provides top tips from some of the best resources around to help you make the most out of it.
The strategy for effective lead generation – inbound marketing's primary focus – is simple: focus on what you want your website to do, rather than what it is. Despite this, over half of marketers don't think they're doing it right. When it comes to revitalising lead generation, making a few small changes can see figures increase dramatically – the overarching theme is thinking about processes rather than points.
This whitepaper by Tomorrow People provides a step-by-step guide to help marketers overcome lead generation difficulties, highlighting some of the simple changes that can be implemented for great inbound results.
Running a highly engaged marketing campaign can be a costly venture and is not always the best way to get your company noticed. This is where super fans - or brand advocates can prove invaluable. These customers will help spread the word about your brand in a much more effective way than paid opportunities can.
This whitepaper by Tomorrow People will show you how to find and engage with advocates, how best to utilise them in your campaigns and how to measure the success of brand advocacy.
Personalisation is no longer an option, but vital if your brand is going to succeed in this new era of marketing.
Creating customer personas is the perfect way to ensure your marketing is personalised. Personas are fictional profiles of customers, created by analysing data and linking together common themes.
By creating these types of profiles companies can ensure they address prospects individually, therefore ensuring campaign success.
This Tomorrow People whitepaper reveals how to research and create customer personas, allowing your company the best possible chance of delivering bespoke content for each customer.
Brands need to utilise their social channels to create and promote content that prospects want to consume and share.
However, this is easier said than done. Recent research by Tomorrow People showed that 55 per cent of marketers don't feel their content is achieving maximum ROI. Meanwhile, only 31 per cent of marketers believe their social listening is fully effective.
This Tomorrow People whitepaper reveals the importance of social listening, and offers six ways marketers can utilise social tools to create content that converts with customers.
Eighty per cent of sales occur between the fifth and twelfth time a company contacts a prospect. However, only 12 per cent of sales professionals contact leads more than three times.
This whitepaper written by Tomorrow people offers five simple steps to ensure leads are nurtured correctly to ensure maximum ROI.
Content marketing has taken the world by storm and nine out of 10 organisations now use it. So, now is the time to take your content strategy one step further by tailoring it to the the different stages of the customer lifecycle.
This whitepaper by Tomorrow People takes a look at the key stages of the customer lifecycle and what content you should be providing at each stage.
Prospects expect personalisation in this new era of marketing. They want to be spoken to directly, so your marketing should be addressing their precise business pains. Success is tough in this new arena though, it is an issue that can throw up real challenges for inbound marketers who must ‘lure’ customers to their content.
Tomorrow People take a look at why creating incisive personas of your customers is essential to the inbound process.
Inbound marketing has blazed a path through the marketing world in the past few years, offering great ROI for those who fully understand the process. There is, however, a serious problem.
According to Tomorrow People’s ‘How good are you at inbound marketing?’ survey, 55 per cent of marketers disagreed with the statement that they are were achieving maximum ROI from their content and 48 per cent were dissatisfied with the number of leads created by their inbound marketing activities.
This whitepaper ensures B2B marketers overcome these issues by explaining how to create high-performing inbound marketing campaigns.
Strategy for lead generation - inbound’s primary goal - involves looking at what you want your website to do, rather than what it is. Tomorrow People found that over half of marketers aren’t sure they’ve got it right.
This whitepaper reveals the changes marketers can make to their brand's website that will make a big difference to lead gen figures.
The digital era has heralded an irreversible shift away from traditional campaigns to real-time marketing; an approach powered by social media, which is rapidly evolving into a sophisticated set of capabilities around real-time social listening.
This isn’t just about listening to what customers are saying on social platforms, it’s about engaging with them as these conversations happen: responding, delivering content and making offers to them. This whitepaper by Tomorrow People explains why social listening is the key to successful content and outlines how to implement it in just six steps.
Some marketing metrics sound a bit abstract. But conversion rate is different – it has a direct effect on bottom line profits. After all, conversion is the difference between a sale and a fail. So, how can you optimise your conversion rate to boost profits?
This Tomorrow People whitepaper explains how to optimise boost conversion rates in seven simple steps.
Online marketing now creates the majority of leads for businesses. However, many companies still choose to invest in traditional marketing techniques. This Tomorrow People whitepaper explains why and how marketers can move their focus towards new online channels to gain an edge over competitors.
This whitepaper will reveal the importance of:
- Educating c-suite executives.
- Redirecting your approach to your budget, in order to focus on inbound marketing.
- The importance of moving away from outbound marketing.
Combining PR and content marketing – disciplines often thought as separate – can deliver a huge plus: measurable lead generation metrics.
But how to achieve this alignment?
This visually engaging whitepaper from Tomorrow People details this in seven easy-to-follow steps.
Consumers are fickle, easily distracted and have poor memories, making it hard to make a lasting impression. Increasingly, the job’s made even more difficult by the need to communicate across many different channels, from traditional PR to social media.
This is why you need a strong brand story that arouses an instant emotional reaction that’s strengthened every time the branding’s seen, driving customer interaction and creating loyalty.
Read this whitepaper by Tomorrow People to learn how to create a brand story that is truly compelling and generates loyalty.
With the possible exception of social media, inbound marketing has been the most widely discussed topic in the world of business marketing for the last few years. Content creation and dissemination has been positioned towards the top of almost all B2B marketers’ to do lists in this time, and it’s fair to say it has revolutionised the world of B2B marketing.
Plenty has been written, filmed and shared regarding the virtues of, and best practices in, inbound marketing in recent times. But we were eager to go a little further and assess just how sophisticated the average B2B marketing team is when it comes to inbound marketing. This is why we partnered with inbound marketing specialist Tomorrow People, to ask: ‘How good are you at inbound marketing?’
This report features research analysis, best practice advice and additional benchmarking tables.
Advocates are a powerful marketing tool. Recruiting them through social media is a cost-effective marketing strategy, but what are the considerations? And what does success look like? In this age of social media, advocates have never been more important – or more powerful. Advocates have been shown to drive ten times more action than that of paid for impressions, proving that not only are social sharers a powerful marketing force to be reckoned with, but that they are also extremely cost effective.
This Tomorrow People whitepaper explores how to maximise the power of recruiting advocates.
In the B2B world, building shareholder value has always been done through building strong relationships. As the world has moved online, those relationships need to be built and maintained there now too. Social media marketing is the activity of the moment and although building and maintaining a successful opt-in community is a significant investment - in terms of both budget and resource, that needs to be looked at as a long-term approach (typically they will take two years to deliver results) - if it’s done right it can deliver enduring benefits for your business, which translates into better, more sustainable returns for your shareholders.
This whitepaper discusses how to build shareholder value through an opt-in community.
Marketing has moved up the strategic agenda in recent years due to the changes that the digital revolution has brought. Gone are the days when it was seen as a nice to have and the first area to cut costs when budgets were tight: the move online means that marketing is now recognised as having a huge role to play in a company’s sustainable revenue generation.
This whitepaper explores how to help CMOs prove credibility at board level, where typically marketing has not been perceived as an important part of the revenue generation cycle.
In these uncertain times, the last thing that you’ll want to do is cut marketing budget and activities and stop attracting new customers. Sales and marketing alignment has been climbing the business agenda ever since an Aberdeen Group report in December 2011 named them the new ‘power couple’.
This whitepaper explores new approaches that are needed to deliver this alignment.
Keeping your customers engaged throughout the lifecycle of their relationship with you can turn them into advocates who market your business for free...
Life cycle marketing includes all of the different types of marketing activities you do depending on where your customers are in their relationship with your business.
It encompasses the attraction, conversion and ongoing engagement stages, with the ultimate aim being that your customers will automatically turn to you first whenever they have a need for the products and services you provide, and will voluntarily recommend them to others. This whitepaper serves as a detailed introduction to life cycle marketing.
Inbound marketing is a new and more powerful way to market businesses and brands... It uses a ‘pull’ approach to attract potential customers when they are actively searching for products and services - instead of the traditional marketing ‘push’ approach of selling to people when they may not be ready to buy or may not want what is being sold. This whitepaper exlpains everything you need to know about these new techniques.
Content is one of life’s essentials. It can be anything from the conversation you have with a friend, to important news you receive by email, to a blog post that helps you decide where to go on holiday.
Content also has a big part to play in business. And this whitepaper includes everything you need to know in order to start making content marketing work for you.