Alexis Pratsides

📊 The MarTech Paradox: Why More Tech Doesn't Always Mean Better Results Remember when tech promised to make marketing simpler? Yet here we are, drowning in choices, platforms, and solutions. Every day, brands face an overwhelming array of decisions - and somehow, adding more tech seems to multiply the complexity rather than reduce it. After some reflection, here's what I've learned over the past decade. #MarTech #DigitalTransformation

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The latest episode of Google Firestarters is NOW OUT, featuring the brilliant Robin Bonn talking about how agencies can drive growth. It's time of big change for agencies, and here Robin delivers a masterclass on how agencies can differentiate themselves, write their own story and create a 'market of one'. We talked remuneration models, innovation, paying for strategy, whether agencies should be more like management consultancies, brand-led transformation, and how to push back on clients. Full of smart thinking about the future of agencies. Do give it a listen (link in comments, because algorithms)

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What's the story behind the numbers? Two weeks ago we shared success metrics from a current ABM programme on our Seeblue page. Below is an update on what those metrics look like today 👇 In two weeks, our client has converted a further $2m opportunity to pipeline and increased the value of an existing converted opp by x3 as the sales conversations progress. They've reignited a large opportunity that they thought was dead. They have full confidence in the ABM programme we've jointly built because in the 7 months post activation, we've already helped them to convert 25% of their target accounts to qualified pipeline opps. They have +12m long sales cycles so the precursor to revenue is the leading success metric at this stage. Now, I could talk all about the quality of the account insight, strategy, creative development and execution that we've delivered (which is all top-drawer by the way!) but here are 3 reasons why I think this programme is delivering GREAT results: 1. We're deeply embedded within the client team, we have an open, constructive and agile relationship. It enables us to make, and action, decisions quickly. 2. The sales team get that it's a partnership. They are responsive to the engagement threads we're generating through the marketing activation and they pull on them quickly. With our support they follow up, they reach out to additional contacts within those engaging accounts, they share the personalised messaging and content that we've created for them. 3. And they feedback on those conversations and share what would help them to drive deeper into the accounts, increase invitations to tender and support them in winning. We don't stop after delivering the ABM strategy or content. We sit side by side with them in delivering results. If you're not getting that from your ABM agency today, you should be! DM me if you'd like to know more 🤔 #detoxingABM #accountbasedmarketing #b2bmarketing

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On 10th October I’ll be speaking alongside Google at the CMO’s guide to Peak Performance, where we’ll be demystifying data and setting the scene for a redefinition of peak.   I’ll be speaking about attribution – why we can't measure everything, why you need to invest in the upper funnel and how to find more of your valuable customers.   Tickets are selling fast, so to get yours head over to the link below asap – all ticket proceeds go to mental health charity Bristol Mind.   Hope to catch up with you there!   Get your tickets here 🔗 https://lnkd.in/eiKTAN-w #PerformanceMarketing #LaunchOnline #CMOGuideToPeakPerformance #UpperFunnelStrategy #DataDrivenMarketing #MarketingInsights

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Last week at Substrakt we launched our first Cultural Website Performance Benchmark Report (which you can download via the link in the comments). We looked at the 2023 website traffic data for 76 cultural websites (encompassing over 110 million user sessions). I am doing a couple of webinars over the next two Wednesdays (tomorrow - Weds 8th May at 2pm BST, and next week - Weds 15th May at 11.30am ET / 8.30am PT) to walk through the background to the report, and some of our main findings. Book your place here: https://lnkd.in/eeaHnrun For example, our analysis found that: - On average, mobile devices are now responsible for more than 69% of traffic to cultural websites. However mobile conversion rates are on average 68% lower than desktop traffic. - Cultural homepages are the entry point for just 16% of traffic to cultural websites. - Traffic from email converts at a higher rate than any other source. - Basket abandonment rates on cultural websites are 52% better than other ecommerce sites. - The average value of mobile donations increased by over 70% in 2023. - 'Engagement rates' for cultural websites are 40% lower than other sectors.

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With the UK budget announcement fresh in mind, are you wondering how much to spend on marketing? In my latest blog, I break down the questions I hear most often: “How much are competitors spending, and am I keeping up?” “With tighter cash flow, what strategies deliver the best ROI without breaking the bank?” “I have a small budget—how can I grow from here?” Plus, I’ve included tools to help you make every pound count. If you’re looking to get practical about your marketing budget, give it a read https://lnkd.in/eqh9Gz8j #UKBudget #SmallBusiness #MarketingOnABudget #SmartSpending

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The GDMA recently released their international benchmark report for email (based on a roll up of the whole of 2023) which I thought could be interesting to share for all those marketers and business owners in my network that are involved in email. Link is here if it is helpful to anyone - https://lnkd.in/ex2sksM6

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🔥 Increase Your SEO Rankings with Better Dwell Time 🔥 Are users bouncing off your website too quickly? Dwell time might be the metric you need to focus on. We just published a comprehensive article on SEO Dwell Time, Understanding and Improving SEO Dwell Time: A Deep Dive, explaining how improving this often-overlooked metric can lead to better rankings and increased traffic. Learn actionable steps you can take right now to enhance your user experience and keep visitors on your site longer. 📈 💡 Read the full article here: https://lnkd.in/ed9VmmEP Need help optimizing your website’s performance? Schedule a free consultation with our expert team. Let’s boost your SEO together. 🚀 👉 Book a consultation: https://lnkd.in/e2UNP_Xh #SEO #DigitalMarketing #WebDevelopment #UserExperience #SMBs #GoogleRankings #SEOtips

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Five hints and tips for planning effective direct mail campaigns. This includes utilisation of data to drive targeted action, keeping an eye on conversion and basket value levels… oh, and don’t forget about those all important website engagement metrics. #paperplanes #conversion #directmail

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Marketing Cloud Growth is now available in EMEA with data residency to be in Frankfurt, Germany. Not yet available in the UK although it is good to see data residency will be in London for UK customers. This is helpful because there's a European GDPR and a UK GDPR which are similar, but different. #DataCloud #MarketingCloud #SalesforceEinstein

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Something that may just pique your interest..... Are You Ready To Scale? Take the ScaleX Insights Assessment—a quick free tool to help identify any barriers to scaling and generate a personalised report and advice -  https://lnkd.in/eprumC-d #doingitdifferently #scale #scaleup #businessowners

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The HubSpot Adoption Gap and Cross-Team Alignment A recent report by HubSpot's "Not Another State of Marketing Report 2023" (https://hubs.la/Q02PY6bl0) highlights a persistent challenge that many organisations face: the misalignment between sales and marketing teams. This disconnect often contributes to the HubSpot Adoption Gap, where businesses struggle to fully leverage HubSpot’s capabilities due to a lack of cohesive strategy and teamwork. According to the report, companies with aligned sales and marketing efforts are 67% more effective at closing deals. However, many businesses are not utilising HubSpot to bridge this gap effectively, resulting in lost opportunities and suboptimal performance. At Real Inbound, we focus on helping businesses close the HubSpot Adoption Gap by aligning sales and marketing teams within the HubSpot ecosystem. By fostering collaboration and ensuring both teams use HubSpot strategically, you can unlock its full potential and drive your business forward. Check out the full report to understand how alignment can boost your HubSpot ROI: https://hubs.la/Q02PY6bl0

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Join us for an exclusive webinar on Monday, 23rd September, where we’ll cover everything you need for a successful quarter—from Google Ads and Meta strategies to Email Marketing and Creative Best Practices. Plus, by attending, you’ll receive our full Q4 playbook, packed with actionable insights to level up your game 💥 Comment 'Q4' below, and I will send you the sign-up link!

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When did you last have a tech review of your website, is it working hard enough for your brand? 🚀 Excited to share this insightful read from Polar London on the critical role of website audits in enhancing digital presence. A must-read for anyone looking to elevate their online strategy and improve user engagement. Check out their full article for expert tips on conducting effective website audits that can lead to real results. 🌐 #WebsiteAudit #SEO #DigitalMarketing #PolarLondon #Innovation

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🔊 For those of my contacts who missed Mr Jon Earnshaw talk at BSEO again Here's a link to rewatch his talk https://lnkd.in/dwur4nUD Conversational search is inevitable. In this talk, Jon demonstrates how Google and others are steering us towards ever more personalised conversations and looks at how to utilise the SERP in order to join ‘the conversation’. Full video coming soon. #BSEO #SEO #Conversationalsearch

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Many businesses overlook the value of existing research, rushing to commission new studies instead. Here’s why you should leverage the insights you already have: ▪️ Cost Efficiency: Utilising existing data can save significant research costs. ▪️ Actionable Insights: Previous research often contains valuable insights that can be immediately applied. ▪️ Trend Analysis: Existing data allows for the analysis of trends over time, providing deeper insights. Before commissioning new research, thoroughly analyse your current data to uncover hidden gems that can inform your strategies. For more on maximising existing research, check out the full article below and don’t forget to share your thoughts! https://lnkd.in/epc9itNb #onlinebusiness #research

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90% of “brand” campaign measurement in marketing appears to now define a glancing view as an exposure. A split second glance that is. Blink and you’ll miss it. Thats ‘reach’ apparently. Really need to fix this. Balance with metrics which measure ATTENTION, and please champion those new measurements solutions whilst you’re at it (progress not perfection remember…). Because then it becomes trendy, like generative AI or CGI simulated OOH ads*, and measurement suddenly gets really good… Planning purely for reach is starting to feel archaic(!) *will only appear on LinkedIn so please don’t measure them…. #HappyFriday #HadABadDreamAboutMeasurement #StillLoveReachHonest

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