Latest from the Intellegentia Blog

5 Key Benefits of Sales & Marketing Alignment for Technology Companies

The relationship between Sales and Marketing is often a shaky one. Marketing captures the leads and nurtures them before handing them to Sales to close the deal, but all too frequently there is a lack of communication and a mistrust between the two departments which can create a rift.

Marketing will complain that Sales are squandering the valuable leads that they've provided by not following up on them.  Sales complain that Marketing are not sending them enough leads or sending them leads are not sales ready.


Creating a solid, long lasting partnership between Sales and Marketing should be an essential goal for any business in order to maximise the return on investment from their inbound marketing efforts, but it is of particular necessity for companies involved with B2B technology. The competitive, ever-changing nature of the industry puts a lot of pressure on Sales and Marketing to communicate more effectively, or else they run the risk of losing out on valuable customers.

Here are five key benefits of sales & marketing alignment for the technology industry:

Topics: Sales & Marketing Alignment Industry Focus - Technology

Inbound marketing for financial services

For the Financial Services sector, the inbound methodology provides a really interesting way of thinking about marketing. It’s about educating and informing. It’s about retention. It is not about overt selling. All of which fits entirely with the ethics, rules and regulations governing the financial services industry.

How does marketing automation help financial services marketing ?

The industry is made up of quite different organisations – for example membership-based networks, client facing advisers and intermediaries. Each have their own marketing needs and ways of going to market.

Whether you are a client-facing financial adviser marketing yourself in a defined geography, targeting particular types of consumer or business, or a network looking to recruit and retain members across the country, your marketing needs can be similar:

Topics: Industry Focus - Financial Services Inbound Marketing

4 Steps for Driving Lead Generation with Inbound Marketing

Remember when marketing was a matter of contacting enough people, no matter how intrusively, or whether they were in your target audience, hoping that eventually some leads would come rolling in? Unfortunately for some marketers, the modern buyer is a lot more intelligent, and these once common practice marketing techniques will no longer cut it.

The buyer is constantly changing. Their journey and behaviour is influenced by advances in technology, cultural trends and rising demand for and availability of products and services. As a result, the way we do marketing has had to adapt as well.

Topics: Inbound Marketing B2B Lead Generation

6 Reasons B2B Technology Companies Should be Using Social Media

With 70% of B2B decision-makers employing social media to research and glean information about their purchases, it is becoming an increasingly essential aspect of any business’ B2B marketing strategy – but it is of particular importance for technology companies. If you are going to stand out from the crowd in an already crowded marketplace, you need to make use of all available resources to shout your marketing message as loud as you can. It is absolutely mission-critical for any respectable technology company to have a watertight inbound marketing campaign, and in order to maximise its success, you must know how to leverage this channel.

Here are 6 reasons why B2B technology companies should be making use of social media in their inbound marketing strategy.

Topics: Digital Marketing Industry Focus - Technology

Deploying Inbound Marketing? You should use an outbound program too!

Why companies employing an Inbound strategy should look to compliment that with an outbound program or in some cases an Account Based Marketing (ABM) Strategy.

For those companies deploying an inbound marketing strategy, there’s a time horizon, often 3-6 months before seeing meaningful results – so it’s important to find ways to reduce the impact of lower lead flows during on boarding and the roll out of inbound marketing (the so called ‘valley of death’).

Companies need to plan out a program of lead generation activities that will keep the sales pipeline filled, which may not be as cost effective as inbound but is necessary in the short term.

Topics: Account Based Marketing Inbound Marketing