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The archive

The writers here at Upp B2B have been busy reporting, writing and educating since we began in 2016.

Improving your b2b website UX could boost your SEO efforts

  • 21st Feb 2019
  • Brand Growth, Strategy, Web and Digital

 Here at Upp, we’re huge advocates of great User eXperience (UX), in fact, we know it’s essential for a b2b website to really succeed. A great UX helps your site visitors find what they’re looking for quickly and easily, whilst also helping to drive conversions. But what if the UX of your site could also…

Four things you need to know about account-based marketing (ABM)

  • 5th Feb 2019
  • Brand Growth, Strategy

As the name implies, account-based marketing (ABM) focuses on marketing to accounts at corporate level, rather than individual contacts. In a nutshell, it’s about focusing on your ‘ideal profile’ buyers or prospects and treating them in a much more personalised way, while also taking a bigger picture view of the wider company view.  So far…

Is data the vital ingredient to b2b marketing campaign success?

  • 5th Feb 2019
  • Brand Growth, Lead Generation, Strategy

Cutting corners – especially when cooking – is something we’re all guilty of. If we can find an alternative ingredient simply because we don’t have time to nip to the shops to buy the specified one, we will. And as we all know, the alternative, more often than not, lacks that all round, sought after…

Is your ‘Zero Moment of Truth’ impacting your lead conversion success?

  • 7th Jan 2019
  • Brand Growth, Branding, Strategy

Shopper behaviour has changed since the digital age dawned. Potential buyers no longer visit stores blind, they go armed with a preferred brand or specific product they’ve researched before stepping inside. Google research found that 84% of all shoppers engage with research before purchase, frequently online, to become more educated in the sector or specific…

Building an international b2b brand – what three things can’t you afford to get wrong?

  • 5th Jan 2019
  • Brand Creation, Strategy

We’re back with more insight and opinion from our Insider Magazine feature. This month we’ve been discussing what it takes to build an international b2b brand with some of the region’s top b2b marketers. Who better to kick off this month’s feature than our very own Director of Brand, Ann Rimmer… Take a look at Insider…

Find a culture you can commit to

  • 19th Dec 2018
  • Brand Creation, Branding, Employee Engagement

Recently, Upp attended best-selling author Professor Damien Hughes’ lecture on his latest book: The Barcelona Way. In the book, Hughes gives us his archetype for establishing a commitment culture as a competitive advantage through the acronym of BARCA. But what is a commitment culture? It’s important first to understand the other kinds of cultures that…

Perceivability in interaction

  • 25th Sep 2018
  • Brand Building, Web and Digital

Opportunities to interact should be obvious. People should not have to guess or look for opportunities to interact. When developing interactive media, users should have the ability to review an interface and easily identify where they can interact. Make it a habit to provide hints and indicators. More like, visual cues such as buttons, icons,…

What are you really selling?

  • 18th Sep 2018
  • Brand Building, Branding

In business-to-business, you spend a lot of time learning about different products. How they’re made, how they’ve sold so many units, how they’re a market leader, how they solve the customer’s problems. Passionate clients with an admirable belief in their products. There’s nothing wrong with that. But you see the difference when you talk to…

What do you believe in? The rise of the human b2b brand

  • 9th Jul 2018
  • Brand Creation, Branding, Employee Engagement, Strategy

A new era is dawning. This year, brands have to become more human. What do we mean by this? Well, look again at the title of this post and think about the question there. Rephrase it if you like – what do you stand for? What drives you? You probably won’t have much trouble answering…

Welcome to Upp, Rachel Ensor

  • 7th Jun 2018
  • Upp News

Finishing university can be a daunting prospect. Having to leave the warm arms of education and enter the big wide working world can throw up all sorts of questions. Luckily for us, some people just get on with it. Rachel recently joined Upp as an account executive while she was still completing her degree in…