The Blog

B2B teams default to assuming social media is for B2C, cute cats, brunches, viral B2C campaigns. The money's in business though, and every major platform has a business mode. Here's the definitive guide to B2B social media: which platforms suit which industries (LinkedIn, Facebook, YouTube, Twitter, Instagram), how to set objectives, and why posting regularly without valuable content does worse than not posting at all.

Lead prospecting and lead generation get used interchangeably, and they shouldn't, one's a marketing function, the other a sales function, and confusing them is why so many handovers fail. Here are seven practical lead prospecting approaches that every business can use, plus the three best practices that decide whether prospects convert into customers.

There are dozens of CX metrics on offer, and most companies pick wrong — either tracking everything and acting on nothing, or fixating on the single number their CEO heard about at a conference. Here are the eight metrics that actually matter, when to use each one, and the best-practice rules for tying them back to business outcomes.

You don't need a dedicated NPS platform to calculate NPS — Excel's COUNTIF function does the job in about three formulas. Here's a step-by-step build of an NPS calculator in Excel or Google Sheets, with the downloadable spreadsheet to adapt to your own data. Useful for piloting NPS before you commit to a paid tool.

CyberCX was formed in 2019 by merging twelve Australian cybersecurity brands — and they built a serious CX program from scratch across the resulting structure. Two years in, it's adding measurable value. The COO and the NPS Program Manager share what worked: senior sponsorship that didn't waver, repeated communication, KPI discipline, and looking for what isn't there alongside what is.

Marketers dream of customers promoting the brand without being paid to. Advocacy marketing is how you make that systematic instead of accidental, turning your best customers into named brand ambassadors via incentives, sharing tools and community. Here's how advocacy marketing actually works in B2B, including the four techniques that consistently produce ambassadors who stay.