Ignite | A B2B Marketing Blog

Think Think Think, a good read on looking AND thinking forward

By Sean Doyle | December 19, 2018

I read an article today posted by Vistage. Vistage is a trusted source of insights and leadership for executives. My only thought upon completion, "I need to share this." 

It's a great time of year to think. Personally, I think about my life in four dimensions. Physical, Mental, Spiritual and Relational. This framework comes from the Bible. Luke 2:52. Give it a shot. I trust the source and the framework gives great perspective. 

Thinking about marketing. Yeah. It also needs a great framework. We believe in the Cognitive Marketing Framework Framework. If that is a new idea, scan our thinking. But back to the article from this morning. Props to the authors of this excerpt and article written by Longitude Research. It gives a good framework and I think it's worth a read. 



As brands look to improve their thought leadership game to keep up with ever-higher expectations of sophisticated campaign delivery and returns on investment, we forecast the top trends to take note of. From courting controversy in global politics to movement marketing and measuring metrics, here are 12 key ways for marketers to enrich their thought leadership in 2019.


  1. Politics will enter the thought leadership mainstream
    Brexit, trade wars and the rise of populism are just a few of the momentous political events taking place around the world. B2B marketers have traditionally shied away from bringing politics into thought leadership but, given the potentially seismic impact of these events on business, they can no longer be ignored. Marketers will need to think carefully about how they tackle these topics and the emphasis needs to be on the business implications of these issues, rather than toeing a particular party line. But they shouldn’t be afraid of controversy – even if it means some of their audience disagree with them. If you expect everyone to agree with everything you say, then you’re probably playing it too safe anyway!

  2. There will be a shift to agile thought leadership
    This is as much a hope as a prediction. Although good thought leadership takes time to produce, it no longer makes sense to spend almost a year conducting research and creating content, before even thinking about activation. The business and economic environment is just too fast-moving and volatile. Instead, companies need to adopt a more agile approach that harnesses quicker ways of conducting research and a more topical, news-driven mindset. A more up-to-date point of view will stand out from competitors and will also be more likely to resonate with an audience that is hungry for analysis of the current business and economic agenda.

  3. Brands will listen before they speak
    Poor thought leadership pushes its story and its message with scant regard for what audiences want to hear. But to engage an audience of executives, brands need to invest time understanding what interests them. In 2019, smart brands will take an audience-first approach: identifying the hot issues and concerns that preoccupy their customers. From social listening to polls and roundtables to advisory panels, a variety of tools and techniques are available to help brands tune into the topics and challenges that resonate most with the corporate agenda.

  4. The best thought leadership will move from broadcast to engagement
    Taking the idea a step further, most companies currently apply a broadcast approach to developing thought leadership. They conduct research, create content and then push it out to the audience, which receives it passively. But the very best thought leadership engages its audience and makes it feel part of a movement. So-called “movement marketing” is as rare as hen’s teeth in B2B marketing, but it will need to become more widely used to ensure that companies can cut through the avalanche of content that currently crashes down onto time-poor C-suite audiences. In B2C, movement marketing is a more common tactic: think Dove’s Real Beauty campaign or the Livestrong brand. As is so often the case, B2B needs to harness these powerful B2C tactics in order to create stronger engagement with audiences.

Read tips 5-12 here: Top thought leadership trends to watch in 2019


Posted in: sales and marketing planning

Sales Enablement: The secret to turning data into new sales

By Will Riley | October 08, 2018

“ABC. ‘A’, always. ‘B’, be. ‘C’, closing. ALWAYS BE CLOSING. Always be closing.” -Glengarry Glen Ross.


Posted in: sales, marketing, sales enablement

FitzMartin is hiring!

By Anna Svarney | August 22, 2018

We are looking for a talented account executive to join the FitzMartin team! FitzMartin is a sales and marketing consultancy based in Birmingham, and we help our clients improve the ROI of their sales and marketing efforts. Our account executives are the bridge between our clients and our team. They are a vital part of how we work together and serve our clients.


Posted in: employees, hiring

Marketing Should Inform Your Decisions By Testing, Thinking, Gathering and Applying Insights

By Sean Doyle | August 20, 2018

It’s ironic that one of the most intimidating challenges facing decision makers is making decisions! In businesses large and small, leaders must allocate resources and set priorities in the face of uncertainty.


Posted in: sales, Data, marketing, marketing metrics

What is GDPR and why is a good chunk of the world freaking out about it?

By Will Riley | May 29, 2018

On Friday, May 25, 2018, a new law governing the collection and protection of personal data went into effect in the European Union. The General Data Protection Regulation (GDPR) created a uniform set of laws regulating the protection of personal data by companies doing business in the EU. It replaced the 1995 EU Data Protection Directive with enhanced requirements on those companies that collect personal data and stiffer penalties for those companies that fail to comply.


Posted in: gdpr

You need to evaluate your current sales and marketing structure. It could be costing you millions.

By Will Riley | May 29, 2018

Every organization has a sales funnel. From startup to IPO, you have a way of selling to potential and current customers. Are you hitting all your goals? Is your budget generating the right number of leads? The process for converting a lead into a customer is a mystery to most organizations. As we mentioned before, we took years in developing our strategy to accurately reflect how people think. We love the brain and people and decision-making. Modeling our process from the research done by scholars James O. Prochaska and Carlo Di Clemente, we designed not only a process for how prospects buy but an analysis to evaluate your current marketing tactics, guide you in creating the right content, resource your sales team and create a unique process that best suits your needs.


Posted in: Inbound Marketing

Understand where a prospect is in the sales cycle to increase your close rate.

By Will Riley | May 15, 2018

Answering the question, “what stage are your prospects in?” will radically change how you sell and market.


Posted in: Inbound Marketing

Understanding your prospects will increase your sales.

By Will Riley | May 01, 2018

What’s the last item you purchased? Go to your Amazon orders and look. For me, it was a pair of gym socks. Who says you need to start back in the gym at the beginning of the new year? Better now than never. Maybe you ordered a business book, kitchen supplies or whatever you didn’t want to leave your house for. Regardless of the product, we all made conscience decisions along the way. Now, what about for your business? Think about the last service you paid for. Did you just invest in Zendesk, upgrade your Slack account or hire an agency to redesign your website? Same thing. You went through a process before making that purchase.


Posted in: Inbound Marketing

Wake the Dead Testimonial: How We Turned a Dead Contact List Into $800,000 in Net New Revenue

By Will Riley | April 02, 2018


FitzMartin has been working with Occupational Health Dynamics (OHD) since 2015.  A leader in the occ health industry, OHD provides law, fire, industrial and occ health industries with fit testing devices.  OHD had a large database of contacts that no one was actively following up on, generated from trade shows, referrals and marketing over the years. As we got OHD up and running in HubSpot, we didn’t want to upload the entire database without knowing if these contacts were still valid, or in simpler terms, marketing to a dead list. So our challenge was to find a way to validate and confirm the list.


Posted in: Inbound Marketing

The "dish" is this: It's Time to "unpack" the "impact" of "fake news" ...and other words that must be dropped from your vocabulary. "Let that sink in."

By Sean Doyle | January 02, 2018

Every year my father sends me a list. This years list, "Fake News," "covfefe" top this year's banned words list was published by MICHIGAN RADIO. Reviewing these lists and reflecting or laughing at our having fallen into the traps of using the shamed words is a New Year tradition for us. I thought I might share it with you too. "Let me ask you this" are you guilty? I am, but also I am committed to improving. For me, shedding some words might be as important as shedding a few pounds!


Posted in: Copywriting