The F Company

Join our brand new webinar, Thought Leadership in B2B as a Revenue Driver, where our Personal Branding expert Yuliya Salorenko shows how to start a thought leadership program in your company and turn it into a tactic that drives revenue. Sign up now through the link in the comments!

The spooky season is in full swing, so here are some marketing horror stories to celebrate the season! 🎃 Do you have stories of your own to add? #B2BMarketing #AgencyLife #MarketingHorrorStories

Got some marketing budget left for this year? Here are some ideas on how to spend it wisely 👇🏼 As the year wraps up, it’s crucial to make the most of your remaining budget. This season is all about driving revenue now while keeping a healthy pipeline for 2025. ✔️ Capture demand but don’t neglect awareness campaigns—your ideal customers are drafting 2025 budgets right now. Show up in their feeds with a strong, cohesive brand and compelling offers. ✔️ Upsell existing customers. They’re just as likely to have leftover budget and are more inclined to buy from you again. ✔️ Think long-term: Spend on research, content, and next year’s strategy—don’t get stuck on short-term KPIs. Got extra budget? Now’s the time to explore new channels and create high-impact content for 2025. #B2BMarketing #B2BMarketingStrategy

Hey B2B Marketer, David has a quick message for you 👇 Don't have time to watch videos? Click the link in the comments to find out what it's about!

Meet Noora! 🤩 Noora is an experienced marketing strategist and client lead with experience in brand advertising, digital content marketing and service design. She believes that the success of a business is based on what the company truly represents and what its products and services mean to its customers. It’s not magic, but insight into where business and customer needs meet. Noora is good at seeing the big picture but has a keen eye for detail. She wants to create a positive impact for clients and teams alike and always aims to keep marketing efforts strategically focused to achieve long-lasting results. We're lucky to have you, Noora!

Listen up if you are doing any kind of creative work! 👂 Here comes a solid piece of advice in the form of a lesson learned from our Copywriter Petteri. "I’ve noticed it’s hard to force creative work because, after a time, all those puzzle pieces start to blur into one another. Your mind turns into mush, and your sharp ideas lose their edges. Your brain hurts, the blinker blinks, and your despair grows. That’s your cue to get up and do something else. The blurring is good. The mind-mush that drags your forehead down onto the keyboard is good. It’s the creative mash that simply needs time to brew. And that’s because your subconscious is more creative than you are. I’ve learned to think deeply about an idea for 30ish minutes, gather my thoughts somewhere, promptly forget all about it, and leave my mind to sort things out on the back burner. This way you’ll get better ideas with much less hair-pulling and less overall time used. You just need to trust the process, and even more importantly, trust your mind. You’re not dumb. Your mind just needs some space to breathe. So let it. Structure your days in a way that lets you tackle the same creative problem multiple times in a day. Get the first brainstorming done in the morning, do other work in between, and come back to the same problem in the afternoon. More often than not, you’ll sit down on the second session and notice you’re brimming with creative ideas." Have you experienced this? Do you have any other brain-hacking advice? #lessonslearned #TFCpeople #copywriting #creativework

How to market marketing to management? 🤯 When sales cycles are long, who do you think tends to receive a larger marketing budget: A CMO who guarantees 500 leads or a CMO who aims for a 5% increase in brand awareness? The choice seems obvious, but here lies a common oversight. Marketers often struggle to secure increased budgets because they can’t prove the relationship between awareness and revenue. Indeed, a 10% boost in excess share of voice (eSOV) can translate to a market share growth of 0.5-1%. In the complex B2B landscape, where immediate purchase readiness is rare, sustainable growth demands both demand creation and its subsequent capture. Yet, the focus frequently remains on tangible monthly lead targets, overshadowing their actual contribution to revenue. When your sales cycles are long, adopting a blend of short-term and long-term metrics becomes crucial: For Target Accounts: • Increase in website and key page visits • Enhanced content engagement • Growth in event and newsletter sign-ups • Marketing-driven revenue growth • Improved win rates • Reduced cost of acquisition and sales cycle length For Brand Signals: • Uplift in brand searches • Enhanced mentions and social recommendations • More media and event invitations For Purchase Intent Signals: • Quality of Sales Qualified Leads (SQLs) • Accelerated sales pipeline • Integrated attribution strategies Collectively, these metrics offer a view that demonstrates marketing's profound impact on revenue — far beyond mere lead generation. Illustrating marketing's role in shortening sales cycles by 15% and boosting key account win rates by 30% is a huge win. And this has way more impact on revenue than leads with no purchase intent. Showing the correlation between marketing efforts and revenue isn't just about securing a higher budget — it's a fundamental responsibility for B2B marketers. #B2BMarketing #LongSalesCycles

Ever been in a meeting where you don't know what to do next or what questions to ask? Our Senior Growth Marketer Heta has, so keep reading 👇 "Working in an agency, your job is to help your customers with their marketing, support their growth, and turn their marketing into a revenue driver. To do this work well, you need answers to (often a lot of) questions. But often you are thrown into situations quickly, with minimal preparation and you don’t know what questions you need to ask. In these situations (and even in the well-prepared ones), the basic journalistic questions will help you get started. The rule of thumb is five Ws and the H; What, Where, When, Why, Who(or to whom) and How. Imagine you are a completely new member of a team and your client or manager tells you that you need a Go-to-market strategy done ASAP. Here are the questions you would ask: - WHAT the current status is and what needs to be done/are the goals? - WHERE is the target market? - WHEN do we need to launch (is there a time pressure) and why then? - WHY this market and the timing that was chosen? - WHO are we trying to reach/are our audience? - HOW have we done this in other markets and can we use some best practices from there? Getting the right answers is key to providing the desired results. Sometimes we don’t have the time to prepare or someone ambushes you with a Teams-call. Using the WWWWWH model helps you get started. It has saved me many times and helped me get the conversation going so you can ask further questions and really find the right answers." Do you have other tips for surviving ad hoc situations? #lessonslearned #TFCpeople

Meet Hashini Bandaranayake, who is celebrating six months in this rollercoaster ride of The F Company! Hashini is a paid marketing specialist with a passion for meeting hardcore targets and wowing clients with new channels and campaign performance insights. She is a problem-solver at heart; no challenge is a challenge when Hashini gets her mind set on something. Hashini started her career as a digital specialist at GroupM, overseeing Unilever Group portfolio. Having worked as a Meta representative in Sri Lanka as part of Roar Global, Hashini’s extensive experience with the platform takes our B2B digital efforts to the next level. Hashini moved from tropical Sri Lanka to a… well, Finland. Hashini finds comfort in cooking and feeding her loved ones, as well as dancing (also while cooking!)! Our team and clients have been thrilled to work with Hashini these past months – we are so happy to have you with us!

Marketers buying stuff: Shortlist 3-5 options, get demos. Marketers promoting stuff: Talk about themselves as if they’re the only players in the market. In complex B2B, no one simply Googles you and decides to invest €100k on the spot. Buyers are thorough; they research, compare, and analyze multiple alternatives, a process that demands significant time and effort. Assisting them in this decision-making journey increases your chances of winning more deals. So, why shy away from mentioning the competition? Here’s how to help your audience choose you: 🔍 Compare features to show clear benefits. 🌟 Highlight differences to stand out from alternatives. 📄 Create "Us vs. XXX" content to make comparisons easy. 🤝 Be honest about when your solution isn't the perfect fit. Accept that you're not the only option. Embracing this reality will enhance your marketing efforts, leading to more qualified leads and shorter sales cycles. Understanding how your buyers make decisions and buy is crucial for successful B2B marketing. #B2BMarketing #MarketingStrategy #DemandGeneration