The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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Robert Steers

Robert Steers is the Head of Digital at Step Change. He is a digital leader with over 15 years’ experience in digital transformation projects and acquisition campaigns. A catalyst for art and science, Robert has delivered impressive results for clients including a 60x increase in engagement across the ASX 200 and a $0 to $1m/yr acquisition campaign for toilet paper. With experience ranging from B2B channel marketing to B2C ecommerce programs, Robert has worked with global brands such as Jeep, Johns Manville, Grays Online, United Colors of Benetton, LJ Hooker, Konica Minolta, Ray White, and York Fitness.
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Recent Posts

January 10, 2019

7 Critical Skills Most CMOs Don’t Have

Digital

The latest modern technology has changed the game for chief marketing officers, and it now takes more than the usual marketing skills to stand out today.

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December 21, 2018

5 Leading Digital Marketing Strategy Case Studies to Inspire Your Next Step Change

Digital, Finance, Saas, Aged Care, Property

Why are 82% of marketers expecting large increases of their digital marketing budgets come 2019?

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December 20, 2018

SEO and Marketing Automation: How They Work Together to Boost Your Brand

Digital, Marketing Automation, SEO, Content Marketing, Marketing Strategy

Content is only as valuable as the audience it reaches. Marketing automation and SEO need to work together to boost your digital marketing efforts. By understanding how these two disciplines work together, you will be able to use them to gain a higher ROI.

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December 14, 2018

5 Best Email Marketing Examples for Financial Services Brands

Digital, Finance

The financial services industry is suffering from a crisis of trust. In fact, 47% of their customers say they do not trust their own financial provider. How can the industry recover from this damaging fact?

Trust-building should definitely be part of the equation. Trust is a fundamental element that factors into almost every buying decision for a customer.

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December 8, 2018

Content Marketing Strategies to Stand Out in the War for Attention

Content Marketing, Digital, Marketing Strategy

In a time where everyone is fighting for differentiation in the market space, how do you make your content stand out? How do you guide your audience to look where your content is?

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November 30, 2018

10 B2B Case Studies to Inspire Your Inbound Marketing Strategy

Digital, Content Marketing, Finance, Saas, Hospitality, Internet, Construction

B2B marketers will confirm that outbound initiatives simply aren’t good enough. If you want to attract, nurture, and convert your leads to customers, inbound marketing is your powerful strategy. Gartner reports that properly executed inbound marketing tactics are 10x more effective for lead conversion compared to outbound methods.

Take a page out of these 10 businesses who successfully grew their business through inbound.

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November 29, 2018

How to Create Events that Resonate with the Right Audience

Marketing Strategy, Content Marketing

In today’s cluttered business landscape, where it takes a great deal for brands to win the war for attention, you need to take every opportunity to nourish relationships and gain the trust of your potential clients. One of the great ways to do this is by organising events.

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November 22, 2018

An Effective Framework for Strategic Decision-Making

Decision Making, Culture & Leadership

Companies do not come to faster decisions by osmosis — it is always the result of a better decision-making framework.In agile organisations, the ability to make nimble decisions lead to 2.5x the growth, twice the profit, and a 30% higher ROI on investments.

Read on to find out how you can unlock your ability to make great, smarter decisions.

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November 14, 2018

The Industry Average B2B Sales Cycle Length

B2B Sales

If you aren’t converting the leads you need, it could be an issue with your sales cycle.

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November 9, 2018

The B2B Marketer’s Guide to Marketing ROI Benchmarks

Marketing Strategy, PPC, Email Marketing, Marketing Automation, Content Marketing, SEO

A near infinite number of metrics are involved in calculating the effectiveness of marketing, but perhaps the most important metric of them all is the ROI. This guide will walk you through the ROI benchmarks in different areas of marketing.

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November 2, 2018

Reporting on Transformational Activities to the Board

Culture & Leadership, Change Management

In disruptive times, change may be essentially imposed to improve what is not working or steer the wheel towards a new direction.

No matter what type of change your organisation is going through, having the means to measure success and being able to report the progress to the board are crucial to ensuring that your organisation stays afloat as it wades through these challenging times.

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October 26, 2018

Change Communications: A Leader’s Guide to an Effective Transformation

Culture & Leadership

The need to lead change is growing. But leaders who have done it before can attest that going through a transformation is a complicated process. Explore one of the key factors that helps leaders successfully lead transformations: change communications.

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October 20, 2018

Marketing Automation: Your First 5 Steps to Get Started

Digital, Marketing Strategy

Marketing automation is no longer a luxury that is reserved for the largest companies. Startups and microbusinesses need to take advantage of this as well. Here’s why.

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October 9, 2018

Why Marketing Automation Should Be Part of Your Strategy

Digital, Marketing Strategy

It’s not always the best businesses that win. It’s the best marketing. Marketing is the lifeblood of the business. It allows you to know who your target customers are and form a relationship with them.

But as your business grows, building and maintaining great customer relationships become a challenge. This is where marketing automation proves to be helpful.

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September 18, 2018

LinkedIn for B2B: Tips to Get the Most Out of LinkedIn for Your Business

Digital, Marketing Strategy

You have a great product. You know that it can compete in the market. But none of it really matters if no one knows about it. That's why companies with the most quality leads grow and win. In this article, we will unpack one of the most effective platforms for B2B lead generation.

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September 7, 2018

Integrated Marketing Communication: How to Reach Your Target Buyers at Every Touchpoint

Marketing Strategy, Digital

With so many delivery channels to think about today, how do you know which marketing channel works best? The straight answer is, you don’t. Your best shot at success today is having a multichannel marketing approach to ensure you are frequently where your customers are.   

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August 23, 2018

7 Lead Nurturing Best Practices to Boost Your Conversions

Digital, Marketing Strategy

So you already have a killer inbound marketing strategy. You may find yourself wondering  why you’re still having trouble getting your qualified leads down the pipeline. Why aren’t they converting?

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August 15, 2018

How to Build a User-Centric Information Architecture

Digital

Have you ever landed on a website to look into some content only to be confused by the plethora of information on the homepage? Sure enough, that website likely has a problem with its information architecture.

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August 8, 2018

The 10 Commandments of SEO: Best Practices to Increase Your Search Traffic

Every business today needs a good SEO strategy to differentiate themselves from everyone else. Those who manage to rank in top search results get up to 33% more clicks.

But even when you have done everything you could to boost your SEO efforts by creating great content or optimising your website to showcase who you are and what you’re offering, it’s easy to get lost in the fold with over 1.3 billion websites in existence as of January 2018. That’s a whole lot of content and links to sort out.

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August 1, 2018

The Psychology of Content Funnels: Psychological Hacks to Take Clients from Awareness to Action

Content Marketing, Digital

If I told you there was a way to earn three times as many leads without spending any more money on marketing, would you believe me? Because that’s exactly what happens when you switch from the traditional outbound marketing to content marketing.

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July 18, 2018

How Great Leaders Drive and Sustain an Accountable Organisational Culture

Culture & Leadership

When your employees make a serious mistake, what’s their initial response? Is it making excuses? Finger pointing? Or do they have a great sense of ownership for business results that they take action to solve the problem and learn from their mistake?

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July 12, 2018

The Ultimate Guide to Creating Actionable Buyer Personas

Digital, Marketing Strategy

Buyer personas. Either you have them but your team doesn’t know how to use them, so they’re good as gone — or your team simply skipped creating one to get to the ‘real work’.

While many companies are aware of the general importance of personas, they don’t fully understand what it is they’re trying to do when they create them.

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July 3, 2018

How to Successfully Launch a Product Online [with Case Studies]

Digital, Business Growth, Marketing Strategy

Even Amazon‘s $685 billion market value couldn‘t save the Amazon Fire. Launching a product online takes a lot of work — and it‘s something that can elude even the largest companies in the world.

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June 21, 2018

What Is Digital Transformation?

Digital

Digital transformation — you may have heard this term in a recent digital conference you’ve attended, or you may be even assigned to lead one. And you’re not the only one, because right now, it is a big focus in growing organisations.

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June 14, 2018

Expanding Your Business: Are You Ready to Enter a New Market?

Digital

If you have thought about venturing into a new market to expand your reach, promote brand awareness, or increase revenue, there are few key points you need to consider first. And it’s not as simple as you may think.

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May 10, 2018

Blog SEO Checklist: How to Make Your Content Rank in Google

Content Marketing, Digital

A blog is a powerful tool every business should have. If you want to stay relevant and competitive, if you want to be found online, a business blog is a necessity. It’s simply the most effective tactic that allows you to attract, engage, and nurture leads as they go through the stages in your marketing funnel.

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April 5, 2018

The Content Marketing Funnel Playbook: A Systematic Approach to Promoting Your Brand

Content Marketing, Digital

Marketers are facing a dilemma today. On one hand, it’s becoming clear that creating content is not only an effective way to raise publicity for their companies, but it’s also essential to do so. On the other hand, so many companies are using content that consumers have become overexposed to.

The typical consumer sees hundreds of articles, blog posts, videos, and other forms of content per day and only manage to fully consume or remember a small fraction of them.

Unless your content marketing strategy can stand out from the rest, there’s no way to convert viewers and readers to consumers.

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March 29, 2018

Digital Marketing KPIs You Should be Tracking

Digital

Throughout the Director’s Guide to Digital series, we’ve established the need for digital to be fully integrated into your marketing strategy. Still, you can’t add any real value to your digital marketing efforts until you can measure performance and track how digital has added to the success of your overall strategy.

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March 15, 2018

5 Innovative Australian Companies You Should Know About

Innovation, Business Growth, Business Strategy

Many organisations today are under pressure in the relentless race of being ahead of the curve.

Whether it’s needing to enter new markets, achieve a sales breakthrough, expand margins, or deliver high-quality and low-cost products, businesses need to have an innovation imperative if they want to get ahead and stay relevant.

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March 8, 2018

Australian Economic Outlook 2018

Business Growth

The Australian Bureau of Statistics and the Reserve Bank of Australia are predicting continued strong growth for the Australian economy this year. Businesses all throughout Australia have much to celebrate and look forward to.

If you’re a business owner waiting for the right time to maximise your bottom line or shift your focus this year to driving long-term value while increasing revenue, now may be just the time.

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