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

March 15, 2019

Productisation: How to Market the Intangible

Business Strategy, Marketing Strategy

How do you describe “insurance” or  “healthcare” or “software” so your potential clients can grasp the value of something they can’t see?

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March 14, 2019

7 Remarkable Digital Marketing Campaigns to Inspire Your Own

Finance, Digital, Healthcare, Retail

Digital marketing has taken over traditional marketing channels as it’s more engaging, more flexible, and it costs less. We’ve put together a list of brands that are standing out and cutting through the noise with their digital marketing campaigns.

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March 8, 2019

Customer-Centric Culture: Why Being Customer-Obsessed Leads to Greater Revenue

Culture & Leadership

Many informed businesses today are actively looking for ways to transform their business model or their culture to become more customer-centric, but many struggle to implement it or just don’t know where to start.

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March 7, 2019

B2B Social Media Strategy Best Practices, Case Studies, and Examples

Digital, Social Media

According to the 2018 Global Digital Report, the current number of social media users is at 3.196 billion — and scales up to 13 percent year-on-year. If you are looking for the next step in your marketing strategy, and if you haven’t done so already, amplifying your social media presence may just be it.

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February 26, 2019

10 Healthcare Marketing Case Studies to Inspire Your Next Move

Marketing Strategy, Digital, Healthcare

We often hear of brilliant marketing examples from many top industry players, but it’s not every day we hear of this coming from the healthcare sector. In this article, we feature 10 examples of powerful marketing in healthcare.

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February 12, 2019

10 Digital Marketing Statistics for Aged Care Providers in Australia

Digital, Aged Care

Whilst digital is often seen as a tool to captivate younger audiences, statistics show that the ageing population are also active online. With Consumer-Directed Care shaping the aged care industry, providers need to improve their game plan to stay top of mind.

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February 7, 2019

Lead Generation for B2B: Not All Leads Are the Same

There is no contest. Lead generation is a proven effective method in driving conversion for any business. Many B2B marketers today are planning their own lead generation strategies and campaigns, but various B2B companies are still struggling with it.

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January 31, 2019

The Value and ROI of Inbound Marketing

Marketing Strategy, Digital

With the rise of the internet, B2B customers have more capacity to search for services and decide on the best deal online. Customers have the power over businesses now more than ever, and for businesses, this means they need to adapt or risk extinction.

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January 22, 2019

Top 10 Content Marketing Statistics for SaaS Businesses in 2019

Digital, Content Marketing, Saas

The Software as a Service (SaaS) industry is expected to surpass $112.8 billion in 2019 and is fast rising to become one of the top industries to watch out for. Here are key statistics you need to know now to inform your strategy.

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January 19, 2019

How Much Are Your Digital Assets Worth?

Digital

Have you decided on your digital strategy for the year? As you and your team take this time to put together the best strategic game plan that can help you accomplish your goals for the year, it is important to understand what digital assets are truly giving you the best bang for the buck, where your ROI is concerned.  

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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

Finance, Digital, Aged Care, Saas, 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

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

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

Finance, Digital

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

Marketing Strategy, Digital, Content Marketing

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

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

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, Content Marketing, Email Marketing, PPC, Marketing Automation, 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

Marketing Strategy, Digital

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

Marketing Strategy, Digital

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

Marketing Strategy, Digital

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

Marketing Strategy, Digital

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

Digital, Content Marketing

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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