IR35 Tax Legislation Is Coming. Does It Apply to All UK Businesses?

IR35 Tax Legislation Is Coming. Does It Apply to All UK Businesses?

It comes as no surprise that HMRC in the UK is taking action on regulating the arrangements with independent contractors. With prolonged furloughs and the insecurity surrounding BREXIT, more and more UK-based businesses are shifting to contingent workforce and prefer independent contractors versus hiring full-time employees.

However, there is a thin line between classifying a worker as an independent contractor instead of as an employee, especially when it comes to hiring remote teams. IR 35 is supposed to shed light and introduce a set of more clear rules for businesses to follow.

Who is an IR35 independent contractor?

IR35 is also called intermediaries’ legislation. It was introduced in the year 2000. This legislation is designed to lower tax avoidance by freelance contractors who HMRC views as “disguised employees.”

To understand the rule, you need to understand the difference between an employee and an independent contractor. In some cases, a contingent workforce comprises full-time employees in substance as they work out of the premises of the employer, use equipment that belongs to the employer and their working hours or the so-called ” time in and out”  is in line with the policies that apply to the full-time employees of the employer. However, instead of being on payroll aka Pay As You Earn, these workers bill for their services through their limited firms. Needless to say, this approach increases the tax efficiency for all sides involved in the working arrangement.

The majority of sole trader limited firms operating in the UK rely on arrangements involving independent contractors to save themselves from providing employment benefits and lower the tax burden.



Crunch Sales Manager Ben Schaefer gives you a run-down of what personal service companies and contractors need to know about IR35, including the upcoming changes in April 2021. The changes were originally due to come in in April 2020 but were delayed by 12 months. Need more IR35 advice?: —————————————————————————————————————- Crunch delivers accounting and financial services to empower the self-employed and small business owners: Like Crunch on Facebook:… Follow Crunch on Twitter:



To deal with this prevalent issue, IR35 legislation is designed to ensure that those independent contractors who deliver their services through limited companies doing the same work as the full-time employees employed by the same business, will be classified as employees and pay the same income tax rate and National Insurance contributions as those employees that are on Pay As You Earn.

HMRC inspectors may apply an employment test on a case-by-case basis based on the working practices and the substance of the working arrangement, instead of on the contractual terms and the language used in the respective contract signed by and between the parties. Put simply, stating that the provider of services is an independent contractor is not sufficient to classify the arrangement out of IR35.

Moreover, on top of the proper classification of their workforce, UK-based businesses need to address the billing and payment needs of their contingent workforce.

Remote working arrangements are even more complex as UK citizens and foreigners having a fully settled status in the UK may be working overseas due to Covid-19 lockdowns in the UK. The increased administrative burden has pushed many HR managers to look for software solutions like the UK-based Transformify FMS that helps businesses fully automate billing and payouts to 184 countries ensuring that both independent contractors and their employers are in compliance with the applicable legislation. With the UK leaving the EU, most independent contractors are in confusion as to whether they need to charge VAT, if the invoices they issue are in compliance with the tax legislation, etc. Here’s a rundown of things to keep in mind.

IR35 rules

A contract may be ” inside IR35” or ” outside of ‘IR35” depending on the arrangement. If a contract is deemed to be ”inside IR35,”  the worker is to be classified as an employee and subject to the same National Insurance and income tax burden.

On the contrary, if the contract is considered to be ”outside of IR35,” the worker is classified as an off-payroll independent contractor.

Mutuality of obligation

Working as a self-employed contractor implies that an employee can work on a project basis without any obligation to keep working for the client once the respective contract terminates.

In the same way, clients also do not have any obligation to keep offering contracts when the existing project is completed. A client and an independent contractor will fall ”inside IR35 contract” if the client has to compulsorily offer paid work to the contractor, the pay rate is not directly related to the work that has actually been delivered, there are no clear deliverables and KPIs, the independent contractor is entitled to employment benefits like paid sick leave and annual paid leave, uses equipment provided by the client, the client has the right to control the time in and out and the number of hours the independent contractor spends on each task, etc.

There is another condition under IR35 that allows independent contractors to sub-contract their work and work for multiple clients at once. That said if an agreement stipulates that the independent contractor has no right to sub-contract or undertake other clients, unambiguously the independent contractor will be classified as an employee.


If a contract clearly stipulates that the independent contractor has to be present throughout the project and work out of the premises of the client, then also this kind of work relationship comes under the spectrum of “inside IR35″ rules. If a substitute worker can replace the previously appointed independent contractor and deliver the work specified in the contract, then the arrangement is likely to be classified as ”out of IR35.”

Supervision, Direction, Control

Another condition where the contract fails to fall within IR35 is when contractors clearly demonstrate that they have control over the methodology applied to accomplish the work.

On the other hand, if the client decides on the working patterns and controls the way the project has to be completed, then such a contract is very likely to be classified as ”inside IR35″ and the worker is to be classified as an employee, not as an independent contractor.

The Equipment Used

If the client provides tools or equipment to complete the work on a contract, and the independent contractors uses the equipment only to complete the work for this particular client and can not use it to deliver work to other clients, then HMRC may view such arrangement as a ”disguised employee” and insist on classifying the independent contractor as an employee. In most cases, making it clear at the pre-contract stages that independent contractors will use their own equipment and software licenses where applicable, to complete the project will keep the arrangement outside of IR35 if all other requirements have been satisfied.

Financial Risk

Self-employed independent contractors are more likely to experience a higher level of financial risk as compared to an employee. The financial risk arises from the need to invest money into the daily execution of the business. If the work delivered to the client seems to be substandard or faulty, then the independent contractors often need to spend more time and invest additional resources to address the quality requirements at their own expense.

Consequences of Misclassifying IR35 Contractors

If a contract falls within IR35 rules, then the independent contractor is to be classified as an employee. In other words, the parties may be accountable to pay the unsettled additional income tax along with National Insurance contributions.

Private-sector employers who hire independent contractors will be accountable to determine their IR35 status. As this is seen as an administrative burden by lots of businesses, many SMEs prefer to outsource the task to companies specializing in off-payroll arrangements.

HMRC can go back in time to determine whether or not IR35 applies to previous work that the independent contractor has carried out. In case that a particular arrangement is classified within the scope of IR35, HMRC may request additional income tax and National Insurance contributions to be paid along with interest and penalties.

To save business owners from the financial consequences of misclassifying IR35 independent contractors, it becomes essential to run an IR35 test each time a new arrangement is negotiated.

Determination of employment status has always been a tricky decision for many businesses. Yet, there are a few simple ways to ensure that they are in compliance with IR35 rules:

Take the IR35 test

Figure out whether the arrangement is are present ‘outside’ or ‘inside’ IR35. This can be done by taking the HMRC IR35 test for the assessment of the existing work practices.

Review the existing practices

Once you have the results of the HMRC test, you should carry out an audit of the existing work practices. It is important to see how IR35 impacts the way a company carries out its daily business. This analysis will help solve a wide range of potential issues.

Seek an expert opinion

Before you make any modifications in the way you conduct your business, it is beneficial to seek advice from law experts. Ensure that the changes you are planning to introduce comply with IR35 and other related regulatory requirements. There are many nuances and industry specifics that are to be considered on a case-by-case basis.

The impact and benefits of IR35 rules are still yet to be seen in the private sector. However, familiarizing yourself with  IR35 rules and their impact on the public sector can result in many advantages for your business.


Lilia Stoyanov

Entrepreneur Leadership Network VIP

Source: IR35 Tax Legislation Is Coming. Does It Apply to All UK Businesses?


More Contents:

Compliance Auditor at Core Talent Recruitment, Bristol , £350 – £400 per day – Today
[…] character to include customer relations focus On offer is an initial 4 month contract outside IR35) starting on 04/05/21
VBA Developer, City, London
[…] Derivatives Regulatory rules Basel III, CRD IV What you’ll get in return Up to £500 per day (Inside IR35) Opportunity to go perm further down line if you’d like to What you need to do now If you’r […]
Security Vetting Admin Assistant, Titchfield, Hampshire
Security Vetting Admin Assistant 6 months Inside IR35 Titchfield – Office based role with some homeworking £11-13 per hour This role for Security Vetting […]
Project Manager – Defence – SC Cleared, Wiltshire
Project Manager – Defence Wiltshire/WHF | 11 Months | £500-600pd inside IR35 PM to manage the delivery of a move to pre-emptive Event Management, involving procurement of event […]
Internal Recruiter, Talent Acquisition Specialist – Contract, London
Job Description Internal Recruiter, Talent Acquisition Specialist – Contract (inside IR35) 3 months initially Location: Home based/London Excellent day rate An excellent opportunity ha […]
Xamarin Developer – Norwich – Technojobs
Job Title:Xamarin Developer Inside IR35 Location:Norwich / London Department/Practice: BFSI 2 […]
Development Engineer (Engines), Stafford, Staffordshire
Development Engineer – Engines Location Stafford Contract- 12months Rate- up to £33/hr (inside IR35) Outsource UK are currently working with a Manufacturing client who are seeking an Engin […]
Events | The Power Hive – Today
[…] Hosted By Sean McCleary featuring Be The Tribe Thursday 22nd – 12pm MORE INFORMATION SIGN UP APR IR35: THE GOOD THE BAD THE UGLY Hosted by Keith Southern featuring ADVANCE’s Shaun Critchey and Ann […] Thursday 18th – 12pm MORE INFORMATION CATCH UP MAR THE POWER HIVE CONTRACT DIVISION: IR35 PANEL Hosted by Mike Smith with panellists Simon Whitehead – Brabners, Anna Sills – Advance, Shau […] event – here’s what Rebecca had to say about The Power Hive! 2020 PREVIOUS EVENTS NOV LIVE IR35 Q&A ADVANCE: Shaun Critchley and Anna Sills Thursday 26th November – 12pm MORE INFORMATION SOLD OUT […]
Compliance Regulatory Project Manager – IFPR, Manchester, Lancashire
[…] contract, to be based in Manchester once restrictions are lifted, and paying £480/day (inside IR35) […]
UX Designer – X2 – Public Sector (GDS) – Outside IR35 at RedRock Consulting Ltd, London, £350-£425 per day – Today
UX Designer – X2 – Public Sector (GDS) – Outside IR35 We’re now looking for a proactive and talented UX Designer to join us on a contract basis, to wor […]
Python Developer at Hays, London, £600 per day – Today
Python Developer (Outside Ir35 Contract) You ‘ll be working for one of the worlds oldest private banks as they look to expand b […]
Electronic Test System Design Engineer, Edinburgh, Midlothian
[…] These are contract positions, 12 months in length and OUTSIDE of IR35 […]
Interim Change Manager – Remote Working – April 13
[…] 77 per day pay range subject to IR35 status Hours per Week: 37 6 Months Andover What’s involved with this role: Interim Change Manager […] 77 per day pay range subject to IR35 status   Key Accountabilities: You will focus on the people side of change, assisting wit […]
Interim Internal Communications Manager – Remote Working – April 13
Pay Rate: Up to £330 per day pay range subject to IR35 status Hours per Week: 37 6 Months Andover What’s involved with this role: Interim Interna […] Manager  –  Remote Working – PSR 1JP00038042 Pay Rate: Up to £330 per day pay range subject to IR35 status This role is remote working […]
Business Analyst – Housing
[…]   this is a day rate position paying up to 425 per day – Inside IR35   The role will be a mobilisation projects within repairs and maintenance […]
Business Analyst
[…] Analyst April 2021 – 3 months (possibility of extension) West Yorkshire Up to £380 per day – Inside IR35 We are working with a client with an opening for a Business Analyst to join their team on […]
IT Senior Business Analyst
IT Senior Business Analyst £350 – £380 per day  Inside IR35 Our client are currently seeking a IT Senior Business Analyst to join them to work with Senio […]
Business Analyst – Financial Services via umbrella
[…] Services via umbrella Location:  London, England Salary:  GBP250 – GBP287 per day + Inside IR35 Business Analyst – Financial Services via umbrella Prestigious London based client requires a […] This role is inside IR35, paying £287pd and the successful candidate will need to use an umbrella company […]
Business Analyst – API/Data – Outside IR35
[…]   Contract length is initially 3 months and the rate is around £325 a day Outside IR35 […]
Lead Business Analyst – Libor – London
[…] Analyst – Libor – London Location:  London, England Salary:  GBP900 – GBP1000 per day + Inside IR35 Lead Business Analyst – Libor – London Prestigious London based Finance client requires a Lea […] This role in inside IR35 and you will be required to work via an umbrella company […]
Technical Business Analyst  (Data & Application Migrations)
8 Months Outside IR35 Large scale data & application migration piece (Oracle ERP) […]
Agile Business Analyst – Inside IR35/Agile/SAFe – Coventry
Agile Business Analyst – Inside IR35/Agile/SAFe – Coventry & Remote Inside IR35/PAYE/Umbrella £400 – £450 per day (all inclusive) which may be subject to change depending o […]
Agile Business Analyst
[…] Tyne, England Salary:  GBP535 – GBP535 per day Agile Business Analyst – 6-month contract, Inside IR35 – £535 per day – Newcastle – SC Clearance required We are working with a multinational consultanc […]
Business Analyst – GIS– Outside IR35 – Remote
[…] see a summary of the requirement below: Role: Business Analyst Contract Length: 12 month Contract IR35 Status: Outside Location: Remote Start Date: End of April Rate: £250 per day   Skills:       […]
National insurance Christchurch : Filer Knapper
[…] NHS services and General Practitioner services employer contributions deemed to arise under IR35 for personal service companies […]
Senior Solutions Architect (Azure Migration – Cloud) – £688 p/d
Senior Solutions Architect (Azure Migration – Cloud) – £688 p/day, 6 mnth+ contract (inside IR35) I am looking for a Senior Solutions Architect (x2) with experience of delivering Azure clou […] Senior Solutions Architect (Azure Migration – Cloud) – £688 p/day, 6 mnth+ contract (inside IR35) Rate: £688 p/day, 6 mnth+ contract (inside IR35) Location: Potters Bar, Hertfordshire / North London (remote / working from home during th […]
Junior Project Manager/Business Analyst – Financial Services – London – Technojobs
[…] client is located in London, but this role is fully remote – 3-month initial contract, outside of IR35 […]
Job details – Public Sector Resourcing
[…] ASAP | Duration: 3 months Posted 3 hours ago Job description SC Cleared Business Case ManagerInside IR35 Contract Term: 3 Months with possibility of extension Contracting Authority: MOD Location […]
Interim Business Analyst x2 – April 13
[…] PA – Remote working – PSR 1JP00038294  Pay rate: Up to £200 per day pay range subject to IR35 status   Key responsibilities:  Supporting their principal with drafting presentations, writin […] READ MORE Pay Rate: Up to £500 per day pay range subject to IR35 status Hours per Week: 37 8 months Leeds What’s involved with this role: Interim Business Analys […] Analyst x2 – Remote working – PSR 1JP00036221  Pay rate: Up to £500 per day pay range subject to IR35 status  Key responsibilities:  Gather and analyse data and information  Develop expertise in a […]
React Developer, London – April 13
Job Description Contract React Developer Required – Fully Remote – 3 months – Outside IR35 My client is looking to hire a Contract React Developer on an initial 3 month contract with a vie […]
Meet the member: Rosse Systems | FSB, The Federation of Small Businesses – April 13
[…]    Have you attended any FSB events?  Attending FSB’s IR35 webinar was reassuring. We’re lucky that IR35 doesn’t affect us because we’re not CIS registered and classed as a small business, but we do wor […]
Planning Officer job with G2 Recruitment | 357252 – April 13
[…]   The client is looking to pay the candidate £26p/h (inside IR35) […]
Planning Enforcement Officer job with G2 Recruitment | 357254 – April 13
[…]   The rate for this position is negotiable (Inside IR35)  with the client looking to bring on someone who is seeking a long term contract […]
Principal Development Management Officer job with G2 Recruitment | 357259 – April 13
[…] is looking to pay the candidate +£39p/h (& the current temporary member of staff is working outside IR35) […]
Senior/Principal Planning Officer job with G2 Recruitment | 357255 – April 13
[…] site visits will be necessary1-2 weeks,  The rate attached to this position is negotiable (Inside IR35) […]
Contract WorkSpace One Engineer with ref. VR/12558_1618245587 – Spectrum IT Recruitment
Role: Contract WorkSpace One Engineer Length: 6 Months Rate: Negotiable Location: Fully remote IR35 Status: TBC Our client based in Basingstoke is looking for a Contract Infrastructure Engineer t […]
Child Protection Social Work – ENTRY LEVEL position job with NonStop Consulting | 1401691702 – April 13
[…] Consultants with Social Work experience A supportive team who can always deal with your queries IR35 Advice What I offer: As the Senior Consultant for Wales I have obtained a number of contacts […]
Child Protection Social Work – Minimum 1 year experience job with NonStop Consulting | 1401691703 – April 13
[…] Consultants with Social Work experience A supportive team who can always deal with your queries IR35 Advice What I offer: As the Senior Consultant for Wales I have obtained a number of contacts […]
Electrical Fitter (Warships)
[…] Six month contracts initially Marine Electronics/Electrical Fitter, Inside IR35 Location: Devonport, Plymouth About the role Here at Devonport Royal Dockyard we’re looking fo […]
Planning Enforcement Officer job with Osborne Richardson | 30481 – April 13
[…] The rate offered is £25/hr inside IR35 […]
HR Audits – legally compliant and best practice HR | Northamptonshire Chamber
[…] IR35, Minimum Wage, Statutory Payments are the main changes seen in April 2021, but the June deadlin […]
Senior Developer and Developers – April 13
Developer and Senior Developer Inside IR35 Contract Term: 10 months Contracting Authority: DHSC Location: Exeter/Remote PSR are currentl […]
Vue.js Developer at Real Staffing, United Kingdom, £400 per day – April 13
I ‘m looking for a Vue.js developer to start 26th April, until the end of the year, to work on an outside IR35 project, creating a portal for a company to automate their documentation process. This is paying £400 per day. If interested, please can you connect with me and send me your CV?! Thanks Rachel
Interim Technical Project Managers x2 – Remote Working – April 13
[…] 05 per day pay range subject to IR35 status Hours per Week: 37 12 Months Manchester What’s involved with this role: Interim Technica […] 05 per day pay range subject to IR35 status   Key Accountabilities: An experienced Technical Project Manager with a demonstrabl […]
Head of Delivery – Payments, London – April 13
[…] This is an initial six months contract outside IR35 paying up to £800pd […]
Research Reveals Potential Impact of IR35 on Construction
RESEARCH INTO the long-term impact of IR35 shows that more than half of construction managers are concerned about how the legislation wil […] Impact of IR35 The new IR35 tax rules came into effect on 6 April 2021 […] 83% of managers within construction believing the industry already suffers from a skills shortage, IR35 could worsen an already difficult situation […] of construction & property at Search, said: “It is impossible to determine the impact changes to IR35 legislation will have on the industry just yet […]
Public Sector Front End Developer (React/Node.js/Ruby)
Initial 6 Month Contract – £450 – £500pd **Outside IR35** Angular, Node […]
Bounce back loan warning: Business & self-employed defaults may cost £27bn – what to do | Personal Finance | Finance
[…] – what to do [WARNING] Grandparents could boost state pension by up to £2,340 per year [INSIGHT] IR35: Off-payroll tax guidance issued as ‘wild west’ needs fixing [EXPERT] Following this, Busines […]
.NET Developers – Contract – London – £600-650 per day job with La Fosse Associates Ltd | The Times & The Sunday Times Appointments – April 13
[…] These roles will fall inside of IR35 and will be for initial 6-month contracts with an extension very likely […]
Full Stack JavaScript Engineer – ReactJS, NodeJS, Redux – Remote/Outside IR35, United Kingdom – April 13
Senior JavaScript Full Stack Engineer required by this ground-breaking, mid-stage tech start-up working on the improvement of healthcare globally. If the opportunity to work in the high-growth digital tech industry for a business which will genuinely…
UX/UI DESIGNER | CONTRACT | £300- 350 | outside ir35
UX/UI Designer | £300-350 | Artificial Intelligence Company | 3 month contract    The Role  An incredible opportunity for an experienced user-centric design professional to shape the future of our client.   The Client: Our client is looking for an experienced Product Designer, with a balanced mix of UX and UI skills, to create bespoke AI applications for their customers, enabling them to make use of this powerful technology, without compromising on functionality. This will be the first hire and this candidate will play a pivotal role in development and design.   On a day-to-day task: Work in constant collaboration with the product manager and engineers to crystalise customer problems and define designs with better UX . Learn from the users – including through quantitative and qualitative research to understand and sympathise with the customer journey and needs as they use our platform. Consider UX across all touch points as required – such as product discovery, packaging, sensor install, alerts and visualisations. prototypes and mockup interfaces of the platform to test points of customer interaction. With your engineering and product partners, you’ll also create UI to excite our customers, and ensure a consistent look and feel to customer touch points.   About you: Experience in designing and prototyping excellent UX and UI. Knowledge of HTML5 & CSS flavours (SCSS, SASS, LESS) would be advantages. You have a portfolio that demonstrates competency in product design, interaction design, visual designs and prototyping skills. Self-starter who is excited by the chance to establish & own a new capability within a scale up.
Lead ETL Developer Outside IR35 at eFinancial Careers, London, £Competitive Rate – April 13
a variety of source data. Y ETL Developer requirements: Good knowledge of Azure Architecture Able to compose requirements, process flows, and design into clear…
Interim Workforce Planning Support Officer – Remote Working – April 13
Pay Rate: Up to £400 per day pay range subject to IR35 status Hours per Week: 37 6 Months London What’s involved with this role: Interim Workforc […] Officer  – Remote Working – PSR 1JP00038830 Pay Rate: Up to £400 per day pay range subject to IR35 status   Key Accountabilities: Delivering the recruitment process needed for individual role […]
Partnership Market Insight | Financial & Professional Services | April 2021 | Partnership
[…] The IR35 effect has also drastically changed the landscape within HR, with far fewer senior interim role […]
IR35 changes: What HR and People leaders need to know and 6 ways to take action now | MarketScreener
[…] engagement with the message, and ensure compliance? Here’s what we cover in this article: What is IR35? What do HR teams in medium and larger businesses have to do for IR35? Does IR35 apply to my organisation? What are the new IR35 requirements if agencies are involved? What’s the IR35 ‘soft landing’ period? Preparing for the new IR35 requirements in HR and People teams What is IR35? We examine the IR35 requirements in our comprehensive companion blog […]
Analytics Business Analyst – Investment Banking – Markets
[…] banking firm, requires an Analytics Business Analyst to join on a 12 months contract (inside IR35) paying up to £1000/day (via umbrella) […]
Workforce planning analyst, Remote, 6 months, Recruitment analyst, London – April 13
[…] * Workforce Planning Support (recruitment analyst)* 6 month – Remote IR35: Inside IR35 Security Clearance: BPSS CV Deadline: Friday 9th April 16:00 Interview Process: 30 min teams cal […]
The tax implications of remote working abroad: What employers need to know – April 13
[…] on employment taxes – for example on termination payments made to employees, the application of IR35 and other employment related tax matters […]
Data Scientist (SAS), North – April 13
We are looking for 2 Data Scientists on a contract basis (roles are outside IR35) Candidates will require experience of the following in order to apply […]
Nationwide: 2% interest rate savings account offered to Britons – check eligibility | Personal Finance | Finance
[…] per year [INSIGHT] HMRC update: Britons urged to check tax codes – what new codes mean [UPDATE] IR35: Rishi Sunak urged to amend ‘flawed’ off-payroll working rules [ANALYSIS] After this point, Britons […]
B&K set for £200m Nottingham Broadmarsh offices scheme
[…] Homes to be built in first phase of Oxford North life sciences district 7 days ago Controversial IR35 changes come into force Freelance contractors hit at ‘worst possible time’ by tax shake-up 7 day […]
Software Eng – Javascript-Python-AWS-Docker-Remote-Out IR35, London – April 13
This is a fantastic opportunity to work as a Software Engineer for a major pharmaceutical company, on a remote basis, outside IR35. This role will fully remote for the full initial 6 month duration. The key technical experience required for this Software Engineer role is: JavaScript Python AWS Docker If you do have the relevant experience for this Software Engineer position, please do apply.
Supply Chain Consultant – Remote/Outside IR35, United Kingdom – April 13
[…] It is expected that this assignment will fall outside IR35 […]
IR35 Tax Legislation Is Coming. Does It Apply to All UK Businesses?
[…] IR35 rules A contract may be ” inside IR35” or ” outside of ‘IR35” depending on the arrangement. If a contract is deemed to be ”inside IR35,”  the worker is to be classified as an employee and subject to the same National Insurance an […] Yet, there are a few simple ways to ensure that they are in compliance with IR35 rules: Take the IR35 test Figure out whether the arrangement is are present ‘outside’ or ‘inside’ IR35. This can be done by taking the HMRC IR35 test for the assessment of the existing work practices […]
Cyber Security Architect (Inside IR35), London – April 13
Cyber Security Architect (Inside IR35) Public Sector firm require a Cyber Security Solution Enterprise Architect to join their growin […]
Data Scientist (Contract) – Simulation at Harnham, London, £Contract Rate – April 13
Data Scientist (Contract) – Simulation Outside IR35 Python, Supply Chain, Modelling, Algorithms £500 – £550 […] This contract has been confirmed as Outside IR35 with a day rate of up to £500 […]
Software Engineer – AWS Cloud, Python, Pyspark, Scala, Newport, Gwent – April 13
Outside IR35 Day Rates Newport, Working from Home Currently Software Engineer – AWS Cloud, Python, Pyspark […]
Full Stack Developer – Java – Kotlin – Pair Programming, London – April 13
[…] *This role has been deemed inside IR35* If you are interested in this opportunity, please apply now with your updated CV in word/PD […]
Disrepair Surveyor, Cardiff, South Glamorgan – April 13
[…] The Building Surveyor will have the option to work through their own Ltd Company (OUTSIDE IR35) or an Umbrella Company if they do not possess one […]
Data Architect, Leeds, Yorkshire – April 13
Data Architect Competitive daily rate 6-month Inside IR35 Contract Leeds City Centre, 2 days in the office post COVID! Fruition IT are currently i […]
Infrastructure Security Architect, London – April 13
[…] in payment technologies, 12 month contract, London based client, currently remote, inside IR35 Key Accountabilities: Be responsible for the security architecture & critical compliance with th […]
Lead Business Analyst – Reporting & Data, London – April 13
[…] Remote working/City of London – £700 per day ( Inside of IR35 ) […]
Spark Developer – London – Technojobs
Job Title:Spark Developer   Inside IR35   Location:London, UK Department/Practice: Data Quality Job Purpose and primary objectives: Spar […]
NICE Actimize -Developer – London – Technojobs
JOB DESCRIPTION Job Title:NICE Actimize -Developer Inside IR35 Location: UK London Department/Practice: Systems and Services management (SSM) Job Purpose an […]
Security SME – 12 Months – Outside of IR35 at People Source Consulting, Hook, £600-£700 per day – April 13
[…] In return: *£600 -£700 (Outside of IR35) *12 Month initial contract (Likely to extend) *Immediate start People Source Consulting Ltd i […]
Business Analyst – Housing, London – April 13
[…] this is a day rate position paying up to 425 per day – Inside IR35 The role will be a mobilisation projects within repairs and maintenance […]
Power BI Developer – £350/day – Fully Remote – Outside IR35 on
Power BI Developer – £350/day – Fully Remote – Outside IR35 Our E-commerce client is looking for a Power BI/reporting developer for an initial 3 month contract […] Power BI Developer – £350/day – Fully Remote – Outside IR35
.NET Developer – Contract – Malmo – 100% Remote on
[…] THIS ROLE IS INSIDE IR35 Reporting to the Development Manager, the successful candidate will be responsible for completin […]
Digital Analyst, United Kingdom – April 13
[…] of subject matter Start date ASAP Length 6 months witch scope for extension Role will be inside IR35
MPs urge for reforms to new IR35 changes
Despite the new IR35 rules being implemented just a week ago, MPs have released a report which urges key reforms to b […] Commenting on the new IR35 reform, the Loan Charge All-Party Parliamentary Group (APPG) have listed several recommendation […] One such reform is the call for IR35 to be amended during the passage of this year’s Finance Bill […] As such, the report calls for all workers who are “inside IR35” to receive full rights under all legislation dealing with agency workers, with a clear an […]
Cyber Security Analyst, Birmingham, United Kingdom – – April 13
Cyber Security Analyst 3-month contract in Birmingham £400 per day (within scope of IR35) Hays IT are working in partnership with a large public sector organisation in Birmingham t […]
Infrastructure Engineer – SC Cleared, Outside IR35, Hyper-V, SCVMM, Hook, Hampshire, United Kingdom – – April 13
Infrastructure Engineer – SC Cleared, Outside IR35, Hyper-V, SCVMM – Hook, Hampshire, United Kingdom…
Off-payroll rules need reform to address contractor rights | Accountancy Daily
[…]   The report stated that ‘IR35/off-payroll legislation has been a clear driver in the proliferation and use of unregulate […] coerced to opt-out of the Conduct of Employment Regulations (unless they are working on an ‘outside IR35’ basis via a limited company (PSC)) […] ’ In response to the report, Dave Chaplin, CEO and founder of ContractorCalculator and IR35 Shield said: ‘There are some strong recommendations and worrying observations in this report an […]
BI Analyst – Power BI
[…] – Power BI – SQL – Financial services – 3 month contract – Warwickshire – £400 per day (inside IR35) A leading financial services client of Spring Technology requires a talented Power BI developer to […] This is an initial 3 month contract with scope to extend further, paying £400 per day (inside IR35) […]
Hegarty coup for freelance matchmaking service Genie
[…] chatbot into a web, iOS and Android offering and has added the ability to handle freelancers’ IR35 admin […]
IR35 and off-payroll working – What is it and how is it changing? | FSB, The Federation of Small Businesses – April 12
[…] expert on employment status, will take you through the upcoming reforms to off-payroll working (IR35). Event details On 6 April 2021, the off-payroll working rules are changing.  The original IR35, the intermediaries legislation, was enacted in 2000 and meant that the limited company contracto […]   Small companies, however, will continue to use the IR35 regime, which is why it is important to differentiate between IR35 and OP21.  So, it will be for the contractor to self-assess under IR35 as they do now […]
UI Designer, London – April 12
[…] 1 month rolling contract Rate: Up to £420 based on relevant experience This role will be inside IR35 My client is looking for a User Interface Designer for a contract based in London […]
SAP Analytics Cloud Data Engineer at HAYS INFORMATION TECHNOLOGY, Bristol, £450-£500 per day – April 12
SAP, SAP Analytics Cloud, Data Engineer, Bristol, Contract, Outside IR35, SC Cleared Your new company An exciting large profile organisation based in THE HAPPIEST CITY i […]
MPs call for rethink of recent private sector IR35 changes
[…] have called on the government to rethink changes to the off-payroll rules, commonly referred to as IR35, introduced in the private sector earlier this month, arguing that tax status and employment status […] The report said not only had IR35 failed to prevent tax avoidance by individuals falsely claiming to be self-employed, but it ha […] forced to opt out of the Conduct of Employment Regulations if they are not working on an ‘outside IR35’ basis via a limited company.” The report also warned that the new IR35 rules could see many contractors in the private sector forced to work under umbrella companies […]
Front-End Developer, Outside, IR35, JavaScript, CSS, React, Vue, HTML, United Kingdom – April 12
Front End Developer, Blockchain, £400-£700 a day, Outside, IR35, JavaScript, CSS, React, Vue, HTML We are looking for a talented Senior Front End Developer to join […] of some other NodeJS UI framework Front End Developer, Blockchain, £400-£700 a day, Outside, IR35, JavaScript, CSS, React, Vue, HTML
Data Analyst – Looker with ref. BBBH8948_1618217665 – Understanding Recruitment
[…] Looker Location: Remote (UK based)/London Duration: 6 months initial Day Rate: £500-£550 – Outside IR35 We are actively looking for a Data Analyst who has strong Looker experience to work with one of our […] Location: Remote (UK based)/London Duration: 6 months initial Day Rate: £500-£550 – Outside IR35 Apply now for immediate consideration on this excellent opportunity! Understanding Recruitment i […]
Head of IT Development
Head of IT Development 12-month contract Outside IR35 £750 per day Homeworking for foreseeable […]
Investing for beginners: When investment ISAs may not suit investors | Personal Finance | Finance
[…] DON’T MISS IR35: Rishi Sunak urged to amend ‘flawed’ off-payroll rules to ensure self-employed rights [COMMENT […]
Peter Chick on LinkedIn: #recruitment #hiring #developer
We are looking for a talented and experienced .NET Developer to join a leading Digital Agency based in the City of London working on a brilliant contract basis (Outside of IR35) @ £430 per day… Interested? Get in touch with Karen Chapman on 01732 458000 to find out more! #recruitment #hiring #developer #techcareers #jobsearch #digital Like Comment To view or add a comment, sign in To view or add a comment, sign in 3,530 followers 3000+ Posts 0 Articles View Profile Follow
Funding our UK and international growth
[…] is approaching a period of change, Venturi are forecasting an uptick on contract growth, but cite IR35 as an area that will create challenges for recruiters […]
New Employment Law Changes being implemented in April – April 12
[…]   6th April – IR35 New IR35 rules have been put in place for the private sector […] It is from 6th April that large and medium-sized private companies will be required to follow the IR35 rules […]
Infrastructure Analyst – Windows Engineer – Third Line, London, United Kingdom – – April 12
[…] Analyst – Windows Engineer – Third Line London Bridge/WFH – Third Line Support Inside IR35 – £385 An experienced Infrastructure Analyst is required for a 6 month contract […]
Infrastructure Business Analyst, Havant, Hampshire, United Kingdom – – April 12
[…] eg Networks, storage, end user computing, or AIX, SQL and Oracle databases, etc This role is Inside IR35 so applicants must be willing to engage via an Umbrella Company […]
Salesforce Solution Architect (Field Service Lightning)
[…]  England • Salesforce Solution Architect (Field Service Lightning) • Remote working • Inside IR35 – £700+pd Spring Technology are currently representing a global consultancy which are lookin […]
Platform Systems Engineer (Mode 5) OUTSIDE IR35
Platform Systems Engineer (Mode 5) A Platform Systems Engineer are required to work on a three-month contract, with the possibility of extension for our Defence client based in Filton.

How Exactly Does Content Marketing Help in Building Brand Awareness

Brand awareness is more than people simply recognizing your business name or your logo.True brand awareness entails your audience getting to know the personality behind your brand and what makes you different from your competitors.

It’s vital to build brand awareness because consumers are much more likely to buy from a brand they know and trust than one that’s new to them.A research study found that over 80% of people searching for a product on Google chose to click on websites they were already familiar with, regardless of their position in the results.

Content marketing can be a highly effective way to build brand awareness. With every piece of branded content an individual sees, they become more familiar with your brand. But while exposure is important, it’s not the only factor at play. Content can help to build your brand in several different ways.

Quick Takeaways

  • Content marketing is an excellent way to demonstrate knowledge and expertise and build trust with your audience.
  • The more content you publish, the more exposure you give your brand. Every piece of content has the potential to widen your audience.
  • Your content is an important part of your overall brand and can be used to amplify your brand voice and reinforce your commitment to your brand values.

1. Demonstrating Authority and Expertise

By regularly publishing informative and educational content that helps to solve your audience’s problems, you demonstrate the fact that you know what you’re talking about as an expert in your industry.

For example, take a look at the blog published by marketing and CRM software company, HubSpot. HubSpot publishes a lot of detailed and useful articles on subjects such as content marketing, web design, email marketing, SEO, and customer experience.

Most of these articles are not written with the aim of selling more software licenses. Nor, indeed do they even mention the products and services that the company sells.

This informational content is not published with the aim of making more sales, but rather to share knowledge and cement HubSpot’s position as an authority in the area of digital marketing.

The audience reading HubSpot’s blog may not immediately be looking for a marketing software solution. However, with each piece of content they read, they’ll build a stronger association between the HubSpot brand and marketing knowledge.

If at some point in the future they are in the market for a CRM or marketing automation software, they’ll already have HubSpot in mind and be confident in the brand’s experience and knowledge.

2. Building Trust

Consistently publishing helpful information for your audience not only helps to demonstrate your expertise and authority but is also vital for gaining the trust of your target audience.

People don’t like to feel like they’re being sold to or that brands only have an interest in gaining their business.

Content marketing means publishing content that’s not sales focused and demonstrates you care about your audience and their problems, rather than just making the sale.

The more content your audience reads and the better they get to know your brand, the more likely they will be to trust you. The more they trust you, the more likely they are to spend money with you in the future.

Source: Marketing Charts

3. Fleshing Out Your Brand Personality

Many brands offer very similar products and services, often at similar prices. Your brand personality is what distinguishes you from your competitors and builds relationships and loyalty with your customers.

Your content should reflect your brand values and mission. It should demonstrate what you offer beyond the products and services you sell.

Every piece of content you publish should also reflect your brand tone and voice. Whether this is fun and friendly, creative and quirky, or confident and informative depends on your audience, the industry you’re in, and how you want to position your brand.

Source: EndeavorCreative

To get this all right, it’s important to have a clear and defined brand, mission, value, voice, and content strategy that pulls it all together. Skipping over any of these steps will result in content that doesn’t have a clear voice or personality, and your brand will be weakened as a result.

4. Increasing Brand Exposure and Mentions

Every piece of content you publish gives you a new opportunity to expand your audience and reach more eyes.

Publishing content around the topics that your audience and customers are interested in is a highly effective way to boost your SEO. This means your site is more likely to come up in searches for keywords related to your business. The more content you publish, the more chances you have of showing up in search results.

Source: Oracle Modern Marketing Blog

Good content can help you to attract traffic from many other sources apart from search engines.

People share high-quality content on social media. Social media mentions are doubly effective because they not only help you to reach a wider audience, but a social share acts as a vote of confidence and demonstrates that others trust in your brand too.

This is increasingly important these days where 83% of consumers say they are more likely to buy a product or service if it is recommended by a friend or family member.

5. Building Customer Loyalty

Content marketing is not only important for attracting new customers but also to keep the customers you already have.

Strengthening relationships with your customers is also important for building your brand. When customers are loyal to your brand, they are more likely to recommend it to others.

Consistently publishing new content is a great way to stay in touch with your existing customers, keep your brand on their mind, and give them more opportunities to share your content and products with others.

6. Engaging Your Audience with Brand Storytelling

Everyone loves a good story. So it’s no surprise that much of the most successful content on the web involves some element of storytelling.

Likewise, some of the world’s most successful brands have a great story behind them. Just look at Apple (founded by college dropouts out of a garage) or Toms shoes (inspired by the travels of the founder and the barefoot children he met along the way).

If you can use content to tell the story of your brand in an engaging way, you’ll build an emotional connection with your audience that will make them want to read more, interact more, and buy more from your brand.

If you are ready to get more traffic to your site with quality content published consistently, check out our Content Builder Service.

Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today–and generate more traffic and leads for your business.

By Michael Brenner


Marketing Insider Group

The Marketing Insider Group provides content marketing workshops and content development services. Scale your content and start showing Content Marketing ROI today. Free Consultation



The number one criteria prospective clients use when they’re selecting a firm is expertise. In this video, Liz Harr shares the top 3 ways to demonstrate your expertise for greater visibility and marketplace reputation. For more content just like this, connect with Liz & Hinge: LinkedIn: Twitter: LinkedIn: Twitter: Facebook: Professional Services Executive Forum:

Market Alignment With Segmentation and Differentiation

This is the second in an exclusive series of articles from Total Alignment authors Riaz Khadem and Linda Khadem titled “The Alignment Factor.” Check back in every Thursday for new installments. 

Businesses small and large are being impacted by the pandemic, and entrepreneurs are not immune. In order to survive and prosper during these difficult times, it might be necessary to reinvest in your business concept and redesign your offerings.

As a successful entrepreneur, you have been aligned with your market, but are you still aligned? Do your customers need the same things as before, with the same mode of delivery? For example, imagine a previously successful restaurant that has lost its customers during the pandemic. Does the owner truly understand the current needs of his customers beyond the menu it used to offer or the ambiance it had created before? 

Related: The Alignment Factor’: The Keys to Internal Alignment

What Is Market Segmentation?

In a nutshell, it’s grouping heterogenous people into homogeneous groups, or segments, by some criteria related to their needs. By defining a segment and focusing on the needs of that segment, and aligning products or services with those needs, you have taken steps toward market alignment. The key characteristics of a market segment could be similar customer needs or preferences. In a company with multiple locations, a segment will likely account for geography, demography and choices people make, the type of services they value and the quality they expect. In a smaller company, it could be a subset of these criteria.

Let’s look again at restaurants. Assuming the wearing of masks is a pretty universal requirement, the first pressing issue for owners is how to proceed over the next few months. Should the restaurant continue to offer inside dining? If so, how do you protect the customers? Usually, this is met by distancing the tables farther apart, requiring the servers to wear masks and hopefully the kitchen staff to wear masks and gloves. But what about the substantial number of people who now want to-go meals? Should they be forced to walk into a restaurant where people are eating (obviously without masks) to pick up the food? Or, more conveniently, can the restaurant offer to bring the food to the car? What about payment? Does the customer need to enter the dining room and present his credit card? Or can they pay over the phone or on the website when ordering?

These issues are not unsolvable, yet many restaurants seem unable to adapt. Perhaps it is a rigidity in the way the owners see their establishments and an unwillingness to re-evaluate the new needs of the market segment they were serving. It’s crucial to re-evaluate your customers and perhaps re-segment your market in line with the new reality. Otherwise, precious resources can be wasted on activities that are no longer in alignment. Flexibility and creativity at this juncture can mean the difference between success and failure.

What Is Differentiation?

After re-defining your market segments, you will have to identify what is important to customers in a segment likely to buy your product. Value drivers could be cost, quality, features, safety, buying experience, after-sale support, etc. In a restaurant, they could include the cost of items on the menu, the quality of the food (e.g. organic or not; using meat and poultry and sea food from sources that care for the animals well in a healthy environment), the variety in the menu, safety in the process of acquiring the food and eating, the restaurant experience and treatment received after the service is completed.

For each segment, evaluate the importance to the customers of each appropriatevalue driver on a scale of low to medium to high. For example, quality might be high for a segment while cost is a medium. Safety could be high, and follow-up support could be low. The evaluation should be based on data, not just opinion. You may need to use customer surveys to hear the voice of the customer.

Next, evaluate the same value drivers in terms of how your offering is different from your competitors. For example, is the quality you offer significantly better than your competitors? Is the cost you offer substantially lower than your competitors? Are the features you offer unique to you and unavailable to the customer from other suppliers? As you evaluate your value drivers, you can assign a low, medium or high rating to each. For example, if your value driver is features, and you offer unique features no one else is providing, your differentiation would be high. If everyone offers the same features, then your differentiation is low. Again, the evaluation should be based on data. 

After evaluating your differentiation on each of the value drivers, you have a set of two evaluations for each one: The first is how important the value driver is to the customer in a segment, and the second is the differentiation of that value driver from your competitors. You can plot the two evaluations on a two-dimensional grid, the scale being low, medium and high on both axes

The value drivers that fall in the (High:High) category should become your primary focus, both in terms of the message you send to the customers in that segment and in terms of making absolutely sure that those value drivers are perceived by your customers as you promised — or even better. For example, if quality and safety have been evaluated as (High:High), your resources should be directed toward making sure your customers are aware of your differentiation and that your quality and safety are, in fact, at the highest possible levels.

Strategies for Each Segment

Your market segments don’t all deserves the same attention. You could close out some segments and put your investment into others, especially during these challenging times. As entrepreneurs, you will have a preference based on emotional attachments. This is dangerous, as your pet offering might not be appropriate for all segments. Having re-segmented your market during this pandemic, you are in a position to decide where to put your energies and investment. You will have to choose the segments to grow, those that could stay at the same level of growth and those you should exit.

How do you make such decisions? There are guides in the management literature to help you do this. Essentially, for each segment, you perform a two-fold evaluation: How strong is your segment compared to your strongest competitor in terms of the internal processes that deliver value to the customer? And how attractive is the segment to an investor?

If you are much stronger than your strongest competitor, then your strength in that segment would be high. If you are at the same level as your strongest competitor, your strength would be medium, and if you are weaker than your strongest competitor, your evaluation in that segment would be low.

As for market attractiveness, you will have to evaluate whether the market in a segment is extremely favorable, (considering a set of external criteria) or not. The external criteria could include the size of the market, the growth of the market and the profitability of the market. If the market segment is favorable, then the evaluation for that segment would be high. Otherwise, it could be medium or low. The value of this exercise is that it will enable you to see the relative position of your different segments compared to each other.

The segment with high strength and high market attractiveness (High:High) is the one that deserves your attention the most, and the segment that has low strength and low attractiveness (Low:Low) can be divested unless it provides input into an attractive segment. Other segments will require appropriate strategies based on their evaluation.

Related: The One System That Changes Employees’ Behavior

Strategic Mindset

The strategic mindset we are proposing in this article will help you arrive at a set of strategies appropriate to each of your market segments. To develop a strategy, you need to have identified your market segments, differentiation and the relative position of your segments on the business strength/market attractiveness continuum.

Choosing where to put your time and investment will be key to your survival and growth, enabling you to make sound decisions and use your precious financial and human resources to deliver maximum value to your customers.

By: Riaz Khadem and Linda Khadem Business Strategy Experts



tutor2u 112K subscribers The STP (segmentation, targeting & positioning) model of marketing is outlined in this revision video. #alevelbusiness#businessrevision#aqabusiness#tutor2ubusiness#alevels#edexcelbusiness#businessalevel

If Your Marketing Plan Doesn’t Have These 5 Components It’s Doomed

When you want a new car, building one from scratch doesn’t figure high on the list of options. You’d need to be a serious expert mechanic to source all the different parts and put them together correctly, and even then, it would take a massive investment of time and energy.

Yet that’s effectively the scenario that marketing departments around the world have found themselves in. Modern marketers are living in an ever more complex environment, with more channels, more content, more touchpoints, and more tools than ever before. At the same time, marketing leaders are under more pressure than ever to drive real results and demonstrate their impact on the business.

Related: 3 Ways Your Small Business Can Pivot Toward Focusing More on Hispanic Consumers

The response of most marketing departments over time has been to reach for a grab bag of different solutions to address individual pain points. They might buy some analytical tools to get better reports, or workflow tools to tackle inefficient processes or institute quarterly off-site meetings to plot campaign strategy. And they can choose between around 8,000 different marketing technology tools on the market.

The problem is that these solutions only address parts of the marketing challenge, not the whole. Analytical tools are no use without data to build the reports, and those workflow tools and offsite meetings will be ineffective without a system that monitors the progress of campaigns and creates accountability around them.   

The two biggest pain points that top marketing executives consistently cite are a lack of visibility into campaign effectiveness, and the lengthy time it takes to get campaigns up and running.

Visibility is obscured by the multiple functions — more than 20 in big marketing departments — that specialize in different parts of the marketing puzzle. Speed to market is slowed by inefficient workflows and processes, leading to an average time of 12 weeks from campaign ideation to activation, according to a recent Sirkin Research report that we commissioned. Too many marketers still spend the bulk of their time writing emails, composing PowerPoints, and having meetings about meetings rather than doing the actual work of marketing.

When you ask marketers at big firms about their pain points, the gap between the dream and reality becomes starkly clear. In a survey of over 300 marketing leaders at large firms, we found some 88% of respondents said that easily consolidating and reporting on campaign effectiveness is important, but only 24% said they are able to do so well or very well.

Again, 88% of leaders said that speeding up campaigns across channels is important, while just 37% said they’ve been able to do so well, with the COVID pandemic adding significantly to that challenge. Big gaps between importance and reality also showed up in the interoperability of martech, the ease of managing content and campaigns, and aligning strategy to budgeting and plans, as well, according to the research.

Related: How to Know If Your Company Needs a B2B Marketing Agency

While there are individual tools that might help fix those issues, the problems won’t be fundamentally solved without an orchestrated approach. In today’s marketing world, where technology is driving the collapse and convergence of traditional silos, firms need a holistic, orchestrated approach to execute more efficiently and drive results.

To return to the car analogy, your vehicle won’t get very far unless the wheels, engine, steering wheel, and brakes are working in harmony.

Drawing on the experience of the most successful marketing leaders, it’s possible to identify the five necessary pillars of an orchestrated approach.

Team collaboration

It’s vital to have a team that collaborates well, with clear workflows and visibility into what is being done. It’s important to know what’s on track, what’s behind schedule and where the bottlenecks are.


The importance and quantity of content mean that it is still king in marketing, whether it’s aimed at enabling sales or for demand generation programs. Collaboration needs to happen around content as well as in teams. Governance of the content, whether brand or legal compliance, needs to be incorporated into the workflows in order to keeps content flowing.


Content has no value unless it’s being pushed somewhere, whether that is through websites, social media channels, or to your sales team. Transitioning seamlessly from the orchestration of content to the orchestration of channel distribution is a critical component of marketing orchestration.

Related: Ocean Spray Gifts Longboarder a Truck After TikTok Video Goes Viral


Good integration at the planning, team, and campaign execution levels is essential to a successful orchestrated approach. This encompasses proper integration of the crowded marketing technology stack, which can cause kinks in execution when poorly integrated.


If content is king, then data is now the queen of marketing. Good data is essential across all the pillars of orchestration to acquire visibility into how campaigns, content, and teams are working.  

If any of these elements break down, the whole marketing operation is going to be hobbled. Conversely, if they are all performing well and being orchestrated effectively it empowers marketing teams to close those huge gaps between priorities and reality that show up in surveys. Marketing leaders also get what they want – to be able to do their planning on the front end, navigate accordingly as things change, and report back effectively on the back end.

Technology may be the biggest enabler of this change, but it doesn’t describe the approach. The approach is orchestration, and it’s the only real way for modern marketing teams to navigate the growing complexity they face and to drive better results.

By: Matt Malanga Entrepreneur Leadership Network VIP



If you want to ask me further questions, or if these video’s are just valuable enough for you to thank me in a different way than the usual ‘thumbs up’, consider to become a Patron of me. You find the link here: Thanks!

These are the 6 steps often used in my webinars of strategic marketing planning. Every strategic marketing model has a place in one of these steps. Make sure you know where a model belongs to not make any mistakes. Have a look at my webinars concerning these models: Michael Porter’s Generic Strategies explained: Treacy & Wiersema’s Value strategies explained: Ansoff’s growth matrix explained: Blue Ocean Strategy: The Value Chain of Porter explained: Michael Porter’s 5 Forces model explained: The BCG Model explained: 7S model of McKinsey: SWOT Analysis explained: Abell’s Business Definition explained: MABA Portfolio analysis explained: Please subscribe to my channel for future webinars and like this video if it is valuable for you! You can also leave your comments or requests in the section below to ask for any other models which you would like to have explained in a webinar.


Account-Based Marketing Isn’t Going Away Here’s Why

In 2019, George Debb, managing partner at Red Rocket Venture,s extolled the virtues of account-based marketing, writing, “If you are not using ABM marketing techniques today, you probably should reassess your entire B2B sales and marketing strategy and execution efforts.” 

Twelve months and one global health crisis later, the statement continues to ring true — and with even more intensity. When Debb wrote the article, “The Rise of Account-Based Marketing,” he couldn’t foresee a future in which in-person meetings, quick conversations over coffee, and industry tradeshows were nonexistent. This future didn’t rely on Zoom calls to communicate services and discuss the reasons a certain product outperforms another. Yet here we are. Adaptation is a must for survival, and account-based marketing is the path B2B companies must take if they want to find success in a virtual world.

But why the ABM route versus traditional marketing strategies? 

For starters, ABM brings marketing and sales teams in alignment.If there’s one idea even the most unfamiliar with ABM will know, it’s this: An account-focused strategy ensures sales and marketing are always on the same page, as it’s a tactic prioritizing a smaller number of high-value deals.

ABM runs horizontally and vertically within a company; it involves communicating the company’s common goals, sharing all available customer information, and keeping team members updated as an account move down the sales funnel. A coordinated team results in greater brand awareness and higher average deal size. Even before March 2020, this was understood as a universal marketing truth.

Related: 3 Reasons Marketing Is The New Sales

To take it to a more granular level, many account-based marketing platforms provide reporting dashboards that are easily accessible for everyone from sales executives to the C-suite. When all of your account data is in one place, there isn’t any confusion in campaign performance or marketing spend. As Izzie Rivers, Merkle’s Chief Strategy Officer said at LinkedIn’s 2020 I Heart ABM conference, ABM platforms “build that trust between departments so people can see what’s working, what isn’t, and how to pivot.”

Resources are limited, use them wisely

The economy continues to swing; stocks fall, rise, then fall again. “Furlough” and “lay off” became a reality for more than 20 million Americans. And marketing budgets have been slashed across the board. But that doesn’t mean business can stop; it simply means money has to be used sensibly to achieve the best ROI possible. 

Account-based marketing is all about efficiency; in fact, 84 percent of companies using ABM report a higher ROI than other marketing strategies. This is something every CFO—from SaaS to transportation to retail—wants to hear. With ABM, every dollar spent can be accounted for. Every targeted account has been vetted to certify it has the potential to bring in a high-value sale.

The marketing and sales teams have already done the research on the buying committee for a particular company; they know who’s in charge and who will have final signoff on the purchase of a new service or product. They won’t make the mistake of spending money directing content toward a CMO who just recently left that company and hasn’t updated his or her LinkedIn.

And with the right reporting structure, real-time data is delivered to stakeholders, conveying which aspects of the campaign are working and which need to be adjusted based on performance. Account-based marketing campaigns are dynamic—an important trait in a world that changes nearly every day. 

Business is virtual, but strong relationships fuel a longer sales cycle

A virtual world doesn’t mean everyone and everything will move quickly and without hindrance. In actuality, it can be quite the opposite. A one-off email requesting to show a 15-minute demo can easily get lost in an inbox; a faceless phone call on a Friday is forgotten by the following Monday. For businesses with longer sales cycles, this is where nurturing high-value accounts is more important than ever. 

Related: The Two Marketing Meetings with Gary Vaynerchuk That Changed My Life

Account-based marketing is basically the new “wining and dining.” With this marketing strategy, personalized content is the key to engaging an oftentimes complex buying committee. These are the type of deals that aren’t achieved with one email and one click. They require weeks, sometimes months, of increasing awareness and building a trusted connection between the seller and buyer.

And as an account moves from the general awareness stage (“What does this service provide?”) of the buying cycle to the evaluation stage (“Why is this service the best for my company?”) the channels used and content delivered will differ accordingly. For example, delivering a white paper on the merits of your service in the operations space via email marketing is far more interesting to a Director of Ops than it is for a CEO, who is more likely to engage with a podcast interviewing one of her peers. 

Related: How to Know if an Online Marketing Expert is Actually Credible

Nothing is stagnant in the B2B marketing world. New platforms are developed, new strategies are created, new channels are used. But if you want to stay flexible and affect real change for both your customers as well as your sales and marketing teams, account-based marketing remains the best option.

By: Vincent DeCastro / Entrepreneur Leadership Network Contributor

What is “Account Based Marketing”? It’s what I consider a legendary marketing strategy that allows you to laser focus on the Ideal Accounts you want to work with & sign them as clients. I’m talking about “Ideal High-Ticket Clients” Our agency is about to run a “Pilot” targeting 100 Ideal accounts to test this marketing strategy over the next18 months.

Our goal is to sign 5-10% of the 100 accounts in the next 12-18 months ( hopefully sooner ) It’s a long term play. I hope you find this video valuable & let me know your feedback in the comment section below. Some great tools you can use for measuring your ABM campaign success is the following:

%d bloggers like this: