This guest blog is provided by Christine Lee from HubSpot, and discusses the tools, benefits and best practices for using artificial intelligence and marketing automation for internal and customer-facing business processes.

Internal processes: What to prioritise when implementing marketing automation and AI

Have you ever invited guests to your home and instead of doing a thorough job to prepare, you pushed some clutter into a spare closet or under your bed only to have to sort through all of it later? Sometimes it's tempting to approach marketing automation and artificial intelligence this way — prioritising the customer-facing aspects but leaving the internal processes in disarray — resulting in more organisation and clean-up later.

AI is a fast-evolving and complicated phenomenon. Businesses want to know if AI tools like ChatGPT are worth their attention or are just a passing fad.

From search engines to marketing channels, there are many ways to get your business blog in front of your audience. You don’t need to do everything on this list, but it may be helpful to prioritise your methods and test what is most effective for your own business. Let’s start with organic traffic.

Inbound marketing is about answering questions and connecting people to the right information. It’s targeted and – ideally – not annoying. Unlike outbound marketers, we’re here to inform, educate, entertain, inspire and solve problems. It’s not sell, sell, sell.

Good writing is grounded in what E.B. White referred to as 'the eloquence of facts'. Writing marketing content for businesses is easy, but achieving a high standard of quality is much more difficult. There are plenty of pitfalls. Not enough research. Careless editing. You need form and function working together to engage your audience. These tips will help you elevate your marketing content to this end.

‘Always be a first-rate version of yourself and not a second-rate version of someone else.’

— Judy Garland, actress and professional manager of scarecrows, tin men and lions

Your time is precious. You need first-rate courses to help you be the first-rate manager you’re destined to become. It can be easy to deprioritise your own development needs when you’re training other people, improving processes and worrying about business targets.

Rather than wading through the sea of management courses out there, here are five tried and tested courses guaranteed to help you make the most of your time.

Developing executive presence

Course provider: LinkedIn Learning

Instructor(s): John Ullmen, Executive Coach, Professor at UCLA Anderson School of Management

Cost: On an annual plan, access to the platform costs £203.88 per year (£16.99/month); on a monthly plan it is £29.99 per month (£359.88 annually)

Duration: 1 hour and 12 minutes

Level: Intermediate

Rating: 4.8/5 (based on 4200 reviews)

Review: Tingting gave this course five stars, alongside 3300 others, which shows just how popular the course really is.

‘This course delivers powerful leadership practices by sharing real-life stories of world leaders. These stories provide valuable insights into the beliefs and principles that these leaders lived and breathed by, making the practices not only relevant but also convincing!’

Skills: Self-confidence, executive leadership, decision-making

Outcomes: Stronger self-image as a leader. Improved confidence in your skills and allegiance from your team. More efficient meetings and decision-making.

Click here to access the ‘Developing executive presence’ course.

Leadership communication skills for influence and impact

Course provider: Udemy

Instructor(s): Kain Ramsay, Teacher of Modern Applied Psychology and Personal Development and Jason Cask, Key Note Speaker in Innovative Leadership and Influence

Cost: £44.99 (but Udemy often runs site-wide sales, so we suggest waiting for a better price) with a certification of completion

Duration: 6 hours and 19 minutes

Level: Intermediate

Rating: 4.6/5 (based on 4100 reviews)

Review: Tempra Miller, a Communications Lead at a startup, said, ‘This presentation lends credence to the type of leader I aspire to be! Loved the "Operation of Hearts and Minds" and, "Establishing Your One Main Thing" reference. One pass through is definitely not enough... I have to watch it again!’

Skills: Communication, persuasion, giving and handling criticism

Outcomes: Learn your communication style and how that interacts with other styles. Discover how to persuade people across business functions. Be an inspiring presence in your business.

Click here to access the ‘Leadership communication skills’ course.

(Bonus - we also recommend this short course on communicating with empathy.)

People management skills

Course provider: CIPD via Future Learn

Instructor(s): Various instructors from the Chartered Institute of Personnel and Development

Cost: Free with limited access, otherwise £19.99 per month subscription to the platform or £99 one-off payment for this course, plus a fee to receive a certification of completion

Duration: 15 hours

Level: Intermediate

Rating: 4.7/5 (based on 630 reviews)

Review: Sharon, a Marketing Manager at a tech company and one of the one hundred thousand people who have enrolled in the course, gives it a rave review.

‘This course is informative, practical, very detailed and presented in a sequential manner that allowed for greater understanding of the content. I also loved that we were given a chance to interact with other learners (some with prior management experience), further enhancing the learning experience. I highly recommend taking this course!’

Skills: Wellbeing at work awareness, listening, managing difficult conversations, managing employee absence

Outcomes: Ability to manage and assess workplace performance. Better understanding of diverse employee requirements for good work. Knowledge about benchmarking what ‘good’ looks like.

Click here to access the ‘People management skills’ course.

Project leadership

Course provider: LinkedIn Learning

Instructor(s): Cyndi Snyder Dionisio, Author, Consultant, and Project Management Expert

Cost: On an annual plan, access to the platform costs £203.88 per year (£16.99/month); on a monthly plan it is £29.99 per month (£359.88 annually)

Duration: 43 minutes

Level: Beginner

Rating: 4.7/5 (based on 2170 reviews)

Review: Articulate’s former Chief Happiness Officer, Liz, recommended this one, saying it is, ‘Easy and quick as an interesting introduction to project leadership.’ Mohammad, a Senior Program Coordinator, says, ‘It clearly explains how a leader creates a vision, guides the team towards achieving the outcome and how defining a goal gives motivation to project staff.’

Skills: Project management, allocating resources, strategic planning, collaboration

Outcomes: The ability to motivate your team even in tough times. An improved capacity to implement activities based on a clear vision or goal.

Click here to access the ‘Project leadership’ course.

Project management simplified

Course provider: LinkedIn Learning

Instructor(s): Chris Croft, Lecturer and Project Manager

Cost: On an annual plan, access to the platform costs £203.88 per year (£16.99/month); on a monthly plan it is £29.99 per month (£359.88 annually)

Duration: 1 hour and 44 minutes

Level: Beginner

Rating: 4.8/5 (based on 15000 reviews)

Review: Articulate’s Chief Financial Officer, Mirela, describes this course as ‘exceptional’ and praises the content as being ‘super condensed’ and packed with information. Several members of our team took this course and have since implemented these ideas into our ways of working, measurably improving how we manage teams and organise projects for clients.

Skills: Practical project management, allocating resources

Outcomes: A guideline for how to deliver more efficient and effective projects, on time and on budget. Pragmatic and philosophical advice that you can implement right away.

Click here to access the ‘Project management simplified’ course.

Learn, grow, inspire

From developing your presence as a leader to managing the day-to-day, the secret to being a great manager is to elevate your skills on an ongoing basis. That way, you hone your craft and improve both your standing in the business as well as the work-lives of your team. Lead by example, and you will reap the benefits. So, don't waste time. Sign up to one of these courses, today.

Facing a website redesign is daunting. It’s a big project. It can seem like the finishing line is at the end of a long obstacle course. You need to divert a lot of resources to it: money, time and effort. You even make an emotional investment, right? Making a new website can be stressful for you and your team, even with third-party support. And then the latest trend hits and your new site is old news before it’s even launched. Oof.

Does the prospect of managing all your inbound leads leave a pit in your stomach? Does the idea of creating intricate and lengthy nurture journeys make you hang your head? It doesn’t have to be that way.

Technical SEO audits can take forever. They’re like the matrix of search engine optimisation. Once you peer into the data, you have no choice but to descend down that rabbit hole. If you don’t know what you’re looking for, you could be lost forever.

When researching a new job, finding the right role is only half the battle. The type of company you end up working for is just as important. You need somewhere that supports your career goals and aligns with your values and ways of working.

Is WordPress too much of a chore to keep updating? Wix not living up to the hype? Just wondering what HubSpot CMS can offer? If you're tired of your existing website hosting platform, we’re here to outline all the options for moving your website to HubSpot.

There is a spit of land in the Scottish Highlands known locally as ‘Smisery Beach’. Backpackers camp there, hoping for a pleasant stay.

We are enthusiastic technophiles, we work remotely and we build our own apps (including Turbine, an HR app and Fizz+Ginger, a technical SEO app for HubSpot users). We work for technology companies including Microsoft, Symantec, LinkedIn and HP and we come from a software development background (our CEO ran a computer games company for ten years).

‘You can’t sell anything if you can’t tell anything.’

— Beth Comstock

What is true of the company as a whole is also true of marketing. Next to product development, marketing is likely to be the biggest cost, the biggest risk and the biggest opportunity for B2B businesses. It pays to learn fast.

Most B2B businesses are experts in their chosen market or product sector. Fewer have expertise in marketing specifically. This increases the risks they face in this area when going it alone. It helps to have some insider knowledge, and we’ve got that by the bucket-load at Articulate Marketing.

This guide is intended as a roadmap for cost-effective content marketing. It outlines techniques that map onto the ‘lean’ methodology and provides the resources, tools and tactics you need.

This content was originally available as part of our ebook 'Cost-effective marketing for ambitious B2B companies'. As such, you have the option to download the original material as a PDF if you fill in this form:

Before we continue, here are two key principles you need to bear in mind.

A. Know your customers

Your ideal customers seem like the hardest to reach. They may not have heard of your business yet, and they are blind to conventional advertising, which then becomes a costly endeavour with little return on investment.

But, great content marketing cuts through the noise. Fundamentally, content marketing means that you:

• Go to where people are – social media, search engines and so on.
• Talk about things that matter to them.
• Use their language, not yours.
• Become a trusted advisor.
• Introduce your products and services in this favourable context.

B. Engagement not intrusion

‘Lean thinking defines value as providing benefit to the customer; anything else is waste,’ says Eric Ries. This is especially true of marketing.

Conventional approaches, such as advertising or outbound marketing, provide no benefit to the customer. It’s like a conversation where the other person constantly interrupts you to talk loudly about how great they are. You’re spending a lot of money just to annoy potential leads.

As an approach to marketing, this type of intrusion fails spectacularly. For example, the majority of TV viewers (86 percent) skip adverts if they can, and nearly half of all direct mail marketing material goes straight in the bin, though recent innovations have seen this slowly change.

Social media is on the up, but it’s a fast-moving, crowded field. If you don’t have something to contribute to the conversation, you’re just breaking eggs without making an omelette.

If you use online advertising, you already know the pain of keyword competition, rising costs and falling conversion rates. Worse, you need a PhD in Google AdWords to run a campaign. And you pay per click, not per advert. It’s the gift that doesn’t keep giving and isn’t great value for money IF you don’t know what you’re doing. If you do, or hire someone that does, however, it can make a positive impact.

Introduction to inbound content marketing

Research shows that inbound content marketing helps at every stage of the sales cycle. With content marketing, the traditional AIDA model of the sales funnel gives way to the Attract-Convert-Close-Delight model. Critically for small businesses, this approach lends itself to data-driven decision-making and A/B testing at every stage. This will ensure strategies are working and puts a stopper in any tactics that aren’t getting the ROI you need.

Attract

At this stage you use customer-focused content such as white papers, ebooks and blog posts to attract visitors to your website. You promote the content on social media, on your blog and through keyword search engine optimisation. Even in the early stages, this process gives you insight into customer pain-points and buying signals.

75 percent of inbound marketers would describe their marketing strategy as effective for attracting visitors and converting them into leads. Calls-to-action promoting ebooks get almost twice the click-through rate as emails promoting webinars. Blogs are also an essential element. B2B companies that blog generate 67 percent more leads and B2C companies generate 88 percent more leads.

Convert

During the convert stage, you’re looking to capture a visitor’s details, such as name and email address, as a lead. Calls-to-action on your emails, blog and website bring people to your landing pages, where a visitor must register their details on a form to get access to your most attractive, relevant content.

Landing pages with persona -targeted copy are a smart way to convert leads into customers. The more, the better. Businesses with 31 to 40 landing pages got seven times more leads than those with only one to five landing pages. Pay to sett hem up once, and they’ll keep delivering without incurring further costs.

Close

Using targeted, personalised emails you provide a stream of interesting content that keeps a customer coming back. As they provide more information each time, you can create workflows to score and qualify leads and to send them increasingly relevant material. Eventually, qualified leads move to your CRM system or sign up for your service.

Lead-nurturing emails and a drip feed of relevant content helps to convince leads to buy. In fact, nurtured leads make 47 percent larger purchases than non-nurtured leads. Relevant, personalised emails drive 18 times more revenue than broadcast emails.

Delight

Once a customer has signed up, content marketing can turn them into advocates. Material that turns a beginner into a power user or events that bring your most enthusiastic customers together can build advocacy.

Case studies and social media engagement turn customer success into a marketing asset.

Requirements analysis

Your marketing should be as agile as your development. Like content-driven inbound marketing, any strategy used in a B2B business needs to meet these six essential requirements:

1. Time-efficient

Time is in short supply for any business, as you race to add customers and turn a profit. Marketing strategies need to show a return on the time invested in them as well as the money. In addition, it needs to be easily outsourced so that businesses can do more marketing without spending more time on it. Measure the time you spend on marketing as well as direct costs.

2. Cost-effective

No business can afford to waste money. Any marketing activity needs to be cost-effective. HubSpot reckons that inbound marketing costs 61 percent less per lead than traditional techniques. But unlike advertising or PR, it leaves you with marketing assets, such as collateral and customer contact details, even once a specific campaign is complete.

3. Measurable

You need to be able to measure the cost per lead and the cost per customer from any marketing activity so you can compare tactics and optimise your approach. This means that you need to be able to track leads from their first visit through a lead nurturing process into your CRM system or sign-up process. Use the lifetime value of the customer and the total cost of marketing to calculate an ROI for campaigns.

4. Integrated

You should be able to see a visitor become a lead and then drop into your CRM software or an app trial program before becoming a customer — the whole process should be joined-up so that you get a single view of each customer’s entire journey. Similarly, you should get automated reports about the effectiveness of campaigns and marketing activity.

5. Testable

You need to be able to break out different activities into campaigns and track costs and results on a campaign-by-campaign basis so you can see which ones work. On a more tactical level, you should be testing different types of content, advertising approaches, calls-to-action and landing pages on a constant basis.

6. Responsive

Any marketing activity needs to respond to changes in the business: strategic pivots, changes in emphasis between traffic generation, lead nurturing or conversion, new markets or potential customers. A responsive marketing strategy means more than the ability to choose different keywords for Google AdWords. You need an approach that you can fine-tune to meet the needs of the business. It must also be repeatable and scalable.

Managing marketing for the ambitious B2B company

It’s a lot of work to maintain a successful content marketing strategy, but if it’s done right, the returns are well worth the effort – HubSpot has found that 96 percent of B2B buyers are looking for content from industry thought leaders. Dedicate yourself to a thought-through marketing strategy with genuinely valuable content, and you’ll become one of those thought leaders, attracting the B2B buyers looking for input from experts.

It’s crucial to know when your in-house marketing team — if you have one — needs help. The financial outlay may seem unattractive at first, but drafting in the experts at a marketing agency can be a boon for your web traffic and lead generation. It will help you maintain a quality content marketing strategy. If your team is overwhelmed, you run the risk of sending bad writing out into the world, as well. This could end up costing you more than it earns.

If you don’t already have a marketing team, consider the fact that hiring an agency is also likely to be cheaper than hiring in-house marketers. Reaching out to an agency with a team of experts in content and web development means that you have an entire group of professionals for the price of a retainer, without having to hire and manage each individual yourself. Hiring is an expensive process, often running into thousands of pounds per new employee on top of salaries, pensions, training et al. So, get in touch if this sounds like a good deal to you.

‘Many people think that lean is about cutting heads, reducing the workforce or cutting inventory. Lean is really a growth strategy. It is about gaining market share and being prepared to enter in and gain new markets.’

— Ernie Smith, Lean Enterprise Forum at the University of Tennessee

Good marketing is lean marketing. And, it’s recession-proof.

Marketing. Arcane magic, accessible only to initiates. Or is it?

Your homepage is the first port of call for prospective customers. This means it’s your first opportunity to tell them what you do and why they should care — and it might well be your only one. In a world awash with information, there aren’t a lot of second chances.

‘The best way to have a good idea is to have a lot of ideas.’

— Linus Pauling, chemist and Nobel Prize winner

Today, we offer our best tips for generating content ideas that demonstrate genuine thought leadership.

But first, what is thought leadership, and why should you care about it?

This article is based on one of our popular webinars. View the video and download the slides.

What is thought leadership?

Thought leadership combines your expertise and experience in relation to your audience’s needs. Your audience could be potential customers, but also influencers and press, and so on.

Thus, the intersection between what you know about and what people might be interested in — that's the space where thought leadership lives.

What it is not, in the context of marketing your business, is the kind of thought leadership you might develop at university, like a PhD thesis. That is also thought leadership, of course, but it is for something other than marketing. This is about communication. It's about transmitting information and engaging with potential customers.

Google is always trying to give people the best answer on the internet; as a company, it values thought leadership and will drive searchers to that content. It’s interested in real expertise, authority, and trust (EAT). The ‘Helpful Content’ update last year started to penalise content that looked ‘thought leadershippy’ but wasn't. These verbatim guidelines published by Google are, therefore, an excellent way to discern if something is thought leadership or not:

• Do you have an existing or intended audience for your business that would find the content useful if they came directly to you?
• Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?
• Does your site have a primary purpose or focus? After reading your content, will someone leave feeling they've learned enough about a topic to help achieve their goal?
• Will someone reading your content leave feeling like they've had a satisfying experience?

Top tip: Take five or ten pieces of content and see if they meet those criteria. If not, you should re-write them so both Google and your audience will view them as authentic thought leadership.

Why is thought leadership necessary?

Back in the early 2000s when the Articulate blog was called the ‘Bad Language’ blog and was written exclusively by myself, Matthew Stibbe (see my other blog, GeekBoss, here), a few blogs were kicking about. I published every day. Guy Kawasaki followed me. Some publisher in New York rang me up and offered me a book contract. I got 60,000 visitors a month. Suddenly, within about a year, it was a real success. I just took that for granted. I assumed anyone who did a blog got that. Now, the world of blogging looks totally different. That story doesn’t happen anymore because there’s too much noise.

Unfortunately, a tidal wave of BS content written by AIs and people working for pennies per word is creating a crisis of trust. On top of that, there is an epic crisis of confidence in authority figures, expertise, and science. Establishing credibility has never been more challenging or more important.

So, reason number one, beating the BS. In fact, there are plenty of reasons why you should care about thought leadership from a marketing perspective:

• Establishes your authority as a trusted advisor — You provide a de-commoditised high-value relationship. Therefore, this allows you to defend your margins against people competing on price.
• Supports differentiation and brand positioning — You can say, ‘We do it better than these other people because we're really experts’ and have marketing collateral that validates that claim.
• Provides value before commitment in the sales cycle — Throughout the sales cycle, the ability to share thought leadership content at each stage builds confidence in your know-how and accelerates the whole process.

That’s why you should care. Let’s now get into how to get those creative juices flowing.

How to think up great thought leadership content ideas

1. Inventory existing processes and documents

You probably have a lot of material that doesn't look like thought leadership content but is. Or could be, if packaged correctly.

For example, we recently launched a Digital Customer Journey template. This was born from the journey mapping work we do with clients. The idea existed already; we refined it and marketed it. In four months, it’s generated nearly 600 contacts.

2. Talk to subject matter experts in your business

You've probably also got people in your organisation who know a lot of stuff. Now, they might not be natural content creators, but if they’re enthusiastic about their field, you can get them on a camera. You can get them to do a presentation. You can get them to talk about something they care about in a recorded Q&A. Write it up, transcribe it, edit the video, reformat that interaction, and position it as ‘An expert’s take on [super interesting topic]’. Of course, you can interview people outside your business as well!

3. Leverage the questions your clients ask

Clients are your audience, right? So if they ask you a question, other people also want to know that answer.

Here’s something that happened recently. A client wanted to know how to reduce the number of spam-filtered emails. So, we took a few hours, researched, looked at their recent emails, gathered benchmarking data, and put together a recommendation list. Anonymise that content and boom, you’ve got a fabulous piece of thought leadership right there.

4. Share who you are, not just what you do

Our Chief Happiness Officer blogs about company culture from time to time. That’s a kind of expertise that you wouldn't necessarily think to share with your audience. But, when we analysed what content on our site influenced clients, many potential customers looked at our ‘About Us’ pages. They want to get an idea of who we are and how we work. So, turning your company culture into a source of thought leadership is a viable strategy.

5. Know your sales prospects’ ‘jobs to be done’

What are the questions that people ask during the sales process? What problems are they facing? What pain points have they got that bring them to you? What objections do they have?

Consider this from the angle of ‘jobs to be done’. That’s a term based on an article in the Harvard Business Review by Clayton Christensen. His fundamental point is nobody wakes up in the morning going, ‘I need an integrated marketing automation system.’ No. They want to get better insights into their customers, or save time on marketing activities, or see ROI. So speak to that perspective rather than directly discussing your products and services.

6. Look at the most challenging thing you do

What is the hardest thing that you do as a business? What's the thing that is right at the heart of the organisation? OK, now give it away… Sort of.

Here’s what we mean:

Take the Igor Brand Naming guide. Igor is a brand naming agency. It’s been publishing this naming guide for at least 15 years. It’s convenient, specific, and detailed. Is that giving away the secret sauce? No, of course not. It’s advertising that Igor has a secret sauce. Ninety-nine percent of the people who downloaded this guide and didn’t hire Igor were never going to in the first place. But there is probably a good percentage of people who did download this guide and who then hired Igor based on having seen this content first. Interrogate what is the most challenging thing you do and then try to explain how you do it, or help people do it themselves. Be generous with your expertise.

7. Ask the internet

Now we're in the realm of business anthropology. Dig the internet for topic ideas. You never know what you’ll uncover. Apps like Ahrefs, Buzzsumo, and Answer the Public are all good for this research. Also, when you go to Google, it comes up with a little box of ‘people also asked.’

Quora is a goldmine for this, too. Look for questions you can answer, then test your level of expertise by giving a better answer than everyone else. As you get feedback, you can calibrate whether that answer is useful to enough people that it’s worth creating content about. We did this with my wine blog, Vincarta. Most of the traffic growth was from taking our Quora answers and elaborating on them.

8. Find the data

You may already have some data to hand, such as research into your industry. Or, you’ve got somebody in-house or a third party who can do customer research. Put a survey out to your existing contact database. If you can bring new, original data to the marketplace of ideas, then that’s powerful thought leadership.

Even if you pick an existing dataset and add your spin, that still showcases your expertise. For an example, see our guide on the best Fintech websites.

9. Follow good examples

You can see thought leadership in action with the Wow Company’s annual BenchPress Report (The Wow Company also happens to be a client of ours, as well as our accountants). This is a benchmarking survey of about 1000 marketing agencies in the UK. All they’re doing is asking questions, packaging the information, and presenting it well. It’s not rocket science, but it makes them look like the world's best accountancy firm for marketing agencies.

Another example of thought leadership content is emails. Scott Galloway writes op-ed articles entitled ‘No Mercy/No Malice’, which he sends out via email subscription. You can read them online as well. They're highly trenchant, well-researched, and well-formatted.

Short-form thought leadership is a thing, too. Seth Godin taught us that. Jason Fried, who runs Basecamp and co-founded 37Signals, simply posts his ideas on LinkedIn. He gets a lot of engagement and attention from this. The massive success of his and David Hansson’s businesses is profoundly and intimately tied to their thought leadership content, whether a simple social media post or their books and podcast.

Articulate’s webinars are another example; a half hour every few weeks, bringing insights based on twenty-plus years of marketing experience.

10. Be bold. Embrace what you know

Don’t get hung up about your ideas. There’s no point in being overly precious about this content. You're writing for people who are potential customers, not people who are potentially going to replace you in running your business. Your day-to-day is probably their need-to-know. What may seem simple to you is not to them. Be confident in that position.

11. Go for minimum viable thought leadership

Similarly, you don't have to have the most comprehensive, exhaustive answers right away. Starting now doesn't mean you can't improve. The Igor Brand Naming Guide has been updated dozens of times in the last decade. It’s better to pick an idea, do something now and see if it works than wait for perfection and never do anything.

The worst that's going to happen is a few people download your slightly less than perfect, somewhat less than complete, guide to X, Y, and Z. They get something out of it, you learn something and the next hundred people get the second version, and so on. The best ideas will come from this iterative process of feedback and improvement. Get stuck in. Do it.

If you’ve got stellar ideas but are struggling with implementation, read this article on how to write thought leadership white papers, or contact us about our copywriting services.

A third of organisations increased their budget for wellbeing benefits in 2022.

Remote work might have taken off because of the pandemic, but evidence shows it’s here to stay.

Company attitudes are changing, not to mention the fact that employees have tried remote working and many would never go back. To attract talent, employers have to take this new landscape into account. Plus, the pace change when it comes to technology has accelerated, with the advent of improved video conferencing and collaboration apps that make working from home so much easier than ever before.

How do we know all this? Well check out these 93 business statistics about homeworking, all from credible sources.

Homeworking stats on this page use global, US or UK survey data based on statistically significant numbers of respondents, with reports produced by reliable organisations in recent years.