B2B Marketing
Imagine a client that wants to launch a new product that helps cats sit on mats. The Marcomms Manager at the client briefs their agency. After two weeks of locking themselves away, the agency turns up at the Marcomms Manager’s doorstep and unveil their meisterwork concept. Visual: Cat sat on client’s mat. Headline: “The Cat Sat …
Continue reading “How to get better, faster, cheaper work from your creative agency”
Your proposition is the single-sentence answer to the question: “Give me one good reason why I should buy your product”. Remember, you’re only allowed ONE reason. It’s the elevator speech for someone only going up one floor. That single sentence ideally should have only ONE verb and ONE adjective. Finding that one good reason is deceptively difficult. …
In Professor Byron sharp’s recent piece in Campaign (“Why the best response to Covid-19 was to stop advertising”) the Prof rails against the endless hand-wringingly earnest advertising many big brands put out in the wake of Covid. In the article he is quoted as saying that it is “embarrassing arrogance” that marketers would think people were …
Continue reading ““You say it best when you say nothing at all?””
In recent times, CMOs (under pressure from their CFOs and CEOs) have increasingly – wrongly – shifted focus and budget away from long-term brand building, and towards short term growth through sales activation. In part this is because the impact of sales activation is easier to measure (e.g. PPC rates), increasing pressure for MQL volumes …
Continue reading “A refocus on brand as a long-term sales driver”
Last year Peter Weinberg and Jon Lombardo at the LinkedIn B2B institute published their excellent “2030 – B2B Trends” report. Not every B2B marketer will have the time to work through every argument and nugget in the report’s 43 pages which is a shame as it’s closely packed with good advice. So with due deference to …
Over the past few days I’ve been publishing my precis of the excellent LinkedIn B2B 2030 Trends white paper from Peter Weinberg & Jon Lombardo. Parts 1 and 2 can be found here (A Refocus on B2B Brand as a Long Term Sales Driver | LinkedIn) and here (Blockbusbuster B2B Marketing | LinkedIn). This is …
