B2B Excellence - B2C, B2B friends or foes
B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.
We include the perspectives from a variety of enterprise marketers, stories from fast-growth businesses challenging the conventional ways of working and thinking, and the top 1% of B2B marketers shaping modern-day practices.
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B2C, B2B foes or friends?
He discusses one of his nemesis questions on his speaking circuit, which usually follows an outlined perspective, and a hand raiser asking “is this applicable to B2B”.
Many will argue that indeed there are pretty significant differences between B2C and B2B, and there are. But at its core, the marketing challenges we face, and the general solutions are largely the same.
The role of short-term tactics and gains for long-term brand building don’t really deviate from consumers and professional buyers, tactics whilst adapted, largely serve the same purpose and role.
In recent years B2B marketing has been reinvigorated with the rise of B2C thinking being deployed in our beloved specialism.
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Why are so many B2B sponsoring the Olympics?
Sticking to the same Ritson B2C vs B2B theme, let’s talk Olympics.
Interesting read, the adoption of some of the world's largest B2B brands now taking table stakes at one of the world's most expensive sponsored sporting events, would be questioned by some, but should it?
With an evolving younger buyer, mass audience reach, the appeal of sporting association, and an opportunity to engage your B2B buyer in environments they are most engaged, why aren't more brands being so bold?
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The end of an era, performance marketing
This isn’t true, but it's a snappy clickbaity title.?
But we’re seeing more questions asked about performance marketing.
The rise of CPMs, competition, and our beloved cookie tracking finally fading away, are we now entering the era of brand 2.0?
Once upon a time, if you owned the TV slots and airways, you owned the marketplace. A lot has changed since then. But are we now at the point of saturation for brands overly invested in performance marketing?
More budget is forecasted to migrate over to brand, and some brands have turned off performance marketing completely.
The short and long conversation will forever play out, there will never be “one answer”, but there are more and more brands leaning into the role of long-term thinking.
领英推荐
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Anti Demand Gen-ists
There is a rise of folks fighting back at the acclaim and role of demand gen.
Questioning the logic and use of actually creating demand.
The questions at its core are.
Liam Moroney is one marketer who has planted his flag. Check out post 1 and post 2 to get an alternative perspective on the fanfare of demand creation.
Is this simply marketers using different language? Is this a significant question we should be asking ourselves? Or an extreme POV, Is this fraudulent behaviour (one anti-demand gen-ists has indicated this)?
The debate will rumble on, it often provokes some great perspectives and POVs. I’d highly recommend following the conversations to help sharpen your own perspective.
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Conversations, posts or articles I liked this week
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Tools of the week
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Events of the week
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Intriguing insights shared. To push the envelope further, consider integrating psychographic segmentation with your A/B/C/D/E/F/G testing to deeply understand and leverage buyer psychology and values for more resonant messaging.
B2B Employee Thought Leadership | Helping B2B Brands Build Trust With Buyers | Founder of Paper Kite Media and Speaker
11 个月Thanks for the shout-out Chris Peters!