B2B Excellence - Building B2B fame
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.
Grab yourself a cup of tea and review our archived entries at ?https://www.b2bexcellence.co/
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1* Building B2B fame
This is an insightful interview between Jon Lambardo and Paul Fedweck.
Here are 4 takeaways I liked
“Make Advertising Sh*t Again” because a lot of the older advertising was really good.
What Paul’s most underrated idea in advertising is today
His problem with the word "creativity"
How agencies have dug a hole for themselves by talking casually about, you know, “we're doing this to build the brand,
2* Don’t ditch your strategy
I was inspired by this post from Danny Asling.
When times get tough, businesses will start panicking and more pressure is placed on reverting to old tactics, delivering leads, and spending more on “ROI” capable channels.
This means you turn your focus to driving leads from ebooks and lead gen forms, spending more money badly in search, and investing more in retargeting.
The well will quickly run dry, and short-term results will be OK, but the medium-term will be bad and disastrous long-term.?
We all face a more challenging 2023, more scrutiny will be placed on how and where we spend money, please don’t deviate from intelligent marketing in favour of short-term lead generation.
Remember how buyers buy, remember the 95/5 rule, and remember the most effective advertising isn’t easily measured.
领英推荐
This doesn’t change because of a bad economy.?
3* Media channels offer widely variable returns.?
“In turbulent times, businesses become more risk averse. So it’s a good moment to look at how different media channels offer hugely variable returns”
ThinkBox has some fresh data reinforcing their media mix generator tool, and whilst this nifty tool is helpful (a happy customer right here), it’s come as no shock that this TV trade body research puts TV as king of the castle.
I would argue this insight is better used for B2C brands, but there are enough provoking views that we B2B marketers should take into account.
Times are tough, and they will get tougher, so how are we prioritising our media spend, the channels we use and the allocations we decide?
Whilst this data is underpinned by econometrics data shared by several large agencies, it is not as cut and dry for us folks in B2B marketing. The jury is still out on the role of econometrics for B2B marketing in my view, can it play a helpful steer to some of your decision-making, yes, would I have this front and centre to all my decision-making, no.
What I do like about this article is the narrative around placing short, medium and long-term bets.
We have to capture demand, and we have KPIs and targets, but there are only so many primed, ready-to-buy buyers at any given stage, so we need to speak to tomorrow's buyers differently and ensure our brand is top of mind when they do become ready. That is branding and demand generation, two separate things of course.
Deciding on your channel strategy selection should consist of a healthy mixture of complementary data, such as category insight, historical performance, qualitative data, customer data, business goals and human intelligence.
Conversations / Articles You Should Read
Tools, Platform, Events or Podcasts
Each week I share a tool I find interesting, an event I’m attending or a podcast I have listed too.
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