Marketing Minds: Switching from B2C to B2B

MARKETING MINDS: Q&A with UVEye VP of Marketing Yaron Saghiv on the the company's growth marketing strategy and his personal switch from the world of B2C marketing into B2B tech. 

What is the growth strategy behind UVEye's B2B marketing drive?

Most marketing efforts are around brand-building activities like ghostwriting, Slideshare on LinkedIn and thought leadership opportunities. We want to get noticed by the right people in the industry, so there is a strong emphasis on design and brand awareness. We also work with several worldwide public relation agencies to be written about in the right places.

With UVEye you have made a switch from B2C to B2B marketing. How would you describe that experience?

The transition from B2C to B2B has been unnatural but exciting. Instead of putting emphasis on performance-related campaigns and measuring ROI on small numbers, we focus much more on brand building, conference activities and huge lead generation. Our solution in the security and the automotive industries consists of working with car manufacturers and giant clients like seaports, airports, embassies, prisons and more.

Given the challenges in this shift, would you recommend making the switch to other marketers?

I believe that a strong marketer can make the transition from B2C to B2B or vice versa. I would even suggest it as a goal for marketers that want to diversify their skill sets. There are many interesting ways to take advantage of skills in both worlds. In B2B as much as B2C personal engagement and identification is still required. On the other hand, someone with strong B2B experience can use his brand-building skills to send the right message across to consumers. I would suggest though to always remember and keep in mind the end goal, whether it's performance or small yet high-quality lead generation.