WHAT’S HOT IN GROWTH MARKETING - WK 26 06/2021

Welcome to the 5th edition of our news digest! 3 hot topics we picked for you this time:

• Research: These are the top 5 deal-killers for B2B buyers
• Marketers breathe a sigh of relief with this Google announcement...
• Creative content: humorous ad promotes getting vaccinated

Let’s dive in! Check out the top news items in the past week, all interpreted and accompanied by key takeaways.

THE TOP 5 DEAL-KILLERS FOR B2B BUYERS

According to LinkedIn’s most recent State of Sales report, here are the 5 major turn-offs for B2B buyers when it comes to the buying process. 

• getting inaccurate or misleading information about a product or its price (48%),
• not understanding their buyer’s needs (44%), 
• a sales rep not understanding the buyer’s own product (43%), 
• not understanding a competitor’s product (36%), 
• affiliation with a brand the buyer already doesn’t trust (35%) and repeated cold calls or emails (35%).

Growth Takeaways

★ B2B buyers want to see that a vendor has put effort into getting to know them.

★ Just reverse the above deal-killers into positive sentences to improve the buying experience for your clients.

DATA-TRACKING COOKIES ARE HERE TO STAY UNTIL...

Google has decided to delay phasing out support for the third-party cookie - a key tool to track users’ activities across the web. Instead of the original 2022 deadline, cookies will be deprecated in 2023. As explained in their blog post, more work needs to be done to find alternative solutions to targeting and tracking consumers, so Google continues to work with developers on boosting privacy in several areas like ad measurement, delivering relevant ads and content, and fraud detection.

Growth Takeaways

★ Good news for marketers and advertisers who now have more time to keep up with the changes and adjust their strategies.

★ It won’t be easy to build a new tool that facilitates digital ad targeting and aligns with rising expectations around data privacy.

★ The pool of user data will definitely shrink, so it may be a good idea to gather your own first-party data to optimise your ads.

★ The delay is also an opportunity for the industry to unite and find alternative mechanisms.

SMELL GREAT, GET AXEINATED

As the dating scene returns, Axe, a brand of male grooming products, has launched a campaign that motivates Gen Z consumers to get vaccinated against the coronavirus. The ad is a parody of a female health official making an announcement about vaccines being hot and warning hesitant consumers of the possibility of falling behind with their dating practices if not getting vaxxed.

Growth Takeaways

★ Axe takes a humorous approach to a common cause: raising awareness and encouraging people to get the vaccine.

★ The ad is a great example of how we can educate consumers in a light-hearted way and in line with our brand values. 

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