Every conversation I have with a Chief Marketing Officer or Marketing Director lately revolves around the way a B2B business should be looking at marketing its product or service in the face of a recession. It’s a challenge that companies always struggle with when things get leaner, because among the first elements to be cut are B2B marketing and communication.
The B2B marketing landscape is a complex one in that messaging needs to influence a team of people – the Decision-Making Unit (DMU) – who are responsible for making purchase and implementation decisions for a company. B2B marketers have, for years, treated DMUs as a homogenous group – but it’s time to embrace the concept that they’re individual people with their own functions, interests and needs, and communicate with them accordingly.
Traditional project, campaign and brief-based marketing work needs to change – particularly in the B2B world, and even more so in a world during and post-Covid19, where the decision-makers are constantly bombarded with a deluge of messaging, plenty of which misses the mark. Journey work seeks to shift the way communication is done and allow the consumer to create the journey.
There are a few hard and fast rules you, as a B2B copywriter, need to keep top of mind when putting together a print ad or emailer . For those not familiar with the world of B2B copywriting, it can appear complex and confusing.
Following a hotly contested pitch facilitated by IAS, specialist B2B marketing agency Demographica, has been appointed by Macsteel as their B2B agency. Demographica will be tasked with taking the brand forward into the new decade.
Two of the world’s elite business-to-business marketing agencies have formed a strategic alliance in a bid to bring added value to global businesses targeting Africa.
B2B marketing organisations adopt Account Based Marketing and Sales (ABMS) strategies as specific targeted accounts are regarded as individual markets in their own right. Any successful ABMS initiative requires both the collaboration and commitment of various teams and talent.
Following a competitive 5-way pitch, full-service B2B marketing agency Demographica has been appointed by Volvo Trucks Southern Africa as their agency of record. Demographica will handle all through-the-line marketing and communication for the brand in South Africa.
Rob Laggar, Marketing Director of RCL FOODS, notes that when the company went out to pitch, they were looking for a specialist B2B agency that really understood the channel and relationships the brand has with its customers. “Our network of agencies is extremely important to us.
This article is about the psychology of making decisions and how marketers continually try to ‘nudge’ our decisions when it comes to what we buy. Imagine this decision making scenario: You’re running late for a meeting. So, you edge the speedometer just over the limit and phone your client to let them know. That’s two things you’ve done knowing full well that they’re against the rules.
Full service business-to-business (B2B) marketing agency, Demographica, has concluded a significant investment into CSO+Partners, a premium strategic business consultancy. While now forming part of the Demographica family, CSO+P will retain its independence and brand.
Account-based marketing (ABM) as a marketing concept is nothing new. B2B organisations have been practicing ABM for a long time — but never in the kind of coordinated fashion that has recently shown such powerful results.