The Future of B2B Events in a post-Covid-19 world.
When events are permitted in future, will large-scale ones be the best way to reach B2B audiences and generate sales? What does the future of B2B events look like?
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What makes B2B marketers great?
Strong Business-2-Business (B2B) marketers are a rare breed. I’ve met many of them globally and over the years I’ve noticed a few characteristics that sets the strong, talented and effective ones apart from the rest. In order to analyse what makes them outstanding B2B marketers though, we need to accept a harsh reality that I see time and time again in B2B environments.
B2B marketing in a recession
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.
B2B marketing customers are people, too
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.
Journey work and its value in B2B marketing
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.
B2B copywriting: 5 steps to mastery
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.
Macsteel appoints specialist B2B marketing agency Demographica
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.
Demographica puts Springbok in Stein IAS’ step
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.
Account Based Marketing and Sales: An 8-step Implementation Framework
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.
Volvo Trucks appoints full service B2B marketing agency Demographica
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.
RCL FOODS appoints full service B2B marketing agency Demographica
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.
The Psychology of Making Decisions
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.