If you’ve ever been asked to put on an event at a drop of a hat, or to ‘work a bit of marketing magic’ on the creative equivalent of someone’s last will and testament, then that’s exactly how your SEO team feels when you ask them to get you ranking high on Google for anything and everything.
Personalising B2B content is the next frontier which B2B marketers need to overcome and conquer.
But conquering will also mean choosing the BEST content to personalise, and get in front of audiences.
John Wanamaker is one of the American pioneers of marketing, who famously said “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
It’s the marketing equivalent of a cold shower, juice detox and vitamin shots.
Yes, every once in a while you need to hear the facts straight, but if you’re brave enough to take them, you’ll be a lot better off for it.
Right now we’re in a fantastic transition period of B2B marketing.
The concept of marketing to buyers as if they’re real people is really taking off.
If that sounds obvious to you, then you’re already enlightened, but equally there are a lot of people who are yet to truly discover this.
Account Based Marketing, or ABM, is a hot topic right now, and it’s increasingly being seen as a strategy which everyone needs to adopt in order to ‘keep up with the Joneses’.
But even more controversial than Harry styles in a dress, and hopefully with more substance, is the notion that ABM is NOT for everyone, and even more shocking is the claim… that given the size and scale of businesses in the UK, ABM is actually only suited to a select number and certainly not the majority.
Leaders in business all say that they support Marketing Communications, or Marcomms, but there’s a big problem in that a lot of people don’t truly understand exactly what Marcomms is.
Sure, they’ve got an idea, but that’s a long way off having an intricate understanding and appreciation of what it is, why it’s important, and how to make sure it’s done well.
Previously PR was just about generating awareness to help with lead gen.
But there’s been a significant shift in B2B PR in recent years which has really stepped up the game.
Sky championed the art of annoying customers as well as making it nearly impossible to leave, so much so that it triggered an Ofcom investigation.
But in an ideal world, your customers shouldn’t be scrambling to get away from you and the government shouldn’t have to step in to let them escape!
If you have a solid understanding of psychology, influence and persuasion you’ll have a huge advantage over other marketers.
It’s a mixture of science and art, and when you put it to use you’re able to connect and engage with customers at a much higher level, and with much greater effect.
Why B2B Needs Don Draper
There’s a famous line of thinking which says that if you keep doing the same thing, you can’t expect different results.