| Published: | 13-07-2010 | Author: | Mark Gill |
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Q: What was your first B2B-related job?
My first B2B role was an account manager for a marketing consultancy in Stockport. Our offices were in the old Strawberry Recording Studios and the lady in the sandwich shop next door would tell stories of how Paul McCartney would pop in for a butty.
Q: What do you most enjoy about your job?
Seeing the initial creative spark of a great idea and watching it grow into a great campaign.
Q: Whose job would you like most?
I'd have to say a Tornado pilot's. I blame Luke Skywalker's exploits on the Death Star for that.
Q: What's the best piece of marketing advice you've ever been given?
Know your audience inside and out. Understanding exactly what motivates and drives them enables your messaging to be much more focused.
Q: What is your proudest achievement?
Four months of training, two weeks of pasta and three hours 36 minutes of pleasure and pain, followed by pure exhilaration, exhaustion and relief at the finish line of the New York Marathon in 2007.
Q: What are the most important traits in a B2B marketer?
Intelligence and empathy. A friendly demeanour always goes a long way too.
Q: What marketing challenge are you currently wrestling with?
It's clear that social media and user-generated content have a future in the B2B arena in terms of the value these factors can offer to all businesses. I think the challenge is to understand the timing for these opportunities.
Q: Which marketing campaign or idea do you wish you'd thought of?
The coin mailer – I first saw it used by Peugeot as part of a B2C data capture campaign for its dealership network. The mailer included a shiny new pound coin along with a very brief questionnaire and a self- addressed envelope. When people completed the questionnaire and returned the money, Peugeot forwarded the pound to a charity of their choice.
The emotional aspect of the campaign was almost impossible for the recipient to ignore, it captured valuable data and has always stood out in my mind as a very bright idea.
Q: Which individual has had the most influence on your career?
David Wright, my first boss at BSA Marketing. He focused on the strategic proposition, defining the market positioning, targeting and segmentation for our clients. The importance of concentrating on the right audience, with the right message and at the right time has stuck with me in my career ever since.
Q: Which B2B brand(s) do you most admire?
Firstly, the 'Truth well told' proposition of McCann Erickson is beautiful. It sets the tone for the business and explains what they do and how they do it clearly and succinctly.
The integrity of Google, ensuring the central product is as good as it can be, is also very impressive.
But for me, Apple has captured both a reputation for working simply but brilliantly, and being beautiful – I love that.
Q: Which marketing or business books would you recommend?
The Power of Simplicity by Jack Trout is an excellent read.
Q: My biggest extravagance is...
It would have to be the two ski holidays that I go on each year. I'd much rather be snow-boarding down an alpine piste than fighting through the traffic in rain-soaked Manchester.
Q: What are the traits you most and least admire in yourself?
I think that my best trait is that I can spot potential in people and get a I buzz from helping that individual to flourish.
As far as my worst trait, I'd say it was probably my diplomacy, or lack of it, particularly when explaining my disappointment or frustration at a situation. My face usually gives away exactly what I'm thinking.
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