B2B Marketing Blog
September 2008 Archives

Q&A: Is lifetime loyalty possible in B2B?

September 22, 2008 6:20 PM | By Joel Harrison
Is it possible for B2B brands to achieve lifetime loyalty from their customers? What kind of brand or marketing infrastructure should a B2B brand seek to put into place to attempt to make lifetime loyalty a reality? Or is this an unattainable aspiration? If not, why not? And what are the obstacles to achieving it?...
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Can marketing beat the economic slowdown?

September 22, 2008 11:50 AM | By James Farmer
Well, it has been a while since my last blog, which (a) is completely against the spirit of blogging and (b) completely against the advice we publish within B2B Marketing, that is, if you are going to blog keep it up, otherwise lose momentum. Well, I have scored a double own goal.   So where have I been? … on holiday, getting over being on holiday, planning in 2009 (already!) and spending a great deal of energy avoiding our cousins the National Press. Doom-and-gloom. Day-in, day-out. They really have been gunning for a recession and now it seems likely they...
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Getting the basics right is key to building an iconic brand

September 10, 2008 11:56 AM | By Joel Harrison
One of the defining characteristics of the B2B world is the extent to which it is segmented or sectorised. Brands that are world-beaters in one sector are virtually unknown elsewhere. In the B2C sector, meanwhile, big brands still can and do bludgeon their way to universal awareness – for example, even though I don’t have kids, I still know that Huggies sell nappies. But there are exceptions to this rule – B2B brands whose fame spreads far beyond their customer base or audience. I was reminded of a classic example this week on a trip down the M1 from Leeds...
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Q&A: CRM

September 3, 2008 11:33 AM | By Joel Harrison
Is it possible for a company to adopt a CRM (customer relationship management) approach to its marketing without implementing expensive and complex technology? What factors should they consider? ...
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