B2B Marketing Blog
January 2009 Archives

Who cares about targeting?

January 26, 2009 11:31 AM | By Richard Lloyd
Should marketing events be sharply focused on a specific sector, or is a more generic approach the way to go for trade show organisers?  The question hit me at the Business North West Exhibition, which I attended as both a punter and an exhibitor.  Wearing my exhibitor’s cap, the show worked for us – it was busy throughout and we generated some strong leads. But speaking as a punter, I really enjoyed the chance to escape from our own stand to speak to a real mixture of attendees – from bluechips to new start ups – and it got me...
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Consumers aren't your boss. They only think they are.

January 25, 2009 7:16 AM | By Paul Cash
It’s only Jan 24th and already I have cried three times this year. Once with laughter at Gavin & Stacey, once with joy when Mrs C gave birth to Cashy No. 2 and once with annoyance when I read the dullest digital conference agenda I have ever set my weeping eyes on. Why is it they always seem to whiff of the same old same old content, often regurgitated and spat out for somebody else to eat. Well no thanks. Not anymore. I want somebody to enlighten me with digital ideas not continually confuse me with mumbo jumbo and bubble and...
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The politics of 'just getting on with it'

January 7, 2009 11:18 AM | By Scot McKee
I was called ‘inflexible’ the other day. Now, I’ve been called a number of things in my time, but ‘inflexible’? Really? I thought I was a relaxed kind of a guy (in a two steps from a coronary kind of a way…) I strive for ‘cool’. I may or may not achieve the goal consistently, but strivingness is next to godliness… ‘Inflexible’? Really? If I’ve learned anything in the world we like to call B2B marketing, it is to be bendier than the bendiest bendy thing when it comes to client requests. Not in the biblical sense. Obviously. ‘Inflexible’? Moi?...
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Debate: Can hybrid mail services rehabilitate direct mail as a mass-market channel for B2B?

January 6, 2009 1:09 PM | By Joel Harrison
UK Mail's recently launched i-Mail service is just the latest version of so-called hybrid mail to be launched in the UK. Hybrid mail allows DM pieces to be created digitally, cutting time, costs, carbon and speed to market - or so it is claimed.But does this constitute a meaningful innovation for business-to-business marketers, or is this just a quick and dirty approach to marketing which should really be done via another channel?...
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Online is the future, but don't write off print

January 5, 2009 9:09 AM | By Joel Harrison
It’s almost with a sense of relief that I read the findings of AOP’s research into the information preferences of business decision-makers. At last, someone has sought to prove what B2B marketers have known for years – that the web is the quickest and easiest way to access information; particularly for desk-bound business executives. As Martin Durham of the PPA implies, this is hardly a road-to-Damascus moment and – more to the point – it does not signal the death knell for print publications. As the AOP’s research also points out, it’s the source of the information that is the...
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