B2B Marketing Blog
April 2009 Archives

I just cant see how email is going to Die.

April 27, 2009 3:35 PM | By Edward Weatherall
I have recently taken on the challenge of how Concep will successfully use social media within our own marketing strategy, I have even made a bet with Mark Power, our globetrotting CEO, that I will generate over £15,000 worth of revenue from new or existing clients within Professional Services by December - not a lot of money, but a start.   But anyone who thinks Social Media will replace email completely will need to help me win my bet 100 times over.   Let’s start with LinkedIn, the hot topic at the moment, it seems. It’s great that I...
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Why don't you just switch off and do it?

April 27, 2009 10:41 AM | By Richard Lloyd
Can’t say I’m a fan of the supposedly cult 80s TV programme Why Don't You Just Switch Off Your Television Set And Go Out And Do Something Less Boring Instead? But switching off – shouldn’t that become a more popular pastime?I ask this question as news of yet another new advice site for small businesses reaches me.  Joining the likes of Smarta to bring advice and guidance to the SME masses, it got me thinking 80s nostalgia.  Well, not really but certainly whether it’s about time we just switched off?As an ex small business owner myself, I’m not saying that...
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Social media in B2B marketing

April 23, 2009 10:21 AM | By Scot McKee
B2B Marketing’s seminar on ‘Exploiting Social Media in B2B Marketing’ was an eye-opener for me. Social media is no longer a fringe subject. It may not be the panacea - or pancetta - of the B2B world, but nor is it the dirty word(s) of just a few short months ago. So I had a hot ticket, I was dressed up all like my dad with a suit and I waited to be enlightened. But I wasn’t. Perhaps I already knew more than I was giving myself credit for.I’m new to the social media space. A curmudgeonly old fart, much...
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The claws are out for Accenture

April 15, 2009 11:40 AM | By Joel Harrison
What is it about Accenture? Has anyone told them there’s a recession going on? Apparently not, if the latest incarnation of its long-running ad campaign featuring golfing superstar Tiger Woods is anything to go by. Whoever’s pulling the marketing strings at Accenture clearly believes that, despite the downturn, the days of ridiculous over-blown brand building exercises are far from over.Apparently superlatives rule when it comes to marketing of professional services firms – bigger is better, and marketing is simply about getting a global celebrity, finding a vaguely coherent message (in this case, effectively: “you can be as good at business...
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Knowledge is power

April 15, 2009 8:49 AM | By Andrew Dalglish
Here’s a positive voice amongst the gloom: ‘Recession is about change and with change comes opportunity.’ Marketing is no exception to this.  What is the change? As marketers seek more immediate ROI there has been a clear shift of focus from brand building to sales-based activities such as lead generation.  And the opportunity? To adopt a new approach that makes you stand out more than ever. On this point, I was recently discussing the role of research in lead generation with Lindsay Willott of The Marketing Practice. The roles can be seen in full on her blog (blog.themarketingpractice.com). But here...
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Debate: B2B email and Generation Y

April 7, 2009 9:26 AM | By Joel Harrison
Will email remain an effective way to market to Generation Y’s B2B marketers, who have grown up with comparably faster instant messaging and more engaging social media?...
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Embrace the digital revolution, but don't forget about email

April 7, 2009 9:15 AM | By Joel Harrison
There’s nothing like a recession to focus the mind, and in the case of B2B marketing, our attention is honing in on ROI, cost-effectiveness, speed-to-market and measurability. In other words, digital. In case you hadn’t noticed, there’s a revolution going on, and if you’re not on the bandwagon, you’re going to get left behind. New formats and variations are popping out left right and centre,  as practitioners seek to understand and incorporate new opportunities. But as we get increasingly caught up in the clamour for social media, UGC, podcasts, etc. we risk forgetting about the digital channel which has been...
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Social media: It's good to talk

April 6, 2009 11:56 AM | By Scot McKee
There are two conversations – the agenda and the hidden agenda. The agenda is the recession, the economy, the shoot-me-now-and-let's-just-end-it-all agenda. That's a very dull and depressing agenda and is it really what we want to spend the next year(s) talking about? I'm still not getting anything helpful or interesting out of this conversation and on the basis that I'm not actually going to top myself just yet, I'd quite like to move forward. I'll concede one point on the recession agenda. For the foreseeable future, clients and agencies are going to have to try different things and deliver results....
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Data Q&A: Data modelling

April 2, 2009 3:02 PM | By Joel Harrison
How can data modelling help B2B brands to enhance the effectiveness of their marketing? What kind of companies is modelling relevant for, and what factors should they consider when seeking to use it?...
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