B2B Marketing Blog
Recently in Best practice Q&A Category

Tweet-sized B2B

July 14, 2010 10:39 AM | By Francesca Brosan
B2B marketing often faces being pigeonholed as the  ‘undefinable’ – or worse, the ‘boring’ – sibling to the glam of B2C marketing. But B2B is on the rise. As a group, we’ve embraced digital. Integrated social media, microsites, video, mobile and web apps have all become a big part of a lot more marketing mixes (of course, true to our nature, not without very careful consideration first, asking ourselves ‘is the investment worth it?’). But even though we’re rising up, it still seems we struggle for an accurate definition of the work we (as a whole) do. Last week, a...
7 comments | Full story

Data Q&A: Sourcing marketing data from the web

December 22, 2009 2:43 PM | By Joel Harrison
Is it possible to gather relevant marketing data from the web? What are the issues with this approach to database management and what factors should marketers consider when seeking to use it?...
5 comments | Full story

Is the customer king?

November 12, 2009 12:56 PM | By Iain Lovatt
These days, consumers have more choice than ever before, through more diverse channels - from storefront to mail order to online. Expectation is higher than ever. Companies that fail to live up to that expectation find customers leaving without comment - the majority of dissatisfied customers will not complain, they will simply change suppliers. Those businesses that introduce an exceptional level of customer service are differentiating themselves from the competition in an increasingly saturated marketplace. Which is why it is so surprising that business, to a large extent, is still failing to address the issue of customer service. According to...
4 comments | Full story

Traditional marketing is dead, long live cheap digital marketing - not that old chestnut again!

September 22, 2009 5:51 PM | By James Farmer
I was just on our B2B Marketing LinkedIn Group (a plug already!) and I read a response to a question I have heard a lot lately. “Where do I put my marketing spend in 2010?” Do I keep a good mix or bin traditional marketing in favour of digital, as it’s cheaper. The thing is, in today’s market I think this general talk of shifting away from traditional spend to digital is already outdated. “Digital” is not new anymore, I know we’re not yet hanging out with Star Trek's Captain Picard but come on; we’re online most of the day...
2 comments | Full story

Data Q&A: Buying strategies

February 2, 2009 10:37 AM | By Joel Harrison
What factors should B2B marketers consider when seeking to buy data for business marketing campaigns? Should cost per order be the primary concern?...
9 comments | Full story

Data Q&A: Niche data

December 24, 2008 2:42 PM | By Joel Harrison
How valuable are niche or specialist B2B data files, in comparison with generic ‘universe’ files from the big data houses? How are they different, when should marketers use them and what factors should they consider? ...
3 comments | Full story

Data Q&A: Segementation

December 9, 2008 9:17 AM | By Joel Harrison
What techniques can B2B brands use to unlock the potential of their client-base? Can this work be conducted inhouse using specialist tools or is it best left to external experts?...
6 comments | Full story

Debate: Should 'green marketing' be a priority during a recession?

November 19, 2008 5:27 PM | By Joel Harrison
Are business customers interested in the green credentials of a product or service in the current economic climate?...
7 comments | Full story

Q&A: Should 'green marketing' be a priority during a recession?

November 19, 2008 5:27 PM | By Joel Harrison
Are business customers interested in the green credentials of a product or service in the current economic climate?...
5 comments | Full story

Data Q&A: Credit scoring system

October 17, 2008 4:53 PM | By Joel Harrison
Most of the larger B2B data houses now have credit scoring systems for their marketing data, allowing marketers to check whether prospects are financially viable. Are such systems essential or a nice-to-have for B2B marketers?...
4 comments | Full story
« Agency Life | Main Index | Archives | Branding »