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Are B2B marketeers putting face-to-face communication on a back burner?

August 9, 2010 4:03 PM | By Lilah Walker
In this digital world it's all too easy to forget the power of looking someone in the eye, giving them a handshake and a smile. People have and always will respond to people!!I go and visit a lot of very large B2B organisations who have a marketing plan 100 per cent focused on online marketing, email campaigns and telemarketing. Whilst, when executed effectively, this can help nurture and quickly drive leads for the business I would put money on the fact that when purchasing a high ticket IT solution, system or service there is nothing quite like meeting people either...
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A 3-Point 'Recycling' Framework For B2Bs: Repurpose, Repackage, Refine

May 23, 2010 4:55 AM | By Christina CK Kerley
Diving into social media and mobile media can be quite daunting for B2Bs. After all, it's an entirely new way of marketing, communicating, engaging and selling. The tools may be easy, but the environment is complex. One-way messaging habits are now moot as these new media call for two-way (and multi-way) communications with our audiences. And programs don’t have finite start-and-end dates. Much to the contrary, they keep going and going... which means a lot of content is needed to cultivate and grow our initiatives. But, my beloved B2Bs, you have a BIG advantage. It’s just a shame that so...
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Differentiating: a clear choice?

April 28, 2010 11:28 AM | By Geoff Wells
With only a couple of days to the general election, you can’t fail to have noticed each of the political parties clamouring to declare in bold terms the clear choice they offer to voters. But equally noticeable is the distinct look of “it’s as clear as mud” on the faces of journalists and Joe Public alike. It shouldn’t be that difficult, should it? I mean, there’s one on the left, one on the right, and one in the middle, isn’t there? And what’s that got to do with B2B marketing? Well, leaving the politics to other more suitable forums, this is...
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Brand ahead of demand? Are you crazy?!

February 24, 2010 8:35 AM | By Joel Harrison
Brand or demand? That was the question posed by Gyro HSR at its half day conference on February 23rd, held in the gothic splendor of Manchester Town Hall. The global B2B agency had assembled an impressive range of speakers from its varied client portfolio, all focused around where marketers should be focusing their attention: building their brand or generating demand.Personally, I thought the premise for the event was excellent, and the speakers offered some genuine insight and elaboration on the theme. Gyro HSR even managed to get Lord Heseltine (B2B by association of his involvement with Haymarket Publishing) to do...
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Anytime, anyplace, anywhere - even half way up a French Alp

January 12, 2010 4:11 PM | By Richard Robinson
It’s now back to reality after a fantastic Christmas and New Year break, the latter part of which was spent with friends skiing in the French Alps.  Don’t worry, the irony of returning to the UK in the midst of the most extensive snow fall for decades was not lost on me! That said the skiing was great and the company excellent. I went with a group of friends, a couple of whom are business owners. One of whom had organised the accommodation (yes all sourced and booked online), and very nice it was too, but knowing him as I do,...
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2010: What are your marketing New Year's resolutions?

December 3, 2009 1:20 PM | By Guest Blogger
By Anna Goldie, online editor The time of year is upon us when some of us start thinking about our New Year’s resolutions and I want to hear about yours. No, I don’t want to hear about you resolving not to clean your finger nails with your pen lid anymore or finally admitting that you are more than a social smoker. I want to hear about the resolutions that are really important in 2010— the ones about the world of B2B marketing. Maybe you have learnt a valuable lesson in 2009 that you are determined to put into practice in...
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Is Breast Always Best?

October 26, 2009 5:16 PM | By John Williams
That was indeed the question I mulled over when travelling home from the recent B2B Marketing conference on lead generation. It’s not often that I think about breasts, and that may have been the result of too much wine, but the parallels between lead nurturing and breast feeding suddenly struck me. You see, there is a line. Like breast feeding, you can nurture for too long and before you know it you’re the subject of a Channel 4 documentary with two seven year olds clamped limpet-like to your teats. You enjoy the contact, the interaction, the reliance and it makes...
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Time to think (and work) smarter

May 11, 2009 11:41 AM | By Joel Harrison
Don’t you just hate clichés? Don’t they drive you up the wall? Let’s face it; marketing is full of them. And here’s one that I bet all marketers have heard over the last nine months: ‘work smarter’. In my book, it’s right up there with ‘win-win situation’ and ‘adding value’ in terms of its annoyance potential, but unfortunately, it does have resonance in these times – which makes it all the more irritating. Everyone’s being asked to go that extra mile, to work that bit harder to meet targets and to achieve objectives. And if they value their job, most...
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