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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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Time to give Second Life a second chance?

April 6, 2010 5:49 PM | By Joel Harrison
If there’s a universal list of inventions that were billed to change the world, but which have spectacularly failed to do so, Second Life is surely on it. Back in 2006 the virtual world platform Second Life was a massive deal. It was everywhere – even on the cover of the Sunday Times Magazine, which was a massive coup. It was going to change everything: within a matter of months, we’d be spending all our time flying around this new world with our avatars, ‘meeting’ new ‘people’ from around the globe and even doing business. Real life, by comparison, suddenly...
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Businesses need to start cashing in on the power of experience

December 11, 2009 10:09 AM | By Guest Blogger
By  Ian Irving, Director of Corporate at leading experiential agency RPM The B2B industry has a more wary approach to embracing new mediums in comparison to the B2C market.  Whilst consumer brands have been quick to jump on emerging communication methods, business brands have often relied on more traditional mediums. Whilst it can be argued that this approach has proved effective in the past, I don’t think that the traditional thinking behind B2B marketing and events has been challenged enough.  With the recession still taking hold, it's time for B2B marketers to reassess the marketing mix and take a closer look at...
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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...
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You can't beat getting up close and personal with clients

July 8, 2009 10:24 AM | By Scot McKee
Corporate hospitality. Is it going to flourish as companies try to secure the loyalty of their clients in the face of difficult economic conditions, or is it going to die as budgets are cut and redirected to the tried, tested and instantly measurable? I’ve never really been big on corporate hospitality. I don’t have the slightest idea how cricket works. I have a similar problem with the ‘Corporate Golf Days’. So either I’m not personable enough to be invited on corporate hospitality days or I avoid them because they get in the way of getting on with it. But that’s...
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B2B Marketing Awards - standing up to be counted

November 7, 2008 6:12 PM | By Joel Harrison
We held the fourth B2B Marketing Awards last night (Thursday November 6th) and I’m sat here nursing the end of a hangover feeling a mixture of pride and relief. Pride at both the fantastic job done by our internal team, and our agency, to make the event happen, and at the industry generally for embracing the event so whole-heartedly, and helping us make it the show-piece event in the B2B calendar. Relief that it seemed to off pretty much without a hitch.Awards are obviously great for media owners for many reasons, but the strength of these awards does more than...
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Demand generation: Out of the blue?

October 7, 2008 6:20 PM | By Joel Harrison
Demand generation is a subject that seems to have come from almost nowhere. One moment it’s something muttered about by technology vendors, and effectively ignored by everyone else in marketing; the next, we’re running a half day conference on it with 90 people in attendance (held at the Century Club, London on September 23, in conjunction with Mardev and sponsored by Vtrenz).From an organiser’s perspective, the event went extremely well, with three excellent speakers (Professor Merlin Stone, Zina Manda of Mardev and Pete Jakob of IBM), who provided three very different views and insights into this emerging area. The audience...
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The IDM B2B Marketing conference - worth a day out of the office?

April 14, 2008 3:44 PM | By James Farmer
I had hoped to write a few words about the IDM B2B Marketing Conference 2008 the day after the event [8 April 2008]. However, my hangover did not permit it – post event drinks are a must! Now it is Monday, I am feeling fresh and ready to share my thoughts…   We are big fans of the IDM. Over the past few years, they have made a great effort to cater for the needs of the B2B marketer. Not only do they run specific B2B marketing courses, but they also run this quality annual B2B Marketing conference.   It...
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IDM 4th B2B Marketing Conference

March 7, 2007 1:08 PM | By Nick Martin
What a great day it was! Over 200 B2B practitioners listening to a really high quality conference programme - certainly the best I've been to in a while. If I had to pick a clear favourite, it would have to be Chris Warwick, VP of acquisition marketing at Hoovers and the queen of search  marketing and search engine optimisation (SEO). Not only was she the finest-looking speaker of the day, she was also exciting to listen to and learn from because she shared so much about Hoovers online marketing successes and challenges, warts and all. Lifting up the hem of...
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