B2B Marketing Blog
Recently by Guest Blogger

Let creativity be the driver

August 25, 2010 10:50 AM | By Guest Blogger
Guest blog by Nick Ellis, creative director of Halo Media The economic downturn has meant that B2B marketers have faced inevitable cuts to their budgets. This means that achieving reach through traditional media is harder, but it doesn’t mean you can’t get lasting, meaningful results from your marketing. You just have to think bigger, bolder and more creatively. The marketing mix for brands has become sterile and staid. Brands have become used to the classic media plan of print, outdoor media, TV and radio and although more and more brands are embracing viral and online routes to market, this is...
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More data, so what?

August 24, 2010 11:11 AM | By Guest Blogger
Guest blog by Graham Cooke, managing director of QuBit Digital The recent Ofcom report, which states that we are consuming multiple sources of media over half our waking lives through multitasking, could mean we are approaching an information overload. We have become data consumption monsters in both our personal and business lives – Overrun with emails, reports, stats and charts but is it making us any more productive? The short answer is not really – we have increased the amount of data in our lives by 40X over the last 20 years, while our output has not matched this level...
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Why companies should not Wave goodbye to email and social integration

August 9, 2010 11:34 AM | By Guest Blogger
Guest blog by Ryan Deutsch, VP of emerging media, StrongMail Google has become the first major brand to fail in its attempt to integrate email with emerging media channels, following the collapse of its Google Wave application. Although aimed at the consumer market, Google Wave’s collapse raises questions on how businesses looking to integrate email and emerging channels will be affected.  Social media has experienced a stratospheric rise, but is this collapse an indication that integrating email and social media for marketing strategy is doomed?  Absolutely not. The Google Wave failed because the application was too complicated –resulting in lower than expected...
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Why SMEs need their own social space

August 6, 2010 1:57 PM | By Guest Blogger
Guest blog by Jeremy Whitaker, CEO, B2Group The SME Community is hugely underrepresented both in the media and to government – a statement that seems ridiculous given that these companies represent 99.8% of all UK enterprise.  So how can this be?  Could it be the lack of existing clubs and networks that are the issue? This seems doubtful as these are ubiquitous.  However, over the last few years membership of many of these organisations has either remained static or diminished.  Research through B2 Group’s SME Voice highlights that around two-thirds of SMEs are not currently members of any business club...
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Do you care about "the small people"?

July 29, 2010 12:16 PM | By Guest Blogger
Guest blog by Jurga Zilinskiene, Today Translations Just to be clear, we’re not talking here about the elves or the lephrechauns or the hobbits in Lord of the Rings but “the small people” whom the oil company BP cares about, according to its chairman, Carl-Henric Svanberg. After meeting recently with President Obama to discuss the Deepwater Horizon oil-spill disaster, Svanberg informed the world’s media, “We care about the small people. I hear comments sometimes that large oil companies, or greedy companies, don’t care. But that is not case in BP; we care about the small people.” The problem is that...
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The future of news online: why paywalls can never be the complete answer

July 26, 2010 10:56 AM | By Guest Blogger
Guest blog by Jonas Jaanimagi, head of UK publisher solutions at Hi-media. Premium online publishing is currently at a critical stage in its maturation. Advertising revenues are under pressure and the display element in particular appears to be struggling to fully meet the commercial needs of publishers keen to continue creating quality content for premium audiences. Murdoch’s fascinating experiment with an online pay-wall on The Times appears to be an unsustainable model for all but a few (including The Times!). However, it does put the cat amongst the pigeons and directly challenges the standard ‘free’ solution of a 100 per...
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The next big thing? It’s everything

July 13, 2010 12:29 PM | By Guest Blogger
Guest blog by Paul Everett, director of marketing strategy at The Marketing Practice Have you got an iPad yet? Or a 3D TV to watch the World Cup? How about a walkman? (...Okay, one of those isn’t actually a must-have this year.) What about the marketing must-haves for 2010? Appointing a head of social media? Implementing marketing automation? Designing a content marketing strategy? The next big thing is meant to make our world go round. But the danger comes when you realise that football is still football whether you’re watching it in black and white or 3D, and that social...
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Offline interactive: the strange rebirth of direct mail

July 7, 2010 10:40 AM | By Guest Blogger
Guest blog by Richard Madden, planning director, Kitcatt Nohr Alexander Shaw I’m writing this on the way back from a meeting with a prospective client. They are a pioneering online business. They have invested heavily in all today’s cutting edge marketing techniques, from segment-of-one eCRM to social media. Today’s meeting was about exploring an exciting new medium which the brand has never tested before. Its name? Direct mail. An exception, perhaps. A fluke of that brand’s peculiar evolution, almost certainly. But the fact that such a brand is re-evaluating its channel mix to include direct mail for the first time...
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Mix and match B2B and B2C for best results

July 1, 2010 2:21 PM | By Guest Blogger
Guest blog by Dan Binns, account director, Epsilon International B2B and B2C marketing aren’t as different as many might think, so why is it that so many B2B marketers choose to focus on making their email campaigns information-heavy instead of more visually compelling? Whilst corporate marketers take a different approach than their consumer counterparts to the email channel, this shouldn’t limit their creative  tactics. Consumer marketing is conventionally more sophisticated in its approach, but this is rather a reflection of the services and products being sold. The canny B2B marketer will cherry-pick and adapt consumer tactics that best translate to...
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Living in a word-of-mouse world

June 17, 2010 4:03 PM | By Guest Blogger
Guest blog by Julian Hall director and founder at PureOnlineGenius   We’re living slap bang in the day and time where ‘telling a friend’ with the click of a mouse rules – it just does…I mean, who would dream about buying a washing machine, booking a hotel or downloading an album on iTunes without reading the reviews first? Exactly… Our tweets, status updates and tagging have made us all the “citizen journalist” of our personal lives and those of others. But what does this mean for the small business owner and the “just about keeping up with it all” medium to large...
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