B2B Marketing Blog
Recently by Julie Clare

Destination anywhere

March 12, 2010 2:55 PM | By Julie Clare
“I want a B2B PR campaign,” says the prospective client.  Fine, that’s great. So we go in with the creds to have an initial meeting on objectives and audiences. The client talks a lot about being a ‘thought leader’ and ownership – all of course perfectly valid.   But it’s perfectly possible to get caught up in discussing tactics and mechanics then go away without ever actually teasing out from the client what the glossy new PR campaign is supposed to be delivering to the business.  But if clear objectives are not identified at the beginning, the results from any...
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Picture perfect?

October 9, 2009 12:20 PM | By Julie Clare
The thorny issue of photos cropped up again this week. Photos and pictures are at the heart of much of what we do, whether it’s media relations and supplying photos alongside copy to the magazines, or whether we’re putting together corporate literature. Unfortunately, one of the side effects of the advent of digital photography is that everyone thinks they can take photos themselves. In bygone days when I was an exec, getting professional photography taken at the beginning of a campaign was par for the course. Now it’s fallen out of fashion as clients discover their inner David Bailey. Or...
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Resurgence of traditional marketing techniques

September 25, 2009 4:27 PM | By Julie Clare
The growth of online and web 2.0 has had an interesting side effect in marketing terms; that traditional forms of marketing are now resurgent. Take direct mail for example. So much of this has now moved to email marketing, that clever, creative direct mail has become a rarity. Which has greatly increased its impact. Creative direct mail has always stood out, but even more so now as a welcome distraction from the choked inbox. Also, as the effectiveness of spam filtering increases, many emails never see the light of day. Most busy decision makers work quite hard at ensuring that...
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