B2B Marketing Blog
Recently by Richard Lloyd

Junk mail hypocrisy

March 25, 2010 4:23 PM | By Richard Lloyd
I recently wrote a very cynical column about direct mail being one of The Government’s cash cows.  As a nice little earner, I’d be shocked if it doesn’t end up being the very last direct marketing channel standing – whilst all other forms get legislated away.Yes, it’s a view that flies in the face of the ‘death of direct mail’ obituaries but with even junk mail now on the rise (not that it ever went away – some industries just had less money to throw at it) as a revenue generator – am I the only cynic?  Why have unaddressed...
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Forgetfulness of success

December 2, 2009 3:06 PM | By Richard Lloyd
I don’t think I’m the only one aware that as we turn out of recession there seems to be a forgetfulness of what went before.  I’m not talking about remembering or returning to the so called ‘good old days’ of extravagant marketing budgets, but memories seem remarkably short when it comes to recalling and putting back into action marketing that actually worked, and worked well.In some sectors, marketing was cut right across the board whether it was successful or not.  Yet, as many businesses pulled down the barricades and reduced marketing spend at the start of the recession, others beefed...
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Late Payment Amnesty

September 24, 2009 10:46 AM | By Richard Lloyd
According to the latest economic survey issued by the Forum of Private Business, poor payment tops the list of business owners’ concerns with late payment causing small businesses the biggest headaches.There are certainly no surprises in these findings or nothing new – either in the extent of the problem itself or the same old solutions put forward to address the issue:•    Charging interest on late payment – isn’t this just a potentially great way to lose a customer?•    Naming and shaming the worst offenders – so you’re going to stop supplying Carlsberg UK because they’re on the list…no didn’t think...
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U-shaped long flat bottom gets its confidence

July 22, 2009 11:27 AM | By Richard Lloyd
I’m in the mood for dancing. Yes the Nolan Sisters are back and my U-shaped recession prediction with a long flat bottom (well sort of prediction) wasn’t far wrong.  However, using the replacement of an anticipated, but sadly lacking Smiths reunion, with a coming together of the sibling kind isn’t probably the most accurate way to proclaim that maybe the worst is over. But, like The Nolans, B2B marketing is looking like it’s got its confidence back.How is it for you? What are you finding? More than seven months ago I posed the question: are we more creative when times...
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The PowerPoint says NO…

June 18, 2009 4:17 PM | By Richard Lloyd
When you turn up to listen to experts exposing real-life examples of their social media prowess, the last thing you expect is the technology to be the biggest let down.When the Mic says NO, and the PowerPoint says NO too (both of which unfortunately happened at the B2B Marketing/Mardev Social Media Revolution seminar in Manchester), it’s a timely reminder even as the social media revolution is upon us that the Billy basics shouldn’t be forgotten. Without exception all those speaking at the event heralded positive results from their use of social networking for business.  Whether it was Twitter, Facebook or...
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Don't hurt me Arch...I'm only little!

June 9, 2009 3:12 PM | By Richard Lloyd
Did we really need another survey to tell us that almost one in five SMEs have breached the Data Protection Act (DPA)?  Or, that in half of all SMEs there is no one assigned with responsibility for data protection?Being little or not is no excuse to ignore the DPA but do B2B firms, in particular, always take into account that the DPA also applies to them?  In the media the focus is always on the personal and individual.  So much so, many forget that business data is also at a personal level – when have you ever met someone within...
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Why don't you just switch off and do it?

April 27, 2009 10:41 AM | By Richard Lloyd
Can’t say I’m a fan of the supposedly cult 80s TV programme Why Don't You Just Switch Off Your Television Set And Go Out And Do Something Less Boring Instead? But switching off – shouldn’t that become a more popular pastime?I ask this question as news of yet another new advice site for small businesses reaches me.  Joining the likes of Smarta to bring advice and guidance to the SME masses, it got me thinking 80s nostalgia.  Well, not really but certainly whether it’s about time we just switched off?As an ex small business owner myself, I’m not saying that...
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No win, no fee. If you can't stand the heat, get out the kitchen!

March 31, 2009 11:42 AM | By Richard Lloyd
I want to know what others think about lead generation ‘hot’ sales-ready data. We’ve been hit with an increase in calls from businesses demanding data that has been prepared, cooked and served up on a plate, steaming hot. In fact, all ready for them to get sales without having to lift so much as a finger to qualify the prospects themselves.So I’d really love to hear about other people’s experiences of this sea change in B2B marketing.  The simple model of the past – where clients would come to you for a list of names and pay for a straightforward...
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Data costs - but can someone tell me how much?

March 25, 2009 11:21 AM | By Richard Lloyd
I’ve been re-reading the replies to Joel’s question on: what factors should B2B marketers consider when seeking to buy data for business marketing campaigns? Should cost per order be the primary concern? As it’s a subject so close to my heart, I thought I’d try to kick-off a new debate – there’s an important discussion that still needs to be had here.What’s blindingly obvious to me, but hasn’t yet come up in the responses, is that there’s a real and, I believe, unacceptable lack of transparency in the industry over how much data should actually cost and what high-quality data...
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TFM&A - some like it hot

March 9, 2009 9:18 AM | By Richard Lloyd
Now it’s all over for another year, how was TFM&A for you? I found the show really upbeat, and surprisingly so with a great turn-out in terms of volume and quality of traffic.  With all the recession doom and gloom pundits’ prophesising the end of the marketing world, you’ll be forgiven for thinking that no one would actually turn up.  But they did, and in their droves.  Looking around at all the other exhibitors you really got the feeling that TFM&A did deliver, but for many this success was crucial.  In such a charged and heightened atmosphere the ‘Dunkirk spirit’...
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