Archive for October, 2009
Branding: the heart of B2B marketing
Creating a market-identity
A lot less has been written about the importance of brands in B2B as opposed to B2C, and yet the authors quoted in the previous post, ‘Brands build business’ suggest that brands may be more important in B2B than they are in B2C.
My experience is that brands are more important in B2B because [...]
Brands build business
It’s a fact: strong brands drive B2B markets
By Kevin Randall and Monica Wasiljew
Movéo Integrated Branding
To stay alive and flourish in highly competitive environments, business-to-business (B2B) companies spend more time and money on R&D. Suppliers focus on making their products smarter, faster, and smaller and more cost-effective and reliable than the competition. They also find ways [...]
Marketing united?
A quick glance at marketing’s love-hate relationship with Finance, Technical, Production, Sales & Distribution.
You know I want your lovin’
Honey, why are you so hard?
From ‘Temporary like Achilles’ by Bob Dylan
Bit of an aside here: The only time I saw Bob Dylan was the night after an exceptionally-rare hurricane hit southern England in October 1987. [...]
B2B marketing material: collateral damage?
Marketing collateral is an experiential – see it, touch it, hear it – part of B2B brand communications and there is generally more of it than in B2C – you don’t get a sales presentation or an e-mail when you buy your baked beans.
B2B collateral covers a wide range of material and there’s a summary [...]
The WOMsta monsta
Social media and B2B. Hitting the bottom line?
Referring to social media in a post on PR & B2B, I used the example of John Deere’s ‘Ultimate SkidSteer Smackdown’ and the comments it’s attracting on YouTube – people are swapping product-opinions based on their experiences of using earthmovers.
But will this positively influence John Deere’s sales or [...]
Preventing price pressure
As one of the two objectives in B2B marketing, the task of preventing price pressure has a lot to do with communication.
In terms of the Five Factors of Value, Price is ranked as the least influential of the five B2B buying motivators. It’s also the component of Value with the most straightforward definitions: Competitive, Rational [...]
CRM. Customers Really Matter?
For their help in contributing to this post, many thanks to:Â
Deon Cilliers at SAP South Africa; Bruce Bond-Myatt at SAS Institute; Bridgette Ward at AdvanceNet; and Julian Diaz & Jon Jacobson at Global Vision.
Several years ago, a little piece I wrote about CRM was kindly posted on themarketingsite.com. At the time, CRM solutions were a [...]
Just heard: Sappi paid the ref
THIS NEWS PIECE FROM: B2B Marketing Online
Pierluigi Collina (world’s smoothest super-ref) endorses Sappi’s multinational direct marketing campaign.
Sappi has launched a sales promotion campaign designed to increase sales of its premium coated paper.
Hunterskil Howard, a marketing communications agency, will run the integrated campaign. It will run for six months and be targeted at eight large paper [...]
Outcomes make the difference: differentiate or die…
Just as no two individuals are the same, no two companies are the same. We are all different.
As individuals, we are not necessarily very good at describing ourselves. Because we often take them for granted, we tend to think that our experience, abilities and skills are either somehow self-evident or not particularly significant to those [...]
