Archive for March, 2010
Direct marketing in B2B: integrated approach creates higher impact
Many thanks to Michelle Cavé for this insight into how one of the world’s top agencies implements a strategic approach to direct marketing.
When it comes to generating a return on investment from direct marketing campaigns, half the challenge often is just being heard. But getting the attention of business decision-makers isn’t about shouting the loudest. [...]
B2B branding: a profit-pumping heart
This post first appeared as an online article in Marketing Mix, South Africa’s magazine for intelligent marketers.
Brands mean ownership
We can all recall an ad that lost its link with the brand: “Great! Clever, sharp, funny, hard-hitting. What company was it?” Or, even worse, ‘What was the product?’ No brand: no ownership.
In B2B marketing, branding is about [...]
B2B customers: 50 things they wish you knew
Fifty things customers wish you knew about them:
about how they see you, and about your relationship.
Sonia Simone of Remarkable Communication recently posted this list on her blog. Thanks to B2B Social Media for highlighting it.
Sadly, the concept of customer focus or of being customer-centric has become badly tarnished.
A lot of the blame for this lies [...]
B2B marketing: what’s the story in South Africa?
This post first appeared as an online article in Marketing Mix, South Africa’s magazine for intelligent marketers.
Based on the content of SA’s marketing press, you’d be forgiven for thinking that there is only one type of marketing happening across the country: B2C.
Perhaps this is because marketing peeps don’t get the concept of B2B and choose [...]
