Marketing in the right direction: Barloworld Logistics
Kate Stubbs deals with some big challenges as marketing manager for Barloworld Logistics. To start with, she’s marketing an intangible: supply chain management doesn’t come in a box with a part number and a price tag. She’s also working in an industry dominated by solid, practical men who know the nuts-and-bolts of freighting stuff from [...]
Is your B2B website building the bottom line? Part 3
Galen de Young of leading B2B marketing agency, Proteus, recommends six steps to check how effective your B2B website is at pulling people in and keeping them engaged.
Content marketing is one of the most powerful tools for B2B marketers, most of whom likely have content development as a substantial part of their 2010 marketing plans.
But before you [...]
Is your B2B website building the bottom line? Part 2
B2B Marketing Online suggests six steps to check how effective your B2B website is at pulling people in and keeping them engaged.
Breathe life into your site. B2B marketers have no excuse for failing to deliver a compelling customer experience online.
Alex Blyth presents six golden rules for improving and maintaining your website.
Is your B2B website building the bottom line? Part 1
Social Media B2B suggests a four-step check on how effective your B2B website is at pulling people in and keeping them engaged.
As many websites have been around a while, they may not reflect your marketing initiatives and business strategies for this year. We offer the following suggestions to help guide your review of your site. Some [...]
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 [...]
Mapping audiences in B2B markets: building a marcoms strategy
B2B markets are complex structures consisting of different audiences that influence customers’ buying decisions. Marketers need to understand who these audiences are, how they influence one another and the significance of their influence on buying decisions.
Mapping audiences and their connectivity within a ‘sphere of influence’ is the first step in creating a marcoms strategy that [...]
B2B Marketing for Dummies
IAS b2b Marketing, winner of Agency of the Year at the UK’s B2B Marketing Awards 2009, has created a concise guide that highlights how to deliver the right B2B messages to the right people at the right time.
The minibook addresses key issues that anyone working in marketing may face with B2B brands. It’s easy to understand [...]
