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 [...]
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.Â
The minibook addresses key issues that anyone working in marketing may face with B2B brands. It’s easy to understand [...]
A B2B message from The Man in the Chair
It might be hard to believe, but the print ad below is 50 years old.
Promoting the business, professional and technical magazines published by McGraw Hill, the message is as fresh and relevant today as it was fifty years ago: sales start before your salesman calls.
In July this year, the Business Marketing Association staged a ‘live’ version [...]
B2B marcoms: using funnels to create relevance and accurate positioning
Developing marketing communications for relevance throughout the buying cycle
The graphic below is from a whitepaper by Tippit Inc and it illustrates the phased nature of the B2B buying process. It’s such an important graphic for marketers because it provides a roadmap for developing and positioning marcoms that are relevant for each phase in the buying process - ranging from initial awareness through [...]
Don’t trample the rules
This article is from B2B Marketing Magazine
In the rush for instant marketing gratification, don’t trample the rules!
By Tim Hazlehurst
IAS b2b Marketing
Now that the B2B marketing chips are down, it is easy for marketers to be drawn into tempting but subjective routes that are offering sales salvation when the board is desperate for results.
A lot of people (Bob [...]
Re-positioning B2B brands: a quick case study
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The leopard cannot change its spots
In other words, basic characteristics cannot be altered.
Oh, yes they can…
The spots on these ‘leopards’ were changed to fingerprints as part of brand re-positioning for clients demonstrating biometric-based access control solutions at Europe’s biggest corporate security show in 2006.
This was just part of a campaign to influence market perceptions [...]
Market reflections: managing B2B brand perceptions
What are ‘market reflections’ and why do they matter?
Think of the brand as a reflection of your company in a mirror. You hold the brand up to this mirror and it reflects everything the company represents in the market. You don’t see the brand staring back at you, you see what the market sees.
When an end-user [...]
Creativity in B2B marketing. Are you serious?
Well, actually, yes, we are.
Imagination, inventiveness and originality. Add the concept of ‘vision’ and you are on the path towards innovation – creating new, improved ways of doing things.
This spirit of innovation is generally hailed as a ‘good thing’ in the development of products and services. It certainly doesn’t seem to get actively frowned upon – so [...]
The Long Hello: building brand-relationships in B2B
People come and go. Brands endure.
One reason why marketing doesn’t always pull its weight in B2B is that there is often such a strong emphasis on relationships with customers. Developing and sustaining these relationships can shift attention from managing the brand’s relationship with the overall market. And this can undermine the potential to strengthen sales, margins and [...]
Outstanding B2B marketing: Wunderman for Barloworld Logistics
Who says B2B is boring? Not Wunderman…
