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 [...]
B2B marketing: throw away the begging bowl
Time and again, I hear about B2B marketers continously having to justify their existence within the organisation.
During the past 18 months or so, this demand has risen to painfully loud levels and has been accompanied by huge cuts in marketing-spend.
At a time when margins and market share need to be heavily protected – let [...]
Getting B2B results: John Deere, DM & WOM
The Ultimate Skid Steer Smackdown: a DM campaign for John Deere by GyroHSR
When John Deere wanted to move into a new category of earth-movers, GyroHSR conceived a campaign centred around head-to-head contests between JD and the competition. The following article looks at how the campaign evolved and the results it delivered.
Since its launch in April [...]
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 [...]
PR and B2B. The perfect couple
Cultivating communications is no job a public-relations agency can do for a company.
This emphatic little gem comes from Regis McKenna in his book ‘Relationship Marketing’. Published in ’92, it’s about how to ‘Own the market through strategic customer relationships’ and is still seen as one of the books on the ‘customer-is-king’ topic.
Well, I think he’s [...]
