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Although happily it’s getting rarer, I’ve been to many pitches where the client has insisted we can’t do anything too exciting with video as ‘it’s just B2B’ – it’s incredibly frustrating.
As though the mysterious B2B audience live in a warehouse somewhere, never exposed to the latest James Bond movies or clever Meerkat-based advertising.
What are the challenges for financial service businesses that want to adopt a content marketing model?
Barclaycard’s B2B content hub launched a new section this month, ‘News and insights’, so I caught up with Andrew McNamee, vice president of digital strategy, to find out more about Barclaycard's content marketing journey.
Here's some of what he had to say...
RS Components is an ecommerce behemoth.
The B2B distributor of electronic components works at such scale that it provides a fantastic case study for conversion and user experience improvement.
Awarded a Masters of Marketing gong for its customer-centric transformation, let's take a long and detailed look at what this remarkable work entailed and how success was measured.
Case studies can be an effective way to build credibility and persuade potential customers to work with you, particularly in the B2B world where products and services can be complex and not necessarily ‘sexy’.
But many case studies are filled with meaningless marketing fluff. They spend more time gushing about how great the business is than actually providing useful information that will help people make a purchasing decision.
No conversation about B2B social media would be complete without a mention of Maersk Line.
The shipping company has managed to do the seemingly impossible and make social media an important part of its marketing mix.
To find out more about Maersk Line’s social strategy I interviewed Davina Rapaport, who is the company’s Pulse and Social Media Manager.
Unused content in B2B digital marketing will soon be a $50bn problem for the industry and for CMOs keen to prove ROI.
Picture the scene. You type your company’s name into Google and the top two results are competitors who have taken ads out in your name.
What would you do next?
If there is one thing job candidates are becoming better and faster at, that’s gathering information on social media about companies they might want to work for.
From friends of friends who work at an organisation, to Instagram photos showcasing glimpses of company’s culture & life, there are a number of ways for recruits to find out more about their future employer.
The forces that have reshaped the consumer sector are increasing in B2B, demanding that marketers respond with a new emphasis on the customer experience.
Although every industry is changing at its own pace, there is universal movement toward an approach that looks more and more like consumer marketing.
The report looks at B2B in general and more specifically at the healthcare, manufacturing, technology and professional services industries.
In this post we’ll highlight three takeaways around the B2B shift toward customer experience…
The gap between sales and marketing isn’t as huge an issue as it used to be.
Technology is certainly making things easier, with lead scoring and collaboration tools enabling sales to get involved with the marketing process.
As a B2B marketer, I’m always looking to LinkedIn as my social media channel of choice (other than Twitter, of course).
LinkedIn operates in a way that cultivates communities around certain professions and industries, and for B2B marketers this can be gold, when done well.
Does content marketing need to evolve so it doesn’t go the way of the humble pager?
We marketers talk about content and storytelling a lot, but we may have taken our eyes off the most important thing of all: what our customers think.