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We’ve identified 10 B2B myths parading as facts. Claire Weekes investigates and gathers evidence to dispel them forever
There are many misconceptions about B2B marketing. How many times have you heard it described as dull? We on the inside know this is far from the case. Thanks to the online revolution, B2B marketing has been given new life, and these days there is no reason why a business brand can’t make a quirky viral or deliver an innovative app.
But even B2B marketers can get bogged down by common assumptions such as ‘direct mail is dead’ or ‘it’s all about content and nothing else.’ So we’ve taken it upon ourselves to seek out 10 common statements made about B2B marketing and prove why each one is nothing more than a myth.
You can’t measure social media
Yes you can, as long as you are clear on what you are measuring against your objectives. Joe Edwards, head of strategy at Brand Engage and a member of the IDM Advisory Council argues marketers often look at channel or campaign effectiveness when they should be looking at the bigger picture. “Social media is not just a short-term game. By setting objectives and using the correct tools and methodologies you can measure how effective social media is to your bottom line,” he says.
Edwards argues marketers can use causation methods to look at campaign performance – for example how a posted link or user download leads to conversion – and correlation, benchmarking and comparative methodologies to measure social’s ROI.
Bryan Adams, managing director of Ph.Creative, adds: “With the right tools, such as Google Analytics, content experiments and Crazy Egg (heat mapping software that tracks user movements on a site), companies can measure ROI, share of voice, social traffic and much more. What’s more, unlike with print media, companies can easily carry out sentiment analysis of online content to establish the attitude and tone of contributions, adding further value and meaning to the statistical analysis.”
Direct mail is dead
It could be easy to think DM belongs to a bygone era, thanks to the rise in use of online technology. But, the popularity of internet communication is actually breathing life back into this traditional marketing technique. “We live in an era awash with online messages, so, due to offline being a less crowded marketing space, direct mail still allows opportunity for recognition and raised awareness,” says Jack Miles, research manager at Northstar Research Partners. “Simply put, a direct mail piece has presence and weight and the physical space Direct mail is dead to make an impact, even if briefly. As such, direct mail still offers an opportunity, especially when used in partnership with digital methods,” he adds.
Big data is unmanageable
Big data automatically sounds daunting. But, with the right planning and technology, brands can use the massive amounts of data now available to their advantage.
“With the right attitude, big data can stimulate exciting, high-impact marketing. It unlocks new possibilities for B2B brands and we are seeing a rise in creative analytics, where a little lateral thinking can deliver significant returns,” says Simon Oliver, solutions director at Information Arts. “There may be some technology investment needed, and that always brings an element of risk. But shying away from the possibilities is risky in itself. Instead of looking at big data as a great megalith that needs to be conquered, we should see it as a vast library of information we can draw upon when we need it.”
Approaching big data one tranche at a time is key, as opposed to attempting to analyse it all in one go. “Priorities for analytics should be directed by marketing objectives. Nail down exactly what you want to achieve, and it will quickly become obvious which areas are most relevant,” says Oliver.
Email marketing is a quick win
Email campaigns are quick and easy to deploy. But these days it is in no way easy for marketers to achieve cut-through via this channel. In fact, says Adam Sharp, group managing director at CleverTouch, smart companies are building multitouch email programmes that integrate acquisition with on-going engagements, thus nurturing prospects and customers for the upsell and resell. “Companies such as VMware and Sony are building automated programmes longer than the buying cycle, which means they really can show the ROI, and not just have emails hitting people hoping it is the right time. Those companies that integrate and automate a joined-up approach will
grow much faster than those that don’t,” Sharp says.
I need a big budget to be able to do that
It is so often misconceived that B2B campaigns require huge budgets – perhaps because when most people think of B2B they immediately think of mammoth brands in the technology or construction spheres. But not even the major players need to dig deep every time.
“Big budgets are good, great in fact. But the reality is, in the content and social remits, they are no longer vital for B2B marketing success. In the world of content marketing – where fresh ideas and interesting perspectives garner awareness and generate influence – cognitive power is the new currency. Similarly, you no longer necessarily need pounds and pence to spread your message, followers and connections will suffice. While budgets will help some communication channels, the digital era has spawned budget-friendly marketing opportunities,” says Miles of Northstar Research Partners.
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