In B2B land I’ve never really understood why…
People and brands are less inclined to take risks, compared to B2C land. We’re now marketing in a constantly evolving digital world where you can try things and learn quickly. People should be continually measuring, monitoring and iterating – this is the only way to stay relevant at a time when technology is always on the move.
The biggest challenge facing B2B marketers today is…
Content velocity. What I mean by that is that there just doesn’t seem to be enough of the right content built for the right audience and the right delivery channel — right when you need it! This is a huge challenge that needs to be overcome if we want to deliver truly personalised and relevant experiences for our customers.
B2B marketers tend to get distracted by…
The next new shiny social media channel or technology, without considering how relevant it is to their audience. It’s imperative marketers stay curious, but they need to ensure they focus on the needs of their audience and deliver standout experiences across the channels relevant to them.
To me, B2B marketing is all about…
Solving problems, creating memorable experiences, delivering efficiencies and accelerating the growth of the business. All while fostering creativity!
I can tell a campaign’s succeeding when…
It’s achieving (and overachieving) the KPIs that have been clearly defined, articulated and understood by all the relevant stakeholders before the campaign has launched. How often is that not the case?
The best and brightest B2B marketer is…
Totally obsessed with the customer. To quote Aaron Levie: “You’ll learn more in a day talking to customers than a week of brainstorming, a month of watching competition, or a year of market research”. It’s about keeping on top of consumer trends, staying curious and embracing new and relevant technologies.
The biggest cliché about the industry is that…
B2B is ‘boring 2 boring’ and there’s no room for fun! B2B marketing can be the most entertaining and powerful type of marketing. Just look at some of the great video content being produced!
The next tech trend to hit the sector will be…
It’s all around customer experience. Marketers need to think about the entire experience for a customer, making sure it’s consistent, continuous and standout, regardless of device or channel.
Sometimes I think B2B marketers forget that…
They need to respect and build trust with their audience before they try and ‘sell’ to them. Remember that while you might talk about segments, personas and target groups, you’re trying to build a relationship with individuals, so don’t forget to humanise your story.
A strong brand is one that….
Focuses on customer experience and realises the business impact of creating compelling, personal and useful experiences, wherever our customers are. There are lots of new opportunities for data and digital out there, and today’s overwhelmed, but see it as an exciting challenge to delight today’s savvy consumers.
The best thing about life at a software company is…
That you can come up with the best acronyms to really impress your friends and family! No, it’s really the speed at which things move. There’s constant innovation, new technology and you tend to be surrounded by really smart people.
It really irritates me when…
People publish dashboards without any insights. There’s no shortage of data that we’re able to accumulate. It’s the story around the data that’s often missing and you need that story in order to take your marketing to the next level.
This time next year, we’ll be…
Still focusing on customer experience, but exploring the ‘new routes’ which are opening up even more ways to meet our customers with an exciting and relevant experience. I’m particularly keen to see the impact emerging technologies like AR, VR and AI will have on the future of consumer experiences.
