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How B2B Marketers Can Achieve Audacious Goals by Going Social
There is a common perception in the B2B marketing space that social media campaigns do not resonate well with enterprise customers. Some ten years back it would have been true, but now, especially with the rising number of internet savvy decision makers, it’s absolutely untrue.
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Instinct vs. Data
Gut-feeling and empirical evidence are the two methods by which people make decisions. But which is better?
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Consumer Transparency in B2B Marketing
While B2C marketing has always made consumer transparency a priority, it’s now imperative that B2B marketers adopt this way of thinking, too; it’s the new prerequisite for success. End users (consumers) expect the same quality, precision, and honesty every step of the way – from manufacturers and suppliers all the way down to retailers.
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Fishing, Pulling and Statistics
Continued from my previous post
All this talk of creativity, the big idea and long-term thinking doesn’t meanI’m against measuring stuff. As I’ve already said, the point is that metrics should inform us, not dictate to us.
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So Here’s the Strategy…Look, Kittens!
One of my criticisms of B2B marketing is that it is still too dominated by old-school, US-style thinking – product-driven and financially obsessed. The corporate culture is all about the quarterly report – the numbers – and that leads to a reductive, short-term approach. It’s like we’ve all got attention deficit disorder.
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