Content, if it is to be heard among the deafening roar, needs to have a touch of idiosyncrasy--a bit of whimsy or artistry. That can't be done by machines.
Do I need to be green in B2B? In fact, signs indicate that B2B will undergo a tectonic shift to green in the near future. In the first of three articles, Marc Stoiber explores green as the new differentiator in B2B.
B2C brands have all-too-often been guilty of finding low-cost ways to spit marketing out to as wide an audience as possible while only looking at ROI through the lens of sales made rather than giving any thought to the impact on the reputation/goodwill of the brand.
Last week we defined Early Stage Marketing as figuring out what the customers’ needs are… and Late-Stage Marketing as satisfying those needs by promoting our new product to them. Many B2B companies (my area of expertise) do a simply awful job of Early-Stage Marketing and then express surprise when their new product fails.
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In last week’s blog, I described how marketing could be explained in three parts: Design (What does the customer want?), Development (What product/service would meet this need?) and Delivery (How can we get this product/service in the customers’ hands?). When time is short, I’ll often abbreviate this to describe marketing in terms of Early-Stage Marketing (Design) and Late-Stage Marketing (Delivery).
For many years, I held various marketing positions in large B2B manufacturing firms and would be asked this question: “So what do you guys really do, anyway?” I found that mumbling or pulling out some helpful Dilbert cartoons really weren’t addressing this question well. So eventually I began describing marketing’s role in three parts: Design, Development and Delivery.
