Business-to-business marketers have it tough. To be a successful agency partner, we need to understand the challenges of B2B and then set-up accordingly in order to really add value, writes Steve McCarron, managing director of gyro Manchester.
First, we must consider the many intricacies of today’s B2B marketplace.
B2B clients operate in a world of products and services which are far more complex and diverse than many consumer categories. These businesses often depend on accessing hard to define and difficult to reach target audiences, which invariably means seeking out alternatives to off-the-shelf intelligence sources such as Mintel or TGI. Furthermore, decision-making will often take place over longer time periods, involving high-stake judgment calls which impact on business success, putting the decision-maker’s own reputation and career prospects on the line. Often, multiple stakeholders will also need to be cajoled and brought on-board. It’s a far cry from impulse buying a packet of crisps at your local corner shop.
In short, B2B marketers operate in a world of complexity and challenge that makes it difficult to influence decision making effectively. Any B2B marketing agency worth its salt must self-optimise in order to deliver in this complicated and ever-evolving world.
At gyro, we have developed our proposition around four key tasks which we believe are critical in order to enable B2B marketers to navigate this complexity.
1.Engage. We need an audience to pay attention to, and feel good about, our client’s brand. This requires creating an emotional connection. At gyro, we do this through creating humanly relevant ideas.
2. Activate. We must identify smart media choices which kick-start action or the discovery process.
3. Convert. Ultimately, we need to deliver a sale. This will depend on maximising performance and optimisation.
4. Retain. Finally, we need to create advocacy and repeat purchase.
Not only must these four tasks be built into any B2B marketing strategy, they must also work together in a seamless and integrated way. We believe that a B2B marketing agency wanting to achieve all this must have the right capabilities, products and services at its disposal.
However, there is also a catch. In order to achieve this, you need to have data and insight front and centre. If you don’t have the right data and insight, you’ll focus on the wrong people, at the wrong time in the wrong way.
