What can B2B marketing learn from B2C?
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The document outlines insights and lessons from B2C experiences applied to B2B marketing, emphasizing that B2B should not be undervalued as it involves real people making decisions. Mark Gorman shares strategies on adapting marketing approaches in the digital age, highlighting the importance of understanding consumer behavior and the value of strong branding. He also stresses the need for ongoing engagement through content and dialogue in marketing efforts.
What can B2B marketing learn from B2C?
- 1. B2B that people will dig! by Think Hard #markagorman
- 2. My objective • Share my, mainly, B2C experiences and career observations with B2B marketers • Reflect on lessons learned • Apply some of that to B2B world • Compare the new digital marketing mix to the older one
- 3. Why B2B need not be seen as the poor relation of marketing/advertising…
- 4. B2B is just B2C with a twist…
- 5. Buyers are people too. “I am Mark Gorman whether I am buying Nike trainers or legal
- 6. How Volvo made truck advertising sexy.
- 7. And Ford.
- 8. The first principal of all marketing; consumer or B2B. You need to gather real insights….
- 9. The insight. Drambuie only comes out at Christmas. Sugar crust.
- 10. Tennent’s Gold Bier – Project Stirling • Tennent‟s Lager losing share to much cooler bottled imports • If you can‟t beat them, join them • Research showed young men drank the „label” not the product – but didn‟t really like it • So create a „label‟ with quality underpinning it • Drawing on Tennent‟s roots but adding a fresh dimension - taste • “Best beer we ever made‟ to Rheinheitsgebot recipe
- 11. The insight. (Bottled) lager tastes disgusting. Guys drink labels.
- 12. My all time favourite brand extension advertisement..
- 13. The internet has turned what used to be a controlled one way message into real time dialogue with millions.
- 14. From this…
- 16. To this…
- 18. And this…
- 20. The inexorable rise of social media and the role of content.
- 22. Some things never change….
- 23. Focus on the core problem your business solves and put out lots of content, and enthusiasm and ideas about how to solve that problem.
- 25. A few observations I’ve put into practice over the years.
- 27. The consumer is not an idiot…she is your wife. David Ogilvy (with apologies for sexism)
- 28. Understand how and why your audience uses technology and then start to align your communications efforts.
- 29. The insight? Apple users are creative. They consider themselves to be different.