ReMarkable Career’s Post

I just binge-watched Season 3 of The Bear. Here's what it taught me about B2B marketing... 😁 Just kidding. Kind of. But not really. We never talk much about the craft of marketing, but like everything else, it is a craft, and one that we ought to practice. The best scenes in The Bear are the ones where the chefs get together, experiment with ideas, collaborate, and create extraordinary new things. Sometimes it works and sometimes it doesn't, but they care about what they're serving to customers, and relentlessly create and iterate to make a dish better. And they'll do it again and again and again and again and again. Why? Why shouldn't they just follow "best practices" - a tried and true recipe? Because it demonstrates care for each other, and care for the ingredients, and most importantly, care for the customer. It made me want to think about how much care I put into what we make for our audiences? How much iteration, how much creativity, how much love. I honestly believe marketing made with care and love does better than marketing done because it checks a box or it's what we're "supposed" to do. Do you agree?

Monday Musing #1 Why B2B marketing annoys me and why branding matters If Coca Cola was marketed like B2B products this is how it would read… Coca Cola is sweet, brown and fizzy. Download the white paper to learn more. 😂 “95% of thirsty people agree that B2B Coke solves their thirst problem,” B2B Coke promise 😆 Because of branding, however, when we think of Coca Cola we think of red cans with fancy writing and polar bears. “It’s the real thing” Branding matters especially when products are very similar, in which many B2B vendors are too disillusioned to admit This article is valuable to consider buying behavior in vendor evaluation and the role that brand plays. How important is Branding in B2B marketing? What do you think? I feel like I have fought this battle my whole career to get leadership and sales teams to stop talking features and start being clear about what the company stands for and believes in. As Simon Sinek says, your WHY is why people buy. Not your How or What! Like the content I share? Follow me for free on Substack https://lnkd.in/eAq_DKVd #branding #b2bmarketing #buyerjourney #mondaymusing

Unlock the Power of Product Sampling in B2B Marketing! Learn how innovative brands are leveraging sampling programs to connect with new parents and drive brand awareness. Read more: https://lnkd.in/geEskQwz #B2BMarketing #ProductSampling #BrandAwareness

Is your brand 'White Noise'? Are are you brining it to life in really interesting ways to ensure you get noticed? Think to yourself - what are three uniquely interesting things you've done in the last three months to bring your brand to life? And if you can't think of three things - are there interesting ideas that you had that never made it out the door? And why did they get stuck? The fact is, with the new B2B buyer, 'White Noise' brands won't get noticed. Which means in the long run, your bottom line will suffer. You need to think smarter, more creatively and more innovatively about your marketing than ever before. If you're thinking 'but how?' - I've got reams of examples from other brands in B2B who are turning off the white noise. And I am happy to share them with you. Just comment below and I will be in touch. Wherever Next? That's up to you.

Valuable insights on the ongoing brand building renaissance in B2B. Our own VP Account Management, Sarah Robertson was part of the conversation about the shift towards emotion and long-term thinking after taking part in an industry panel discussion with The Drum. Take a read for a thoughtful perspective on the often misunderstood world of B2B brand marketing. https://bit.ly/3IeyMB8

In today's competitive landscape, banks and credit unions must think outside the box to keep cardholders engaged and loyal. Effective loyalty program marketing is crucial to forging lasting connections with cardholders and driving sustainable growth. Here’s why: 1️⃣ Enhanced Consumer Retention: Loyalty programs build emotional connections with customers beyond transactions, making them more likely to stay loyal to your brand. 2️⃣ Activated Engagement: Regular, personalized communication through loyalty programs increases engagement and encourages frequent purchases. 3️⃣ Brand Visibility and Consistency: By consistently promoting your program across all touchpoints, from onboarding to eStatements and in-branch interactions, you reinforce your brand's identity and value. Today on the blog, we explore loyalty program marketing best practices and share helpful insights into ampliFI’s full-service marketing and support solutions. https://ow.ly/WxYn50StRsb

Could this breakdown work and does it help? It's Shopper Marketing when it affects or influences BOTH usage behaviour AND purchase behaviour. It's Trade Marketing when it's coupled to a trade deal and activates purely as a promotional incentive. Why do I think this may help people? Well, promotional Trade Marketing seems to be the vast majority of the remit for most shopper marketing teams. They're acting as support for the Trade/Sales teams and the trade deals they've already made with retailers. Genuine Shopper Marketing will be the vehicle that gets more of the split moving to Brand Building. Anyone agree?

A very meaningful part of brand in B2B is in the pursuit of de-risking a purchase. When you're spending someone else's money, and especially when you could suffer professionally from making a bad decision, buyers will often choose safety over opportunity. Brand plays a significant role in reducing the perceived risk. We all do standard things to address risk - case studies, client logos, reviews, etc - but I want to go a layer deeper, and look at risk and information access. Taking a page from economics, I want to talk about how there are different types of unknowns even when you have all the available information. Bad decision making can often reveal itself only after you've made a decision, and that has marketing implications. The better you understand your buyer's risk, the better you can market to address it.

Explore the fundamentals of mental availability and dive into why marketers are captivated by brand awareness. Iosetta Santini, Keen as Mustard Marketing Ltd https://hubs.ly/Q02mT0TX0 #B2B #B2C #CustomerInsights #CustomerBehavior

LinkedIn B2B Institute and WARC have published new research highlighting the importance of promise. More specifically, as Marketing Week outlines, it found B2B brands that made a promise to the customer were 2.5 times more likely to improve brand health, 2.9 times more likely to drive market share increase, and 1.2 times more likely to increase market penetration.