Tag Archives: B2B marketing

B2B Marketing Awards 2012 – the crème de la crème of B2B Marketing

The greatest B2B Marketing event any B2B marketer should find time to attend; that is the B2B Marketing Awards. I was really proud to be part of this fantastic event not only from a marketer’s point view, but as a Judge and also handing out an award during the evening.

At this year’s awards it was nice to see the crème de la crème of B2B marketing on offer, amongst the winners on the night were some huge brands along with lesser known SMB brands, which just goes to show that the awards is all encompassing. You don’t have to spend mega bucks on a campaign or programme to enter in order to win at the B2B Marketing awards, it is more about getting that creative, objectives, strategy and results right. This was my second year as a judge on the awards, my first tenure was back in 2009 and I can categorically say that the submissions for this year’s awards have come on leaps and bounds in terms of the quality of submissions. The professionalism and creatives produced were amazing, who said B2B marketing can’t be as creative as B2C, if not better!

As a digital marketer my favourite categories on the night were;

  • Best Use of Digital Techniques or Technologies – WINNER
    ‘King’s Cross – Alive like never before’ for King’s Cross (Argent) by Billington Cartmell,
  • Best Use of Social Media – WINNER ‘Luv the nug’ for Scotsman Ice by Gyro Cincinatti
  • Best Use of Content Marketing – WINNER ‘Banking 20|20’ for Cable & Wireless Worldwide by The Channel Partnership
  • Best Website – WINNER ‘British Gas – Energy made simple’ for British Gas Business by Rufus Leonard

The full list of winners can be viewed here.

As always Joel Harrison and his team put on a fantastic event, this is most definitely the one night of the year you can’t miss for catching up with old friends and past colleagues along with making new acquiesces within B2B Marketing. My highlights from this year’s awards has to be meeting up with people I know, going on the dodgems, the photo booth – see B2B Marketing Facebook page for the hilarious shots and of course the after show party at Proud Cabaret.

If you fancy picking up an award a next year’s ceremony, then start thinking about the fantastic campaigns and programmes you been running from May 2012 and planned campaigns up until April 2013 you can enter for the 2013 awards. To help you get your 2013 submission right, why not register to attend the 2012 Awards Showcase on 5 March 2013? Good luck!

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VIDEO: Vital statistics for every B2B marketer inc. B2B Social Media stats

Vital statistics for every B2B marketer inc. B2B Social Media stats

Earnest would like you to use and abuse at your leisure… where possible the agency has tried to accurately cite the source and provide a link to the site where it came across the research. Here’s the references for this video. Enjoy!

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The 3rd B2B Barometer® Report reveals new confidence amongst B2B marketers

The third in a series of market surveys carried out by B2B specialist research agency Circle Research and supported by ABBA and the Institute of Direct Marketing, has revealed exciting, positive changes in the market over a six month period. The B2B Barometer provides a factual marketing perspective on how B2B companies are reacting to changes in the market.

The latest B2B Barometer survey of around 120 B2B Marketers and Agencies (FREE to download at www.b2bbarometer.co.uk) shows that optimism is building in the B2B sector, with the majority of agencies and marketers revealing rising revenues and improved future growth prospects. In addition 41% of the client marketing professionals reported larger marketing budgets for the next year, but 59% of the agencies surveyed reported a decline in the quality of enquiries and 30% of the agency sample actually experienced declining revenue. It has provided a true measure of what is happening to business markets and will certainly help both clients and agencies make future decisions based on real peer-to-peer information.

Debbie Williams, Chair of the IDM B2B Council, said, “The B2B market place is a real barometer of what’s happening in business. it is often very difficult for companies and agencies to keep pace with the latest market trends and this series of surveys has proven to be a valuable measure for B2B agencies and marketers. Some very interesting facts about social media and its relevance have been unearthed. I am delighted to be associated with this unique and ongoing survey programme.

Social media is declining
Just 28% of B2B marketing respondents actually had a strategy in place for Social Media. Many of the remaining group are beginning to question its relevance to the B2B sector. However, 86% still insist that spending on social media will increase over the next twelve months. An interesting fact is that 70% of client side organisations still have no social media strategy in place, which is a 7% increase from the last B2B Barometer survey in December 2009. A key issue for client marketers would appear to be the measurement of results, with 79% of those polled indicating that no actual measurement of social media activities was taking place, though 64% of the group believed it was possible!
Key factors for B2B Marketers and agencies
Many of the professionals surveyed were anxious to increase two way communication with their clients, and build on customer relationships. It was believed that email marketing could be a more effective tool in relationship marketing.

Data raised its head yet again as a critical factor and all those surveyed were in agreement that accuracy and quality in data were critical factors in B2B Marketing.

Measurement was again highlighted as a critical area for attention. Suggestions indicated that more integrated systems and better sales force alignment was required to make ROMI (Return on Marketing Investment) more effective. Only 43% of client side respondents actually measured ROMI and the metrics used were the ‘easiest’ to gather rather than those which would have the greatest benefit for the business.
An executive summary of findings has been published at http://www.b2bbarometer.co.uk. To find out more about B2B marketing budgets, key trends and insights into the social media phenomenon – including how project fees are calculated and how the impact on reputation is managed please visit www.b2bbarometer.co.uk The new report will be available shortly in PDF format for FREE download direct from the site. Copies of the original benchmark study and the second survey are also
available for download.

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