There has been a definite shift towards humanising B2B marketing and this recognition has been long overdue. Talking to your audience purely in rational, logical terms simply won’t cut through the clutter. Also, we’ve all been handcuffed to short-term lead generation KPIs for years now while we ignore the benefits of longer-term brand building.
Those of us of a certain vintage will remember the immortal lines from Saturday night telly: “I am not a number, I am a free man!” as Patrick McGoohan scampers round Portmeirion chased by a big balloon. If you could suspend your disbelief for long enough, you could identify with this chap desperate to escape the shackles – physical and metaphorical – of his anonymous existence and break out into full, individualistic technicolour.
What do you think of when someone mentions ‘B2B Marketing’? A forest-worth of whitepapers and more gated content than Reading Gaol*? Perhaps it’s events with another suitcase, another conference hall and a three-day diet of danish pastries and a rubber chicken. Actually, right now we really miss the rubber chicken.
We got a lovely surprise this week when DesignRush published a blog about our very own website and said some lovely things about it -
Whether it’s the best a man can get, finger lickin’ good or probably the best lager in the world, one thing is for sure, consumer marketing always sought fame.
Not many B2B brands champion that zeitgeist.
Most never try.
Ferrari has recently been announced as the most valuable brand in the world for the second time by Brand Finance. And it got me thinking about what B2B marketers could learn from this Italian luxury sports car
Our story is telling yours.
As a B2B marketing agency, that’s our remit, but just for this blog we’ll delve into the story behind the story and tell you a little about us. Specifically how we pivoted our position in the market and broadened out our service offering. Perhaps it might spark some ideas for your own brand.
As kids, I doubt many of us ever wanted to grow up as B2B marketers. For a start, it never had the cool street cred of consumer marketing and secondly, there just weren’t many marketing courses and college modules dedicated to B2B.
Squaredot was very proud to feature recently in the acclaimed Catalyst magazine. In the article we go deep on why your strategic positioning is critical for B2B brand growth.
