What Works Where in B2B Digital Marketing?
It is with great pleasure that I am able to announce the highlights of our 2012 research, What Works Where in B2B Digital 2012.
The results bring together the views of nearly 100 senior B2B marketers and compares what they think works with the view of the people they are targeting –224 buyers in business and professional services, financial services, engineering and manufacturing and technology and telecoms.
Whilst overall there are many indications that marketers are getting it right, some surprising results have emerged in terms of what really makes the difference between success and failure. In particular the divide between buyer and marketer on social and mobile is wider than we might have thought.
The document pulls out some of the statistics in four key areas – business relationships, thought leadership, the role of digital and spend vs effectiveness. The full research is a veritable Aladdin’s cave of data which we’ll be sharing in more detail over the coming weeks.
Many thanks to all who took part, and to our partners at The Marketing Society and Circle Research for their invaluable input. If you’d like to receive copies of the data charts that back this up click here.
We will also be presenting two webinars with further details on the research on Tuesday 29th of May at 10am (GMT) and 2:30pm (GMT) –
Worlds Collide
The premise of the Account Planning Group’s session, Worlds Collide, last week was to ask people from entirely different walks of life to talk about how they approach strategy. So a campaigner for Peace, the former Commander of Her Majesty’s Forces, a modern day Mad Man and a political spin doctor took the stage Read more…
Marketing Society Annual Lecture 2012
You know it’s a good lecture when, at the end of the talk, you want to throw up your job and go work for the person who spoke or, as Amanda McKenzie, President of the Marketing Society hinted, have their babies. And so it was with Monday night’s Marketing Society lecture, given by Paul Polman, CEO of Unilever. Read more…
The Future of the Workplace
On 25 April Omobono was invited to speak at a conference called “Workplaces that Triumph” organised by Overbury and held at the spectacular Macquarie offices in the City of London. Read more…
Doing the right thing with social media
Melcrum Digital Summit round-up
“I believe modern work shares some of the deeply unpleasant characteristics of a historical form of slavery, albeit in a ‘gentrified form” (pp. 10). So says Paul Miller, author of The Digital Workplace (2012). This view is neither new, nor tremendously contentious but when framed within the context of the transformative power of the digital world in our working practises, it takes on a new meaning. Read more…
It’s all about people
It feels like we’re in the middle of another baby boom. This year a significant proportion of the people I know are about to bring another life into the world.
And, as these things are wont to do, it set me thinking. Read more…
A Cup of Tea
All week we have been informed that India “takes a long time to crack”, “you need to be here”, “you need a partner” – but most of all that it is all about relationships. (Note to Purchasing – Our USB cards bearing the slogan “Relationships drive your business. We drive your relationships” have been going down a storm). Read more…
Creativity – can B2B do a meerkat?
The discussion at the Marketing Society B2B dinner, sponsored by Omobono, was as Joel Harrison, Editor of B2B magazine, wrote on his blog ‘lively, informed, passionate, entertaining and absorbing’. Yah boo sucks to anyone who dares to claim that B2B is dull. Read more…
Omobono at the B2B Marketing Excellence Dinner
Last night saw Omobono at the B2B Marketing Excellence Dinner hosted by The Marketing Society at the achingly trendy Shoreditch House (complete with its own bowling alley). Read more…
