You can also contact us by clicking here. Kimeko McCoy * Read 3 minutes to April 19, 2024 *
You are right if you feel you see more advertisements for technology or productivity brands when you binge-watch your favourite shows. According to agency executives, B2B marketing has been more open to copying B2C tactics in the past year. They have appeared on TikTok, streaming ads, and other consumer-facing platforms.
The marketing landscape today is fragmented more than ever. Business brands also want to be noticed in an increasingly crowded marketplace.
The best B2C companies were already doing all of these things. But it had not yet reached B2B. Jared Gruner said that B2B was different. He added, “I am B2B but I don’t just compete with enterprise software brands.” “I’m in competition with you, your vacation, your politics and your friends.”
It is becoming increasingly difficult to distinguish between consumer and business marketing. Agency executives say that in response to this, they are encouraging B2B marketing to change their playbook and include a robust media mix, as well as bolstering the narrative or brand ethos with storytelling. They also encourage B2B marketers spend more money on TikTok ads or streaming advertisements to increase brand awareness.
Workday is a company that makes enterprise software for the workplace. They launched a campaign last week with humorous TV commercials starring Gwen Stefani and Billy Idol. Workday’s Super Bowl 2023 spot from last year has boosted momentum. Last month, Digiday reported Influencer marketing is becoming more popular among B2B marketer. Since 2022, Notion, a productivity app, has been in the game. When it launched a global campaign, out-of home.
Leslie Lee is the svp marketing of Vistar Media. The company specializes in out-of home media. According to her, B2B advertisers are more flexible with their messages, shifting away from product-driven messaging and corporate-speak to emotional ones. In recent years, B2B advertisers have been willing to spend more on programmatic outdoor advertising in order to reach decision makers where they may be. She did not provide specific figures.
Ed East, co-founder of Billion Dollar Boy and CEO global for the influencer agency, says that B2B marketing is a growing area. He said that they have been working on creative ways to integrate B2B messages into B2C videos. The content was so corporate before [B2B marketers are] “Trying to find ways to get through”
Greg Tedesco is a Zeno Digital Experience (ZDX) evp who coaches B2B customers to use mainstream channels such as TikTok, streaming ads and other consumer-facing platforms to reach decision makers both on the job and outside of work.
He said that a large part of his work is to appeal to people as individuals and not only their LinkedIn titles. These different channels are channels that can help reach, increase awareness and even convert customers. I believe this trend will continue.
B2B marketing is not a stranger to B2C strategies, but because the lead cycle is longer in this category it is more critical than ever that brands are relevant beyond traditional pitches.
Gruner said that “These brands instinctively knew they were able to, if it wasn’t permission, then at least the obligation, to create content for their audiences to be interested in.” All brands must adhere to these universal principles. B2B is slow. I think they felt different. They felt special. We know now that this is not true.”
https://digiday.com/?p=541544