THE MODERN B2B MARKETER’S TOOLKIT
WELCOME TO THE MODERN B2B MARKETER’S TOOLKIT. The B2B marketing industry is changing, and the drive of researchers such as WARC, The B2B Institute, a LinkedIn think tank, and the Ehrenberg-Bass Institute are testament to this. So as we move into this new dawn of B2B, our understanding of what it takes to achieve real effectiveness in B2B requires an updated toolkit. We need a toolkit that focuses on the importance of reach across a multitude of exploding channels as well as fame-making, emotion-generating creative work that builds B2B brands and drives growth. You’ll find just that in this guide.
AIM FOR BRAND FAME
While functional messaging will always have a part to play in the funnel, it is becoming increasingly evident that we have to use brand advertising to get into buyers’ consideration. Creating work that stands out from the category norms can drive brand fame and increase mental availability.
1.0
0.7
Without long-term thinking, you neglect all of your future buyers; the ones you want to ensure are thinking about you when they are ready to buy.
1.5
0.9
B2B marketers tend to lean towards short-term activation for instant results that keep their CFOs happy; campaigns that focus on lead-gen activation. While a hyper-targeted approach does produce results, it’s crucial to have a balance.
2.0 1.6
Research from ‘The 5 Principles of Growth in B2B Marketing’ by the IPA & The B2B Institute revealed that actual effectiveness in building a brand is found in fame.
2.5 2.2
Mental Availability: The extent to which a brand easily comes to mind in a purchase consideration.
Number of very large biz fx. reported
How do you grow in B2B? You need a strong brand.
The importance of mental availability and brand fame
0.5
0.0
Fame
Awareness
Other brand goals
Activation goals
Primary Campaign Objectives
Source: The 5 Principles of Growth in B2B Marketing, Binet & Field, The B2B Institute, 2019
RATIONAL MESSAGES ARE 7X LESS EFFECTIVE The tragedy of this is that B2B’s ineffective advertising comes from continuing to treat decision-makers as robots, rather than real human beings who feel things.
1.4
1.4 1.2 1.0 0.8 0.6 0.4 0.2
0.2
B2B decision-makers are under a lot of stress and so B2B purchases can never be just purely rational. They’re emotional decisions because the stakes are high.
1.6 Average no. very large biz fx.
Binet and Field’s research for the IPA revealed that B2B marketing tends to focus on rational advertising.
B2B Campaigns
0.0 Rational
Emotional
Source: The 5 Principles of Growth in B2B Marketing, Binet & Field, The B2B Institute, 2019
THE CREATIVE OPPORTUNITY FOR B2B
System1’s ad-ratings database found that 75% of B2B ads fail to drive meaningful growth and score only one star on their five-star spectrum. Along the buyer journey, buyers want more communication with brands. They want to know they can trust you, and when they’ve made a purchase, they want assurance that they’ve made the right choice. Once again, it’s all about balance. The buyer’s journey is complex, but through emotional brand building and rational financial evidence you can assure them that they’re not making a costly mistake.
It’s not about showing a stock image of a group of people laughing or a father working from home with a small child. It’s about evoking an emotional response when someone engages with your communication. The most powerful reponse being making someone feel ‘happy’ (humour works well here) or making people feel surprised. So always view your creative ideas through this lens. Connection is at the core of all of our interactions as people. B2B purchases aren’t so different.
75% of B2B Ads score 1-star or less 80
B2B Categories
70 60 50 40 30 20
Ad Ratings Database
10 0 1
2
3
4
5
+0%
+0.5%
+1%
+2%
+3%
Star Rating
Source: System1 and The B2B Institute, 2021
Profitable Growth Prediction
The positive news is it takes very little to stand out in B2B, or to rock the boat and create a response in a category saturated by the same creative messages and bland concepts.
What is ‘emotional messaging?’
% of all ads achieving each star status
There’s a creative crisis in B2B. That’s good news for you!
CREATIVE CASE STUDY
: ROCKWOOL THE 7 STRENGTHS OF STONE
“ IT’S ABOUT SURPRISE, DOING THINGS THAT YOUR COMPETITORS AREN’T… IT’S GOING TO MAKE YOU DO THE KIND OF ADVERTISING THE CATEGORY IS NOT FAMILIAR WITH ” – Peter Field.
THE 7 STRENGTHS OF STONE: TEST SERIES
400% 1.8 M INCREASE IN PRODUCT PAGE DWELL TIMEDWELL TIME
FACEBOOK PAGE ENGAGEMENTS
11,641 326% MARKETING QUALIFIED LEADS
INCREASE IN WEBSITE TRAFFIC
BRIEF In a highly commoditised market, we needed to improve brand competitiveness and resonance, by raising awareness and knowledge of ROCKWOOL’s product differentiators, ‘The 7 Strengths of Stone’ – helping to build brand fame, affinity and engagement amongst its core audiences in the construction industry.
EXECUTION The superior performance of ROCKWOOL products is what sets them apart. So our strategy was to dramatise the capabilities of The 7 Strengths of Stone with a video series that would tell the story of each strength in a way which would surprise and delight. After all, seeing is believing. We created a Bond-style ‘test lab’ in the ROCKWOOL Innovation Factory, casting the actual Head of R&D as our lead ‘Q’ character who would conduct a series of extreme live product tests that would entertain with a light touch of wry Scandinavian humour.
See more here: https://www.trueagency.com/7sos-test-series
“I’M IN LOVE WITH THIS VIDEO! ROCKWOOL GROUP ROCKS!” IRENE GARCIA
“THIS VIDEO IS LIT LITERALLY” M’GAMES UK
“NOW THIS IS HOW YOU DEMONSTRATE A PRODUCT’S BENEFITS”
“WOW!!! IMPOSSIBLE TO FIND ANOTHER WAY TO DEMONSTRATE THE FIRE PERFORMANCE OF ROCKWOOL”
JONATHON SANTIAGO
ANGELINA PATSI
CREATIVE CASE STUDY
: ACORA LONG LIVE THE XLA
BRIEF Acora, an unknown IT services provider, embarked on a mission to reimagine their category and create a new normal for their industry. We needed to create a brand platform that set Acora apart from their ‘faceless’ competitors.
EXECUTION For Acora to win market share in a crowded market, the traditional way of doing things wouldn’t suffice, so we changed the rules in our favour. We launched Acora’s Experience Level Agreement (XLA), unlocking the true power of IT services by focusing on the end user experience. Long Live the XLA became a call-to-arms for professionals to stand up against sub-par SLAs (Service Level Agreement) and demand more from their IT service providers.
See more here: https://www.trueagency.com/long-live-the-xla
£4.7m 108% 140%
Uplift in sales revenue in just 4 months
Increase in share of search
Increase in search volumes for Acora
THE B2B MEDIA REVOLUTION
Online video and digital audio are key in tech and telco How do you expect your company’s investment for B2B marketing in the following channels to change in 2021?
The media landscape has changed, and COVID-19’s impact and progressive ad tech have created a boom in multi-channel approaches. This embracing of a multi-channel approach also allows B2B marketers to experiment with creativity and brand stories. 54% of B2B marketers are increasing the number of channels in their media mix.* Video and audio are the future of B2B. A balance of these engaging mediums across channels can create a more personalised and curated experience for buyers and dramatise your brand story.
2%
3%
25%
31%
6%
3%
35%
41%
11%
3%
40%
53%
13%
100%
75%
50%
50%
25%
66% 73%
59%
56%
49%
Podcast
Out of home (OOH)
44%
37%
0% Online video and display
Digital audio
Increase
*Source: Changing Channels in B2B, WARC and Spotify, 2021
TV
Stay the same
Terrestial radio
Decrease
Source: Changing Channels in B2B, WARC and Spotify, 2021
THE POWER OF PARTNERSHIPS It is time to say goodbye to tired, old whitepapers and the same traditional case studies and instead find a way to personalise your content and story to buyers – grab their attention by doing something interesting and ensure they remember you. Communities are on the rise in B2B also. And a great way to build communities and showcase support for your buyers is through partnerships. You can elevate your brand name to buyers in certain communities and become front of mind through alliances.
B2B marketers are increasing budgets in partner marketing and influencers
100%
75%
9%
11%
42%
41%
49%
48%
Partner marketing and sponsorship
Influencers
50%
Increasingly, marketing budgets are put towards powerful partnerships and influencers to expand reach.
25%
0%
Increase
Stay the same
Decrease
Source: Changing Channels in B2B, WARC and Spotify, 2021
CREATIVE CASE STUDY
: MONDI CATCHING FEELS
A BRAND PARTNERSHIP THAT WAS GREAT ON PAPER BRIEF In the face of significant market decline, a global pandemic, and one of the most unstable economic climates ever, Mondi, one of Europe’s largest paper manufacturers, needed a strategic campaign that would ensure their survival. We had to create an initiative that would build awareness of PERGRAPHICA, their premium paper, and increase sales through channel partners and printers to win market share.
EXECUTION While digital has democratised access to media, we’re disconnecting with creativity on a physical and emotional level. We saw an opportunity to turn the paper market’s enemy into a strategic brand advantage by partnering with digital creative giant, Adobe – extending campaign reach and aligning to modern digital design culture. Our fully integrated campaign “Catching Feels” centred on a hero asset, a “look book”, that united contributing artists and photographers from Adobe Stock’s premium collection with the superior quality and performance of PERGRAPHICA paper. Supported by a suite of high-quality, aspirational marketing tools the campaign became an interactive analogue to digital experience which took our creative audiences on a sensory journey from print to screen, raising awareness and brand reputation.
See more here: https://www.trueagency.com/catching-feels
87% 68% 85% 13%
Increase in sales enquiries
Increase in project win rate
Increase in sales volume
26%
Doubled market share from 13% to 26%
“THIS IS AN INSPIRING CAMPAIGN – WITH THIS MONDI IS MUCH BETTER THAN MUNKEN. YOU WILL GET A LOT OF INTEREST FROM DESIGNERS”
“VERY INSPIRING CAMPAIGN THAT MADE ME FALL IN LOVE WITH PERGRAPHICA AGAIN”
EUROPAPIER
IGEPA
THANK YOU Freddie Marsh Client Manager
freddie@trueagency.com M +44 (0) 7875 155 158