Which is harder, marketing or rocket science? Highlights from the 2016 B2B Marketing Summit.

Wednesday, June 29, 2016

 

Our Marketing Assistant, Jack Reid, went to the B2B Marketing Summit and reports back on some of this year's key themes.

Last week, I attended the 2016 B2B Marketing Summit in London. It was here, amongst talks on “How to achieve face melting marketing” and “Targeting niche audiences”, that an important issue was raised. During a talk on value propositions by Rebecca Halls, the Head of Marketing and Business Development at Thales Alenia Space, a quick witted audience member posed the question “What’s harder, building value propositions or rocket science?. Whilst mainly a gentle jest, the question does speak to one of the key messages articulated by most of the speakers at the summit – that the best marketing is often not complex rocket science, but rather simple marketing done well. After all, how many rocket scientists do you know in marketing?

However, the comparisons between rocket science and marketing were not the only issues discussed, so here are 4 other top tips gleaned at this year’s B2B Marketing Summit.

 

Keep it consistent
Consistency goes beyond just consistent branding and message; consistency is key to everything marketers do. Nowhere can this be seen more clearly than in the context of content marketing. Content should be consistent in format, platform and delivery. In other words, consumers should know exactly what to expect (webinars, blogs, whitepapers), where to expect it (newsletters, websites, emails), and when to expect it (every day at 3 o’clock, every other week, or once a month).

Have a little patience
When it comes to content marketing the impact is almost never instant. The average time for results to be seen from content marketing is 15 to 18 months. Therefore, a key weapon in the marketer’s arsenal is the resilience to keep on pushing even when not presented with immediate success.

Be holistic
A holistic approach to marketing is essential. The whole company needs to be involved in forming marketing strategy and understanding how marketing activities are justified in terms of broader objectives and strategy.

Watch this space - Virtual reality really is a hot topic
Virtual reality has descended from the it origins in the science fiction of Stanley G. Weinbaum's 1935 short story "Pygmalion's Spectacles" to a consumer product cheap enough to be a child’s Christmas present. With its new found availability marketers have begun to seriously investigate the possibility of using virtual reality. The CMO’s of Sage and Shell/Vivo Lubricants B.V both announced at the Summit that they would be releasing their own virtual reality content in the next 6 months. So from livening up white papers to exhibiting data centres in Iceland (as one exhibitor chose to do) virtual reality seems to offer a wealth of exciting possibilities in the world of marketing.

At The Richmond Marketing Consultancy, we specialise in providing outsourced marketing support to B2B firms in London and South East England. If you need help with a one-off project or a longer term solution, please do get in touch. We would love to hear from you.