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Get famous for what you do

We recently surveyed Irish B2B marketers on their plans, strategies, budgets, tools, and tactics for 2021 and beyond. We wanted to assess the health of the market in the wake of global lockdowns resulting from the pandemic and see how B2B marketers were faring. With the lockdowns opening up and the world gradually returning to the offices and relative normality, we’ve summarised our findings below with five recommendations on how B2B tech brands can grow in the coming years.

Get creative with your campaigns

B2C brands don’t have exclusive copyright on creativity in their brand-building campaigns. It’s becoming increasingly obvious that ambitious B2B brands who invest in creativity in their marketing and advertising are gaining a competitive advantage.

The bar is lower in the B2B space as many still believe that due to B2B’s long buying cycles, expensive products or services, and large buying committees who are all looking for the safest option. The result is typically dull and dry rationally-led marketing. Break out from this mould, inject imagination, emotions, and creativity into your marketing and advertising and you’ll have a great chance of standing out in the congested market.

77% of B2B creative is…well… terrible. As in, not effective. As in, zero impact on the bottom line. Your campaign may still be delivering profits, but it’s the media doing all the work, not the creative.”

Peter Weinberg and Jon Lombardo from the LinkedIn B2B Institute

Our survey results however show that there is much work to be done here in the Irish market with only 6% prioritising the delivery of creative campaigns in 2021. (All the more reason to buck the trend and get creative to differentiate your brand). According to the Ehrenberg-Bass Institute, great creative work is 10 to 20 times better at driving sales than mediocre creative. And if you can combine great media with great creativity, you can create extraordinary growth for your business. Our advice is to flex those creative muscles and if that isn’t your strong suit, get your agencies on board too.

Get help from technology

Technology is your friend and it’s probably the most reliable and hardest working friend you’ll ever have to count on. There are any number of Martech solutions out there designed to make the life of a marketer easier yet Irish B2B marketers appear to be turning a blind eye in this direction. According to our research, more than a third (37%) use no automation tools at all.

Almost everything can be automated and there are lots of benefits in certain areas. Email is a really good one. The other less used tool is for internal notifications – to let someone on the team know a good prospect is currently browsing the site. That can be very useful for sales, particularly new business.”

David MacHale, Senior Director, Brand Marketing, Travelport

It’s not all about the big levers being pulled here hands free. Sure, things like AI and machine learning automation can delve deep into customer data generating real-time insights but it’s at a smaller micro level where you stand to gain back loads of time lost to repetitive or voluminous tasks. Things like content and email scheduling and publishing is just the tip of the iceberg and you’ll be amazed at how much time and resources can be saved.

For the full research paper, stats, insights, and trends download the Irish B2B Marketing Report 2021.