The Problem With B2B Marketing26 Sep 2024

Episode 3 Nick Andrews, Knight Frank: The problem with the B2B Blandemic

Nick Andrews, Partner and Head of Commercial Marketing at Knight Frank, delves into what he calls the "B2B Blandemic"—a term borrowed from designer Thomas Heatherwick to describe the wave of uninspired, forgettable content in B2B marketing.

Drawing from his experience, Nick breaks down why so much B2B messaging fails to resonate and outlines actionable strategies to stand out without resorting to gimmicks. He also explores the implications of over-investing in performance marketing at the expense of brand building, and the importance of balancing short-term gains with long-term value creation.

Key talking points:

The B2B Blandemic: The overwhelming prevalence of generic, forgettable content in B2B spaces and the need to move beyond this trend.
Standing Out Without the 'Jazz Hands': Why B2B brands struggle to differentiate and how to create authentic, memorable messaging.
The Real Cost of Blandness: How dull content results in significantly higher media spend to achieve the same level of cut-through as more creative, engaging campaigns.
The 80% Engagement Problem: A staggering 80% of B2B content fails to engage, with ads seeing a similarly high rate of neutral responses.
Performance Marketing vs. Brand Building: The risk of over-investing in performance marketing and neglecting brand-building efforts, and why this imbalance can lead to long-term consequences.
The 95/5 Rule: Why 95% of your target audience isn’t ready to buy and the dangers of focusing exclusively on the small percentage that is.
Customer Orientation: The importance of shifting from a product- or sales-oriented mindset to one that prioritises customer needs and market insights

Knight Frank

Peter Weinber and John Lombardo - The Principles of B2B Marketing

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Avsnitt(14)

Episode 14, The Problem with… Legal Marketing: Special live episode with the Legal Marketing Association

In this special episode of 'The Problem with B2B Marketing', Kevin Sutherland broadcasts from the Legal Marketing Association's inaugural European conference in London, themed 'Strategies for the Futu...

21 Okt 20251h 10min

Episode 13 Jason Miller: The Problem with B2B Value Propositions, Positioning & Messaging

In this episode of 'The Problem with B2B Marketing,' Kevin Sutherland speaks with Jason Miller, Head of Marketing at Jigsaw, ex-Marketo - and former B2B Marketing evangelist at Linkedin - about a spec...

16 Okt 202540min

Episode 12 Elliot Moss, Mishcon de Reya: The Problem with Brand in B2B

In this episode, Kevin Sutherland sits down with Elliot Moss, Chief Brand Officer at Mishcon de Reya, to discuss the often-misunderstood concept of "brand" within professional services and B2B marketi...

21 Juli 20251h

Episode 11 Dom Hawes, Selbey Anderson: B2B Marketing is “looking in the wrong direction”

Is marketing having an identity crisis? In this episode, Kevin sits down with Dom Hawes, CEO of agency group Selbey Anderson, to ask why so much B2B marketing has become narrowly focused on content an...

12 Juni 20251h 4min

Episode 10 Pip Jamieson, The Dots: The problem with building a community that delivers ROI

Building a B2B community sounds great in theory but how do you make one that actually delivers value? In this episode, Kevin talks to Pip Jamieson, founder of community platform The Dots, about what i...

22 Maj 202558min

Episode 9 Matthew Magee, Pinsent Masons: The Problem with B2B… Thought Leaders

In this episode, we’re joined by Matthew Magee, Head of Digital Content at Pinsent Masons, which has been the most visited legal firm website in the world, every month, for the past 20 years. Drawing ...

24 Apr 202559min

Episode 8 Michelle Booth, former Natwest and Lloyds: The Problem with B2B… Change

In this episode of The Problem with B2B Marketing, Kevin Sutherland is joined by Michelle Booth, former head of marketing strategy & innovation at NatWest, and former head of Growth & innovation at Ll...

18 Mars 202557min

Episode 7 Joel Harrison of B2BMarketing.net and Katy Howell of Immediate Future: The Problem with B2B Influencer Marketing

In this episode of The Problem with B2B Marketing, Kevin Sutherland is joined by Joel Harrison of B2BMarketing.net and Katy Howell of Immediate Future to discuss the problem with influencer marketing....

18 Feb 202551min