DaveStevensNow

In a world in which Marketing Week can publish its ten nominations for Brand of the Year and be content that not one of them is B2B, it can feel pretty lonely and unloved in the business marketing profession. So it’s time to give a shout out for some of the great work that B2B marketers are doing.

I thought I’d share a few examples and why I like them over the next few posts.

First up: 3i Group. Take a look at this case study they released from a few months back… It’s the XLT video at the bottom of the page https://www.3i.com/media-centre/video-library/.

I think the 3i marketing team have a tough job. 3i is an international investment company focusing on private equity and infrastructure meaning that by definition much of what they market is intangible. So all power to them for working to find some nice visible outcomes from their work that would be meaningful to a wide range of their customer base.

This one leads with some powerful comments from the customer – far too few businesses lead with their customer in their marketing – and then goes into explaining what interested 3i about the project, so giving the viewer a sense of their values and whether we might have an opportunity that could interest them. There’s a nice emphasis on the customer relationship in the project. Good to see use of captions to make the video work in social settings too.