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.
Next up: Xero. Xero is that rare B2B business that has chosen to market itself on television in prime time – something that would have not have been considered by anyone a few years ago, but which now reflects the way in which the barriers between B2B and B2C are breaking down. The ad consists of a group of people replacing a tyre on a car while it is on the move and you can see it here:- https://youtube.com/watch?v=uJblkooJyxc.
The central point of the ad reflects the proposition: here is something that won’t get in the way of the central purpose of your business. Accountancy is an enabler of your business not its main point.
Xero’s website reflects the messaging of simplicity and imagery from the television ad and backs it all up with a free trial on the proposition to emphasise the hassle-free approach. I like too the way that client feedback is emphasised on the home page, where all too many businesses make the reader work to find testimonials.
DaveStevensNow 
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