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: Earth-i. Earth-i is a satellite data and analytics firm with less than 200 employees. You can find its website at https://earthi.space.
On arrival at the home page, Earth-i’s website immediately offers me a thought paper pop-up to get its expert credentials across. I like that the site uses simple terms to define quite complex activities such as “Crunching more numbers”. Content leads on the applications for the technology driven by the sectors that its target customers operate in. And Earth-i makes much of its differentiation from its competitors: precision. The website’s news pages ground the proposition in practical insights and actions – just the sort of thing that Earth-i offers to provide to its users.
Away from the site, Earth-i has been using LinkedIn data to reach its target audience and to drive them to the web. I understand that several hundred leads have been generated as a result.
Earth-i’s marketing is a great example of what can be done on a limited budget. You don’t need Coca-Cola’s wallet to do good B2B marketing.
Dave is an experienced global B2B Chief Marketing Officer / Marketing Director with an established reputation for delivering commercial results in start-up, mid-tier, and blue-chip businesses across technology, and business services and professional services sectors.
Dave has worked for major brands such as Telefonica O2, EY, and Barclays and held posts from Chief Marketing Officer to Director of Online, has run his own business, and managed a P&L for a major corporate. He is chair and co-founder of the Business Marketing Club (www.businessmarketingclub.org.uk) - a network of B2B marketers. In 2019, he was named one of the top 100 B2B European marketing leaders (https://www.hottopics.ht/34199/top-100-b2b-european-marketing-leaders-2019/). He is a graduate of Cambridge University, a Chartered Institute of Marketing (CIM) Chartered Marketer and holds a MBA with Imperial College, London. Dave is a keen cyclist and adventure traveller, is married, and lives in Buckinghamshire. You can read his blogs at www.DaveStevensNow.com.