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: Dropbox for Business. The file-sharing service Dropbox has a B2B variant that it has been marketing over the last twelve months with content like this:- https://www.youtube.com/watch?v=RwOMlhas_w0.
I really like the way that Dropbox for Business goes about marketing. First, its content is very personable for a tech brand. Take a look at its LinkedIn feed to see lots of images of the teams behind the product working in offices – just like its target audience. They pick up on key events like Pride Month, Farther’s Day, and World Refugees’ Day. They have community days. they’re human!
In the same way, the content picks up on solving customer problems rather than pushing product features. Sometimes the solutions are work in progress against known problems. For example, Take a look at this blog post:- https://blog.dropbox.com/topics/work-culture/workplace-tools-making-decision-fatigue-worse?utm_source=linkedin&utm_medium=social&utm_campaign=organic.
The content is reinforced by a clean design that removes the clutter and complexity common in a lot of tech marketing. Clean and bold colours and clear text prevail.
Finally there’s the sales campaign that comes with all of this. the same clean design choices come across here. But it’s the targeting that really comes across with different messages for the different needs of different target audiences. These campaigns are delivering a 29:1 ROI according to some sources so there’s a real impact on the bottom line. And that’s what all good B2B marketing should be about.
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.