Brand to Demand
Put simply, we help B2B marketers identify, engage, convert and grow the most valuable customers in a more cost-effective way. Our integrated approach gives equal weighting to brand and demand, creativity and science, the emotional and rational.
We’re offer a flexible, fully integrated service, but we can also provide individual services to support in-house teams, or other partners.
Strategy and Planning
The consumerisation of B2B and the increasing personalisation of the B2B customer journey, present unique challenges to marketers. Business buying audiences have never been more complex, diverse or digitally aware, and they know their value. Navigating this new reality requires a large pool of strategic capability.
Our strategists understand the new world of B2B and are experienced in building data-led, integrated marketing strategies. We believe a good balance of brand and demand is key to long term success in B2B marketing for all clients. Our strategy services include brand, media, content, marketing, data and social.
Campaign metrics are no longer just about share of voice; they’re about share of attention. From brand awareness and guaranteed lead programs, to fully integrated campaigns, our media strategists – all global B2B experts in all key verticals – work across every channel to drive growth, deliver measurable results and maximise
return on media investment.
Our media services include: digital display, programmatic, content syndication, paid search, paid social, sports sponsorship, out-of-home, print, native and broadcast.
Research shows that the emotional connection to B2B brands is almost twice as strong as in B2C, and yet B2B creative is often focused entirely on features and benefits targeted at companies. Buying decisions are made by people, not businesses and their decision-making process is often shortened and simplified based on emotion. Good creative in B2B talks to the individual, not the industry.
Our teams are drawn from all areas of the creative world – not just B2B. They are supported by B2B specialist strategists but encouraged to bring original thinking to B2B creative briefs. Our creative services include branding, copywriting, video/animated video, motion graphics, infographics, web design and UI/UX.
Modern B2B buying audiences demand timely, relevant and useful content. Our team of original content creators and strategists have broad experience across all major verticals. We produce smart strategies and multi-format content that works beautifully at every stage of the customer journey. Our content services include: Original content creation (e-books, infographics, animated infographics whitepapers, written reports, video and podcasts), strategy, amplification, influencer marketing and thought leadership.
Building a pipeline of high-quality leads requires a range of capabilities as well as a deep understanding of the modern, non-linear sales funnel. Turning suspects and prospects into to MQLs and SQLs requires concerted lead management to nurture the relationship at every stage of the customer journey. Intent data can add efficiency by helping to identify who is actively in market and ready to buy, further shortening the sales process and improving ROI.
ABM – The benefits of account-based marketing in B2B are well proven but it requires a truly integrated approach. All the services we provide – media, content, data and creative – have a part to play in successful ABM. How well the various services are aligned strategically, whether for one-to-one, one-to-few or one-to-many, will determine the success of your ABM approach. We can align your demand channels through lead management platforms directly into your marketing automation and CRM systems.
Our demand services include lead generation, nurture, management, guaranteed lead programs and sales enablement. We have experience working with all major marketing automation and lead management platforms as well as the leading B2B intent data partners.
From inbound campaigns to fully rounded ABM models, our demand specialists can help build a qualified and valuable sales pipeline.
Data and analytics
In a world awash with data, it has never been more challenging or important to identify and extract the most valuable information, and use it in the right way. The actionable insights derived from that information are the fuel that powers successful B2B marketing. Increasingly valuable first party data must be managed with care and expertise, to drive the best possible results.
Our data scientists not only understand B2B audiences but also how to use the very latest technology to identify, engage and influence them. The increasing use of AI in B2B marketing for everything from lead scoring to personalisation, is a good example of how the vast amount of data in B2B requires a more technological approach. The smart, considerate use of data is now a fundamental pillar of good B2B marketing.
Support for channel partners is an important part of the planning process but one not always given the same focus and weight as others. We understand the channel, from partner recruitment and engagement, through marketing asset management to campaign support and partner sales enablement.
The extraordinary events of 2020 accelerated the shift from physical to virtual events but the importance of events, as part of the modern B2B customer journey, remains. Understanding how to balance the physical and virtual, as part of a fully integrated brand to demand approach is the new challenge. Our specialist events partners work seamlessly with our strategists and planners to integrate events as part of an end-to-end solution.