CommsChat Let’s move to topic 4 and presumably you’re covering this tomorrow in your session at AdWeek @JonLombardo #commschat
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March 25, 2015 Transcript of Advertising Week Europe B2B Forum #CommsChat
Last week we were inspired by the topics and speakers at Advertising Week Europe’s B2B Forum and were joined by Jon Lombardo from LinkedIn, one of the companies represented at the forum on Tuesday 24 March.
Read the #CommsChat highlights:
- @JonLombardo 1b/ We believe the worldwide market to be north of $50 billion for B2B, so expect continued growth. #commschat
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@austin_langlois Hi all! I’m a #PR pro from across the sea– based out of Michigan, U.S. Excited to hear abt B2B Marketing! #commschat
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@JonLombardo 1d/ All in all, expect to see B2B trends follow B2C trends and dollars to move online quickly. #commschat
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@blowndes T3: Some obvious pointers: 1. Be relevant 2. Be personal 3. Be responsive 4. Don’t be boring 5. Ditch the stock pics! #commschat
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@JonLombardo @CommsChat 4a/ Yes, content will fuel B2B marketing because people don’t buy your products/services, they buy your perspective. #commschat
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@TimElliottUK @JonLombardo #CommsChat The lines blurring now though I think. Especially as most content is consumed out of office hours so mixed with fun
Read the rest of the #CommsChat:
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@CommsChat others B2B pros will know the finer detail better; but ‘know your audience’ seems like a good principle for me #commschat
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@CommsChat 4b/ You now build relationships through content. Research shows people read 7-10 pieces of content before buying. #commschat
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@bobbiehough @CommsChat … Cheers Bobbie #commschat
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Thanks. I’m right in there @CommsChat Hello @JonLombardo #CommsChat.
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basically @blowndes it’s similar to comsumer content engagement. #commschat
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@CommsChat agree with @TimElliottUK B2B / B2C all H2H. #commschat
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@JonLombardo #CommsChat The lines blurring now though I think. Especially as most content is consumed out of office hours so mixed with fun
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@CommsChat 4a/ Yes, content will fuel B2B marketing because people don’t buy your products/services, they buy your perspective. #commschat
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Topic 1 @CommsChat – Probably not unless it’s a B2B product. As for services. It’s a no in our experience. #commschat
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T3: Some obvious pointers: 1. Be relevant 2. Be personal 3. Be responsive 4. Don’t be boring 5. Ditch the stock pics! #commschat
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@TimElliottUK @CommsChat Yep. The underlying needs are still emotional, but sated with different content/experiences in B2B. #Commschat
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@JonLombardo how do you create emotion for B2B audiences? Any best practices? #commschat
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@CommsChat Yeah … Of course … What are you marketing with of its not content? #commschat
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@CommsChat 3a/ B2C succeeds when it connects w/ audiences on emotion or identity or usefulness. B2B audiences need the same. #commschat
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One of the biggest growth areas in consumer marketing has been on content. Are we seeing the same kind of growth in B2B? #commschat
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@CommsChat 2a/ A bigger budget gives you an advantage in theory, but you still need to create resonance. Money only goes so far. #commschat
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@JonLombardo @CommsChat I won’t deny that! But better targetting = less waste = better results #commschat
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@JonLombardo @CommsChat …Thanks Jon … Even in traditional industries they understand H2H as people buy people and always have #commschat
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“@YourBizOnRadio: At last we finally make #CommsChat. How is everybody?” Good, welcome. We are talking B2B marketing with @JonLombardo
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“@JonLombardo: Agree. Digital offers comms the ability to be more creative, more relevant, and more personal; & do all at scale.” #commschat
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@JonLombardo @blowndes hi all, please don’t forget to use the hashtag #commschat
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@TimElliottUK @CommsChat Excellent point on personalisation. Every buyer should take a different journey. #commschat
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#CommsChat It’s all about getting the right message to the right people at the right time … It’s easier if you know your target audience
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At last we finally make #CommsChat @CommsChat. How is everybody?
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Well, that seems like a prompt to move onto topic three. What can we learn from B2C campaigns? #commschat
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Hi @austin_langlois welcome to #commschat
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Whoops!, if there ‘are’ bigger budgets… #commschat
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@CommsChat 1d/ All in all, expect to see B2B trends follow B2C trends and dollars to move online quickly. #commschat
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So if there is bigger budgets, does that mean it’s easier? Or is there a greater challenge in getting cut through? #commschat
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@CommsChat for five years I’ve worked with a spending freeze on all comms (no budget): creativity and low/cost = necessity #commschat
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@CommsChat Hi all! I’m a #PR pro from across the sea– based out of Michigan, U.S. Excited to hear abt B2B Marketing! #commschat
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@blowndes extra opportunities to be creative and with bigger budgets! Sounds like a dream scenario. #commschat
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@CommsChat 1c/ We’re seeing more and more focus on B2B from previously consumer only events as well. #AWEurope a prime example. #commschat
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@CommsChat 1b/ We believe the worldwide market to be north of $50 billion for B2B, so expect continued growth. #commschat
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“@JonLombardo 1a/ B2B marketing budgets growing significantly yoy, particularly as marketing tech has permeated the enterprise.” #commschat
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@CommsChat Sure … But I see different mindsets between company staff, companies in sectors – Personalisation is the way forward #commschat
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Hi @JonLombardo thanks for the comment, but please don’t forget to use the hashtag #commschat
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@TimElliottUK #H2H Human 2 human? You don’t see any difference in mindset? #commschat
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@CommsChat spend seems to be increasing and recent pressure on this has forced comms pros to prioritise and be creative #commschat
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@CommsChat trying to make a brand that people want to engage with #commschat
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What are your views @JonLombardo has it been a challenge for linkedin? #commschat
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@CommsChat Topic 1 #B2B? It depends if you target businesses ? … All investment should be #H2H nowadays demographics are dead #commschat
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Topic two What are the challenges of building a B2B brand? #commschat
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And as that seems quite a closed question we will put both of the first two topics up. Topic two follows #commschat
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Our first topic is Does B2B marketing receive enough investment? #commschat
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We’ve got @JonLombardo with us tonight, ahead of his appearance at Adweek tomorrow. Following next are tonight topics #commschat
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Hello #commschat … Everyone feeling chipper?
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It’s 8 PM, welcome to tonight’s #commschat . We are discussing B2B marketing. I’m @itsandrewthomas publisher of @Communicatemag
Ben Lowndes 
Jon Lombardo 
Tim Elliott 
Knowing ur Business 
Bobbie Hough 
Austin Langlois 
Emma Cullen See what others are talking about "Brittany Golob"
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