Tutoring B2C agencies to win B2B accounts
Veteran B2B marketer, author and columnist, Mark Eardley, has launched a consultancy that tutors B2C agencies on the strategic insights needed to win B2B accounts.
All the tactical skills featured in B2B are already on the B2C agency payroll, notes Eardley. “As a full-service B2C agency, you understand PR, video, events, content, digital, print, social, research, data, OOH and sponsorships. You have a shelf-full of awards to prove you excel at them. You may also have clients with a major B2B component to their business. Those are the powerful reasons for developing a captivating B2B competency. It’s a logical move for building growth based entirely on your existing expertise.”
In almost every sector, from ICT and healthcare to agriculture and financial services, CEOs and CFOs in a huge diversity of B2B firms will prize an agency that demonstrates methodical, logical ways to build sales, protect margins and reinforce loyalty, says Eardley.
The money in B2B:ranks third* in SA’s marketing spend:
- TV R16.70bn
- Newspapers R 6.81bn
- B2B R 5.49bn
- Radio R 5.35bn
- Magazines R 4.40bn
- Internet R 3.95bn
*PWC: 2015 – 2019 Entertainment & Media Outlook
Eardley says the consultancy will focus on the high-level strategy that governs B2B and the processes that enable its tactical implementation, how business buying decisions are made, who influences them and the reasons why. It will also look at the scale of the B2B market.
Ultimately, he hopes to sketch a clear picture of how a B2C agency’s creative talent, ability to innovate and existing skill-sets can slot straight into B2B.
Eardley also advises B2B companies on governing their marketing to attract and retain profitable customers. He and Charlie Stewart co-authored “Business-to-Business Marketing: A Step-by-Step Guide” (Penguin Random House, 2016), which offers practical, actionable advice on how to make marketing make money. His monthly “Back2Basics” column here on MarkLives covers the principles of B2B and how to apply them.
Contact Eardley at:
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