SlideShare a Scribd company logo
1 of 30
B2B that people will dig!
by
Think Hard
#markagorman
My objective
• Share my, mainly, B2C experiences and
career observations with B2B marketers
• Reflect on lessons learned
• Apply some of that to B2B world
• Compare the new digital marketing mix to
the older one
Why B2B need not be seen as
the poor relation of
marketing/advertising…
B2B is just B2C with a twist…
Buyers are people
too.
“I am Mark Gorman
whether I am buying
Nike trainers or
legal
How Volvo made truck advertising
sexy.
And Ford.
The first principal of all
marketing; consumer or B2B.
You need to gather real
insights….
The insight. Drambuie only comes out at Christmas.
Sugar crust.
Tennent’s Gold Bier – Project
Stirling
• Tennent‟s Lager losing share to much cooler
bottled imports
• If you can‟t beat them, join them
• Research showed young men drank the „label”
not the product – but didn‟t really like it
• So create a „label‟ with quality underpinning it
• Drawing on Tennent‟s roots but adding a fresh
dimension - taste
• “Best beer we ever made‟ to Rheinheitsgebot
recipe
The insight. (Bottled) lager tastes disgusting.
Guys drink labels.
My all time favourite brand extension advertisement..
The internet has
turned what used to
be a controlled one
way message into real
time dialogue with
millions.
From this…
To this…
And this…
The inexorable rise of
social media and the
role of content.
Trade magazines/websites
Some things never change….
Focus on the core
problem your business
solves and put out lots
of content, and
enthusiasm and ideas
about how to solve that
problem.
A few
observations I’ve
put into practice
over the years.
Think like
a
customer.
The consumer is
not an idiot…she is
your wife.
David Ogilvy (with

apologies for sexism)
Understand how and
why your audience
uses technology and
then start to align
your communications
efforts.
The insight? Apple users are creative.
They consider themselves to be different.
Thank you
•
•
•
•

Think Hard
markgorman@btopenworld.com
https://Thinkhard.wordpress.com
#markagorman

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What can B2B marketing learn from B2C?