A presentation with embedded youtube videos. Sharing some observations on why B2B marketing doesn't HAVE to be specification sharing and brochure wear. If you want to view the presentation with embeds working drop me a line.
2. 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
3. Why B2B need not be seen as
the poor relation of
marketing/advertising…
10. 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