If you thought August 26 was a normal working Wednesday, think again. It’s Dog Day, and Bailey Good, Head of D2D (Dog to Dog) Comms at James Good is sharing her thoughts on B2B marketing…
All too often my clients say that marketing has got them feeling like they’re chasing their tails.
Unleashed in the park the other day, I paused at my favourite tree to admire the view and it suddenly struck me: I see a lot of B2B communications, but most of it leaves me feeling somewhat bewildered, and it’s often just barking up the wrong tree.
The trouble is, it’s dog-eat-dog out there. Communication must have bite, especially in B2B. It needs a strategy founded on a deep understanding of what’s meaningfully important – to make readers really prick up their ears.
If creating your marketing makes you feel like you’re chasing your tail, it could be a sign your strategy is muddled or incomplete. If the fear of making howlers has you paralysed when faced with today’s infinite spectrum of communication channels, your strategy isn’t helping you the way it should. When you’re inside an organisation, it can be hard to see beyond the company boilerplate – that same old tripe you encounter day in, day out.
I’d say the easiest way to break from the pack is to enlist a partner that's not been neutered – one with a fresh pair of eyes and a keen nose, far-sighted enough to ensure your communications are relevant and stand the test of time.
And, once you have an appropriate strategy that positions you exactly where you want to be – the marketing communications bit really can feel like a walk in the park.
So, if I’ve set your tail a-wagging, contact me and we can start chewing over some good ideas.
Head of D2D Comms