B2B Marketing Post GDPR

With the GDPR research and compliance just about complete for my own business, I have been thinking how B2B marketing will progress in the post GDPR world. GDPR forces us to think more like sales people, who focus closely on the best opportunities, and less like the now old-style digital marketer who worked extensively with large databases, click rates and “opens”. People liked the predictability of working that way – knowing that if you email 10,000 contacts, 1% would respond gave a neat way to justify the cost of a campaign. The trouble with those campaigns was that the other 9,900 people receiving your email message may have viewed it as rubbish, or mildly annoying at best. From next week we should see fewer unwanted messages in our inboxes.

But it poses a question for B2B marketers. Until the 25th of May, email marketing was the number one tool in the digital marketing toolbox for customer acquisition, however from next week an email shot to cold list or a third party database won’t be legal unless the contacts have “opted in” to receive communications – and going forwards the marketing lists available are likely to be quite a lot smaller but not proportionately cheaper.

The remaining digital options for customer acquisition are: pay per click advertising, blogging and online PR / advertising, the social networks, and organic search – where most businesses would need to invest in SEO and a tool to watch who visits your website. Each of these options needs a bit of investment. It will still be possible to offer webinars and white papers, but when the GDPR rules come into force website visitors will be able to be more selective about the messages they agree to receive, so the new contacts or “leads” coming from these methods are likely to be fewer.

The social networks can be effective for business development, and will present a good opportunity for some businesses – in particular, I know people who have used the paid promotional options on Linkedin with good results. However the social networks can only work IF the individuals you want to do business with are active users there, so they don’t work for everyone – and as their algorithms are continually changing, it would be a sensible to keep this kind of activity under constant review.

It seems that the era of the cheap digital marketing is now behind us, and marketing budgets may need to be re-focused.

The traditional ways of finding new customers – trade shows, events, telesales and even direct mail – will continue largely unchanged and may even see a little revival.

How to move forwards?  We should watch what is happening with trade media. They provide good channels for B2B promotions but have suffered in the last few years from the shift away from print and loss of advertising revenue.  Now they could see an increase in interest – probably mostly in the digital area. In particular, I believe this will be the case where the publishers with greater foresight have already established useful publications for lots of specialist market sectors. There has been a gentle movement in this direction for some time. The same goes for exhibitions and conferences where there’s a clear trend towards smaller, more focused events.

How to build a B2B PR Plan in six easy steps

This article goes right back to basics, and looks at how you might put together a plan for a Business to business PR campaign.

1. It is best to start by defining your audience as clearly and precisely as possible, in terms of their industry sector, their role and function within their organisation, but to go further than this, and consider their interests and likely concerns.

2. Next, I would suggest considering your marketing messages. How can you present the best of your company in clear terms – say one or two sentences – that your customers will relate to, and which will inspire them to want to find out more about your company, or even contact you?

3. What resources are available? – Besides starting with some funds to cover the incidental costs, a PR plan will need some other kinds of resources: “material” in terms of interesting, eye-catching stories, images, anecdotes, examples of customer applications and expert input. An exciting news item can make a press release – an ideal resource. Then, having identified some resources, it may be good to think how to use them to the best effect, bearing in mind that more in depth material is usually used an exclusive basis and news items are only topical for a short period. By now you may have an idea of how your PR campaign is going to look.

4. Acquire a media list. Maybe you can assemble some contacts and make a list yourself, or maybe it’s better to take a short cut and get an instant press list by hiring a PR specialist who’s worked with the right contacts and can bring a media list ready made. The better you know the media – how they put their publications together, what they like to publish, and when – the more successful your campaign will be.

5. Consider timing and build some dates into your calendar. Certain dates may be fixed. You can plan media communications to work around industry events, trade shows and conferences, bearing in mind the dates you require for your product releases, and likely dates for news releases and company announcements. When these dates are pegged to the plan it’s possible to work backwards, and plan activities to hit the right dates and deadlines. It may be useful to think about the seasonality of the market, and whether to work around holiday periods, and also to dovetail with sales campaigns and other marketing plans.

6. Good management often means looking at results to see what lessons can be learned and feeding this in to the next stage of the plan. There are some neat tools on the market to help you see what has been published about your business and assess its likely reach and impact.

Having suggested that you take this kind of approach to make a PR plan, I would recommend allowing for some flexibility so that you can react to industry news as it unfolds.

Integrated PR and Marketing

Good PR and marketing should help to generate sales. They help a company to find new sales prospects, and help the sales conversion process in numerous ways. However, this can be easier in smaller technology firms than in larger businesses. In small firms, very often the same individual is responsible for directing sales and marketing, whilst in larger companies, the roles are split between large sales forces and marketing departments with a number of specialists, all working in a more complex corporate hierarchy. In technical businesses, it may also be the case that technical product management will take the lead in PR and marketing.

This means that it can be far easier to align marketing, PR and sales in a small company, and respond tactically to market events, because the strategy is simply decided by one person. In slightly larger organisations,  good integration can depend on the personalities and how well the sales and marketing people are aligned as a team. The largest businesses will use formal structures and leadership to ensure that sales and marketing are working in tandem.

PR and marketing messages

A marketing plan, PR plan and sales campaign should all be geared to helping and supporting the sales effort needed to achieve a company’s financial goals, and all should be promoting the same messages about the company and its products or services.

Besides the obvious product features and USPs, your brand, reputation, credibility, track record, technical expertise, accreditations, support services and future outlook can all be factors in winning a sale in a competitive situation. This means that your PR and marketing messages should focus on those areas where they can make the greatest positive impact on sales. It can be an interesting exercise to conduct an internal workshop to brainstorm marketing messages and listen to suggestions from all parts of the business.