Effectiveness in B2B marketing, however, is complex: it requires identifying the right audience, crafting compelling messages, and selecting appropriate channels to maximize impact. In a highly competitive B2B landscape, you don’t just become effective – you have to align and optimize all of your resources in order to generate a return on investment.

Then there’s the human factor: put bluntly, not every marketer always thinks big. So the marketing plan at the start of the year will consist of ‘micro-goals’ like increasing brand awareness (a notch), getting social clicks (regardless of results), and counting the number of visitors at the annual trade fair (Jim dropped by this time).

Meanwhile, in the boardroom, the focus of the decision-makers is on turnover, growth, and business expansion. It’s for the marketing plan to contribute to these goals, support the business, and define brand growth objectives. So why can’t it be more effective?

Let’s dare

These days, thanks to data and analytics, you can be daring without being dangerous. A data-driven approach using analytics will allow your businesses to refine its strategies continually, optimize campaigns, and allocate resources wisely for maximum impact. When it works – and it will with the right B2B marketing partner – it works well, and you can build repeatable results and ROI into your marketing processes. Who knows, one day you could even ditch that annual plan for good.

Along the way, marketers will gain valuable insights into customer behavior, preferences, and purchasing patterns. These are key to creating personalized customer experiences, and messaging that resonates deeply because you understand the customers’ challenges.

It’s all about creating a more daring brand that stands out in today’s competitive B2B landscape. And that goes hand in hand with daring to be different creatively – seeking out bold campaigns that get noticed and talked about by your buyers. Dare we suggest Referro is the agency that can deliver on both?

Founded in 2011 by Etienne Viellard, a former international marketer at Salesforce, Oracle, Hyperion, and Neolane, Eleius is based in Paris and provides comprehensive full-service marketing solutions to growing European companies.

The company’s expertise includes international go-to-market advisory, positioning and messaging, branding, multilingual content creation, and global digital lead generation. With a track record of helping 80+ European companies scale internationally, Eleius excels in launching businesses across Europe and North America.

Current clients of Eleius will now benefit from the collective strength of 1400+ BBN marketing specialists across all continents, ensuring impactful campaigns worldwide. And Referro and other partner agencies will benefit in return by gaining access to new French expertise through a leading full-service B2B agency.

Centric is a digital-first agency with core competency in building websites, intranets, and automation (business process) platforms. They have a staff of around 50, mainly based in Pakistan. Their services include SEO, Content, Direct Outreach, Sales Development, and LinkedIn automation.

50% of Centric’s turnover is in B2B with its top six clients being: the Saudi Tourism Authority (Government of Saudi Arabia); Media Office Abu Dhabi (Government of Abu Dhabi); Aldar Malls (YasMall, World Trade Center, Al Jimi Mall); Al Futtaim Blue Loyalty Program; Basamh Group (Goody of Saudi Arabia); and Friesland Campina (dairy products). Centric is a partner of Adobe (Experience Cloud), PimCore, Microsoft and Google amongst others.

Over the next 30 minutes, Zoe Elmore, Head of Media at BBN London, will talk about why there’s never been a better time for B2B marketers and brands to be bold with their data, media and amplification strategy. We discuss how COVID has impacted media consumption and how the media landscape has evolved to tip the scales towards tactics typically used only by B2C brands.

In the digital age, data has emerged as the lifeblood of innovation and informed decision-making. As our world becomes increasingly interconnected, every action generates a stream of valuable information. From personal preferences to global trends, data unveils insights that fuel progress across industries. In business, understanding customer behaviors and market dynamics hinges on data analysis. Moreover, data powers artificial intelligence, enabling machines to learn and adapt. As privacy concerns rise, ethical and secure data management takes center stage.

About MarTech

MarTech provides consulting services, implementation, and improvement of eCommerce projects and digital channels for B2B, B2C, and D2C business. Their business services are centered around Marketing, Tech, Creativity, and Data Services. MarTech prides itself on understanding that every project has special needs, and so builds bespoke strategies to achieve better business optimization and profitability. This will be a perfect fit with BBN’s structured way of doing business globally. MarTech works with a truly broad range of innovative clients, including Unilever, and their experience across B2B and B2C marketplaces should be beneficial to many BBN clients.

About Brew Interactive

Brew Interactive is Singapore’s leading digital marketing agency for high growth companies, founded in 2009. Unlike smaller digital agencies in Singapore, the company takes a custom approach to every client, to ensure that its strategies meet the right business goals and objectives. Brew Interactive aims to become an extension of the client’s marketing team to ensure a truly collaborative and profitable partnership. We now look forward to having Brew as a potential extension to our clients’ own global marketing plans.

About CubicIce

CubicIce represents some of Africa’s largest B2B companies with full-service marketing campaigns geared towards increasing lead generation and enhancing brand equity. For 30 years, they’ve specialized in acquisition and retention marketing strategies for value-add companies across a long list of industries, from automotive to water treatment. They understand the business-to-business marketing funnel and help clients nurture leads and build valuable client relationships through intelligent marketing strategies, often over long-term sales cycles.

About ReverseAds

Our new strategic partner ReverseAds provides the first true alternative to traditional search ads, competing directly against Google on a keyword-by-keyword basis. They deliver successful privacy-first ad campaigns for forward-thinking brands as an alternative to Big Tech approaches, from targeting your ideal customer to launching a campaign, at a fraction of the cost of Google and Facebook ads.

When TriComB2B repositioned the agency in 2008 as a B2B firm focused on technical, considered purchase industries, they were nearly the only agency with this specialisation. A small, regional B2C/B2B agency at the time, their vision was to be nationally recognised in their B2B area of focus.
For four consecutive years, they have been listed among the most important B2B agencies in the U.S., ranking between #21 and #31 on B2B Marketing’s Top U.S. B2B Marcomms (league table – currently #21). Based only on B2B gross income, they believe they would rank within the top 10. They have also been featured every year since 2016 on the Chief Marketer B2B Top Shops and Chief Marketer 200 listings.

When we asked them what they thought the main benefits of being a partner of BBN were, they answered:

• To better support our clients with EMEA and APAC marketing requirements
• To interact with peers, absorb new information and ideas, and improve our agency
• To raise our agency’s profile and qualifications in support of new business efforts

They are members of the following professional bodies:
Public Relations Society of America (PRSA)
American Advertising Federation (AAF)
Chief Executive Boards International (CEBI)

As one of the top five fastest-growing private companies in Denver, with 15+ years of experience, Elevated Third works in everything from Account Based Marketing, match integration and personalization; to website creation, integration and migration for Drupal (the free and open-source content-management framework).

In fact, Elevated Third works for some of the world’s largest B2B companies creating Drupal-powered digital ecosystems, and also helps industry leaders in B2B solve complex marketing problems. The company’s client list includes Finastra, Verizon and Trimble.

At Referro, we’re looking forward to getting to know the team, and the potential to reach out for our clients to use Elevated Third’s specialist skillset and world-class development experience as part of our offering.