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Understanding the intricacies of B2B marketing has been a complex journey for me working in PR for 25 years. In our latest podcast episode, Will and I had the pleasure of discussing this topic with seasoned growth marketing specialist, Tom Basgil. Tom guided us through the labyrinth of B2B marketing, uncovering insights about the future of the field, along with its latest trends and strategies.

Our discussion began with the exploration of short-term ROI. Tom provided insights into the tactics used by brands to demonstrate ROI and how they balance short-term and long-term strategies. We learned that advertising, for instance, can provide quick returns but these tend to evaporate once the campaign is finished. On the other hand, content creation, such as blogs or podcasts, can offer more sustained benefits because of their evergreen appeal.

We also delved into the realm of social listening, a practice that is becoming increasingly important in today’s digital age. Tom highlighted the importance of quality over quantity, emphasizing the need for brands to actively engage with their audience and keep a pulse on their needs and wants. He also touched on the role of competitive analysis in identifying market trends and formulating effective strategies.

Employee advocacy emerged as a powerful tool in B2B marketing. Tom discussed the potential of employees as brand ambassadors and how they can be leveraged to amplify a brand’s message. We discussed strategies to encourage employees to advocate for their companies on social media and how to turn C-suite executives into influencers.

The conversation then took an interesting turn towards the future of B2B marketing. We discussed the increasing importance of personalisation in marketing campaigns and the potential of platforms like YouTube for B2B marketing. Tom also shared his thoughts on AI-generated content and how it could revolutionize content creation.

We touched on alternative methods for capturing data, highlighting the need for innovative approaches beyond traditional methods like white papers. Tom suggested leveraging platforms like webinars and podcasts as effective tools for data capture.

Lastly, I asked a slightly difficult question but we discussed the impact of AI on cybersecurity, a pressing concern for many businesses. Tom outlined the constant arms race between companies and hackers, each trying to outsmart the other using AI. This conversation underscored the importance of staying ahead of technological advancements and the need for businesses to prioritize cybersecurity.

In conclusion, the world of B2B marketing is still complex and ever-evolving, and I now appreciate the importance of being agile and adaptive in this area. This episode with Tom Basgil offered us some invaluable insights into navigating this intricate landscape and the future of B2B marketing. I hope you enjoy it.

Let me know what you think on X or in the comments.

About Chris Norton

Chris Norton is the founder of Prohibition and an award winning communications consultant with more than twenty years’ experience. He was a lecturer at Leeds Beckett University and has had a varied PR career having worked both in-house and in a number of large consultancies. He is an Integrated PR and social media blogger and writes on a wide variety of blogs across a huge amount of topics from digital marketing, social media marketing right through to technology and crisis management.