2021: a new year full of creativity
I hope my point is clear and that we, as B2B marketing and sales professionals look critically at our content. Despite all the trends, content that fits your brand and the customer’s needs will always win fleeting trend reports and copied posts on social media. We can do better!
Research also shows that there is a need for creativity. I don’t just see examples of what not to do. Fortunately, there are many examples of parties engaged creatively on themes such as social distancing.
Besides, there was an appeal from Burger King to also buy from its competitor McDonald’s and later the help offered to the local smaller competitor. Here is an example of copying behavior, in this case by Sunweb.
Creativity: not only the message itself
In addition to a creative and relevant message, it is also good to look at the channel(s). Due to the many homeworking, everyone has started to use online tactics (even more), but why are offline tactics such as sending relevant attention omitted? Here are opportunities to be truly personal.
For example, I recently spoke to a customer who had chosen to send a toolkit to various desired accounts. You would say, there is nobody in the office who is not going to work? Yes! Many organizations regularly check their incoming mail, like invoices. In this way, the customer could stand out, be relevant, and generate several qualified leads! So ask yourself these questions: What do you mean via online tactics? How do you get noticed when so many people are fighting for attention on the same platform?
Creative message via the right channel(s), but to the right DMU?
Finally, I also see the necessary people who send me a sponsored InMail on LinkedIn with a message: why is this relevant to me? How did I get into this target group selection? It is also good to ask yourself a few questions:
– Which role / decision-maker do I want to address?
Which factors make an account attractive, or what factors determine whether or not it is interesting?
In short, let’s make it a beautiful and creative year, in which we bring the marketing and sales profession to the attention in a professional and positively critical way. Or, as we say at Smart Profile, time to further realise our potential!