Content Marketing Blog mint

Content Marketing Blog

B2B Panel Discussion at Schulich Marketing Conference 2015

The Schulich Marketing Association’s (SMA) Winter Conference on “Digital Disruption” faced a significant “disruption” even before it started. With the Teaching Assistants’ strike and picket lines being set up at York University, the SMA organizing committee had to scramble and arrange an alternate venue overnight. The event took place without a glitch on the morning of March 6, 2015 at the Toronto Star building on 1, Yonge Street.

MintCopy was delighted to participate in the B2B Panel Discussion, sharing the stage with other esteemed panelists, Liz Da Ponte, digital strategist at PwC Canada, Hanoz Tabak, digital marketing manager at GE Capital and Jazz Kamra from Google Canada. Robert Kozinets, the Chair of Marketing at the Schulich School of Business expertly moderated the discussion raising some very pertinent questions and getting all the panelists fired up! Not to forget the immensely interactive and enthusiastic MBA students from Schulich who made the event a runaway success. Kudos to all!       

8 Key Takeaways on B2B Digital Communications and Content Marketing  

We always aim to bring you valuable insights, trends and best practices across various industries when it comes to content marketing. At the Schulich Marketing Association’s B2B Panel Discussion, it was wonderful to hear these practical tips and advice from digital marketing practitioners out there in the real, big and fiercely competitive world of mega brands. Whether it was Hanoz from GE Capital or Jazz from Google or Liz from PwC Canada, they were all singing from the same song sheet. Here are some key takeaways from the panel discussion:

  1. Know what your customers really want to hear and add value with quality content: don’t put out volumes of content simply for the sake of being an active content marketer.
  2. Take an integrated approach: the digital landscape does not exclude traditional, offline marketing methods. Buyers spend a lot of time online, no doubt, but they still exist in the real, physical, offline world. You have to appeal to their emotions and sensibilities.
  3. ‘Personalized’ does not mean ‘personal’: know the difference and approach your customers with the content and solutions that are relevant and meaningful to them.
  4. You cannot ‘automate’ customization: the worst thing that can happen is a strong perception in the minds of your target audience that your brand is robotic and attempting to be all things to all people. BUT, it is easy to get carried away with the latest tools and technologies that allow you to automate one-to-many communications. The human touch, the relationship factor, the social conversations, these are all very important and irreplaceable even by the most advanced marketing automation systems.
  5. Focus on ROI: no matter how much you may try to demonstrate that your social media marketing and other initiatives are working, at the end of the day, it’s about showing ROI. Have the right metrics in place to measure and monitor your content marketing campaigns.   
  6. Be ready for the long haul, but be nimble and show results quickly: the C-Suite has little patience. It’s all very well to think long-term marketing strategy and even plan for it, but the bottom line has to start showing results quickly before the carpet is pulled from under your feet!
  7. Build customer lifetime value: every customer is important, but how long every customer remains a customer is far more important. Quality over quantity is critical. B2B organizations have a constant challenge of dealing with a complex, longer sales cycle and multiple influencers or decision makers. In order to enhance the lifetime value of a customer, these companies need to optimize customer experiences across every touch point: online and offline.
  8. Innovation is key: but unless it solves a problem, it’s meaningless innovation. What is the C-Suite really saying when they tell marketing to be “innovative”? They are saying, “avoid mistakes, show results now and keep the customer happy”. Marketers have to deliver on all three demands while being innovative and only then can they achieve both, top line and bottom line growth.                        

MintCopy would like to thank the Schulich Marketing Association for inviting us to this year’s Winter Conference and to participate in the exciting B2B Panel Discussion. We had a great time! 

 

Share


Recent Posts

Sheetal Pinto - 7/9/2020 06:00

Sharing Your Brand Story through Content

In today’s marketplace, it’s not enough to have a great product or service. The best brands go much deeper and connect to consumers on an emotional level. Just think about the brands you personally love and buy. Talkwalker, a social analytics firm, just released its list of the world’s favorite brands. You’ll probably never guess which international icon tops the list - Lego. Other brands that made the top 10 were - The Container Store, Celebrity Cruises and Four Seasons Hotel. Most people played with Lego as children, which is one reason we connect so readily with the product. As adults, we buy Lego for our children and maybe even invest in some of their kits for ourselves. It’s a brand we love because it’s part of our story. Every brand on the Talkwalker’s Top 10 list has at least one thing in common. They all use storytelling to connect with consumers as part of their brand love message.

Sheetal Pinto - 6/30/2020 06:02

Build Your Brand with Employee Generated Content

Getting your audience to notice your content is easier said than done. Your message is one of thousands seen each day. Breaking through the noise is a challenge, even for the most beloved brands. Content is the lifeblood of your SEO strategy and a way to provide information about your brand. Modern customers don’t only face a mountain of promotional content, they’re also cynical. One way to reach an audience is through employee generated content. In fact, you may be already be reaching your customers through EGC without even realizing it. Let’s explore this type of content and its benefits.

Sheetal Pinto - 6/25/2020 06:00

An Email Subject Line that Called for Action Against Racial Inequality 

The changes that have occurred since the May 25 death of George Floyd have been ground-breaking. On Juneteenth, the AP Stylebook changed to capitalize Black when it’s used in a racial, ethnic or cultural sense. Statues that glorified white supremacy have come down. Millions of dollars have been pledged to fight racial inequality at every level. School Boards are rethinking how they’re using local police. These changes are certainly overdue. One viral email from a Goldman Sachs managing director demonstrates that every person and business needs to address racial inequality. Content is such a big part of your marketing strategy, it pays to take a deeper look into your own emails, blog posts and other marketing material.

Sheetal Pinto - 6/18/2020 06:00

Your Content Must Reflect Diversity, Inclusion and Equity

The peaceful and not-so-peaceful protests in the past few weeks following the tragic death of George Floyd have revealed the systemic racial division across the United States. Fortunately, people all over the world, including here in Canada and several European countries, are recognizing that we have to work together to fight racism. We must speak out against police brutality, racist policies, and bigotry. Our children need to be taught to be kind and fair, regardless of race, skin colour, gender, or socio-economic status.

Sheetal Pinto - 6/11/2020 06:00

In any major building project, it’s a banner day when the cornerstone is laid. The cornerstone determines the entire scope of the foundation for the building. Cornerstones are often engraved with the date and major players in construction. How does this process translate to an SEO strategy?

Sheetal Pinto - 6/4/2020 06:00

Make Sure Your E-Commerce Content is Search and User Friendly

Under COVID-19, more businesses are having to focus on their e-commerce platform. Traditional marketing is no longer sufficient for most organizations. If you’re building your e-commerce site to compete in the marketplace, you need to focus on quality content. SEO content drives search, which brings customers to your site. Content that is relevant to customers converts into sales. Customer engagement on your website boosts your SEO results. Content will be the driving force behind your digital marketing efforts as you transition your brick and mortar business to compete online. 

Sheetal Pinto - 5/28/2020 06:00

Make Sure Your Email Marketing Content is Ready Too!

If your business is getting ready to reopen as coronavirus restrictions lift, you’ve got a lot of things to consider. Being proactive can save you some steps and protect your brand’s image under the new normal. As you’re buying more sanitizer and cleaning supplies, getting inventory ready and confirming details to reopen your onsite business, make sure to check your digital marketing status. Emails that aren’t sensitive to customers or provide tone-deaf communications can embarrass your business and reduce your response rate. Your audience is being bombarded with emails about COVID-19. Keep your message from being deleted in an over-crowded inbox by getting your digital marketing strategy in order before you reopen.

Sheetal Pinto - 5/21/2020 06:00

…Empathy

Most organizations in the world today are trying to figure out what is the new normal. Consumer behavior is changing. We saw it after Hurricane Katrina, the Great Recession of 2009, and 9/11. Smart businesses adapt their marketing to these changes. Whether it’s social media, print or email, your communication needs to be sensitive to your consumers. Empathy should be the overarching theme and tone in your emails during a crisis.

Sheetal Pinto - 5/14/2020 06:00

If it's Too Long to Read, it's Too Easy to Ignore!

The Neilson Norman Group, a company that studies user-experience, estimates that most users, on an average web page, only read a maximum 28% of the words. According to NNG, “more realistically, users will read about 20% of the text on the average page.” New users tend to read less, while an established audience may read more. Longer content isn’t always consumed by the reader. The TLDR syndrome, otherwise known as “too long; didn’t read,” is real. The solution is finding ways to keep the user engaged, rather than just posting shorter articles.

Sheetal Pinto - 5/7/2020 06:00

How to Maintain Quality and Communicate Positively

Even though many states are beginning to lift shelter-in-place regulations, COVID-19 will continue to be a major influence on consumer priorities and business trends over the next few months. The way you market your business and communicate with customers should reflect your brand and the current state of the economy. Here are content marketing guidelines that you can use to stay relevant to your audience and still maintain a strong online presence.