The inaugural B2B Marketing Awards (which took place on November 16 2005, at BAFTA in Piccadilly) were the first meaningful showcase of the creative talents of the business marketing sector, and specialist B2B agencies in particular.

In this first year, 13 categories were awarded, ranging from ‘Best B2B marketer’ and ‘Best product or service’, through to campaign-related categories such as ‘Best B2B PR campaign’ and ‘Best B2B brand-building campaign’. This range, together with the variety of client brands represented, is an excellent illustration of the diversity of the business marketing sector; not to say its vibrancy. It makes the comprehensive and continuing avoidance of this area by weekly marketing magazines appear all the more unfathomable.

With over 130 entries, averaging at 10 per category, the B2B Marketing Awards was also unusually successful for a first year awards event. This volume of entries illustrates the strength of the demand for a vehicle to both acknowledge and celebrate excellence, as well as providing some form of accreditation (or at least, point of difference) for winning agencies.
What the B2B Marketing Awards prove incontrovertibly, is that whilst B2B marketing may not have the glamour or budgets of business-to-consumer, it is home to a dedicated and growing group of specialist agencies. These agencies are producing excellent work, often in difficult circumstances and with minimal time and resources.

Swimming across the channels

When looking at the list of winners and winning campaigns from the B2B Marketing Awards 2006, one of the most obvious themes is media integration.

A knowledge and understanding of the impact of different media on different audiences is critical in B2B, and was reflected in these entries. Obviously some campaigns (particularly those with bigger budgets) used a broader and more varied mix than others, but the majority of successful campaigns employed two or more medias, typically in a highly targeted way.
The traditional medias of direct mail and trade press advertising continue to provide the main routes to market, often with contemporary twists and interpretations, but increasingly more contemporary and unconventional forms of media are finding a role, specifically at the centre of the campaign.

For example, DNX Communications 'Ten Around Town' campaign for Sun Microsystems, which won ‘Best integrated B2B campaign’ – avoided ads and DM almost entirely, relying instead on a programme of sponsored sculptures, field marketers dressed as 'city gents’ and brand projections onto buildings in the Square Mile. All were aimed at encouraging the target audience to visit a campaign website where they could access more information and their details could be collected. And whilst this campaign may not be typical, the role the web plays in it is: increasingly the web is the fulcrum of a B2B marketing campaign. None of this is to say that DM and advertising are falling out of favour; but the relationships between the mediums have adjusted and a new hierarchy emerged.

The importance of insight

Whilst the media mix is typically driven by the campaign audience and objectives, one factor which appeared integral to success was a thorough and sophisticated understanding of the audience. This was demonstrated by all the campaigns that either won or was shortlisted for a category.

In particular, this can be seen in the two financial services category winners: Alliance & Leicester Commercial Bank (‘Local launch acquisition’ by TDA) and Bank of Scotland Corporate (‘Look at things differently’ by T3). Both worked hard to understand their audience of small businesses in what is a very congested market, and based marketing propositions and creative on the insights gained.

To be successful, brands and (perhaps more importantly) agencies must objectively understand the dynamics and characteristics of the market, and the tastes, opinions and priorities of the target market. Without this knowledge, B2B marketing expenditure is surely spent more in hope than expectation.

And this analysis does not end once the initial phase of the campaign has been concluded, in an ideal world it should be carried out continually, as often as possible, to gauge feedback to marketing material, track changing preferences and the impact of external factors. For effective development and management of a customer relationship, research must be more than a one-off investment.

Creative cut-through

The B2B Marketing Awards 2005 also proved business-to-business need not be devoid of creativity or good use of imagery. This is contrary to the assumptions of many observers, who perceive B2B marketing and the often complex and/or technology products and services which inhabit this world as being unsuited to engaging imagery and innovative ideas.
Rackspace’s ‘Fanatical support’ campaign (by Base One) demonstrates a number of excellent creative ideas in its bid to promote its managed hosting services. It won ‘Best SME originated B2B campaign’. Formica’s ‘Brand revitalisation’ campaign (by Think Tank) also leveraged some highly engaging imagery, and was consequently shortlisted in two categories. These two campaigns illustrate how good ideas are critical for success, even in the most uninspiring of product categories.

Strong imagery grabs the attention of the target market, but if used without a sound creative idea, it ultimately results in an empty, one-dimensional campaign. The results are likely to be one-dimensional also.

Further to this point, good B2B creative does not inhabit a separate world to consumer marketing: they both take the same queues and drivers and play on the same human reactions. For example: winning entries in these awards include campaigns that leverage humour, avarice, artistic appreciation… and even sex. Bank of Scotland found that its stylised ‘Head for business’ mailers featuring both a man and a woman were far less successful than those featuring the woman by herself. Unsurprisingly, the man was quickly dispensed with. Similarly, it is likely that the fashion show theme in Formica’s campaign was key in its success. Sex can sell, even in B2B. At least, if done subtly.

Money isn’t everything

Finally, these awards proved that big budgets are not a prerequisite for a successful B2B campaign. Sun Microsystems’ winner doubtless saved itself a fortune by minimising the amount of media it bought, whilst Bank of Scotland used its own fleet of 2000 trucks and several of its own properties for building wraps, to great effect. At the other end of the spectrum, AGA Group’s ‘Boardroom table’ campaign used only a number of sawn up Ikea tables and the cost of postage to create significant returns in terms of new business leads for the agency. It was runner up in ‘Best SME originated campaign’.

Excellent B2B marketing is not a black art, but it does require care, dedication and expertise, which may not be available at a generalist marketing agency. Fortunately there are specialist practitioners who do understand it, can deliver the level and quality of service required, and will generate results. These awards prove that. There is no longer an excuse for settling for substandard business marketing.

By Joel Harrison
Editor, B2B Marketing Magazine

Email: joel.harrison@b2bm.biz

Tel: 020 7798 2053
DD: 020 7798 2138
Web: www.b2bm.biz
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