In this episode of ClientSide, Julia Doheny, B2B market research expert and published author, discusses her views on the criteria which make an agency great and gives us insight into emerging B2B marketing trends.
Julia is currently responsible for B2B International, the world’s largest B2B market research company. Starting out as an intern for the company in 2005, Julia’s career has flourished ever since. Her array of achievements include working with a range of FTSE 250 companies, authoring a book on B2B marketing, and creating enhanced B2B market research frameworks.
What makes a successful brand?
“The more successful brands that we see are those that really blend art and science”
With years of B2B marketing experience, Julia offers her insight into what truly sets a brand apart. She notes that striking the right balance between creativity and metrics is essential. “The more successful brands that we see are those that really blend art and science, the combined creative uniqueness with excellent technical execution so that they really deliver on both utility and emotion.”
But how can companies achieve this balance? Julia emphasises the importance of both qualitative and quantitative research to a brand, using creativity to evoke emotions, and metrics to monitor a campaign.
Choosing the right agency
“Creative agencies understand the importance of the human experience with brands”
Having worked with a range of global agencies during her career, Julia has a particular set of criteria when selecting an agency to work with. She considers the experience of the agency and the knowledge they can bring to the table. Creativity paired with evidence that the agency truly understands the industry are paramount.
“Creative agencies understand the importance of the human experience with brands, and so they know how to drive stronger emotional engagement, and that’s key to achieving brand differentiation. They bring fresh ideas to help your brand be relevant and dynamic.”
Emerging trends in B2B marketing
“Technology (…) is key to being able to deliver more personalised experiences”
As we come to the end of 2020, new trends in B2B marketing are forming. Julia highlights personalisation and eCommerce as two important emerging trends. She emphasises how huge the eCommerce market is becoming, as B2B buyers look for online experiences and brands feel the pressure to deliver a more personalised approach.
Julia highlights the example of intelligently automated databases which can deliver better content to customers and adds, “we need to have the right technology in place to be able to deliver more personalised experiences to business professionals. (…) The technology, I think, is key to being able to deliver more personalised experiences, as well as studies like segmentation.”