Often we have large, respected B2B brands come up to us and say “We want to adopt digital marketing. Can we start a Facebook page and aim to get 50,000 Likes?”. Now, while its encouraging to see their new found enthusiasm for digital and to smell the potential revenue opportunity for us, when questioned about the objective of their brief, many B2B marketers are left dumbstruck.
We believe that B2B brands shouldn’t just do digital for the sake of building presence but rather to establish their brand’s authority and command respect through the different channels available. Here is a deck that outlines 5 principles to help B2B brand marketers think of making an impact at the “Zero Moment of Truth” on digital.