B2B Media Consulting
B2B publishers and media companies have seen significant challenges with the collapse in revenue from print advertising, the challenges in monetising their audience online, and the now exceptionally low barriers to entry that causes the potential for competitors to emerge overnight and take audience share. Add to that the fact that B2B marketers are creating their own content, and the outlook does not look very favourable.
But B2B brands still attract audiences that their advertisers would dream to have for themselves. They are also seen as trusted sources of information, and act as hubs for professional communities to centre around. Their heritage also creates a potential price premium for any commercial opportunity. So how can B2B publishers address their challenges while taking advantage of their strengths?
But B2B brands still attract audiences that their advertisers would dream to have for themselves. They are also seen as trusted sources of information, and act as hubs for professional communities to centre around. Their heritage also creates a potential price premium for any commercial opportunity. So how can B2B publishers address their challenges while taking advantage of their strengths?
Market2Marketers believes that B2B media companies need to more deeply understand their customers. Too often the disconnect between ad sales teams and editorial means that advertisers rarely can speak to someone who can structure products and services to their needs. All too often, ad sales teams sell services based on simply rate cards and inventory, without taking a consultative approach based around metrics such as MQLs and marketing-generated revenue, or a strategic approach based on account-based marketing. Meanwhile editorial teams protect the ‘church and state’ approach and see advertisers as more of a hindrance.
Market2Marketers believes that B2B media companies need to more deeply understand their customers. Too often the disconnect between ad sales teams and editorial means that advertisers rarely can speak to someone who can structure products and services to their needs. All too often, ad sales teams sell services based on simply rate cards and inventory, without taking a consultative approach based around metrics such as MQLs and marketing-generated revenue, or a strategic approach based on account-based marketing. Meanwhile editorial teams protect the ‘church and state’ approach and see advertisers as more of a hindrance.
Technology is also typically underutilised. Limited intelligence around audience behaviour is available either internally to staff or externally to customers. While traffic numbers may be far higher than any marketers could achieve on their own sites, the use of technology to take advantage of this audience is highly limited.
Technology is also typically underutilised. Limited intelligence around audience behaviour is available either internally to staff or externally to customers. While traffic numbers may be far higher than any marketers could achieve on their own sites, the use of technology to take advantage of this audience is highly limited.
If you work for a B2B media company, speak to us to find out how we can help you transform to a model that puts your customers first.
We know how to market to marketers.