Mascola B2B Marketing Blog, B2B Advertising Agency
Category Archives: Marketing Strategy

Why Brands Still Need Trade Publications in B2B Marketing

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It seems like everywhere you look today, another form of media is declared “dead,” made obsolete by the changing content consumption landscape. While content delivery is unquestionably evolving, traditional staples like trade publications in B2B marketing are not to be abandoned. Here’s why:

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B2B: The Red-Headed Stepchild Deserves More Respect

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Whether you’re marketing to both consumers and other businesses or just the latter, you need to put as much thought and creativity into your marketing as you would if you were just a B2C brand.

Here are the Top 5 ways brands disrespect their B2B customers (and themselves):

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Content Marketing is Not Enough, Especially for B2B

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Ask yourself this question: Can your brand exist solely from sales to the people on your current content marketing list?

If you answered yes, consider that the majority of people on your list are not going to lead to a sale. And there’s nothing wrong with that. Content marketing works, and today, it’s an essential part of marketing that all brands should have in their mix. I’m not saying you should abandon it.

But a recent study showed that while most B2B brands devote about 20% of their marketing budgets to content marketing (a pretty smart allocation, especially if your brand is not well known), there are a significant amount who have upped that amount to 40% or more.

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