As an agency that has a large base of our clients across European territories, we are always seeking the latest data and insights to support our client’s strategy and delivery campaign performance.

A report, published by ON24, demonstrates how B2B marketers are under significant pressure with a huge demand on reducing budgets, efficiency at an all-time high, capacity reductions and higher costs from suppliers all contributing to budget versus performance management becoming increasingly tough.

Here are the key findings from the report:

Digital maturity differs somewhat across Europe

Despite European countries sharing much in common, many areas differ — from language and culture, to business behaviours and law. Digital maturity is another area where differences are present.

Digital maturity is strongly correlated with business success

Analysis of the data demonstrates that there is a strong link between digital maturity and business success. Of those respondents who exceeded their business goals by a significant margin, more than half (52%) also had the highest maturity level – compared to just 15% of novices. This suggests that B2B marketers who improve their level of digital marketing maturity can expect to see higher levels of performance.

B2B marketers in Europe are less likely to translate strategy into action

The report showed that on average, marketers scored 70% of the maximum in the area of strategy, process, and people – but only 47% in driving action and engagement, and just 33% in experiences and personalisation.

More than 9 in 10 agree that personalised digital experiences help break through the noise with their buyers

However, only one in three use either contact level or account level engagement data to personalise digital experiences and content. Furthermore, not a single digital experience or channel is personalised by the majority of European marketers, including email.

9/10 agree that stronger engagement results in stronger pipeline

Yet, B2B marketers only use an average of 3-4 out of 10 techniques and tactics listed to drive action and engagement

The majority are at least reasonably satisfied with the quality of their digital experiences

However, they may not be meeting their buyers’ expectations. Few are opting to use interactive experiences such as polls, surveys, group chats and quizzes and less than half are using more popular options such as video and content recommendations.

Biggest challenge of marketers is people

The two most commonly-cited challenges were hiring the right people (43%) and a lack of alignment between marketing and sales (39%).

Many marketers feel unsupported in training and development

Only 25% responded that they feel very well supported in their development of skills

So, what does this say for the future of marketing teams?

Our C.E.O Claire Curzon says “Improving performance of digital marketing campaigns will always be driven by the focus on people. The fact that the focal challenge of all the respondents to this report was driven around people, demonstrates the critical aspect the right people play on the end-campaign results.”

“Marketing is (and has always been), fundamentally about understanding people, internally and to external audiences, the core requirement of marketing is to drive effective messages that resonate and enhance communication between the brand, and the people. This report clearly demonstrates the need to focus on buyer and customer experiences, which is not new methodology.”

The survey was run across 12 key countries and in nine different languages, reaching more than 800 B2B marketers across the continent, with the end result being the State of Digital Maturity in Europe (you can download the full copy via the link at the top of this post)

The key takeaway is that organisations, and marketing teams need to be honest and accountable for the marketing activities employed, taking advantage of other teams to deliver personalised experiences and aligned audience journeys.

Please contact us if you would like to talk about your digital marketing strategy and how we can help.

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Today, marketing professionals must straddle a line between social media, advertising in print or digital, creating topical and engaging press releases, maintaining close working relationships with editors, writing charming copy, adhering to marketing budgets, coping with crisis management… the list goes on.

What if we focus only on traditional PR channels?

Traditional PR in a nutshell

We just listed every aspect of a modern marketer’s role, so if we distil this back down to the core of traditional PR what is left?

Before the explosion of digital media there was print. Today many PR professionals seek clicks and engagement online but print media still exists, with many now sharing newsrooms with an online edition making any secured coverage here worth twice as much as digital alone.

Reputable titles such as The Guardian and The Times still see a circulation of hundreds of thousands of copies and can be key targets for media coverage. Tabloid titles such as The Sun maintain a circulation of close to a million copies.

These figures have declined significantly in recent years but when taking into account for the shared coverage online too their appeal remains strong. The Guardian alone sees hundreds of millions of visitors each month.

So, what are the traditional methods of PR?

Step one, the press release. For a business looking to promote their latest product or service, big-wig hire or acquisition the press release remains a go-to form of communication.

When creating a release it is vital to have a target in mind, particularly if crossing mediums and industries. Consider who you would offer exclusivity to, if anyone, and reach out to them first before circulating wider or self-publishing on your website. Editors will often edit a release if they are interested in covering your news so try not to become too attached to your work.

Option two, media relations.

Maintaining a close relationship with editors and reporters is the sure-fire way to get eyes on your news. It is a two-way give/take situation. If you can provide interesting news or features for an editor’s readers, they can provide the audience you are seeking.

Traditionally these relationships would grow from in-person meetings, conferences, phone calls. Now, this aspect of PR remains of importance but has evolved. It is possible to reach thousands of reporters instantly via social media, engaging with their posts and stories to build a rapport without ever actually speaking. Digital PR has not replaced good relationships, in fact it has made them easier.

Not only easier but more widespread. In addition to editors and reporters of newspapers and magazines we now also see value in working with ‘influencers’ and online bloggers who build their own community of followers often with more trust and closer ties than that of a newspaper reader to their title of choice.

National, regional, and local newspapers, print and digital, editors, reporters, influencers, bloggers. A mixture of professional, working relationships across this selection remains as important as ever.

Traditional marketing strategies remain viable

Outside of strictly PR, other longstanding marketing activities remain as prevalent and rewarding today as they always have.

Company newsletters, especially for larger businesses with a large database of recipients, is an easy way to spread news to an engaged audience who have chosen to subscribe to your mailing list.

Working with the local community, sponsoring events or fundraising for a good cause, appearing at tradeshows and business conferences to network. The modern marketing professional should not neglect any of these. Instead embrace how digital platforms have made each easier to handle.

Traditional PR strategies are as relevant today as they were for marketing figures in decades past. If you need a little help with your own outreach the team at Brighter Directions are happy to have a chat and see if we can assist.

Drop us an email at hello@brighterdirections.co.uk or call us today at 01246 586 330.

The post Using traditional PR to raise credibility appeared first on Brighter Directions.

Google develops new spam filter

Google announced last month that it will be investing in a new advanced verification process that will reduce the amount of spam found in searches both for businesses and generally.

The new process is currently in beta testing in the USA but will be rolled out worldwide after the analysis has been completed.

What does this mean for businesses?

It means that small service businesses (such as plumbers, locksmiths, vehicle repairs etc.) are currently getting held up in search spam filters, specifically within Google Maps, while other larger (further away) competing organisations are dominating the search criteria with their spam marketing – which isn’t fair.

Even larger B2B organisations will start to see this imprint on their outbound digital strategy, if it continues.

How can a business get verified?

Google states that the verification process is simple. You’ll need to create a Google My Business account, if you don’t have one already. Then, instead of following the link to verify your listing in Google My Business, you should follow different steps created specifically for advanced verification.

These steps include confirming your business info, such as name, phone number, location, business hours, and more, as well as completing an application with Pinkerton, which takes about 30 minutes to fill out.

Google is hoping that this new advanced verification process will weed out the fraudulent businesses populating its ads and search results.

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