AUCKLAND, Tuesday: B2B ad agency Badger has – with NZ research shop TRA – launched New Zealand B-to-B Marketing Report 2020.
The report investigates business attitudes to B-to-B marketing in New Zealand. Co-author/Badger founder Matthew Masters said: “It challenges brands to be bold and get personal.
“Why is B-to-B marketing so samey, and how can it be made more effective? Those are the central questions we looked at.
“To achieve this, we talked to local decision-makers across different industries, alongside extensive research into global best practice and into the changes that have arisen with the Covid-19 pandemic.
“Telling more emotional, human stories can cut through the sea of sameness in B-to-B marketing.”
“The report found that telling more emotional, human stories can cut through the sea of sameness in B-to-B marketing and get brands noticed and remembered.
“To an extent this is a vindication of something we’ve been saying for years. Businesspeople are people first, so their reasons for choosing products and suppliers are human, and often not all that rational.
“As marketers we do ourselves no favours if we simply regard them as some kind of automated decision machine.”
- Download the report here
- Or here: badger.co.nz/btob-report-download
- And here: tra.co.nz
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