Posted by BBN Central on 19th Mar 2024
ABM Readiness – Part II – Debunking ABM Myths
Account-Based Marketing (ABM) has rapidly gained traction in the B2B marketing world, promising personalized and efficient strategies to win over
READ MOREPosted by BBN Central on 5th Feb 2019
Brexit is front page news – and all the media coverage has made me wonder: what impact might it have on European B2B marketers? I considered the evidence, made some guesses – and came up with seven possible consequences for European marketers doing business in the UK.
Of course, Brexit is likely to have heavy consequences for B2B companies across the board. Many of our clients have significant revenues from the UK, so a hard Brexit or, for that matter, any further distance from the EU, is likely to do some damage. But for this challenge, I wanted to focus on only the direct effects on the marketing department.
Warning: No formal research has been conducted – this is pure speculation which, in the field of market research, is often just as good!
So without further ado, here are my hypotheses:
7. Be ready to invest more to get the same results! If the UK economy shrinks as a result of Brexit, as some experts are suggesting, expect UK marketers to come out fighting for market share.
When marketing to British companies, British B2B marketers have probably always had the upper-hand. But in a post-Brexit world, it’s possible that the difficulties of doing cross-border business will see a growing number of product and service categories sourced locally. Cross-border complications could extend this lead and make it much tougher for non-UK marketers to get their messages through.
Of course, not all British people want to exit the EU. But thinking they will rebel by favoring Euro-style marketing efforts over British-based ones is most likely a foolish notion.
Time will tell if I’m on the money with these predictions – or if there are even more impacts on European B2B marketers to add to the list.
Posted by BBN Central on 5th Feb 2019
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Subscribe nowPosted by BBN Central on 19th Mar 2024
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