There can be no doubt that companies must continue to embrace change in order to stay ahead of competitors and win market share. And as we know, share of voice equals share of market as we come out of the recession, so investment in marketing communications now will reap returns in the not too distant future. Those who wish to thrive, and not just


survive, must leverage the latest technologies and trends as part of a strategic B2B marketing plan, focusing on marketing productivity and on ROI that comes from aligning marketing activity to the financial goals of the business. And whilst these technologies and trends


are admittedly changing at a scary pace, the principles of B2B marketing remain the same: understand, listen, and respond to your customers’ needs and pain-points. Be customer (and not product) focused. Identify how, where and why your customers


buy, which means asking your customers rather than relying on individual perceptions or out-of- date tacit knowledge. Make sure you are present in the places where your customers


are doing their


purchasing research, articulating your value proposition not just so that someone technical can understand it, but so that all members of the decision-making unit are convinced and aligned (there are, on average, seven decision-makers in


Scan the QR Code above to view the BCM Agency video


a unit and they won’t all be engineers!). According to themanufacturer.com, 86% of you believe your


marketing budgets will either stay the same or increase this year, which is truly positive given the recent climate. So, make those budgets count! Some 96% of buyers search for businesses online. At the very least, an engineering or manufacturing business should have a mobile-responsive website, social media presence to build awareness and reputation, and content to position you as thought-leaders in your industry. Your potential customers use all these channels – so to be seen


and heard, you need to be there. But if you’re going to do it, do it properly. Here at bcm, we pride ourselves on simplifying the complicated. Working to a cognitive marketing approach to help


you better understand your customers and the value you deliver, we partner with engineering and manufacturing companies globally who want to be strategic, productive and agile in their marketing. Whether we are working with your in- house marketing teams or indeed as your outsourced marketing department, we understand the challenges you face and help you overcome them using a proven five-step process: customer, clarity, creative spark, communication and control. Take a look at our animation using the QR code.


Get in touch if you would like to discuss our Cognitive Marketing approach and learn how to better understand your customer and audiences to maximise business growth and return on marketing investment.


Find out more at www.bcmagency.co.uk or email hello@bcmagency.co.uk ALL THINGS BUSINESS 7


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