B2B Dinner for Five: The Main Course

Our dinner guests on brilliant B2B marketing ideas gone wrong – and why exclusivity could be the future of content

May 11, 2017

B2B Dinner for Five: The Main Course

We’re ready to serve up the main course of our B2B Dinner for Five – and it’s my favourite part of the menu. Want to know about the strategy that could define the future of effective B2B content marketing? How about the most brilliant B2B marketing ideas that didn’t actually work? Or whether print is really finished as a creative marketing channel? It’s all in today’s selection of video clips.

In case you missed yesterday’s post with the first installment of our new concept in B2B thought leadership, here’s the general idea: we invited some of the most interesting minds in B2B and content marketing round for dinner, served them some great food and lots of wine, and then sat back while they let their guard down and told us what they really think of the big issues in marketing today. We’re releasing the results in three courses – this is number two. Scroll down and you’ll find a menu of very tasty, and slightly risqué, conversations to choose from:

Print is not dead: 

The moment people start declaring this or that format is ‘dead’ is usually the moment for forward-thinking marketers to leverage real creative value from it. Adobe Marketing Director John Watton reveals why he believes in print, and Jessica Gioglio picks out some of the most creative recent applications of it.

Exclusivity trumps reach:

The first rule of the Secret Newsletter is “Don’t talk about the Secret Newsletter” – and boy, did I smash that rule to bits in this clip. As a result, I no longer seem to be receiving what might just have been the coolest piece of content marketing I’ve ever gotten my hands on. It seems I’m not alone though: exclusivity is very secretly becoming the new killer strategy in B2B marketing. Our dinner guests reveal their favourite exclusive content communities – and how this trend could inform different areas of B2B strategy. Plus, the best unintentional double entendre to appear in any piece of marketing thought leadership.

No such thing as a bad idea: 

It’s an important principle in marketing – but boy did we put it to the test when we asked our dinner guests for the most unsuccessful content idea they ever had. I love this clip just for the expression on our faces as Velocity Partners’ Doug Kessler explains his idea to promote an IT trade show with a phone call to a talking bulldog. It’s one of my favourite ever stories of glorious B2B marketing failure…

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