Experienced marketer Sally Baines is celebrating four years at East Anglia’s leading business-to-business marketing agency with a new title.
A key ingredient in the successful agency’s growth, Sally has risen from Senior Marketing Executive to Account Manager.
“This is really to highlight the fabulous role Sally already performs so naturally. Nobody is more organised, communicative and determined to deliver effective marketing, so it’s no wonder our clients enjoy working with Sally so much” says Sarah West, Managing Director of Full Mix Marketing
Sally joined the agency in 2018 when it was still in its infancy, since which Full Mix Marketing has trebled in size.
Initially Marketing Executive, then Senior Marketing Executive and now Account Manager, Sally has become the primary point of contact for many of the businesses who turn to the agency for their marketing.
She coordinates and manages the delivery of their marketing, as well as providing many elements such email marketing and social media herself.
“Every business needs a Sally! She’s hard-working, positive and very supportive of our clients, her colleagues and me. She’s definitely a strong role model for our less experienced staff too” adds Sarah.
Full Mix Marketing deliver marketing for businesses who predominantly supply or serve other businesses (B2B), with diverse in diverse areas including lorry tension curtains, gas measurement technology, intellectual property law and sexual health.
As the leading B2B marketing agency in East Anglia, Full Mix Marketing provide both individual elements of marketing and entire strategies, depending on their clients’ needs.
Originally from Norfolk, Sally joined the Full Mix Marketing team after a career break to have children and brought with her over 14 years of international experience gained working at companies including Bell in Canada, NBC in Australia and Reed in London.
“It’s been great to get increasingly more involved with existing clients and to take more of a lead in helping new ones. I like to be the friendly face that supports our clients and bring together all the fantastic marketing my colleagues and I deliver for them” states Sally.
Outside of work, Sally enjoys travelling with her family and has made up for time lost during the pandemic with trips to Canada, America and France.
“It’s been an unprecedented four years and Sally’s ability to make things happen has been fundamental to our success. As a trusted pair of hands, she gives me and my fellow director the space and confidence to develop the business” concludes Sarah.
Contact Full Mix Marketing now for support with your marketing https://www.fullmixmarketing.co.uk/contact/
East Anglia’s leading B2B marketing agency Full Mix Marketing have added to their talented team, recently welcoming marketer Alex Catchpool.
Alex joins the Full Mix Marketing team with experience gained from successful local business Lisa Angel where the University of Leicester graduate was the Content Writer and Wholesale Marketing Assistant.
Her new role as Marketing Executive at Full Mix Marketing sees her swap jewellery, homeware and accessories, for microgravity testing, underfloor heating, horticulture control systems and a whole host of other sectors served by their B2B clients.
“The variety of work will definitely be an exciting challenge! I’m really looking forward to helping such a wide variety of companies in different sectors and can’t wait to see what my future holds at Full Mix Marketing!” states Alex.
Alex’s role as Marketing Executive sees her taking on lots of different elements of marketing for a range of the agency’s clients.
Full Mix Marketing are the leading business-to-business (B2B) marketing agency in East Anglia. They deliver comprehensive results-first strategic, digital and creative marketing for a growing number of clients across the East of England, the Midlands, London and beyond.
The agency satisfies all marketing requirements for many of their clients, whilst assisting in specific areas for others, including marketing strategy, SEO, graphic design and content marketing.
“Alex impressed us with her experience in content marketing and her enthusiasm for learning. She’s already proven highly creative and has a methodical approach and understanding of strategy which really suits our client’s needs” says Sarah West, Managing Director at Full Mix Marketing.
Alex graduated in 2019 with a first-class degree in history before starting her marketing career at Thompson and Morgan, the UK’s largest mail order seed and plant company.
She led the charge on content writing and marketed plants on a variety of online marketplaces, before seeking a more specialist role as Content Writer at Lisa Angel.
At Lisa Angel, which creates personalised jewellery and gifts, Alex created convincing copy for everything from charm bracelets to BBQ tools for their ecommerce website and email campaigns, as well as delivering highly successful marketing to their wholesalers.
Of her new role, Alex says “I’m eager to learn from all of the experienced marketers at Full Mix Marketing. I have a passion for content marketing and am really keen to learn even more about strategy, PR and social media.”
Full Mix Marketing works with a variety of industry-leading businesses in a range of diverse sectors, including manufacturing, engineering, technology and health.
Full Mix Marketing is now a team of eight, having also added another new member, Lilwen, alongside Alex to help keep up with growing demand.
The agency has recently become the marketing partners for many new clients, whilst continuing to support many businesses which they have worked with since Full Mix Marketing began in 2016.
East Anglia’s leading B2B marketing agency, Full Mix Marketing, have boosted their team with UEA graduate – and experienced manufacturing marketer – Lilwen.
Lilwen joins the growing team fresh from completing a degree in Society, Media and Culture at the UEA and with marketing experience gained working in a precision engineering environment.
“I’m delighted to join the team at Full Mix Marketing! I’m eager to advance my skills and put the experience I’ve gained to good use helping Full Mix Marketing’s impressive breadth and depth of clients” says Lilwen.
Born in mid-Wales, Lilwen boast both German and India heritage and has grown up in various cathedral cities across the UK – including Lincoln and Canterbury – before settling during and after university in the Fine City of Norwich.
“Lilwen’s drive and professionalism makes her the perfect fit for Full Mix Marketing. We’re looking forward to the ideas, fresh perspective and diversity she’ll bring to our team” says James West, Director of Full Mix Marketing.
Lilwen’s new role as Marketing Executive at Full Mix Marketing will see her deliver a range of marketing, with a particular focus on content marketing including press releases, SEO blogs and social media.
“Lilwen has already made an impact. She’s a genuine wordsmith with both a youthful energy and a level of maturity and marketing savvy way beyond her years” adds James.
Through both her studies and work to support them, Lilwen has already gained valuable experience working on many elements of marketing, including working for a leading manufacturer of stainless-steel furniture and equipment for hygienic medical use.
She has particular knowledge writing marketing copy about complex and technical topics, as well as working in E-commerce, website development and social media.
“Working for Full Mix is an opportunity to apply the knowledge I’ve gained and soak up as much as I can from James, Sarah and all my highly experienced colleagues” adds Lilwen
Lilwen joins the team as Full Mix Marketing continues to expand to meet growing demand from companies across East Anglia and into the Midlands and London.
Established in 2016, Full Mix Marketing is a full-service marketing agency which delivers marketing primarily for companies who provide a service to other businesses (business-to-business). For some clients, the agency provides individual elements of digital, strategic, creative and traditional marketing, whilst for others it acts as their entire outsourced marketing department.
Having moved to larger offices, the agency has now grown to a team of eight marketers and its client base has doubled since the pandemic.
“Lilwen impressed us with her drive and enthusiasm. I’m sure she won’t mind me mentioning that she applied for our role everywhere it was advertised and then gave such well-prepared answers to our questions. Proof that perseverance and preparation pay!” adds James.
The pandemic, Brexit and war in Ukraine have all elevated almost everyone’s understanding of the importance of logistics and transporting goods.
Whether it’s the increase in deliveries to our front doors, keeping shelves stocked in local retailers or the global movement of materials and components to-and-from manufacturers – logistics are critical.
So, let’s take a look at some B2B marketing hints and tips for businesses providing warehousing, transport or logistics:
Define what you do
Logistics is complex. The word itself has a broad meaning.
In commercial terms, it can refer to everything from 4PL (fourth party logistics), 3PL (third party logistics) and complete supply-chain management – to warehousing, bulk transportation or delivering things through letterboxes.
It’s tempting to try to be all things to all people, particularly if you have warehousing, vehicles, technology and people who can be flexible across differing logistics services and market sectors.
However, the ability to stand out when using B2B marketing to win customers is key. If you cannot define what you do in a simple sentence or statement, it may be harder to build awareness and stick in your customer’s minds.
Try creating an elevator pitch. Define who you are, the services you deliver (the individual elements of logistics or transport), the sectors or product types you focus on and what makes you different from others – in no more than a few lines of text.
Try to be as specific as possible, whilst not alienating any particular group by appearing not to serve them. Be aspirational but remember that it’s your key customers that keep you going, even if you wish to now target another segment.
Know your customer
Some logistics and transport providers specialise in handling particular goods such as food, drink, FMCG (Fast Moving Consumer Goods), building materials or manufactured components. Others target a particular step in supply chain logistics like warehousing, freight forwarding, distribution or ecommerce fulfilment.
If you already have a strong customer base, take some time to understand who and what they are. Growth is typically easiest to find by capturing more of an existing market segment. It’s where you already shine!
However, your highest volume customer may not be your most profitable and the one who demands most attention may not be the one who contributes most to your turnover. Bear this in mind.
Consider who you naturally attract and who you currently serve and look for opportunities to do more of the same but to a wider market. Innovation or specialisation may help.
If you’re keen to grow in a new area or direction, try to define what that is.
Whilst it might be that almost any business could benefit from the logistics and transport services you deliver, you should be realistic about who your product or service will appeal to. Consider aiming your B2B marketing at the ‘low hanging fruit’ before targeting some of the more challenging segments.
Think about the individuals who make enquiries and who make buying decisions in the businesses you target.
A good tactic is to develop a ‘buyer persona’ – giving your typical customer a name and their likely age, gender, interests, needs and preferences. It’s important to understand the challenges they face and the kinds of marketing most likely to reach them.
Whenever you create a piece of B2B marketing you can ask yourself if it would reach and appeal to them.
Stand out from competitors
Many businesses in and around logistics, warehousing, distribution and transportation find this the toughest challenge. Standing out in a crowded marketplace of hauliers, logistics companies, fulfilment providers and 3PLs can seem an impossible task.
Think first about what your customers value most. Maybe ask a few existing customers why they chose you.
Next, think about the qualities you’re most proud of. Perhaps an investment in new technology or the length of time you’ve successfully serviced a key sector such as the automotive supply chain or FMCG distribution.
Contrary to the name, a Unique Selling Proposition (or USP) doesn’t always have to be that unique. It’s just the quality or attribute you believe your target customers will value most – and should potentially become the focus of your marketing.
Develop the right plan
So, you know your stand-out qualities and your target customers. Which channels of B2B marketing do you use to communicate and reach them?
A full-mix marketing strategy is always best for maximising results. Don’t entrust your marketing success to just one channel – for example social media or PPC – but don’t spread yourself too thinly either.
It’s said the average consumer needs to be exposed to a brand’s marketing seven times before they act. Businesses can be just as fickle, so utilise more than one channel to steadily introduce your customers to who you are, what you do and why they should choose your business.
Depending on how specific your focus is, the chances are you could list the companies or brands you might wish to work with in your chosen area of logistics. If that’s the case – as with most B2B marketing – being direct with your marketing methods may provide the quickest and best results.
This could be true direct marketing – emails or mailers – or other direct methods of digital marketing like social media or content.
Despite the prominence of digital marketing, don’t underestimate the impact of something physical – such as a brochure, flyer or sales letter. They can be widely retained, remembered and actioned.
For businesses in modern logistics, digital marketing is an increasingly big part of the B2B marketing mix.
Either when searching for a new logistics provider – or taking a look at a familiar business to gain reassurance – most potential customers will visit your website at some point.
Your website should be easy to navigate, informative and clearly communicate what you do and why you do it well. Ask someone to take a 30-second look at your website and tell you what they pick up – that’s about the same time you’ll get from the average first time visitor.
SEO (Search Engine Optimisation) can ensure you feature highly (e.g. higher than competitors) in search results. The key is to have a well-built and search engine friendly website with lots of useful and fresh content which you frequently contribute to and update.
Don’t judge your websites SEO simply by Googling your own business though. Google results are highly personalised and localised, so you’ll need better data to understand how you really perform.
Whilst your SEO is taking effect, PPC (also known a paid search, search ads or Google Ads) can help bridge the gap by ensuring you appear near the top of search results.
A strong social media presence is an increasingly powerful marketing asset for logistics and transport providers. LinkedIn can be very effective at reaching decision makers. Chances are, around 50% of the middle and senior staff you might wish to engage with in the businesses you target are active on LinkedIn.
However, don’t just go on social media and ‘sell’ what you do. Create posts which disseminate updates about your business, share thoughts on industry topics and are genuinely of interest or value to those you wish to target.
As it sounds, content marketing is all about creating written, visual or audible content which you target customers may choose to engage with. It’s perhaps the biggest growth area of B2B marketing.
Your content should represent the market position and values you wish to communicate – for example, trusted and knowledgeable.
Again, try to keep outright sales messages to a minimum. Content marketing is about demonstrating you’re great at logistics and transport, not simply telling people!
Take the time to analyse the content others are delivering and work to develop more unique – and more useful – stories. The most effective content marketing is typically about helping your audience.
Engaging and valuable content marketing – disseminated through digital marketing, direct marketing, public relations and social media – can reach seep into your target audience. Over time, it both builds brand awareness of your company and trust in what you deliver.
What was once simply called public relations (PR) can be critical. If you have a development in your business, try to turn it into a compelling press release. The sector press within your industry and those you are targeting are likely crying out for worthy stories. Every one which is published may contribute to your SEO too.
Testimonials and case studies
Logistics and transport are often business critical. In reality, few businesses wish to be mavericks, so they will typically choose suppliers which they have confidence will reliably deliver what they need.
Client testimonials and case studies are a powerful way to quickly build trust amongst your target customers, particularly if you have examples of excellent service which relate directly to them.
Often in logistics and transport, there are some major contracts or companies which could be transformational if your business won their work. Increasingly, large logistics providers are turning to account-based marketing (ABM) to capture them.
At its core, ABM is simply about tailoring your marketing to the individual, not the broader target market. With direct marketing, social media, content marketing, events, telesales and marketing literature, you can personalise your approach for each key customer to give you the best opportunity of winning their work.
As with all B2B marketing, consistency and persistence are critical. Your target customer may be reluctant to change logistics provider or only consider their current supplier once a year or so.
With persistent account-based marketing, you can ensure your company name is the very first they consider when they do!
Logistics is a complicated and crowded area, so define what you do and the ways in which you stand out. This should be communicated throughout your marketing.
Where you can, go direct to your target customers. Consider pin-point account-based marketing if winning that client is potentially game-changing!
Most potential customers will visit your website on the way to buying from you, so ensure it communicates the quality you want. Digital marketing is likely to be critical but remember it’s often a vehicle for effective content marketing.
Use social media and content marketing to communicate your expertise and experience. Being consistent and persistent with all your marketing channels will pay off when potential clients review their logistics suppliers and needs!
If you need any further help with B2B marketing for your logistics or transport business, contact us
Which marketing will deliver the best results? What return can I expect? How much should I spend and where? These are questions many businesses ask.
Whilst it can be difficult to give generic answers for specific businesses, there are tactics and behaviours which massively increase the chances of success. And, the good news is they’re not hard to follow.
So, let’s have a look at our nine top tips to growing your business through B2B marketing:
1. Be strategic
Marketing is the most powerful tool in business. Often mistaken simply for how you publicise your products or services, it actually affects everything you do.
Customers don’t differentiate between your product, service, advertising, website or the person who answers your phone. Every element can affect their decision to buy. Strategic marketing is simply about ensuring everything you do meets or exceeds your customer’s needs and expectations.
Marketing is often broken down into the ‘Extended Marketing Mix’ or ‘7 P’s’:
- Product – How well your product satisfies customer needs
- Price – Using price to maximise customers and profit
- Place – The ease with which customers access what you do
- Promotion – The way customers are made aware of what you deliver
- People – How you serve customers and add value
- Process – Any procedures which affect customers
- Physical Evidence – Providing customers with a lasting impression
It’s tempting to skip straight to ‘Promotion’ and assume that the better you publicise your goods, the faster you’ll grow your sales.
However, if your service is poor, your product is overpriced, you’re slow to react to enquiries or your staff are unfriendly – promotion will only go so far.
So, before committing to greater promotional marketing, ensure the fundamentals of what you do are great too.
2. SWOT the opportunities
SWOT analysis has become a cliché but it’s a simple way to spot opportunities to grow through marketing.
SWOT involves looking internally at your business’s strengths and weaknesses – and externally at any opportunities and threats.
Recognising what your business does best is often something you can capitalise upon. For example, if your business has a great reputation for its speed of service, you could make it the focus of your B2B marketing.
Improving weaknesses could be the fastest route to success. For example, if your website is poor, you could make it the focus of your B2B marketing.
Chances are you’ve already identified some opportunities for growth. There may be a gap in the market or a new type of customer you can target.
Like weaknesses, threats can often be turned to your advantage. For example, industries are often threatened by new technology but being the first to embrace such changes could give you a competitive advantage.
Developing a strong USP is a vital ingredient of growth through marketing.
A Unique Selling Proposition (USP) is something a business communicates to help it stand out. It’s often the reason a customer will choose you over competitors.
Many businesses develop a USP organically. Over time they become specialists in a particular area or realise that customers choose them for a particular reason.
To maximise success from B2B marketing, it’s often best to proactively select your USP from the key attributes your customers look for. You’ll need to look at your competitors too and maybe identify gaps they fail to satisfy.
To be effective, your USP needs to be communicated every time you have contact with customers. It needs to be the main theme of your B2B marketing.
In reality, your business may not actually do anything particularly unique or outstanding. However, by drawing attention to your USP, customers will begin to identify your business with the qualities you want to promote.
4. Be consistent, be persistent
The world is noisy! To be memorable and effective, your B2B marketing needs to continually communicate the same simple and consistent message.
Whilst your business may have many strong qualities, focus your B2B marketing on the most important. Too many and you will dilute their effectiveness.
Customers are likely to be exposed to your B2B marketing in many ways – website, advertising, social media, direct mail etc. To maximise growth, keep your key messages and USP consistent for as long as it takes to develop the right brand reputation.
5. Maximise your return-on-investment (ROI)
‘If I invest this amount in marketing, what return can I expect?’ is one of the most common questions businesses ask!
Marketing should result in sales. Whilst some methods are harder to track than others, an increase in your marketing spend should result in a corresponding increase in customers, revenue or profit – given appropriate time.
When choosing your marketing activities, you need to evaluate the time, cost, and expertise needed and the likelihood of positive results.
For example, e-mail marketing is low cost but requires the right skills to be effective. Whilst advertising can generate a high return, it can also be more costly than other marketing channels. Social media is essential for most businesses but can absorb a lot of time.
It’s easy to over (or under) estimate the importance of digital marketing. Much will depend on the quality of your website which you lead people to. Fortunately, it’s easy to accurately predict volumes of potential visitors and the cost to reach them.
It may be more cost effective to get more from your existing customers, rather than target new ones.
So, the answer to the age-old question above is that the level or return-on-investment is directly proportionate to the thought which goes into your strategy…
6. Always create a brief
Whenever you (or your B2B marketing agency) create a piece of marketing, we recommend you create a brief first.
It simply needs to specify:
- What you want it to achieve (e.g. brand awareness, enquiries)
- Who the target audience is (e.g. their characteristics and needs)
- The key message it needs to communicate (including your consistent USP)
- What action you want it to encourage customers to take (e.g. visiting your website or making contact)
Without a brief, marketing is often evaluated on looks – rather than whether it will create the desired results. For example, many websites end up looking great rather than being effective tools for converting visitors into customers.
Once the piece of B2B marketing has been delivered, you can compare results against the brief and learn lessons for next time.
7. Benefits, not features
American Economist, Theodore Levitt, said “People don’t want to buy a ¼ inch drill bit. They want to buy a ¼ inch hole!”
Whilst the specifics of your product or service are important, your customer primarily wants to know ‘What does it do for me?’
For example, if a customer reads ‘long battery life’ they will likely translate this into being less likely to be let down by the device when they depend on it most.
Customers are more likely to see the benefits if you help them. Rather than the raw features of your product or service, focus your marketing on the resulting benefits which your customers value most.
8. Three critical elements
Growth comes from ensuring your B2B marketing is effective.
Whilst marketing must be visually appealing, modern and attention grabbing, it has a job to do. Don’t let design overshadow your marketing’s effectiveness.
b. Keep it Brief
Whatever B2B marketing you deliver, it’s likely to only be seen for a few seconds. Keep text to a minimum, use headlines to create impact and choose images which convey a lot of positive information.
Effective marketing should encourage a response. Don’t forget to include a call-to-action. This could be a simple reminder to get in touch – or a tempting offer to spur customers into action.
9. Monitor, evaluate, improve
Greater results almost always come as you refine your B2B marketing. Whatever marketing channels you use, you can often make incremental improvements so your investment results in more customers, sales and profit.
The more you can track your marketing, the more accurately you can evaluate its results. This is especially true of digital marketing.
A/B testing is a common tool. By trying two versions of the same marketing material or campaign, you can see which performs better.
However – particularly if your marketing is not on a large enough scale to warrant A/B testing – you should engage with a B2B marketing agency with the skills and experience to help you get it right first time….
Need support to get the results your business needs?
If the above sounds like quite a challenge, you may need help.
We’re East Anglia’s leading B2B marketing agency. If you need support with any part of your strategic, digital or creative marketing, we can help.
Just get in touch: https://www.fullmixmarketing.co.uk/contact/
Another year has come around and Sarah has once again successfully achieved her CIM Chartered Marketer status – for the 14th year running!
Sarah spent several long evenings preparing evidence to support her chartered status application and waited pensively for the results.
The Chartered Institute of Marketing is the world’s most respected professional membership organisation for marketing. The CIM states that Chartered Marketer status recognises those achieving the highest levels in the profession. It demonstrates commitment to keeping up-to-date and is awarded on a combination of experience and qualifications.
Nothing stands still – especially in marketing – so it’s really important for our clients that we keep up to date and ahead of the curve with our skills.
Sarah first became a Chartered Marketer in 2008 having gained her CIM post-graduate diploma and demonstrated her skills through work for both a national law firm and a major UK holiday company. In 2007, Sarah had won the CIM’s Young Marketer of the Year for East Anglia for her work marketing Great Yarmouth College.
In 2018, our award-winning managing director was also named New Director of the Year for the Institute of Directors (IOD) in the East of England.