reactivating business · why? because you’re offering new and compelling information. creditsafe...

100 days (or more) of lockdown and the way we live, work and communicate has changed intrinsically.

In B2B marketing, now is not the time to wait it out or speculate. It’s the time to act, adapt and communicate more rather than less.

Reactivating business with the right communications and content strategies can make the difference to the current and ideal experience for the B2B customer.

Here are four ways Speed can help your Reactivating Business communications.

If you would like to find out more about how Speed can help, please contact:[email protected] / 0117 973 3300

‘Companies that maintain

investment, recover more quickly’

(B2B Marketing, 2020)

REACTIVATING BUSINESS

‘A quarter of companies say they are redirecting and

increasing spend toward emerging

opportunities’ (McKinsey, 2020)

Tweaking services, creating new products, exploring new markets and geographies. These are all normal responses in the current environment to help boost existing customer experiences and encourage new business.

Communicating those services beyond your existing stakeholder/customer ‘bubble’ is key. Generating global press coverage and social media interest of what you’re offering and how it’s different is a great way to generate interest and new leads.

Tech startup Pathfindr quickly pivoted from Industrial Internet of Things (IIoT) devices to develop a safe distancing device to help employers reopen workplaces amid the COVID-19 pandemic.

Speed worked with Pathfindr to launch a targeted and intense media relations campaign kicking off with coverage on Sky News online.

• 65 pieces of coverage were secured, with a media reach approaching 60m.

• In a single week, nearly 200 orders were placed and over 400 enquiries made.

• In the same week, Pathfindr’s website saw a 1,500% increase in traffic based on normal levels.

Watch our results video here.

PATHFINDR RB1: PIVOTING BUSINESS – BUILDING AWARENESS OF YOUR NEW PRODUCTS AND SERVICES


https://www.speedcommunications.com/our-work/pathfindr/

RB2: BOOST YOUR B2B LEAD GENERATION – INTERACTIVE CONTENT FORMATS

Interactive content formats can present B2B products and services in a novel way, enhance the customer journey, encourage new leads, and boost brand awareness.

Film, podcasts, webinars, interactive reports are different ways to forge an emotional connection with a B2B audience in a personalised way. As we’re seeing increasingly, B2B comms is fundamentally shifting toward helpful, empathic and simply, entertaining communications.

BRITA Professional needed to emphasise the idea of water filtration as a business priority, creatively showcasing the brand’s expertise and heritage whilst securing quality business leads.

A new content platform – Life is Better Filtered – turned the brand into a publisher in its own right. Quarterly activations focused on each of the company’s target sectors concentrating on challenges professionals would like filtered out of their working lives.

Speed released exclusive co-created content and insight, launched partnerships with industry influencers, created the ‘Life is Better Filtered’ podcast, animated videos and essential reports – all showcasing BRITA as the water expert.

• 4,000 report downloads with 78% increase in web traffic

• Exceeded KPIs by 68%

• Helped deliver a record sales year with a 6.4% increase in sales

BRITA


RB3: SITTING ON A DATA GOLDMINE – BUILDING A PR STRATEGY AROUND YOUR PROPRIETARY DATA

‘Brands that have had to ‘go dark’ as a

result of the pandemic should use other

levers to maintain visibility, such as first-

party data, customer experience and PR’

(WARC, 2020)

Proprietary data supports efficiency and innovation within your organisation, but it can also be valuable outside your company walls.

Turning proprietary data into public-facing content can be a winning strategy for getting PR mentions and boosting brand awareness. Why? Because you’re offering new and compelling information.

Creditsafe is the most used supplier of online company credit reports globally, with business intelligence on over 240m companies. Turning this data into high exposure, national press headlines was the key objective.

Ahead of the start of the Premier League, Speed devised the Prompt Payment Premier League – ranking the Clubs by their late payment propensity. Creditsafe data afforded us the headline: “Premier League clubs owe £1.3million in unpaid invoices”, which was the lead for national print and broadcast pitching.

• 115 media impressions

• 15,000 likes on Facebook

• 103% increase in web traffic.

CREDITSAFE


RB4: CREATING GREAT CONTENT FOR A LOW-INTEREST CATEGORY

Are you in a low engagement category where your products are complex, and the purchase funnel is long?

Brilliantly executed content can help reach and engage customers, showcase services in interesting ways, educate, bring a brand to life and help boost SEO rankings.

Tax law is complex, competitive, and probably low interest for many in the private sector. When Brookson Legal came to us looking to become a thought-leader on the new IR35 rules, we knew we needed to a content strategy that combined earned and paid media.

To gain cut-through on this complex and competitive topic, Speed commissioned research into UK businesses and contractors, exploring their awareness and feelings about the changes. This research was used to create two gated, insight-led reports providing hirers with a true picture of how the changing IR35 rules would impact them and sparking them to take action.

The reports were activated through PR, targeting business, HR and recruitment media plus an organic and paid-for digital strategy. Speed’s delivery of an always on newsroom, combining reactive news comment with proactive thought leadership features, worked to showcase Brookson Legal’s unparalleled expertise.

• 80 pieces of coverage including the FT, Daily Telegraph, BBC Radio 5 Live, People Management’s HR podcast and Personnel Today

• 700 report downloads, providing quality marketing leads that converted to completely fill their sales pipeline for the year ahead

• Shortlisted for the PR Moment Awards B2B campaign of the Year 2020

BROOKSON LEGAL


reactivating business · why? because you’re offering new and compelling information. creditsafe...

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