In our most recent episode of Demand Gen Studio, we had the privilege of sitting down with Simone Corpora, a B2B Paid Media Manager from Michelin. We discussed how Simone came to marketing, how to effectively convey value for a well-known brand, the importance of brand perception in B2B marketing, and more!
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Simone's Career Path and Challenges in Marketing
Simone Corpora's career in marketing began with a communication studies degree, leading her to a media coordinator position at a local agency, where she discovered her passion for media buying—a niche not widely taught in schools.
Over six years as a media buyer, she worked with various clients, especially in B2B and healthcare, focusing on both traditional and digital advertising. Recently, she transitioned to a paid media manager role at Michelin, where she now applies her agency experience to an in-house B2B marketing team.
This shift presented challenges, such as mastering the intricacies of Michelin's products and understanding the diverse B2B audience, while also offering the advantage of seeing direct impacts on revenue and brand strategy. Simone emphasized the importance of deep brand knowledge in driving effective marketing strategies across different segments.
Conveying Value in B2B Marketing for a Well-Known Brand
In B2B marketing, conveying value as a well-known brand like Michelin requires a nuanced approach, especially when distinguishing between B2C and B2B needs. While B2C marketing focuses on core perceived values such as quality and safety, B2B buyers are influenced by specific industry requirements and processes.
This shift requires a more strategic approach, often resembling a small agency dynamic that caters to different business units. Industry publications and other traditional media outlets still hold relevance, but lack the measurable impact of digital strategies.
Digital advertising allows marketers to demonstrate clear ROI by tracking spending against tangible results and revenue influence, fostering a mindset shift from traditional reliance to a data-driven approach that showcases the true value of marketing efforts.
The Shift from Traditional to Digital Advertising
The shift from traditional to digital advertising has transformed how marketers approach media spending and audience engagement. While traditional media often involves significant costs and less precise measurement of impact, Simone highlighted that digital platforms offer detailed metrics such as clicks and conversions, making it easier to demonstrate ROI.
However, it’s crucial not to overlook the value of traditional advertising, especially for brand awareness among broader audiences. As digital strategies evolve, marketers must balance the precision of targeted ads with the qualitative benefits of traditional media, recognizing that both approaches can coexist.
This shift highlights the importance of understanding audience behavior and maintaining a diverse mix of impressions to effectively position a brand in the minds of potential buyers.
"There's value in digital because we can show all of this data and how it's influencing the business."
Simone Corpora
B2B Paid Media Manager at Michelin
The Importance of Brand Perception in B2B Marketing
In B2B marketing, brand perception is crucial, especially for established companies like Michelin that have the resources to invest in high-quality, creative advertising. As the industry shifts towards digital channels, it’s important to leverage these platforms to reach target audiences effectively.
While the transition to digital has been slower in B2B, the potential for building brand awareness through streaming media is significant, as it allows for targeting while engaging audiences where they increasingly consume content.
Understanding and enhancing brand perception among potential buyers can influence purchasing decisions, making it essential to explore innovative channels that maintain and elevate a brand's reputation.
Collaboration Between Marketing and Sales
Collaboration between marketing and sales is essential for driving effective B2B strategies, and at Michelin, this partnership is a top priority. The marketing team works closely with the sales department to ensure that both sides are aligned on target profiles and campaign objectives.
This synergy facilitates ongoing communication, allowing sales to provide real-time feedback on lead quality and effectiveness. By understanding which leads are converting and how the sales team is interacting with them, marketing can adjust its tactics to better meet the needs of the sales team.
This approach emphasizes the importance of generating high-quality leads, even if it means accepting a slightly higher cost per lead. The focus is on the overall value of leads, ensuring that marketing efforts lead to meaningful conversions rather than merely chasing low-cost metrics.
By fostering this collaborative relationship, both teams can work together towards shared goals, enhancing the overall impact of marketing initiatives on sales performance and revenue generation. Ultimately, this alignment not only drives better results but also cultivates a culture of teamwork that benefits the organization as a whole.
Advice for Younger Marketers
In conclusion, Simone's journey in marketing highlights the importance of collaboration, adaptability, and the courage to take risks. Her advice to her younger self—to embrace experimentation and view failures as valuable learning opportunities—serves as a guiding principle for all marketers.
By encouraging herself to step outside her comfort zone and explore new strategies, she emphasized the potential for growth that comes from trying different approaches. This mindset not only fosters innovation but also strengthens the ability to pivot and improve over time. Ultimately, being open to risks and learning from outcomes is crucial for success.
We hope you enjoyed hearing more about Simone's journey and benefited from her insights! For more interesting conversations with B2B marketing leaders and insights, check out the rest of our podcast episodes at Demand Gen Studio. Until next time!
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B2B vs B2C Marketing, Measuring ROI, & More with Harrison Han
