In June the 2019 Cannes Lions International Festival of Creativity introduced collectively among the world’s savviest B2B entrepreneurs, manufacturers, and different inventive professionals.
From Nike, IKEA, and Visa to Tommy Hilfiger, Microsoft and Target, sturdy manufacturers and the entrepreneurs behind them had been concerned at Cannes, and the developments they gathered to discover will play an element in shaping how B2B entrepreneurs focus their efforts in the months and years forward.
Here’s a run-down of among the high B2B advertising and marketing and different revelations from this 12 months’s Cannes, and what they’ll imply for what you are promoting in 2020 and past.
1 — Cannes B2B Marketing Brand Engagement Take-Aways
One working theme at Cannes this 12 months was centered round being conscious of your model’s objective, and the way will probably be particularly necessary when it comes time to satisfy your viewers’s wants and make the best influence.
Being a change-maker model comes from honing in on client needs, so hearken to the alerts coming from the net platforms the place your clients and potential shoppers spend nearly all of their time.
Don’t completely eschew machine studying in terms of your knowledge, however construct model belief by guaranteeing that acceptable and accountable people have knowledge oversight.
Look to feed off aggressive momentum and focus conversations and cultural discussions utilizing creativity, and hold it honest in terms of model activism, whereas avoiding all hints of opportunism, many at Cannes urged.
Brand engagement, particularly via influencer advertising and marketing, has been the main focus of a number of current articles we’ve printed, together with these:
2 — Cannes B2B Marketing Consumer Journey Take-Aways
Dig in and embrace the sometimes-messy digital world the place your potential clients work together, by speaking with them and taking the time to find out about their lives via what they’re posting on-line, as a result of chilly and impersonal knowledge can solely get you to this point in the client journey.
These uncooked and actual connections can unite and forge new relationships in ways in which polished advertising and marketing campaigns typically simply can’t, and among the winners at Cannes confirmed examples of constructing some of these connections.
Build sturdy model worth whereas additionally permitting clients to take the wheel, nurture the connections your model makes, and don’t be afraid to construct sturdy inventive partnerships in your efforts.
Valuing the participation of customers whereas additionally standing by your model’s values had been among the many developments explored throughout Cannes this 12 months.
Search happening from sensible audio system and different related voice-assisted is poised to increase in the approaching years, and podcasting is increasing to supply new methods to combine model messaging.
Strive to construct a seamless voice search strategy that meshes with the values and messaging of your model or that of your shopper, as sound is the latest frontier for B2B entrepreneurs.
We’re written about sensible search just lately, together with in these useful articles:
“We’re very good at doing marketing on screens. We’re not as good at audio only.” — Bessie Lee, Founder and CEO, Withinlink Click To Tweet
three — Cannes B2B Marketing Diversity Take-Aways
Cannes made efforts to search out and spotlight the areas in advertising and marketing the place variety continues to be missing, led by individuals over 50 and those that are differently-abled, and spent appreciable time exploring how setting apart worry and danger can result in enormous financial and strategic alternatives.
Going past hiring, variety ought to transfer in direction of being extra of a core piece of a model’s values, a few of these gathered at Cannes famous.
Adding variety key efficiency indicators (KPIs) to current efficiency metrics would go a great distance in direction of making inclusiveness an necessary a part of alternative pipelines, and in the end backside strains, it was famous throughout Cannes.
four — Cannes B2B Marketing Long-Term Planning Take-Aways
Connections coming from sudden locations and new experiences are poised to alter how B2B entrepreneurs develop past conventional sources, and an emphasis on the ability of creativity to strengthen organizations was made at Cannes.
Brands and the way they replicate tradition at massive will change into extra of a joint initiative at profitable corporations and in sturdy advertising and marketing efforts, particularly in inventive campaigns.
Cannes confirmed that creativity will seemingly thrive in the approaching 12 months, even more-so when it’s more and more expressed as a crew effort, achieved in what some gathered for the week known as real-time branding, with all concerned having a inventive stake in new advertising and marketing initiatives.
Having a related and versatile B2B advertising and marketing technique, and constructing modern inventive strategies whether or not working solo or with an company, had been additionally take-aways from Cannes this 12 months.
We’ve explored each long-term planning and the query of when is the proper time to associate with an company, in current articles comparable to these:
“The value of agency creative is $10 Billion.” — Jay Pattisall, Forrester @jaypattisall Click To Tweet
5 — Cannes B2B Marketing Storytelling Take-Aways
At Cannes a extra transformational taste of storytelling was seen as coming down the pike, one that may assist evolve the narrative with extra ranges of each shopper and buyer expertise, all combining to carry higher communication to customers.
Rapidly-expanding digital applied sciences and extra knowledge than ever current challenges, but additionally large alternatives, particularly when the 2 mix to assist inventive storytelling efforts that assist drive B2B advertising and marketing efforts.
Creating compelling narratives and delivering them in new and related methods will play an element in advertising and marketing in 2020 and past, and corporations using solely expertise to beat advertising and marketing boundaries could also be left behind.
Learning to raised acknowledge the individuals behind the info and the numbers was additionally seen as a key pattern at Cannes, together with better incorporation of empathy and instinct in advertising and marketing processes.
Neuroaesthetics and an evolving technique of storytelling that’s always-on will develop on conventional types of narratives which have been largely restricted to a starting, center, and finish.
Micro-storytelling efforts will even assist manufacturers exhibits that they’re listening, and encourage customers to create and share their very own tales.
Just a few of our useful appears to be like at storytelling in advertising and marketing are these:
6 — Cannes Trust in B2B Marketing Take-Aways
We’ve targeted greater than ever on belief in advertising and marketing over the previous 12 months at TopRank Marketing, with items comparable to these:
At Cannes the ability of belief performed a significant function this 12 months, and how one can regain it utilizing transparency, authenticity, and empathy, after being compromised over the previous a number of years in the eyes of many.
A theme that resonated all through the week was that nothing secures a relationship as powerfully as belief, which is the cornerstone of any long-term partnership.
Trust in platforms and expertise had been additionally on the forefront on Cannes this 12 months, and admonitions to shift to advertising and marketing methods which might be extra actual, open, clear, and true had been widespread themes for rebuilding damaged belief.
As the outdated adage goes: Trust is gained in drops and misplaced in buckets. #B2BMarketing #belief Click To Tweet
Building on Marketing Lessons From Cannes
These six main theme take-aways in the areas of brand name engagement, buyer journeys, variety, long-term planning, storytelling and belief from this 12 months’s Cannes can play an element in your personal B2B advertising and marketing technique as we head ever-closer to 2020.
You may be taught extra by becoming a member of us at upcoming talking occasions and conferences. Our CEO Lee Odden will likely be talking at Content Marketing World this fall, the place on September three he’ll be presenting “How to Develop a B2B Influencer Marketing Program That Actually Works” with Amisha Gandhi of SAP, and a solo session on September four exploring “Content Marketing Fitness – 10 Exercises to Build Your Marketing Beach Body.”
Our Senior Director of Digital Strategy Ashley Zeckman will even be talking at Content Marketing World, in “Guardians of Content Vol 1: How to Scale B2B Influencer Content to Save the Galaxy.”