B2B Ninja Marketing Campaign – Pros/Cons
Marketing to B2B marketers can be difficult. We are a tough bunch; often hard to impress.
Yet every now and then I come across a creative B2B marketing effort that does impress me.
The Business Marketing Association (BMA) did just that with their B2B Ninja email:
- It broke through the clutter (in my case, more 300+ emails a day that make it past both my corporate and desktop email filters, not including hundreds more that don’t).
- It spoke directly to its audience. (B2B marketers like you and me.)
- The email addressed pain points and offered solutions.
- It created a desire to learn more, causing me to click through to the landing page.
However, there were some things I believe they could have done better:
- The email wasn’t text friendly when viewed on my PDA, which is how more than 30% of business executives, including the email target audience (B2B marketers) read much of their email. If I saw it there first, and didn’t recognize the sender, it would have been “sayonara” email and no chance of response.
- The designer must have a honking-big, high-resolution monitor. The landing page was designed to be too big to see without scrolling on my 1024×768 resolution monitor, which is the resolution used by the highest percentage of computer users. I, like most web visitors, click more than I scroll, especially when it wasn’t apparent that there was anything else to see “below the fold.” So I almost missed the viral “SEND TO A FRIEND” feature and didn’t get full exposure to the “free B2B Ninja armband” and “FREE DOWNLOAD” information off on the right.
- Also, the designer must be young with perfect eyesight. I’m over 40 and even with my glasses I had a hard time reading the tiny, fuzzy font on the landing page that says “GET YOUR FREE B2B NINJA ARMBAND NOW!” (My web designer who’s slightly under 40 with good eyesight couldn’t read it either.)
- Perhaps my biggest complaint is that it was a teaser, “stay tuned”-type offer. As Clara used to say, “Where’s the beef?” (If you don’t know who Clara is, ask an American who’s over 40.)
Regarding that last point, remember seeing billboards that spend weeks teasing before they actually reveal they were teasing about?
I think they represent weeks of lost opportunities at high cost while teasing; weeks and money that could have been better spent communicating what they were selling and generating real leads (not just curious people) and driving actual sales.
Back to the BMA, why tease when you could have been more specific? You already got my attention.
I’m guessing the objective was to create interest in their summer conference, but I really don’t know. Perhaps someone will let me in on the secret. Eventually.
You can take a look at the campaign here:
Then please share your thoughts with the rest of the readers.