EMA’s Group B2B Leaders Talk Human with B2B Magazine

Widely respected industry trade publication, BtoB Magazine, recently tapped Eric Mower and Associates’ (EMA) Kevin Tripodi, partner and creative director, Group B2B, and Chris Steenstra, senior partner, Group B2B for insight into an ever-changing business model. Both offered expert advice on issues ranging from making an emotional connection with business-to-business decision makers and how to strategically implement vertical marketing initiatives.

“Traditionally, B-to-B campaigns have been very feature-focused. There is usually too much detail and too much information, and when you throw in some bad photography of big ugly machines, you have a B-to-B ad,” said Tripodi in the June 9th issue of BtoB Magazine. “B-to-B clients are starting to realize that’s not working and they really have to change.”

To read the complete “Emotional Appeal” article that appeared in BtoB Magazine, click here.

This change is being realized more and more by marketers in the B-to-B industry, where the change in culture and media outlets available, is forcing clients to demand work that is more people-oriented and emotionally driven.

Tripodi and the EMA team heard the markets call for change when they created the award-winning “Print is…,” campaign for client, Kodak Graphic Communications Group. Through print and online advertising, the campaign shows how Kodak graphic communications solutions can help commercial printers transform their businesses and their customers’ lives.

Steenstra Comments in B-to-B Magazine Special Issue

BtoB editors called on EMA’s Chris Steenstra, senior partner, Group B2B for answers on the latest trends in vertical marketing segmentation.

“For years companies have driven their market messaging by touting product attributes and benefits. We’re seeing more clients shift from traditional thinking to a more customer-centric approach,” said Steenstra in the “Vertical Insight: 2008 Guide to Marketing to Vertical Industries:”

To read the complete “2008 Vertical Marketing Guide Q&A” that appeared in BtoB Magazine, click here.

It’s becoming increasingly more important that companies focus on the small and mid-size markets, where there are many challenges and business requirements to identify and overcome.

Steenstra’s answer to clients’ queries about refining and segmenting their messages in order to capitalize on the smaller, high-opportunity markets is to “encourage clients to dig deeper into the vertical markets and start by identifying the decision-makers entrenched in the buying process.”

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