As a 30-year veteran of the Animal Health and Nutrition industry, I have been responsible for over 100 global marketing and innovation projects. Here, I’d like to share my ideas on the success factors behind global B2B brand campaigns, especially my thoughts on launches.
All the successful global B2B brand campaigns I’ve worked on have three aspects in common:
- They focus on the winning insight;
- There is consistency across different channels and geographies;
- They involve “concerted execution”.
No single individual, not even the most brilliant one, can achieve this alone. Teamwork and concerted effort are required. So the question is: How can I/ how do we establish this team and make it work? A few important steps, in the right sequence (as shown here), make all the difference:
- Recruit team members with a collaborative mindset, representing all relevant stakeholders. All stakeholders in the company/business must feel represented by the team and the team needs to reflect this! This can mean functions, subsegments and geographies.
- Team members must fully commit to the team and its work, and feel ownership of the result.
- Diversity of the different markets must be recognized, resulting in a 360o overview of all relevant aspects.
- Find the winning insight, the cornerstone of the campaign.
- Build communication tools around this winning insight.
- Execute the launch plan in a concerted way. By concerted I mean that there is a focused direction globally but that the countries/regions involved have some latitude in how they get to that clearly delineated end point.
Once the plan is ready and the tools are available, it all about execution!
“Team members must fully commit to the team and its work, and feel ownership of the result.”
- Rinse Boersma
