Agility PR https://agilitypr.co.uk BUSINESS TO BUSINESS PR Wed, 16 Oct 2019 15:26:52 +0000 en-US hourly 1 https://wordpress.org/?v=5.2.4 7 key trends impacting the automotive market in the next 5 years https://agilitypr.co.uk/7-key-trends-impacting-the-automotive-market-in-the-next-5-years/ Wed, 16 Oct 2019 12:48:28 +0000 https://agilitypr.co.uk/?p=1957 7 Key trends impacting the automotive market in the next 5 years...

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7 Key trends impacting the automotive market in the next 5 years

Being a writer of thought leadership content for a mix of IT clients serving different markets as well as the automotive sector provides some unique perspectives. One of those is that the automotive market is, to some extent at least, a microcosm of what’s going on globally. IT-inspired change and the need to find greener ways of living on this overcrowded planet are the most powerful disruptors of our time and the automotive world is in the eye of both of these powerful forces for change simultaneously.

There is no doubt that this presents unique challenges for companies serving Original Equipment Manufacturers (OEMs) and all businesses in the supply chain, most notably car dealerships. We’ve been writing about these changes, working with a number of software clients serving the automotive market, for more than 10 years now.
So, we thought it made sense to publish our ‘Top 7 Disruptive Forces in Automotive’. We have measured these based on the consistent, growing and disruptive presence over at least five years and weighted them by likelihood that they will continue disrupting the automotive sector over the next 10 years or more.

1. Electrification
Next year looks set to be the breakthrough year for Electric Vehicle (EV) sales. Just 13,597 pure Battery-powered Electric Vehicles (BEVs) new registrations were logged in 2017. But take a look at where BEVs are in the first nine months of 2019: annual sales of BEVs is on course to be more than double 2017’s sales – already 25,097 have been sold this year – that’s 122% growth on the same period a year ago. If you look across all types of EV (BEV, PHEV, HEV and MHEV) 2019 sales to date, the data shows that nearly 9% (164,276 vehicles) of all new vehicle sales in the UK are EV (Source: SMMT). So EV is growing against a backdrop of new vehicles sales which are on course to be 3% down on last year. Jaguar Land Rover (JLR) catapulted itself into the ‘electrification revolution’ by launching the Jaguar I-PACE to wide acclaim last year. It followed that success by announcing that from 2020 all its new models will be electrified. Most major brands are set to release EVs over the next 12 months if they haven’t done so already.

Once the majority of fully-charged EVs can hold over 400 miles of charge – 80%+ recharging times have been reduced below 30 minutes; and hundreds of thousands more rapid charging stations have been installed on city streets, in petrol stations, car dealerships, shopping centre and hotel car parks – we could see market take-up accelerating to perhaps exceed 50% of all new vehicle sales within 10 years. It means big changes for Service Centres which depend heavily on oil change-related margins but also its massive disruption for OEMs as Research and Development (R&D) investment has to be redoubled right now in the face of plummeting diesel sales (down more than 20% this year compared to same period in 2018) and petrol sales are at best stable.

2. Autonomous Vehicles
Car manufacturers have been busily laying out their product development plans for Level 3 (‘eyes-off’) and Level 4 (‘mind off’) classes of autonomous vehicles (AVs) and subtly staking their claims for a share of the AV sales opportunity. Motorists will realise that AV doesn’t necessarily mean their exclusion from the driving experience. AVs can allow them can take control as and when their journeys allow. Either your car can drive itself for a large part of a motorway-based commute (Level 3), say, or it drives itself almost entirely, provided you live in a specific geo-fenced urban area (Level 4). Understanding this intervention option should overcome inhibitions held by car buyers uneasy about letting go of the wheel.

A significant area of focus for OEMs focused on AV development is in autonomous taxi services in major cities. Growing urban densities mean car ownership is becoming a rarer privilege. So, increasing numbers of city dwellers will give up car ownership altogether, as driverless cab fleets offer more convenient alternatives to traditional taxis. Uber will be running Autonomous Taxi Service pilots in 13 cities throughout the US by 2022. It is currently burning through $20m per month on developing AV technology. But as you can see below the direction of travel towards AV adoption is already mapped out (Source: RPA).

3. Connected Cars
Another disruptor development that I’ve written about a lot over the last few years is the arrival of the Connected Car – essentially connecting cars to the internet with everything that this could mean in terms of data collection, analysis and service provision based on the resulting insight. Chip vendor Intel estimates that the average Connected Car is already generating over 4,000GB of usage data per hour. As we transition to fully autonomous driving and need to collect and analyse multiple sensor and LiDAR data then, the next generation of vehicles could generate 5,100TB of data each year. According to consultants McKinsey, the overall revenue on offer from monetising this driving data could reach $750 billion globally by 2030.

McKinsey predicts there will be 380m Connected Cars on the world’s roads by the end of 2021. Tesla already uses its drivers’ data to cut their motor insurance premiums by up to 30% (only on Tesla cars sold in California right now). The rich driver behaviour data, combined with location tracking, enables them to assess accident risk, theft and averages speeds more accurately, and to price motor insurance accordingly. It taps into and analyses Tesla driver data to deliver driving behaviour insights and personalised experiences directly to their drivers.
Meanwhile, new BMW drivers are being offered a BMW CarData service via its ConnectedDrive customer portal. BMW CarData promises BMW dealers, once they’ve obtained the customer’s data permission, access to general status, mileage level and service requirements data which can then be used to send servicing alerts to the customer, proactively offering part changes before they wear out and much more.

As well as franchise dealerships, it’s also possible for insurance companies, fleet managers and other authorised third parties to register with BMW CarData, so that many of the benefits mentioned above may be offered via the manufacturer itself if you buy a new ‘connected’ BMW.

The Connected Car revolution feels like a race for who will gain the most control of drivers’ data, derive most insight from that data and deliver the most valuable services back to the customer. At the moment this trend is OEM-driven but there is no reason why dealerships should not join the data goldrush as data volumes build over the next two to three years.

4. Mobility as a Service
The Mobility as a Service (MaaS) trend has been building steadily for over five years now. The premise behind MaaS is that the automotive world needs to respond to the buying habits of a new generation of always-on (the internet) customers called Millennials. Strictly aged 15 to 37 today, this generation tend to buy most of their services via monthly subscription – from mobile phone usage to Netflix, Spotify and Amazon Prime. Why would they not do the same with vehicle usage, renting by the day or perhaps by the month as required via a fully bundled service sold via the internet and delivered to your door?

A number of MaaS providers have popped up to serve car dealerships wanting to derive revenue from any under-utilised forecourt stock. One such is Drover. Drover offers dealers the opportunity to earn an income on pre-registration, ageing, demonstration, used and existing rental stock. Dealers simply need to decide what types (age, model etc) vehicles they are able to make available to Drover and at which price monthly, building in maintenance liability into that figure. They retain ownership of all cars they offer for usage via Drover. Dealers then provide their stock feed to Drover for uploading and online promotion at full bundled prices once Drover has added its sales commission and its insurance estimate.

MaaS is also a great way for dealers to reach the younger buyer market which many dealers struggle with. Several major OEMs have rolled out their own subscription-based offerings in the US including BMW, Volvo, Fiat Chrysler and Chevrolet. Volvo is trialling its ‘Care by Volvo’ subscription-based service in the UK. It’s definitely a trend that’s worth a closer look as is the public-private integrated Mobility as a Service plans being built at a city, region, national and EU-wide level.

MaaS also offers a regular subscription-based income stream. Dealers no longer need to rely solely on new car sales or servicing income which can fluctuate – some quarters are good but others less so. This fluctuation can of course stimulate excessive vehicle pre-registration.

5. Tighter Regulation
Regular monthly MaaS-based subscription revenue from under-utilised stock may need to supplement or replace some monthly subscription-based Finance and Insurance-based (F&I) income. Most vulnerable right now is income from Guaranteed Asset Protection (GAP) insurance sales. GAP sales fell between 16 and 23% following the Financial Conduct Authority’s (FCA) intervention in this market in September 2015. Tighter regulation of motor finance is also heading dealers’ way as the FCA begins scrutinising Difference in Charges (DiC) sales commission arrangements on PCPs and forces through increased professionalism standards as part of Senior Manager’s and Certification Regime (SMCR) going live this December.

It’s also worth remembering that it’s less than one and half years since ‘GDPR Day’ which, our research revealed, led many UK car dealers to go down the ‘double opt-in’ route, forcing them, unnecessarily on reflection, to delete up to three-quarters of their customer records.

6. Cyber Security
As cars increasingly resemble mobile super computers, the risk and dangers of being hacked have also increased exponentially. There are definitely roles for cyber security professionals inside dealerships, OEMs and components manufacturers in the supply chain. We predict that within the next five years, car vendors will be able to differentiate themselves or fatally damage their reputations if they don’t get cyber security right. Having a great reputation for safety is of paramount importance for all vehicle manufacturers. There will be more spent on hardening the operating systems and securing data feeds running in and from vehicles than OEMs currently spend on improving physical safety of drivers today.

7. Rise & Rise of Digital Sales
Finally, it’s worth remembering the inexorable drive towards doing more business digitally. Dealers are shifting more and more stock via their own websites and intermediaries like Auto Trader, CarGurus and CarWow. So much so that one of the more successful dealer groups, Peter Vardy has already set a target of reaching that tipping point of 50% of all car sales to be completed digitally in 2023 – that’s in just four years’ time. Digital marketing skills are becoming the big skills area which everyone is recruiting for and they are increasingly the most over-subscribed workshops at industry events like AM Live.

Summary
This list is far from exhaustive, we haven’t even got into the impact of Artificial Intelligence (AI) which is set to influence the adoption of quite a few of the above trends in the next five years. Wherever big data sets are present (see #3 above) AI and machine learning will be put to work to crunch it and deliver insights back to owners of the data. Dealers and OEMs alike will be recruiting data scientists to set up and manage the algorithms which deliver the crucial insights which ensure that the manufacturers, dealerships and service centres stay sharp, relevant and thriving in this increasingly tech-led world.

 

Author: Miles Clayton

Published: 16 October 2019

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AM Live 2019 https://agilitypr.co.uk/am-live-2019/ Wed, 16 Oct 2019 10:01:15 +0000 https://agilitypr.co.uk/?p=1894 Agility PR is attending Automotive Management Live next month. Arguably the UK’s leading event for motor retailers...

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Agility PR is attending Automotive Management Live next month.

 

 

Arguably the UK’s leading event for motor retailers, AM Live will take place this year on Thursday 7th November 2019 at Birmingham’s NEC.

2019 will be the third year running that Agility PR has attended AM Live. Miles Clayton, Managing Director at Agility PR explains the reasoning why this event is an important date in the company’s calendar:

“AM Live is a great opportunity to support our existing automotive clients, some of whom exhibit at this key industry event. This year we are pushing to meet technology firms trying to build a presence in the automotive market. Unlike most PR agencies serving this market we don’t focus on events designed to promote the latest car but instead on business to business communications – so we want to help technology suppliers to the automotive market to get more traction in this market through great thought leadership and highly effective brand building.”

AM Live enables more than a thousand visitors to the show to connect with more than 65 suppliers exhibiting at the Birmingham NEC show.

“Hearing industry insiders present their latest technological advances and showcase product development is an exciting part of these events,” adds Miles. “We are particularly looking forward to listening in on IMI’s seminar on ‘Skill Standards for New and Emerging Technologies’ this year.”

Agility PR has already secured a number of client prospect meetings over the course of the day. If you would like to meet Agility PR for a no-obligation chat over a coffee about how we can help your business grow, please call Lindsay Johnson on 01992 586190 or email miles@agilitypr.co.uk

 

Published: 16 October 2019

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Beware the Marketing Automatons – you cannot automate your way out of doing the hard thinking and high quality, incisive writing which articulates what makes your business, product or service special https://agilitypr.co.uk/beware-the-marketing-automatons-you-cannot-automate-your-way-out-of-doing-the-hard-thinking-and-high-quality-incisive-writing-which-articulates-what-makes-your-business-product-or-service/ Tue, 02 Oct 2018 12:44:15 +0000 https://agilitypr.co.uk/dev/?p=1614 Beware the Marketing Automatons – you cannot automate your way out of doing the hard thinking and high quality...

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Beware the Marketing Automatons – you cannot automate your way out of doing the hard thinking and high quality, incisive writing which articulates what makes your business, product or service special

The last year has been a great one if you are in the world of marketing automation. Most larger IT firms’ marketing departments have been talking about nothing else as they invest tens of thousands of pounds/Euros joining up CRM and websites’ CMS systems. I’ve seen marketing agencies doing very well from signing up as Zoho or HubSpot partners or advising companies on how to make the switch from handcrafting marketing campaigns to automating the lot.
If you’ve missed the trend, which is very unlikely given all the hype around it, the idea is to close the loop between that first interaction with your brand (everything from finding your website online to bumping into you at a trade event or attending an online seminar), to surrounding the early prospect with the right content to move them through education and engagement phases, and finally to purchase of your product or service. As soon as that work is done, the system puts you into a new bucket marked ‘existing customers’ and you are stimulated to buy again, accessorise, upsold or cross-sold.

It’s a system that many of us will be familiar with if we regularly buy from some digital marketing savvy retailers. So, this closed loop, ‘lead nurturing-lead conversion-lead nurturing-repeat’ model is now reaching into the SME B2B world as the likes of HubSpot step up their push in the UK, taking on an army of partners, so that pretty soon even the smallest SMEs will be ‘automating’ their sales and marketing processes. It also means that a new breed of marketing automation whizzes is also hoovering up lots of content generation work. That’s their cross-sell as it were.
And to your average hard-pressed marketer the idea of fully integrated sales and marketing automation sounds incredibly seductive. “Now I can justify all of that spend on trade events, advertising, PR and content generation because I can link it all to those specific sales leads”. It is so because the system tells me it is so. It sounds like a win-win for everyone contributing to the process.

Here at Agility PR, we ought to be seeing a content generation bonanza on the strength of it. After all, Agility PR has been writing media-ready articles, blog posts, website content, case studies, and shooting video case studies, testimonials and tutorials for a range of technology-based businesses for more than 14 years. We are cautiously optimistic that the demand for content is going up generally because of the above.

But a more pressing consideration is that far too much is being spent on building these marketing automation machines and not nearly enough on building quality content to ensure return on all that recent investment.

Published: 2 October 2018

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Artificial Intelligence: Enemy of Job Security or Productivity Champion & Job Enhancer? https://agilitypr.co.uk/artificial-intelligence-enemy-of-job-security-or-productivity-champion-job-enhancer/ Tue, 02 Oct 2018 12:29:51 +0000 https://agilitypr.co.uk/dev/?p=1605 Artificial Intelligence: enemy of job security or productivity champion & job enhancer?

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Artificial Intelligence: enemy of job security or productivity champion & job enhancer?

“…with the great power of AI comes great responsibility to evolve roles and reskill employees for this brave new world. By implementing AI technologies simply to speed up business processes, companies risk driving away the very people needed to guide the machines and work alongside them to enable future growth.”
From Daugherty, Paul R & Wilson, H.L Human + Machine Reimagining Work in the Age of AI, published in Boston: Harvard Business Review Process

It’s very difficult to write about Artificial Intelligence (AI) or Machine Learning (ML) without appearing to be a profit of doom and certainly there are quite a few doom merchants linked to this topic out there already. Not least, the Bank of England whose chief economist Andy Haldane recently declared as many as 15m jobs will be made obsolete by AI within the next 35 years.

Haldane said automation posed a risk to almost half those employed in the UK and that this ‘third machine age’ would hollow out the labour market, widening the gap between rich and poor. The results of a Bank of England study, Haldane added, suggested that administrative, clerical and production tasks were most at threat.
If you’ve been sucked into reading these sorts of scare stories, it becomes difficult to get a perspective on the potential upside of AI, so I thought I’d take a closer look at this. Accenture’s Process Reimagined study of 1,000 businesses, as detailed in the above quoted book, provides strong views supporting the flip side of the argument. The book explains essentially that humans are needed to Lead, Improvise, Create and Judge ML outputs; whilst machines are great at transacting, predicting (based on analysis of masses of data), evolving and iterating (through ML). In other words, it becomes possible to get machines to not only speed up business processes but self-heal, self-adapt and self-optimise as they go…. if humans build the algorithms correctly of course.
What this report also indicates is that humans have a key role in making sure algorithmic decision-making is fair, safe and transparent or auditable. In other words, it’s humans that are not only going to need to design to algorithms to deliver reliable efficiencies and insights, but they will also be needed at the other end to sense check what the machines are doing and recommending.

It seems clear to me that we need lots of management-level people defining what work we want the algorithms to find out and what business processes we want them to support. We also need masses of data scientists to keep ML projects on track. What Accenture’s book also emphasises is the importance of using machine learning to augment people’s jobs, taking more of the grunt work out, delivering process efficiencies and providing actionable insights which humans can then use to make their jobs both more productive and interesting. The report makes it clear machine learning adoption needs to be designed to improve employee retention and job satisfaction, not undermine job security and drive talent away.
We certainly need human ingenuity to help machines turn ever larger amount of structured and unstructured data into actionable insights which can help businesses find and engage more prime prospects, sell more, increase wallet share, command greater customer loyalty, etc. etc.

One of the key benefits of ‘early AI’ was seen in ‘Recommender’ algorithms deployed with gusto by Amazon when it came through with the online retail revolution of ‘People who bought this (or what you are perusing) also bought these….’
These recommender algorithms are now in wide use by online retailers and they definitely encourage us to buy more because they enhance the user experience. They are particularly good for selling accessories to a man purchase. However, for AI to work for all organisations selling all manner of products and services, human employees must define the questions which need answering through turning masses of data into insights which are likely to lead to results. This requires leadership, vision, creativity ad judgement. Humans are needed to help steer through tightening personal data privacy laws and ensure machines are not unintentionally misleading customers or mis-selling products to them.

There has been a great deal of talk recently about using AI to create virtual digital assistants or ‘chatbots’ designed to personalise user experience – helping customers answer product or service queries; gather more knowledge about a product; or simply get a status update.

The latter is important for financial services where many products (e.g. pensions, life assurance, private medical insurance, home & contents cover, motor insurance etc.) need to be checked for a number of reasons i.e. claims status, cover levels, amounts saved, additional benefits.

Essentially, chatbots are already being designed to reduce the heavy workload of call centres and customer service departments. AI-backed chatbots are being designed to remove the more mundane queries from agents’ workloads; thereby giving call centre agents the more interesting and challenging work of deepening customer engagement, cross-selling complementary services, and the like.
The most public example of a pensions-linked chatbot in the UK was the Pension valuation ‘skill’ which Aviva launched earlier this year for its policy holders having gone public with its development programme for AI-enabled voice interaction device Amazon Echo in early 2017.

It’s even possible with ML to conceive of discovering patterns which can help predict certain incidents which could affect their customer profile (e.g. if someone is requesting a pension valuation for the first time in 20 years, it’s likely they are considering their decumulation options).

The theory is that dialogue between the customer and chatbots can be captured, ingested and added to a company’s customer profile, so that they can build up a richer understanding of your personal circumstances, financial priorities and lifestyle aspirations; using this increased intelligence to develop more personalised contextual engagement; building trust and loyalty without necessarily involving any humans at the provider end during this learning process.

The Bank of America has developed a financial management chatbot called Erica which builds up an understanding of it customers’ financial status and makes change recommendation based on an analysing your money movements. Its transaction searching capability has been particularly popular with customers using Erica. As the platform matures, it’s possible that the chatbot could offer options designed to improve customers’ cashflow management or avoid breaching overdraft levels for example.
In summary businesses launching AI-based services need to:
1. Make sure they know what questions they want to answer
2. Make sure the algorithms are delivering actionable insights
3. Start by using AI to improve business processes before going public with customer-facing chatbots and the like
4. Ensure it’s enhancing your employees’ jobs – not undermining them
5. Remember what humans offer and what machines do best – both have key roles in making life better for everyone including the customer over time.

 

Published: 2 October 2018

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New Agility PR Website Launch https://agilitypr.co.uk/new-agility-pr-website/ Mon, 01 Oct 2018 11:59:46 +0000 https://agilitypr.co.uk/dev/?p=998 Agility PR refreshes website to place stronger emphasis on its skills in B2B thought leadership campaigning for tech firms...

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Agility PR refreshes website to place stronger emphasis on its skills in B2B thought leadership campaigning for tech firms.

After a review of its own external communications working alongside digital marketing guru and management consultant Warren Knight, Agility PR has completed a six month refresh of its website, which goes live today.

Agility PR

As well as bringing the look and feel of the site bang up-to-date, the site has been re-written to showcase our core expertise: written and video thought leadership content creation and PR campaign construction.
The site also highlights the agency’s heightened focus on preparing content for marketing automation campaigning. Agility PR is working with an Infusionsoft partner agency Abundant Solutions to offer a one-stop shop to businesses that are struggling to make the transition from media-only PR campaigning to Media & Marketing Automation campaigning.

Miles Clayton, founder and MD at Agility PR explains:

“The great thing about learning your craft writing content worthy of securing lots of trade media coverage consistently over a 20 year period is that this same high skill bar can also be applied to creating powerful multimedia marketing automation mailers and campaigns which are capable of activating, engaging and qualifying prospects for tech firms. Digital marketing is maturing to such a level that integrated sales and marketing campaigns are finally possible and we want to help tech firms make that transition now.”

The new site also showcases the work it has recently completed for clients which highlight the common focus on producing high impact, high relevance content for tech firms selling products and services into a range of ‘domain knowledge-heavy’ markets including pensions, investments, insurance, automotive and healthcare.

 

Published: 1 October 2018

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Why do you need electronic key management https://agilitypr.co.uk/why-do-you-need-electronic-key-management/ Fri, 21 Sep 2018 16:42:41 +0000 https://agilitypr.co.uk/why-do-you-need-electronic-key-management/ The post Why do you need electronic key management appeared first on Agility PR.

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Chester Zoo rationalise, network and centralise its security operations https://agilitypr.co.uk/chester-zoo-rationalise-network-and-centralise-its-security-operations/ Fri, 21 Sep 2018 16:33:02 +0000 https://agilitypr.co.uk/chester-zoo-rationalise-network-and-centralise-its-security-operations/ The post Chester Zoo rationalise, network and centralise its security operations appeared first on Agility PR.

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Build Manager https://agilitypr.co.uk/build-manager/ Fri, 21 Sep 2018 16:33:01 +0000 https://agilitypr.co.uk/build-manager/ The post Build Manager appeared first on Agility PR.

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OneDeploy https://agilitypr.co.uk/onedeploy/ Fri, 21 Sep 2018 16:33:01 +0000 https://agilitypr.co.uk/onedeploy/ The post OneDeploy appeared first on Agility PR.

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“The only important macro-economic driver for business today is technology” – Nick Train https://agilitypr.co.uk/the-only-really-important-macro-economic-driver-for-businesses/ Tue, 18 Sep 2018 09:55:31 +0000 https://agilitypr.co.uk/dev/?p=1019 "The only important macro-economic driver for business today is technology" - Nick Train...

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“The only important macro-economic driver for business today is technology”
Nick Train

I’m paraphrasing a key point that one of the most impressive fund managers of our time, Nick Train , made in a video interview he gave to Gavin Lumsden, editor of Citywire, last month. His argument was that the only real ‘macro’ game in town in terms of reliably creating wealth is linked to clever application of technology.

By the same token, poorly-applied technology can undermine profitability and destroy balance sheets. Technology, and most notably over the last 25 years – the internet, can disrupt markets in a way in which products and services can be commoditised much faster than in the past. In the face of this, picking long-term wealth-generating winners has become much harder you would think.

However, Train who is renowned for his long-term, patient investing as well as top quartile fund performance over many years, indicated that the key protection against being ‘nibbled to death’ by the online retail giants (as another fund manager put it), is to build and maintain your brand with great care, diligence and consistency.
In Train’s focus area which is consumer products, the ‘secret sauce’ lies in product owners forming and nurturing ever-stronger and closer connections with their customers. Digital marketing in general makes that engagement easier and quicker to engender than was the case before. In short, we get more loyal (and become more valuable) to the brands we buy, faster than we used to.

That’s all very well, but surely the business to consumer world which Nick Train is watching like a hawk (his Finsbury Growth & Income Trust Plc has major holdings in Diageo, Burberry, Heineken and Unilever amongst others) cannot help us in the Business to Business communications world?

Au contraire. It’s becoming increasingly clear that the same rules apply in B2B comms, albeit on a smaller scale as most B2B firms are seeking engagement with no more than a few thousand customers and prospects rather than the millions of potential buyers of Heineken.
Careful, well-researched product or service definition and then consistent promotion of your product/service/proposition and the ethos of the company providing it, has never been more important to stand out from the crowd.

If you get this right it helps mitigate against new entrant disrupters ‘nibbling away’ at your market opportunity. It also helps you keep top of mind with the companies you want to work for, keeping you in the frame to solve the problems that you must know they are wrestling with.

Thoughtful engagement with the issues in the market you serve and a deep understanding of the pressures that your customers and prospects are under, is therefore the key to authentic and authoritative B2B communications. So, you are not only exposing your brand values, and product offerings, but also your ‘pools of expertise’, to the light.

The best way to expose your expertise in a digital age where everyone is fighting for attention, is to run well-planned, consistently executed Thought Leadership-based external communications campaigns which palpably link known and emerging industry challenges to your proposition, product family and company as a whole. Oh, and you need to do this across multiple digital as well as traditional channels not just via the trade media coverage today.

I’m so convinced about this that I’m practising what I breach by talking a lot more to clients and in this website about the power of Thought Leadership. Thought Leadership campaigns help you build a fortress around your customers, attract prospects towards you more quickly and should also act as the engine room of the content you are creating for your target media, website, marketing collateral library and marketing automation mailers as you make that transition. Content must be less knee jerk and more hardwired into real products and propositions, flowing out of campaign streams into multiple, multimedia channels.

Author: Miles Clayton

Published: 18 September 2018

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