A Short History of Terrible B2B Marketing is an interactive web project, exploring the history of digital marketing. As well as taking the reader on a humorous journey through the key moments (and clangers) of marketing in the nineties, noughties and teens, the project also showcases Octopus Group’s design, digital and content skills, while generating new leads for the business.
We wanted to promote our capabilities across digital design, user experience, and writing for digital platforms. Our intention was to create a brave and unique asset to generate more leads for our growing creative and digital teams. The end result is a distinctive digital experience which educates and entertains the viewer, while prompting the reader to download eGuides and read Octopus Group blog content. It showcases just how far Octopus Group has come from its origins as a single PR consultancy, drawing on talent from around the business to highlight what can be achieved with our Brand To Sales™ methodology.
However, it wasn’t simply a case of showcasing what we could do for our own lead generation efforts. We also felt this project would inspire clients to pursue similar projects with us. In our experience, customers are reluctant to take a risk and break away from the norm – particularly in the B2B technology space. Although many are extremely interested in more innovative creative projects, it’s often too difficult to justify the risk/spend without knowing what the returns will be. So, as well as demonstrating our ability to carry out this sort of work, we’re also showing clients what they could achieve with modern digital content.
The fantastic results mean we can confidently sell in projects like this to clients. From its launch in late October, the digital project has generated 3455 page views and 3016 unique views, with an average time on page of four minutes. It has also generated 277 Octopus Group eGuide downloads, with a pipeline contribution to date of over £250,000. We are delighted to have received excellent feedback from our fellow creatives in the B2B space and beyond.