Quatro novos projetos para conhecer de perto
Por: Rui Oliveira Marques, Meios & Publicidade
Meio: Meios & Publicidade (17 de dezembro 2021)
Fomos analisar quatro agências que chegaram ao mercado nos últimos meses.
O que as distingue? Que oportunidades de negócio
identificaram? Que novos modelos de organização adoptaram?
As especificidades da comunicação B2B
Chama-se Martech Digital e é o novo projecto de Ana Barros ex-sócia fundadora e directora executiva da OUTMarketing.
Apresenta-se como uma agência de marketing e comunicação focada em apoiar empresas que actuam no mercado B2B.
“O mercado B2B é feito de vendas complexas tipicamente com ciclos de vendas longos e, consequentemente com um custo de aquisição de cliente alto. Mais do que B2B ou B2C, estamos sempre a comunicar para uma pessoa, pelo que eu diria que estamos a falar de uma comunicação H2H (human-to-human)”, ilustra ao M&P Ana Barros, destacando que numa empresa existem vários interlocutores e decisores que importa impactar.
“Cada um é uma persona específica na organização com poder de decisão de compra ou influência e desafios de negócio diferentes, apesar de estarem na mesma organização. Ou seja, um CEO tem desafios de negócio diferentes comparativamente ao CIO, CFO ou COM. Logo, temos de adaptar a comunicação para cada uma destas personas”.
É este contexto que leva Ana Barros a sublinhar que desenvolver a comunicação de uma empresa B2B é diferente de uma empresa B2C, já que “as vendas são mais curtas e o poder de decisão está centralizado numa única persona. É necessário ter uma agência no mercado focada no B2B com know-how e experiência neste mercado, que saiba falar, não só a mesma linguagem, mas que conheça também os processos complexos de vendas inerentes ao mercado B2B”.
Desenvolvemos projectos desde a transformação digital da área de marketing, com base em metodologia inbound marketing e content marketing, como projectos focados na comunicação B2B destas empresas e toda a gestão, desenvolvimento e acompanhamento do brand awareness das marcas junto dos meios de comunicação social”.
A agência apresenta-se com vários pilares de actuação: área de customer success (gestão e acompanhamento dos projectos dos clientes); a área de assessoria de imprensa; área de content marketing; e área de social media. Existe ainda a Martech Academia, que dá formação corporativa a clientes.
“Temos também uma parceria estreita com a agência YourTrend, que é focada em social media e personal branding, área também muito importante para os CEO das empresas B2B”, completa Ana Barros, que se mantém como business manager da OUTMarketing Brasil.
Dicas de leitura
Link to Leaders- 1 dezembro, 2022
Link to Leaders- 1 novembro, 2022
Digitalks - 31 maio, 2021
Digitalks- 29 maio, 2023
30 thoughts on “Quatro novos projectos para conhecer de perto”
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