The Sauce – 24/09/2024

Welcome to ‘The Sauce’ – your weekly dollop of marketing news.

By Ashleigh Morris, our Content and Comms Lead.

Welcome to ‘The Sauce’ – your free-to-access weekly newsletter for all of the latest marketing and brand news that you need to know.

This week we look at the expectations of B2B buyers, reveal some shocking stats about marketing creative, and look at BBC Children in Need’s latest collab.

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Over Half of B2B Buyers Willing to Switch Due to Poor Digital Experience

B2B buyers are demanding ‘seamless omnichannel’ experiences, with more than half willing to switch suppliers if they have a poor-quality digital experience, shows research from McKinsey and Co. The research is part of the latest B2B Pulse Survey, with responses from nearly 4,000 B2B decision-makers.

It also showed that buyers now use 10 or more distinct channels to interact with suppliers (up from 5 in 2016), with a third preferring in-person interactions, a third preferring remote comms, and a final third choosing digital self-serve options.

The research underlines the rapid transformation and integration of digital technologies to the B2B journey amidst years of economic uncertainty.

It highlights the importance of B2B companies embracing technology and adopting a seamless digital journey while also retaining in-person options for those who prefer face-to-face interactions.

It highlights the importance of embracing technology while also retaining in-person options.

64% of Marketers Don’t Believe Their Company Can ‘Consistently Deliver Ground-breaking Ideas’

Does your business deliver quality creative? 64% of marketers don’t believe their company has the right tools and capabilities to ‘consistently deliver ground-breaking ideas’. This research comes from the latest white paper from WARC and the Association of National Advertisers, ‘Building belief: What it takes to instil a culture of creative effectiveness’.

The research also highlighted a disconnect in communication regarding marketing effectiveness, with less than half of marketers surveyed saying their C-suite colleagues understand marketing KPIs.

Perhaps this isn’t surprising – many marketing teams and budgets are stretched to the maximum amid the fluctuating market conditions of the past few years.

*Warning – cheeky sales pitch incoming!* Need help with your marketing creative or strategy (including setting tangible KPIs)? Contact our Strategy Director James Keith on james@awesomesaucemarketing.co.uk to discuss how we could help.

Perhaps this isn’t surprising – many marketing teams and budgets are stretched to the max.

Pudsey Rocks in Latest Children in Need Collab

And finally, our favourite campaign of the week is from BBC Children in Need, and their partnership with George at Asda for this year’s official T-shirt, designed by Tom and Giovanna Fletcher.

The ‘Pudsey Rocks’ campaign pays tribute to history and is inspired by the Fletchers’ love of music. We love the bold design, and the wholesome Fletcher family are the perfect choice to front this campaign and raise money for this important cause.

Get yours quick before they sell out!

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Contact us on hello@awesomesaucemarketing.co.uk to find out how we can support your business with a client-centred marketing approach.

You can check out previous editions of ‘The Sauce’ here.

Brought to you by Awesomesauce Marketing – a full-service marketing agency serving UK and international clients.