From the course: B2B Marketing Foundations
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How to create integrated B2B marketing: An example
From the course: B2B Marketing Foundations
How to create integrated B2B marketing: An example
- This is a story about how Globe Bank International used both inbound and outbound marketing to acquire more small business customers. Globe Bank was founded in 1950 to serve small businesses and local communities in England. Over the years, they expanded to corporate, commercial, and investment banking services. However, when they shifted their focus to large international clients, their awareness dropped among small businesses. This was a problem, because at its core, Globe Bank wanted to retain its equity as a community bank servicing local small businesses. The good news is that they had relevant small business products, like business checking, loans, payment processing and credit. They just needed to make sure that people knew about these products, as well as their commitment to communities, such as real estate development and low interest disaster relief loans. So Globe Bank launched a new B2B marketing campaign…
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