B2B Marketing: Memes, Everyone? (Part 2)

Examples of Memes

Photo Memes

Pictures of different people imitating a trendy/familiar position or action. In the sample images below, you can see people doing poses such as planking, owling, Hadoukening (base from the manga and anime Dragon Ball), Vadering (base from a book and movie series character, Darth Vader), Pottering (base from a book and movie series character, Harry Potter) and Mary Poppins-ing (base from the movie and book series character, Mary Poppins).

B2B Marketing: Memes, Everyone? (Part 2)

Video Memes

Imitating a mainstream footage or extracting a part of it and then altering or putting a twist on it (e.g. dubbing it or changing the subtitles). Video memes are typically manifested  through  mini-animations or video clips such as gif. The sample gif below is a scene from Disney’s, Mulan.

B2B Marketing: Memes, Everyone? (Part 2)

Image or Macro Memes

If photo memes involve different people doing a trendy/familiar position or action, image or macro memes are familiar images (photo or cartoon) with different captions. The sample images below are of some of the most popular image memes used in the Interner (Top left and right: Condescending Wonka and One Does Not Simply, Middle left and right: Grumpy Cat and Futurama Fry, Bottom left and right: Most Interesting Man in the World and Philosoraptor).

B2B Marketing: Memes, Everyone? (Part 2)

Word Memes

Good examples of a word meme are Twitter and Instagram hashtags. A hashtag is a word or phrase written after a pound sign (#). If a lot of people use this hashtag, it can be ranked as “trending” in the social media platform it is posted. People can add their own twist on existing ones and can make their own wherever and whenever. Below are examples of hashtags with “business” as the theme.

B2B Marketing: Memes, Everyone? (Part 2)

B2B Marketing: Memes, Everyone? (Part 1)

B2B Marketing: Memes, Everyone? (Part 1)

What is a Meme?

The term “meme” was coined by Richard Dawkins in his 1976 book, The Selfish Gene. According to him, meme is a package of cultural concepts like regional sayings, fashion styles, and architectural trends. These phrases, styles, trends, concepts, and behaviors can be imitated and spread out to other cultures from the source. They aren’t bound by geographical location or cultural diversities and may alter over time to better suit particular types of users or local environments.

Today, memes are known as concepts, behaviors or ideas that spread on the Internet (Also called viral). It can take the form of stories, a simple word or phrase (e.g. an intentional misspelling), images, videos, audio, link, hashtag, an entire website—or a mixture of these—with the ultimate purpose of providing engaging messages to people around the world.

Memes in B2B Marketing and its Benefits

Memes are so rampant online and can be amazingly effective in PR and marketing that lots of marketers have made the move by including them into their digital marketing strategies. It was reported that B2B businesses who have tried engaging their existing and prospective business clients using a meme and then tying it back to a particular offer/promotion have been rewarded with an increase in engagement and lead generation. Other benefits of using memes include higher reach of new audiences, boost brand awareness and loyalty, attracts traffic, like, share comments, etc.—building strong social media presence and establish a connection in a real, emotional level with people. Moreover, memes are easy and cheap to create. Websites like memegenerator.net allow you to create one by choosing from popular memes and then customizing the text or you can upload a new one. They’re also popular. Infusing a stale or stagnant marketing strategy or your brand into these trending content can do wonders.

B2B Marketing: What Will Your Brand Archetype Be? (Part 6)

B2B Marketing: What Will Your Brand Archetype Be? (Part 1)

The Regular Guy or Gal

Is an ego archetype and grouped under the “social” cardinal orientation. This archetype is also known as the good old boy, everyman, person next door, realist, working stiff,  solid citizen, good neighbor, the silent majority, advocate, everyperson, networker, and servant. They believe that “All men and women are created equal.” Down to earth, supportive, faithful, folksy, friendly, empathetic, reliable, realistic and unpretentious figure. They want to form a bond of connection to others in order to belong and fit in. They fear standing out or looking like they’re putting on airs and be rejected or left out as a result. Their weak attributes are they are easily swayed and are prone to losing themselves or having a distinctive identity in an effort to blend in or for the sake of superficial connections.

The regular guy or gal archetype is manifested in solid businesses with a down-home organizational culture. They give off that feeling of belongingness to their customers and craft their messages about the beauty in simple things and daily life. Moreover, their products or services are usually of everyday functionality. Brands that embrace this archetype are IKEA, Home Depot, eBay, Wendy’s, Gap and Trader Joe’s.

The Ruler

Self archetype and placed as “order” in  the cardinal orientation. Other names include the boss, leader, aristocrat, king, queen, politician, guardian, patriarch, judge, role model, manager or administrator. The ruler’s dictum is “Power isn’t everything, it’s the only thing.” Rulers are known for being a leader, is confident,  responsible, fair and organized. They are determined to take control, to establish order from chaos and dreams of creating a prosperous, successful family, company, or community. Given their strict adherence to order and being a leader, they fear chaos and being overthrown. In addition, they have authoritarian tendencies, can be bossy, rigid, controlling, entitled, unable to delegate, out of touch with reality and lack a common connection with others.

Businesses who take on the ruler brand archetype are those who speak authoritatively and declare themselves as the leader in their field. Their brands promise of power and security (i.e. exclusiveness and status growth, lifetime guarantee offers, empower people to sustain or enhances their grip on power, regulatory or protective function, organization and a sense of security and stability in a chaotic world and etc.) Brands who do good a job in exemplifying this archetype are IBM, Microsoft, Barclays, Mercedes-Benz, American Express and Rolex.

The Sage

The last but not the least of the 12 classic master archetypes. The sage is a self archetype that has “order” as a cardinal orientation. Other labels include expert, scholar, detective, advisor, thinker, philosopher, academic, researcher, planner, professional, mentor, teacher, contemplative, translator, engineer and scientist. A sage’s motto is “The truth will set you free”. They’re known for being wise, knowledgeable, a trusted source of information, thoughtful, analytical, articulate, open-minded and skeptic. They hunger for the discovery of truth and intend to use intelligence and analysis to understand the world. A sage’s trepidation is ignorance, deceiving and being deceived. Their flaws are they could be overly contemplative, too opinionated, pedantic, cold, self-absorbed, intolerant of other ideas than their own and can study issues forever and never act.

Businesses who adopt the sage as their brand archetype usually market their knowledge about a particular area (prevalent in the B2B enterprise). That is, they provide expertise or information to customers, and encourage them to think. They can also be into new scientific findings or esoteric knowledge and their content is generally supported by research-based facts. Thus, using a higher level of vocabulary and symbolic imagery. Brand examples are BBC, PBS, Google, CNN, and Gallup.

Your product and services alone can’t recount a convincing story. Putting in a character to your brand makes a difference. It allows you to clearly establish the role you want your brand to portray in people’s lives. Moreover, make them understand who your brand is and what does it stands for. If archetypes can be timeless and can encompass cultures and geographical location, what’s stopping your brand from living out like that?

B2B Marketing: What Will Your Brand Archetype Be? (Part 5)

B2B Marketing: What Will Your Brand Archetype Be? (Part 1)

The Lover

A soul archetype and has a “social” cardinal orientation. Also known as the partner, friend, intimate, enthusiast, sensualist, spouse, team-builder, companion, matchmaker, hedonist and romantic. Its mantra says “You’re the only one.” The lover is a figure that is passionate, sensual, intimate, romantic, warm, committed, idealistic and appreciative. They yearn for intimacy and sensual pleasure and wishes to be in a relationship with the people, the work, the experience and the surroundings they love. As an epitome of love and intimacy, they fear to be alone, to be a wallflower, to be unwanted and unloved. They are susceptible to losing their identity as they are the type that does anything and everything to attract and please others. They can be shallow and obsessive.

Businesses with the lover brand archetype display themselves as glamorous, with an emphasis on sensual pleasure and building relationships (i.e. creating intimacy, inspiring love, giving off the vibe of being appreciated and belongingness). Victoria’s Secret, Godiva, Marie Claire, Reeses and Chanel are brand examples of this archetype.

The Magician

The magician is a self archetype and is categorized under the “ego” cardinal orientation. Also go by the names the catalyst, charismatic leader, medicine man, alchemist, mentor, and shaman. “I make things happen.” is their chant. They are intelligent, visionary, charismatic, imaginative, idealistic, spiritual and driven. They’re great in finding win-win solutions and make the complex appear simple; That sometimes, their ability can be considered supernatural. They are powered by their desire to understand the fundamental laws of how the world or universe works, and it is their ultimate goal to make their dreams come true and create something special. Unforeseen negative consequences of their exploration agitate them. They are likely to be manipulative, dishonest and detached from reality.

Businesses that wears the magician’s hat build up themselves as the gateway to transformative, expansive knowledge and experience, that is, promise to transform their customers or present a transformative product or service. Brand embodying this archetype are Disney, Apple, Axe, Xbox and TED.

The Outlaw

A soul archetype whose cardinal orientation is “freedom.” The outlaw is also called rebel, revolutionary, wild man, the misfit, activist, gambler, maverick, and reformer. Fittingly believed in the expression “Rules are made to be broken.” They are free-spirited, brave, iconoclastic, wild, catalysts, outrageous, rule breakers and fights for radical freedom. They are driven by desires of revenge or revolution and intends to destroy what is not working (for them or the society). Being powerless, ineffectual and trivialized apprehend them and are inclined to go over to the dark side, be destructive, out of control and nihilistic.

Businesses who takes on this archetype promote themselves as an agent of change, advocate for the disenfranchised and either help retain values that are threatened by emerging ones or pose themselves as an alternative to the mainstream. They break with industry conventions and allow people to do so. Brands wearing rebel well are Harley Davidson, Diesel, Virgin, and Betabrand.

B2B Marketing: What Will Your Brand Archetype Be? (Part 4)

B2B Marketing: What Will Your Brand Archetype Be? (Part 1)

The Hero

With the ego as its type and as well as its cardinal orientation, hero is an archetype also known as the warrior, crusader, rescuer, superhero, soldier, dragon slayer, winner, team player, athlete, and liberator. This figure believes in the saying “Where there’s a will, there’s a way.” and possesses a courageous, honorable, strong, confident, inspirational, competent, disciplined and determined nature. This archetype is powered by the desire to prove his worth by doing courageous and arduous acts and achieve the ultimate end of using mastery in a way that would improve the world. They’re fearful of cowardice, being weak and vulnerable. They are inclined to arrogance, aloofness, belligerence and ruthlessness.

This archetype is evident in businesses who submit themselves as high quality and superior to their competition. They thrive on making a positive mark to the world through inventions or innovations, solve major problems and enable/inspire others to do so. Brands with the hero archetype declare triumph. Anti-virus software brands, Adidas, FedEx, BMW and  Duracell are examples of the hero brand archetype.

The Innocent

Belongs to the ego type with “order” as its cardinal orientation. Also called the utopian, traditionalist, naive, mystic, saint, romantic, dreamer, child, and idealist. “We are young and free.”, is the innocent’s motto. They’re like the epitome of a child; strives to be good, is young and pure, trusting, spontaneous, optimistic, simple, moral, romantic, loyal and dependent. They want to experience paradise and just wanted to be happy. They fear punishments the most, and because of their innocence, they tend to be naive or boring.

Businesses who assumes the innocent archetype exhibits qualities such as purity, simplicity, goodness and reliability and mostly incorporate nostalgic themes and natural and unfussy imagery. The good examples of this innocent brand archetype are Dove, Coca-Cola, Ben & Jerry’s, McDonald’s and Charmin.

The Jester

A self type with a “freedom” cardinal orientation. The Jester is also known as the fool, trickster, joker, practical joker, comedian, clown, entertainer, provocateur, and shapeshifter. They believed and lived by the motto “You only live once.” They are joyful, fun-loving, full of sense of humor, light-hearted, mischievous and energetic. They want to live in the moment full of enjoyment and aspires to have a great time and bring joy to the world. Given their nature, they ‘re likely to be impulsive, irreverent, frivolous and waste time. They are anxious about boredom and being seen as boring.

Most noticeable among businesses who targets younger people. The jester brand archetype makes use of outrageous imagery, fondly teases customers frequently and help people have a good time. They want to express themselves as a brand that can make people live their lives easier and more bearable by providing them with joy. Skittles, M & M, Cadbury, Taco Bell, Motley Fool and Old Spice.

B2B Marketing: What Will Your Brand Archetype Be? (Part 3)

B2B Marketing: What Will Your Brand Archetype Be? (Part 1)The Caregiver

Under the ego type with “social” as cardinal orientation. Also known as the saint, altruist, parent, helper, supporter, angel, guardian, Samaritan, and healer. A caregiver’s motto is “Love your neighbor as yourself.” Its characteristics are often associated with maternal roles; caring, nurturing, devoted, selfless, generous and compassionate. A caregiver’s goal is to help and is driven by their need to protect and care for others. They fear selfishness and ingratitude. Their weakness involves being prone to martyrdom, being taken for granted and exploited and can display masochistic, manipulative, and codependent tendencies.

This archetype is manifested by businesses who have a ‘social’ and ‘caring’ element at their core. They offer security and support to their customers. Their brands are presented as someone you can trust because they care and empathize. Johnson & Johnson, Campbell’s, TOMS shoes, Heinz, Allstate Insurance are good examples of a caregiver brand archetype.

The Creator

A soul type and under the cardinal orientation “ego.” Other names include the artist, inventor, innovator, musician, writer, dreamer, builder, muse, musician, writer, dreamer, entrepreneur, storyteller, and visionary. This archetype lived by the motto “If you can imagine it, it can be done.” They are creative, imaginative, artistic, expressive, innovative and non-conformist. They’re driven to create things of enduring value with the ultimate goal of giving form to a vision. Mediocrity is their fear, and their weakness is that they can be so much of a perfectionist, narcissistic and can be impractical.

This archetype is distinct in businesses who fosters imaginative and artistic endeavors and put forward self-expression (e.g. differentiate from “do-it-all” brands that leave little room for the imagination and use “do-it-yourself and save money” approach). Businesses who have a creator brand archetype empowers and prize its customers as much as it can express itself using its products. Brand examples of this archetype are Lego, Adobe, Etsy, Crayola, and Movado.

The Explorer

Is a soul type with a cardinal orientation of “freedom.” Alternate names are the seeker, iconoclast, wanderer, individualist, pilgrim, adventurer, generalist and pioneer. “Don’t fence me in.” is its motto. This archetype’s traits are independent, curious, adventurous, brave, ambitious, authentic and restless. Their core desire is to define their selves by exploring the world with freedom and is aiming to find fulfillment through discovery and new experiences. They are afraid of getting trapped, conformity, and inner emptiness. Their weak points are they’re susceptible to aimless wandering and becoming a misfit.

This archetype is apparent to businesses who promote themselves as a means to helping others be free in expressing their individuality and experience the new and unknown. Their brands prompt people to challenge themselves to discover the explorer within their selves. Examples of the brands which embody this archetype are North Face, National Geographic Channel, Patagonia, REI, and Jeep.

B2B Marketing: What Will Your Brand Archetype Be? (Part 2)

Introducing the Archetypes

There are a countless number of archetypes. However, let’s zero in on the 12 classic master archetypes.

These 12 represents the fundamental human motivations. Each type consists set of values, meanings and personality traits. Moreover, they are classified into three sets of four, that is, Ego, Soul, and Self. The types in each set share a prevalent driving source, for instance, types within the Ego set are compelled to fulfill ego-defined agendas.

B2B Marketing: What Will Your Brand Archetype Be? (Part 2)

These 12 archetypes are also grouped according to four cardinal orientations: freedom, ego, social, order.

B2B Marketing: What Will Your Brand Archetype Be? (Part 2)

This is a variation on the three categories of types mentioned above. While all the types within the Ego, Soul, and Self sets share the same driving source, the types consisting the four orienting groups have different source drives but the similar motivating orientation. For example, the Caregiver is powered by the need to satisfy ego agendas through providing the needs of others, which is a social orientation. While the Hero, which is also powered by the need to satisfy ego agendas, do so by doing brave actions that demonstrate self-worth. These groupings help in comprehending the motivational and self-perceptual dynamics of each type.

The majority of people have some archetypes at play in their personality construct, but there is that one archetype that is bound to dominate the personality in general. Knowing which archetypes are at play in oneself and in the others helps in gaining personal insight into behaviors and motivations.

These notion of the archetypes and collective unconscious started by Jung in 1919 appears to have a great merit. Margaret Mark and Carol S. Pearson expounded its applications to consumer marketing and product and service branding in their book, The Hero and the Outlaw (2001).

B2B Marketing: What Will Your Brand Archetype Be? (Part 1)

B2B Marketing: What Will Your Brand Archetype Be? (Part 1)

What is an Archetype?

The term “archetype” comes from the Greek words archein, which means “original or old”; and typos, which means “pattern, model or type.” The combined meaning is an “original pattern” of which all other similar persons, objects, or concepts are derived, copied, modeled, or emulated. Carl Gustav Jung, a Swiss psychiatrist, and psychotherapist coined the term. He used this notion of archetype in his theory of the human psyche. He is convinced that the universal, classic characters—archetypes—usually materializes in mythology, sacred texts, folklore, art and popular culture, inhabited inside the collective unconscious of people the world over. According to Jung, archetypes were ‘pieces of life itself.’ They stand as the central human motifs of our experience as we change and as a result, they stimulate deep emotions.

Why used it in your Branding?

Brands are being processed by the human mind the same way it regards individuals. That is, in our mind, brands are far beyond the logos, colors or catchphrases. We assess brands in a similar manner that we assess individuals: Do we like them? Will we believe them? Will they give us what we require?

Correspondingly, archetypes flawlessly sum up all those things that make a brand human: their identity, their motivation, their qualities, what is important to them. So if you can work out a brand archetype that can amplify such and trigger emotional prompts, building both great brand and connection isn’t impossible.

Brand Archetype in B2B Marketing

Archetypes were principally used in the B2C sector. However, it is now increasingly used in the typically product or service-centered messaging B2B sector (Typical as it is, B2B marketers still have a hard time making a connection with this kind of messaging). The inclusion of a character to the stories already conveyed, builds on the emotional depth that B2B marketing may be lacking. Messaging formed using an archetype as the core for its tone is more compelling.  It relates a well-known point of view to a story that already exists. The outcome is a more consistent messaging and differentiation in position.

Regulations in Telemarketing You Should Know

Regulations in Telemarketing You Should KnowThe idea of calling to sell services or products might be an easy job for some people who does not know the workings behind telemarketing, but to telemarketers, it is not just ‘call all you can’ or ‘call till you drop’ to get leads. They have to be wary of certain restrictions and rules before engaging in a conversation. By being aware of this, both callers and customers can carry out their rights, and a spontaneous contract is automatically produced. This contract is called “Unsolicited Consumer Agreements.”

It is stipulated there that a telemarketing sale is unsolicited if:

  • Caller called consumer without an invitation
  • There is an agreement whose worth is unknown.

In lieu to this unsolicited telemarketing calls, a caller must abide by particular protocols. These protocols which callers should strictly follow revolve on:

The Contact Hours – On weekdays, callers are only allowed to contact customers after 9 am and before 8 pm. While on Saturdays, callers are only allowed to contact customers after 9 am and before 5 pm. Whereas, NO calls shall be made on Sundays and holidays.

The Disclosure – This pertains to what a caller should say. The caller must introduce her or his business name, directly clarify the intention of the call and inform the customer his or her cooling-off rights.

The Contract – In the case of an agreement between a telemarketer and customer, a written copy or a copy sent online must be given to the latter by the former accordingly. The customer should receive it within five business days or (or longer if customer concedes). The contract must be in plain language, legible and clear and must be signed by both parties. Moreover, it should be stipulated in the contract the termination process (cooling-off rights), the full terms of the agreement, the total price payable or how this will be computed, any postal or delivery charges and contact details.

The Cooling-off Period – By the law, a customer has the right to rethink about the contract (Unsolicited Consumer Agreement) in 10 business days. The commencement of these business days is marked at the time the customer received the contract. Within this mentioned period, a customer can cancel without penalty. This cooling-off period can be extended up to 6 months if there is a failure on:

  • The provision of the information about the cooling-off period; or
  • The compliance of requirements for Unsolicited Consumer Agreements (such as failing to issue a copy of the agreement, not including necessary information in the agreement, or providing goods or services during the cooling-off period).

The Feeding of Information – Customer, should be consistently supplied with relevant information regarding the provided services or products.

It does not do good to be lenient in following these regulations. Remember that in any telemarketing industry; those mentioned above must be observed to operate legally.

B2B Lead Scoring System: Bridging the Gap Between Marketing and Sales

B2B Lead Scoring System: Bridging the Gap Between Marketing and Sales

        Arguments between the marketing and sales team often surface in any given business. Whether it’s B2C or B2B, you can’t have missed that patented complaint of the sales teams not reaching their quotas because of the poor lead quality and the usual counterargument of the marketing team that the sales did not just make a decent attempt on closing the leads. When this frequently happens to your business, you might just roll your eyes out because you’re getting used to it and settle on believing that it will eventually pass. Don’t. According to SiriusDecisions, a leading global B2B research and advisory firm, B2B organizations with tightly aligned marketing and sales achieved 24% faster revenue growth and 27% faster profit growth over a three-year period. You’re far from achieving these benefits if you continuously take this ‘seem to be trivial clash’ between marketing and sales as inevitable.

         One way to start building a good foundation for your marketing and sales team is through your B2B lead scoring system. A B2B lead scoring system allows these two to be on the same page when it comes to lead definition, quality, and quantity. Sales can communicate those leads that actually displays the intention of purchasing. With this, marketing can produce content, programs and efforts mainly focused on those groups. Furthermore, this gives them the chance to closely and constantly work together as meetings should be frequent to discuss the status quo and whether to determine if the B2B lead scores require changes and upgrades.

        When there is a strong, precise B2B lead scoring system and if this is maintained, marketing will be boosted as there will be an in-depth comprehension on what makes a quality lead. Moreover, you’ll be able to identify your top performing marketing channels, campaigns, and content and exploit them to generate hot leads. This will be followed by an increase in sales as those leads who are viable for conversion are generated and prioritized. As initially mentioned, this is only the case if there is an efficient and sustained B2B lead scoring system. Have it the other way around, and the relationship between your marketing and sales bears the brunt.