BREAKING THROUGH: B2B MARKETING IN 2023

In your opinion, what are the most effective channels to ensure an aspiring B2B brand gains exposure and reaches its target audience?

TEREZA MELICHARKOVA: There are many different channels that when used effectively can gain significant exposure for your brand. The key is approaching them with a clearly defined strategy and making sure that your messaging is aligned across each one.

PETRA MARIA POOLA: There are some highly effective channels to ensure B2B brands gain exposure and reach their target audience. Industry publications play a vital role as they enable you to engage with your market by providing expert insights, which can significantly increase your brand’s visibility.

OLEKSANDRA PANCHENKO: I think the answer to this question largely depends on what your company is aiming to achieve. You should always be tailoring your marketing strategy and the channels you choose to use based on the specific results you want to see within a certain period. Generally speaking, I think the best channel for B2B companies to use is LinkedIn.

ANNA McCHESNEY: Your brand is one of the most important assets you possess to drive and differentiate your business. From a B2B perspective, we see brands in the igaming space use multiple tools and channels, from events and conferences to content marketing like blogs and videos, where a brand can tell a compelling story.

DOROTA GRUSZKA: I believe shows, exhibitions and sponsorships all provide opportunities to showcase your brand and connect with potential partners. Partnering with popular streamers and influencers in the igaming community can also yield fantastic results.

With so many companies offering similar solutions and services to clients, how do you go about differentiating your brand from the rest of the competition?

TM: Every company aims to be as innovative and unique as possible, so we know it’s easier said than done to truly stand out. At Swintt we always try to come up with fun, interactive campaigns that encourage customers and partners to join in.

PMP: Standing out from the competition can be a challenge in a marketplace flooded with similar solutions and services. Therefore, it’s crucial not only to differentiate your brand, but to communicate this differentiation effectively.

ALEX WILSON: Microgaming occupies a unique position in the marketplace in that the company services a purposefully curated set of customers aligned with our vision, which immediately differentiates us from other companies. One of our priority audience groups is jurisdictional regulators, as ensuring they understand our offering helps us secure licences across a number of regulated markets.

OP: I strongly believe Betbazar is something quite unique in the industry, and that market differentiation is already there for all to see. As a B2B worldwide igaming marketplace, our goal is to connect creators with buyers and accelerate their growth through
best-in-class products.

AMcC: It’s becoming increasingly more crowded in the marketplace and you only have to look at the number of game content developers to see how competitive the igaming space is now. A strong and powerful brand identity is crucial, as is providing a great customer experience.

DG: Differentiation in the market can be established by consistently delivering innovative and diverse gaming experiences, actively engaging with your partners and effectively communicating your unique value proposition.

How would you say B2B marketing has evolved in recent years?

TM: B2B marketing has evolved extremely quickly since the day I joined the industry. This has mainly come down to the increasing level of competition. We’re seeing a lot of smaller companies come up with more creative and cost-effective marketing strategies.

PMP: The igaming marketing for B2B has experienced significant evolution in recent years. On one hand, there is a wider array of channels and creative strategies available for companies to experiment with. The digital landscape has expanded, especially after Covid, offering platforms such as social media and influencer marketing.

OP: B2B marketing has evolved in recent years. But I think the main point remains how you use all of the available channels and strategies effectively, rather than just focusing on what’s the current “in” thing.

AMcC: There has, of course, been a shift towards digital marketing and the use of data to develop tailored marketing strategies, many of which are cost-effective tools for newer brands and startups. But every industry will have its nuances and has to determine the right spend allocation and channel mix suitable to their brand and consumers.

DG: The world has experienced transformative changes in recent years and this has had a direct impact on marketing approaches. In such a competitive landscape, it has become crucial to adapt and leverage the plethora of available marketing channels and strategies.

How important do you think it is for B2B brands to regularly contribute to roundtable discussions like these, industry newsletters and other thought leadership pieces?

TM: We want to be seen as the experts in the industry. The best way to do that is to regularly air our views through the thought-provoking pieces that appear in B2B media. Roundtables are an amazing opportunity for us to not only share our opinions on a wide range of the industry’s current hot topics, but also to learn the views of our igaming peers based on their own experiences.

PMP: Contributing to roundtable discussions, industry newsletters and thought leadership pieces holds immense importance for B2B brands. By sharing insights, participating in discussions and contributing valuable content, you establish yourself as a trusted authority in your field.

AW: We’ll always put Microgaming’s name to expertly curated pieces on topics that strike a chord with us, or where we can impart our knowledge under the premise that it will provide clarity on the space we occupy. We’re lucky enough to be led by a team of top minds with both insight and personality in their arsenals, so why not tap into that?

OP: Any communication that enables brands to share their experience and expertise on a subject always gets my vote – and whether it’s quality, professional communication in general or the insight that can be provided by individual company members, it all helps with brand awareness.

AMcC: Having a voice in the industry and being a thought leader provides a brand with credibility. Whether it be a piece reflecting on the latest cyber threat or the quarterly DDoS stats that we share, it’s our responsibility to ensure our customers and the market is aware of the huge risks facing the industry.

DG: These platforms allow you to gain insights, engage in meaningful discussions and showcase your expertise within the industry. But beyond the knowledge-sharing aspect, they offer great exposure for a brand. When industry leaders collaborate and provide their insights on a particular topic, these articles tend to carry more weight.