Gender pay gap reporting has shone a light on gender pay equality, but how is pay in the B2B marketing sphere?
B2B Salary Survey highlights gender pay gap
The current national median pay gap is 18.4% and almost half of female marketers would be prepared to quit their job if their company had a higher pay gap.
That’s according to the B2B Marketing Salary Survey 2018, which found that more than a third (35%) would be likely to leave their role and 13% would be very likely. In comparison, just 17% would be either unlikely or very unlikely to move elsewhere.
While the average B2B marketing salary has risen 12% over the last year to £52,080, there has also been a rise in the difference between male and female pay in the sector. It now stands at £14,731, compared to £14,336 in 2017, B2B Marketing reported.
The publication’s deputy editor, Paul Snell, commented: “Firms will need to wake up to the depth of feeling that exists around this issue to avoid alienating a significant proportion of their workforce. It will be interesting to see if next year’s figures reflect any significant efforts by companies to address the impact of reporting.”
Tap into your emotions with your B2B ads
Marketers are increasingly being told that emotions are playing a bigger role in B2B decision making. If you’ve still not been won over by the power of emotive marketing, maybe new research from LinkedIn will sway you.
Its new infographic, shared by Demand Gen Report, revealed that buyers are 50% more likely make a purchase based on emotional rather than functional value.
The overwhelming majority (92%) of sample ads with the highest average quartile-stop studied by the professional networking site had one or more key emotional driver. What’s more, the research revealed that 83% with the highest click-through rate exhibited one or more emotional key driver, and 75% with the highest view count featured one or more emotional key driver.
To effectively engage with emotions through video ads, LinkedIn recommends using compelling music, opting for brand reinforcing colours, and telling an emotive story.
Rise in data breach complaints post-GDPR
It’s been some time since we last mentioned GDPR but, as time has now passed since its implementation, many are starting to look back at the first few months under the new rules.
As B2B Marketing discusses, the Information Commissioner’s Office (ICO) has seen a rise in the number of data breach complaints it has received since GDPR came into force.
In comparison to the same time last year, there has been a 160% increase in complaints received, with 6,281 recorded between May 25 and July 3 this year, versus 2,417 in the same period in 2017.
Principle commercial contracts at EMW Law, James Geary, told the publication: “We have seen many businesses are currently struggling to manage the burden created by the GDPR, whether or not an incident even needs to be reported.
“The reality of implementation may have taken many businesses by surprise. For example, emails represent one of the biggest challenges for GDPR compliance as failing to respond promptly to subject access requests or right to be forgotten requests could result in a fine. The more data a business has, the harder it is to respond quickly and in the correct compliant manner.”