Whether it’s your cup of tea or not, British comedian John Cleese owes a small part of his fame to the phrase: “Don’t mention the war”. And I’m reminded of that phrase every time I hear a B2B marketing or communication department agonizing over what should or shouldn’t be said in the public arena.
Recently, while visiting one of our customers in the UK, I saw a fascinating sign on a building next door to the customer’s own offices. I was struck by the boldness of the claim – particularly given how unimpressive the sign’s visual idea and execution was. The effect, in my mind, was to create something academics call cognitive dissonance. And that’s a certain something many B2B companies do all too often.
SAP’s Mette Tang seemed relaxed and well-prepared as she addressed an expectant audience at one of our Think International seminars on November, 2014. In her role as Customer Experience Director for enterprise software giant SAP’s Customer Office EMEA, Mette is responsible for a customer loyalty program that leaves most other programs far behind in terms of maturity and sophistication. Her presentation was aimed at describing the SAP Listens program both as it is today and where things may lead in the future.
Choosing which channels to bet on is something that, quite literally, keeps many marketing and communication professionals awake at night. US-based Software Advice, an online marketing software broker with access to thousands of B2B buyers around the world, has recently published its annual B2B Demand Generation Benchmark report. The report surveyed 200 business-to-business (B2B) marketing professionals in order to understand which channels, offers, content types and technologies they were using to fuel their demand generation programs—and which they found most effective. Continue reading
While many business owners will argue over the fact that social media is better served for B2C companies, B2B companies can still take advantage of these platforms to connect with their customers, as well as take prospective customers and convert them into clients. It’s true that B2B may have a smaller audience to cater to on social media, but there are several ways to reach new audiences, one of which is by sponsoring social media contests. Continue reading
It’s three years since we last held a Think International event. Over the course of about four years, we held a series of these events in various venues around Copenhagen. They were well attended by B2B marketers and communicators from across corporate Denmark, and ever since the last one in 2011, people have been asking when we would start them up again. The time has come! Continue reading
What’s the purpose of B2B marketing? Ask the question of any attentive marketing student and they’re likely to reel off a description that somewhere, somehow, involves increasing demand for the company’s products. But marketing is also about managing demand, too, which may actually require reducing demand – or moving demand away from particular products in a company’s range. That said, it still seems counter-intuitive to create marketing or sales materials aimed at putting a dent in sales…
Company magazines continue to consume a significant proportion of many B2B marketing budgets. Understandably so, as magazines can be a great way to profile the company’s achievements, internally and externally. But many companies have a long way to go before their content can easily be found and consumed online – that is, read, watched, listened to, or clicked on. No wonder it’s easy to question the business case for a magazine. Is it worth applying so much time and budget to a magazine if its long-term reach and impact is limited? Continue reading
“If you always do what you always did, you will always get what you always got.” These magical words are usually attributed to someone famous – perhaps Einstein, Mark Twain or a long list of others depending on who you believe. In any case, there’s plenty of truth in the idea, I think you’ll agree.
I thought again of those words when I attended a seminar held by DABF (Danish-American Business Forum) and found the happy ending to a business fairytale I think of almost every time I see someone trying to go against the status quo in an organization. Continue reading
Marketing technology firm Software Advice has released a new report on online B2B buyer behavior, detailing business implications for inside sales professionals in 2014 and beyond. The folks at Software Advice run a highly tuned sales machine where fast phone followups are part of the model, so they know what they’re talking about when it comes to getting visitors to move down the conversion funnel. And for the hungry B2B marketer, there are a few pointers worth noticing.