It seems like new cellphones and gadgets are released every day. There are many obvious technology solutions used by B2B companies today, like cellphones, computers, and software. Where will 2014 take us? Maybe it’ll be smart watches.
This year, we saw Samsung come out with the first viable smart watch for consumers, but it really wasn’t very popular. Samsung priced the smart watch at USD 300. Most people spend less on their cellphones. So why would they spend this on what is essentially a smart phone supplement? Continue reading
With exhibits to design and logistics to plan, it’s easy to see why so many trade show marketers neglect social media. Budgetary concerns and tough sales targets make it easy to write off social media marketing as an ‘optional extra’ for a trade show.
Social media and trade shows, however, can work together very well. With the right strategy, the right tactics, and the right best practices, your business can turn every trade show into a lucrative sales opportunity using social media marketing. Continue reading
Content Marketing. It’s a phrase you’ve heard. It’s a phrase you’ve probably seen in action today. A marketing technique that involves the creation and distribution of valuable content to engage with a target audience.
That’s the textbook answer. But what does it mean?
B2B companies have had mixed experiences with blogs. In fact, we’ve seen countless blog deaths among our B2B clients. These unfortunate blogs were usually started by enthusiastic marketing departments keen to display a vibrant corporate culture—a more human side of the company—to stakeholders in an attempt to build trust and engagement. That’s a great aim, but there are many challenges and pitfalls Continue reading
Youtube released this great video a while back announcing its users now upload 60 hours of footage per minute and watch more than 4bn videos each day. With this much content being uploaded constantly, one could be forgiven for assuming that none of it gets watched, but it has been revealed that individual videos on Youtube are viewed on average 300-400 times. In this post, we examine the importance of Youtube for video content marketing projects and some of the things to keep in mind when using it. Continue reading
The United States is a more culturally diverse nation than it’s ever been before. Together, cultural minorities comprise nearly half of our overall population: 56 million Americans are Hispanic, 34 million are black, 20 million are of Asian descent, and 45 million have roots either in the Middle East or Eastern Europe. The numbers are growing daily.
For businesses, these figures are tremendously important. If your communications strategy is culturally homogenous, you run the risk of alienating a large share of your audience. But it’s challenging to run a campaign that resonates with people from different cultural backgrounds. Continue reading
I visit a lot of B2B companies in my work as a marketing advisor. Frankly, they don’t all leave a lasting impression. So, when I recently had the opportunity to visit a manufacturer by the name of Struers in an outlying area of Copenhagen, I wasn’t expecting to encounter anything other than yet another clean and tidy office building with an industrial feel to it.
As it turned out, I was quite wrong. And it was the company’s special take on “brand architecture” that really said it all.
My colleagues and I were recently thrown a challenge by one of our clients to identify and describe its key stakeholder personas in half a day. On first thought, and despite our in-depth knowledge of the company and its industry (offshore engineering services), it seemed an impossible task, especially because the company has several business areas and various customer types within each of those business areas. But always up for a challenge, my colleagues and I planned a high-intensity session with the outcome of clearly defined buyer personas representing the most important revenue streams. Continue reading
I was recently privileged to hear marketing whizz-kid Thomas Webster of Northward Digital talking about a project he had been brought in to advise upon for a knowledge-intensive B2B manufacturer. The project’s goal was to bring the company closer to its customers using content marketing. A Voice of Industry (arms-length content marketing) site had been set up, a budget allocated and the project was nearing the end of its first year of operation. But things weren’t going as well as the company had hoped. So Thomas and his team were asked to consult on ways to make the project work more effectively. Continue reading
The strength of your business lies in the strength of your relationships.
This is true for any type or size of business. Whether you’re a supplier, a client or an employee – you feel more connection to a company when they are in front of you. It’s hard to build a presence in an account when you aren’t around. I know from first hand experience that the supplier that gets my business is the one who is in front of me and supporting me. Continue reading