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Jens Victor Fischer
Opinions, best practices and research into B2B marketing strategy and practices
Jens Victor

Jens Victor Fischer

Jens Victor Fischer is Business Development and Global Marketing Manager at Palsgaard A/S, a global Denmark-based food ingredients manufacturer specializing in emulsifiers and stabilizers. He has led product management and marketing in international organisations including Bang & Olufsen and Coloplast for more than 15 years. Jens Victor holds an MBA from Henley Business School (UK).

The drive for more business credibility and returns from marketing

I recently read an interesting Harvard Business Review blog post “Marketing is Dead” exploring the views of CEOs on Marketing and business credibility. In the post, author Bill Lee states: “…. CEOs have lost all patience. In a devastating 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group the result was that:

  • 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth
  • 72% are tired of being asked for money without explaining how it will generate increased business
  • 77% have had it with all the talk about brand equity that can’t be linked to actual firm equity or any other recognized financial metric….”  Continue reading

Employer branding as a strategic weapon

Employer branding is a strategic weapon

In the coming years, we’re likely to see a lower influx of new recruits to the job market. It is also widely predicted that the financial crisis will likely decline before long. So the hunt for the best employees is about to begin!

As a consequence, employer branding has suddenly become a strategic focus for B2B companies. Many are already now starting to position themselves to grab their share of the scarce resource of the future: talented people. For that, a compelling employee value proposition (EVP) becomes very important. Continue reading

Content marketing – old wine in new bottles?

Effective content marketing is based on a genuine desire to help potential customers – and can, when implemented, lead to fundamental change in company culture. But old wine is old wine…

Continue reading