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Three Voices Strategy
Opinions, best practices and research into B2B marketing strategy and practices

Marketing technology and the challenges it brings for B2B

Considering the rate at which technology is advancing, it’s a fool’s errand to try to stay in front of the latest developments. Most marketers are more concerned with staying on board with the latest, but that can be pretty confusing too when there are so many concerns on the table. A vocabulary rich in buzzwords won’t get the job done, nor will a whole suite of sophisticated marketing tools that nobody knows how to use properly.

So, for the small- to medium-size business with limited marketing resources, what are some concerns to focus on? Continue reading

Youtube and video content marketing

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

Rapid buyer persona development

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

How NOT to implement B2B content marketing – lessons from the field

I was recently privileged to hear marketing whizz-kid Thomas Webster 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

A2SEA makes the most of its knowhow: Part 2 of 3

How has one company installed over 60% of the world’s offshore wind turbines? The difference is knowhow – but something had to be done to make sure the market truly recognized and valued that difference. Continue reading

A2SEA puts a spotlight on its knowhow: Part 1 of 3

Offshore wind turbine installation contractor A2SEA stands as a great example of a company that grew from a commoditized, generic position to dominate its industry through the constant application of knowhow as a key differentiator. Despite this transformation over more than a decade, many of its clients and prospective customers still think, more or less, that the company just provides the vessels and crew to lift enormous structures into place far out to sea – and that’s something you can buy, well, from anyone, can’t you? A2SEA just wasn’t getting enough Return on Knowhow. Continue reading

“Help us to get more out of what we know!”

Knowledge-intensive B2B companies are a special breed. Unlike many simple consumer products that perform a straightforward function, their product offerings are often experts who can solve a wide variety of problems and take on greenfield challenges. Clearly communicating what the company can do, therefore, is difficult at best. Continue reading

Knowledge sharing platform for a knowledge-intensive company

A new thought leadership platform encouraging stakeholder engagement and subject matter expertise has been launched by a global B2B technology company. Continue reading

Is word-of-mouth best for business execs?

Conversation is more than a social media strategy. While all the attention these days seems to be on online marketing – and, sure, that’s where the excitement is, there are still plenty of B2B executives getting results from good ol’ fashioned face-to-face networking and word-of-mouth exchanges. By and large, we are social beings, and most of us still value the opinions of people in our personal networks and trusted business connections more than rather tenuous Twitter and LinkedIn connections. But what is word-of-mouth marketing worth in B2B? Find out below and find three tips for making your clients become your biggest advocates. Continue reading