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Voice of Industry Archives - IntegratedB2B
Opinions, best practices and research into B2B marketing strategy and practices

Raise Awareness by Embracing Controversy

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“Don’t rock the boat” seems to be an unshakeable rule in many B2B companies. Strangely enough, companies who adhere to the status quo are often the ones to be left behind when the boat is rocking at industry level. Ask Nokia or Sony Ericsson, for example, why Apple was able to not just rock but almost overturn their boats… Continue reading

4 ways Danish companies can nail B2B marketing in English

It’s not that hard to write a blog post, a Tweet or an article, right?

All you have to do is think about what you want to say, structure it, then start tapping away at the keyboard. At least, that’s pretty much true if you’re a good writer and English is your native language!

Our Danish-based B2B clients, on the other hand, have an added challenge in comparison with competitors from English-speaking regions: producing high-quality English texts when English is their second (or even third) language.

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Inspire customer creativity with innovative case stories

B2B customer case stories follow a fairly simple format of explaining how a product or service solved a specific customer pain. But they don’t necessarily communicate that a company is innovative, or encourage customers to innovate with them. Yet there are good reasons why a repertoire of innovation-focused stories can draw in new customers or stimulate new ideas among existing ones. So why not use them to inspire innovation?

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Today’s markets are increasingly demanding evolution, not just adequate performance. And employees are being encouraged to seek out opportunities for incremental or radical innovation. In response, businesses could take the opportunity to highlight case stories about creativity involving their products or services. Continue reading

Is your company magazine a one-hit wonder?

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

Losing the marketing race? Keep your eye on the right ball.

As a CMO, have you ever had to stand by and witness a smaller, more aggressive competitor win the marketing race against your own, market-leading company? And yet be able to do little about it?

Toward the end of 2013, I met the CMO of a medium-sized company at a conference in Copenhagen, Denmark. He was (figuratively) pulling his hair out over being caught, as he saw it, in a competitive situation that he and his team were almost powerless to influence. And he was having difficulty seeing a solution that could support top management’s strategic objectives. Continue reading

How to set up a company blog – and what NOT to do

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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

Brand architecture takes on new meaning at Struers A/S

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.

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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

In B2B, helping others helps you, too.

There’s a particular value that your company will need to wholeheartedly adopt in order to compete for the attention of the today’s B2B buyers: the idea that, by helping others to achieve what they need to, you will be better able to achieve your own aims.

You see, what really drives today’s B2B customers is receiving help to achieve the goals that have been set by or for them. If you can be seen to help them, they’ll buy your products and services. Of course, the kind of help we’re talking about isn’t just about products and services. You can also help people by recognizing them or supporting their careers (for example, by promoting their achievements and widening their personal web footprints on your Voice of Industry platform). Continue reading

Onshore knowhow drives offshore strategy at A2SEA: Part 3 of 3

Offshore wind energy installation and service leader A2SEA takes a strategic approach to its integrated marketing communications, drawing upon tried-and-tested knowhow to arrive at its communication strategy. Part of that approach involves the use of “Must-win Initiatives”. Continue reading