Opinions, best practices and research into B2B marketing strategy and practices

Why every B2B company needs a strategic narrative

The starting point for many of cylindr BBN’s engagements with its B2B clients is often the construction of a ‘strategic narrative’. And over the past year or two, it seems that these two words have become a hot topic – almost as much of a must-have as the better known concept of a ‘value proposition’. But what exactly is a strategic narrative? And why is it now perhaps the most important element of a B2B branding strategy? Continue reading

Why traditional sales training is a waste of time and money

A clock shows seven o'clock

Sales enablement expert Mauricio Garza believes closing deals takes more than classic sales training sessions. It means changing the way you work with your people.

So, why is traditional sales training a waste of money? And what can you do to ensure a highly-engaged sales team? Mauricio provides his top four tips to help you on your way.

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Why ‘should’ can take a long walk off a short pier

swimming pool ladder bright blue yellow

Hot on the heels of an exceptionally hot European summer and CNN naming Copenhagen as the best city in the world for swimming, the nearby beaches and harbors are still teeming with people cooling off in the open water. When I complain about the heat, I’m often told, ‘You should go for a dip!’

The only valid reason I can see for swimming is to avoid death by drowning – but that ‘should’ stops me in my tracks. It carries a sense of obligation, judgement, pressure and, most of all, guilt.

I don’t like to swim, but I should.

Should is for things we don’t want to do. Should is based on the expectations of others. Should is inconsistent with our own values and how we want to behave. Continue reading

How to make Nordic engineers come alive on video

Engineers from the Nordic countries may be wizards at turning innovative ideas into reality in everything from sustainable energy to medical devices. But on camera, some can come across a little, uh, uncomfortable. Here’s a quick (and yes, a little dirty) trick to bring the most wooden of engineer-on-video performances to life.

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Broader global scope for BBN means new potential for B2B businesses

Figurine of man on france part of world map

Globalization means large multinational corporations all over the world are waking up to the benefits of working with a hybrid international agency. BBN has appointed a Director of Global Development with a proven track record of delivering high-impact results in marketing and communications on an international scale. The opportunities await.

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Denmark: A great B2B nation

The Danish flag or Dannebrog with a white cross on field of red flies on a boat

Denmark has a distinguished history of successful global commerce. As a small country, Denmark consistently punches above its weight, being home to an unlikely number of current consumer superbrands. Think Carlsberg, LEGO, ECCO, B&O, Arla and Pandora to name a few.

But it’s not only in consumer brands that Denmark stands out. In their niche markets around the world, B2B brands such as Maersk, FLSmidth, Rockwool and Vestas are recognised leaders in their fields. And behind these and other multinationals, there’s a plethora of successful, growing companies – particularly in IT and tech – that keep Danish concepts and technologies right at the forefront of global development. Continue reading

New tech and new approaches: What’s happening in internal communications?

communications technology internal telephones

After many years of supporting companies with internal communications, I’ve seen a slew of changes in approaches and tools. Here’s my take on the current state of internal communications – and the possibilities for the way forward.

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