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

Why it’s worthwhile to be an industry advocate – or 8 reasons to stop talking about yourself!

Person with open mouth talking into a can - being an industry advocate

Shifting the perspective of your communications and taking on the role of an industry advocate can bring many benefits for your company. Offering customers valuable, objective advice on your industry can boost your credibility, website traffic, social media engagement – and give you better sales leads.

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Five ways clear ‘opt-outs’ encourage subscribers to opt-in

Red exit sign giving users the option to opt-out

Many companies are still reeling from the tightened requirements for subscriber consent in marketing. The turbulence that accompanied the full implementation of GDPR has prompted some less-than-ethical marketers to devise creative ways to prevent users from opting out or unsubscribing. The assumption being that un-willing subscribers are better than reduced list sizes.

But making it simple to leave is part of the equation for convincing people to stay.

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Your company’s sustainability story needs a powerful strategic narrative

mousetrap with cheese

Have you heard the saying, “Build a better mousetrap, and the world will beat a path to your door”? The theory is that all you need to do is produce something innovative and people will come running to buy it. But that’s simply not true – as many businesses know.

In fact, there are over 5,000 patents registered for mousetrap designs – and lots more that don’t get registered for one reason or another. To become a success, your innovation needs a powerful, well-structured story – what we call a “strategic narrative” – and the exact same goes for sustainability innovations, too.

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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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