IntegratedB2B was born from countless conversations we’ve had, with professional colleagues and internationally focused B2B marketers, sales people and executives, about how to close a steadily widening gap between the way they communicate with their B2B audiences and the way those same audiences want to be communicated to.

Since we started this blog in 2011, we’ve seen the B2B sales and marketing landscape redefine itself. Marketing and communication professionals realize how much they, too, need to change what they’re doing to reflect a world in which the B2B buyer has greater knowledge and resources. At the same time, their ability to work seamlessly with their sales colleagues – and be aligned to their companies’ strategic goals – becomes the difference between failure and success. They know it – and their executive management knows it, too.

So, it’s issues such as these that we wish to tackle in this blog. Sometimes, we get right down and practical about specific aspects of international B2B marketing, such as content strategy, social media and digital marketing. We also ask questions and discuss topics more broadly related to business success, particularly for people working in industrial markets.

We’d like to welcome you on this journey, hoping that you will find inspiration and motivation in our own posts as well as those of co-bloggers and others who have been advising B2B companies for many years. And we hope your participation and feedback will help to keep IntegratedB2B relevant and useful.

Glad to have you aboard!

David Hoskin and Jonathan Winch

David Hoskin is a business strategist and marketer who has helped dozens of B2B companies and agencies formulate and execute winning market strategies for more than 15 years. An expert in B2B content marketing, David is focused on designing processes to support organizations in implementing integrated communications programs. He co-founded the Copenhagen-based content marketing and ABM global ad agency partner cylindr together with Jonathan Winch in 2003 – and has since sought to assist and bring together marketing and communications professionals in addressing their key challenges. With a background in engineering, arts, communications and business studies, David is an accomplished writer and speaker. A graduate of the Henley Executive MBA program (distinction), he has conducted extensive research with executive management of international B2B companies about the contribution of marketing to sustained business performance.

Jonathan Winch is a B2B marketing strategist and creative force who has spent most of his working life advising clients in knowledge-intensive industries on how to succeed with their products and services in the international arena. Born in New Zealand, he has lived in five countries and enjoyed a B2B-focused marketing and communication career spanning more than 25 years, making strategic contributions to businesses such as Johnson & Johnson, Nokia Siemens Networks, Cisco, LEGO, DuPont Nutrition & Health, Arla Foods Ingredients and many other well-known brands. Jonathan regularly speaks on a variety of B2B marketing and communications topics to audiences around the globe. He is a co-founder and partner of cylindr.