This second article of a two-part series discusses two of the four strategic pillars of building a B2B corporate website. In the first article, we looked at Strategy and Value Proposition. This time, we look at Brand and Offerings. Continue reading
The renewed importance of thought leadership in 2020
No-one would blame you if you were to rapidly re-evaluate your marketing priorities in 2020. We are facing an unprecedented rate of change that will surely affect the way business will be done in the future.
But already now, I believe a new foundation for business is being established. Let’s face it. Even at a time when digital communications is the norm for most, many have still relied on face-to-face meetings for effective collaboration or to truly seal a relationship.
Out of necessity, however, this belief is currently challenged, and many are already adopting – and beginning to cope with – a new reality.Continue reading
Keeping a close eye on your communications
While we are all adapting to doing business and maintaining close relationships with our stakeholders from a distance, there are, of course, some factors that make connecting and communicating with people challenging.
But maintaining transparency and compassion through communications can help you stay top-of-mind for customers, clients, partners and employees alike. How can you ensure this?Continue reading
It’s time to reconsider your strategic value proposition
In the current business environment, which brings a new level of difficulties to almost every business, sales teams are having to look closely at their company’s strategic value proposition. Does it reflect the current strategy? Is it the right fit for the customer? Does it align with current buyer behavior?
Now is the time to re-evaluate. But when speed of reaction to market dynamics is the essence, there’s no time for a protracted process. What’s needed is a rapid, pragmatic approach.Continue reading
Power up your content marketing strategy with white papers
The mention of a ‘white paper’ is likely to send shivers down the spine of any marketing manager today. And it’s no surprise, because the work it takes to produce a good white paper should not be underestimated.
But it’s worth it! Here, I’m going to look at some of the key reasons you should start planning your white papers now!Continue reading
Why a content hub is the core of an ABM strategy
As writers, we have all experienced that moment when we think to ourselves, why the heck am I writing this if no one is going to read it? And if your marketing department has been focused on content for basic demand generation, then your marketers have probably experienced that same thing. They’ve put a lot of time and energy into creating content with the hope of turning MQLs into SQLs, but unless the right people are finding it, all of that work goes down the drain.Continue reading
ABM is nothing new – or is it?
Since starting down the ABM track ourselves, we’ve presented the concept and workings of ABM to top management and sales and marketing leaders on many occasions. One comment we often hear early in our presentations, usually from salespeople, goes something like this: “In many ways, we’ve been doing ABM since forever. We just didn’t call it ABM.” And they’re right – in many ways.Continue reading
Improving pipeline accuracy with ABM
This article examines how approaching sales and marketing with account-based marketing (ABM) lifts efficiency across the board. To kick things off, we discuss a topic that is dear to the hearts (and careers) of sales leaders, CEOs and CFOs, but which Marketing is typically far removed from: the revenue pipeline.Continue reading
Industrial equipment sales & marketing 2020: It’s time to change
Many of us who work with 10X sales and marketing techniques (10X companies outperform their competitors by a factor of at least 10 in key aspects of their business models), invented and refined primarily in the US, view the success of Scandinavian companies such as Grundfos, Alfa Laval, Danfoss, Vestas Wind Systems and Foss Analytical Instruments with admiration. They’ve built their impressive track records on innovation, high-quality products and know-how.Continue reading
Why thought leadership is (still) pivotal for big industry
“There’s a seat for everyone at the Thought Leadership table,” says Morten Floee Knudsen, Thought Leadership Content Manager at global engineering company FLSmidth. In a highly competitive market with discerning buyers, thought leadership is an important tool in the B2B marcomms toolset.
“People can be intimidated,” said Morten Floee Knudsen, when I asked him about thought leadership as a marketing mechanism in heavy industry.
“The idea of spending resources on creating or sharing inspiring, thought-provoking content that does not talk about your product and won’t sell products tomorrow can be a scary thought. But raising issues and debating broader industry challenges show that you care, that you take ownership of the market, and that you speak the same language as your customers.Continue reading