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

David Hoskin

I've helped B2B companies create and implement international marketing and communications strategies since 1999. I've been fortunate enough to work with some great companies and highly talented individuals during the years. But the game's changing fast. Although my aim is always to create pragmatic solutions that produce measurable results, there are always new challenges to overcome. I studied engineering and music and I have an Executive MBA (with Distinction) from Henley Business School, University of Reading (UK). Here on Integrated B2B, I want to share my personal opinions and perspectives on the changing face of B2B marketing. I hope you join in the conversation, too.

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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How to create affordable testimonial videos for employer branding

Employee testimonial videos

Most marketing or HR directors would love to have several high-quality employee testimonial videos to support the company’s employer branding efforts – particularly when it comes to recruitment. They also say, however, that it’s one of those difficult and expensive tasks that they just don’t seem to be able to manage with available resources. Frankly, I disagree that producing testimonial videos for employer branding is difficult – or expensive. Continue reading

Customer centricity: The ‘easy’ way to better business performance

Make it easy for your B2B customers

In a B2B environment that is becoming increasingly competitive, there is growing interest in what actually drives business performance.

I was recently presented with some research by Professor Moira Clark of the Henley Centre for Customer Management, which concluded that making it easier for customers to do business is a sure-fire way of improving the bottom line. This takes the notion of customer experience one step further, and she claims that more companies are beginning to bring this line of thought into their strategic planning.

Essentially, it’s about having a customer-centric approach, and the research suggests that customer centricity in B2B drives business performance. The great challenge facing B2B companies, however, is how to change the business to become more customer-centric. For many, it may seem an unrealistic task. Continue reading

Build a great B2B corporate website: a model for aligning strategy with content (part 2)

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

Build a great B2B corporate website: a model for aligning strategy with content (part 1)

Align your website and company strategy

How often do your colleagues complain about your company’s website? Like many website managers of B2B companies, you’ve probably had conversations with people who are reluctant to use it in their daily business. It could be that it doesn’t truly reflect the company today. Or maybe the content doesn’t support the negotiations salespeople have with customers and the conversations Executive Management have with key stakeholders.

But that’s not how it’s meant to be. At the very least, the website needs to support the business; at best, it should drive business opportunities. So how can you achieve that?

As with any marketing or communications initiative, website planning involves some level of strategic planning. But rather than being an academic exercise, it must be a targeted, pragmatic approach that aligns your online presence with the company’s strategy, brand, offerings and value propositions – what I’ll call the four strategic pillars of the B2B company website.

Long before even beginning to consider a website structure and content, these four strategic pillars need to be defined and documented. Don’t leave a strategic stone unturned until you’re sure. Not only will you save time creating and building your website, but you’ll be confident that you’re making good decisions about architecture, design, usability and content. Indeed, this strategic planning will be the foundation for the website’s success.

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Is an MBA worth the effort?

Is an MBA worth the effort?

1500 hours of after-hours work. That’s what it took to complete my MBA. The only thing remaining now is graduation and the party! As valuable as the actual studies have been, in many ways, it’s all about the party. But more about that later.

Now all that hard work is over, I want to reflect on the journey. Why did I do it? Do those reasons hold up three years later? It’s probably too early to tell, but let me look into the crystal ball and see what the future may hold.

For others considering an MBA, this may help put some decision-making criteria into perspective. This is by no means a definitive list of what to think of if you’re considering an MBA when you’re well into your career. But I hope it does give some ideas to help make up your mind. Continue reading