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.

Engineering speak meets marketing magic

Long road bridge disappearing into horizon

The bridge between product development and bringing a product to market can be a tricky one to cross. Without due care, the hard work of engineers can be lost in a sea of marketing messages. Technology expert Mogens Abel-Bache shared some insights with me into how marketers can help tech companies get their products into the hands of the people it’s designed to serve.

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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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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