Scandinavia’s no. 1 international B2B marketing blog

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). Today, I'm a partner at B2B marketing agency cylindr and BBN International. 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.

An organization with 8000 leaders

Durban's CBD

There’s nothing like being forced out of your comfort zone to give you new ideas and inspiration. And what better way than rapid immersion in not just another business environment, but another culture?

This was the opportunity I was given on a recent visit to South Africa together with a group of business leaders from Denmark. Just a few hours after stepping off the long flight from Europe, we were released into Durban’s Central Business District. It’s a far cry from the sterile, grayscale business district of a northern European city. Colors and sounds line the pavements. People swarm over intersections, dodging the taxi vans, busses and occasional car. It’s an eclectic mix of cultures where urban dwellers dominate, but there are still plenty of people with obviously strong tribal roots.

For the next few hours, we explored the district, interacting with people to learn about their businesses and lives as best we could, sometimes in English, sometimes through an interpreter, and almost always with wild hand gestures. Continue reading

Lessons in leadership from the savannah

I had the privilege of spending four days in the South African bush recently. The occasion was a leadership development course together with a group of business leaders from Denmark. Although the purpose wasn’t leisure, for me as a wildlife junkie, there are certainly worse things to do than spend three hours a day on safari!

The course was facilitated by Pete, Mick and Steve from Leading with Humanity. Their mission was to force us to reflect on leadership in business through the power of nature. They knew we’d be put way outside of our comfort zones; that we would feel vulnerable and insecure. And they loved it!

But it’s not only the boundary-breaking exercises that make you take a close look at leadership behaviour. Even more telling was the immersion in nature. Witnessing the wild’s dilemmas first hand is a transcendental experience that reveals an honest reality. The competitive coexistence of the vast array of species in the bush is a worthy aspiration for all walks of life. Learning from it will surely benefit any leader’s performance. Continue reading

Telling B2B stories: Mention the war!

Whether it’s your cup of tea or not, British comedian John Cleese owes a small part of his fame to the phrase: “Don’t mention the war”. And I’m reminded of that phrase every time I hear a B2B marketing or communication department agonizing over what should or shouldn’t be said in the public arena.

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Which channels work for B2B lead generation?

Choosing which channels to bet on is something that, quite literally, keeps many marketing and communication professionals awake at night. US-based Software Advice, an online marketing software broker with access to thousands of B2B buyers around the world, has recently published its annual B2B Demand Generation Benchmark report. The report surveyed 200 business-to-business (B2B) marketing professionals in order to understand which channels, offers, content types and technologies they were using to fuel their demand generation programs—and which they found most effective. Continue reading

Is your company magazine a one-hit wonder?

Company magazines continue to consume a significant proportion of many B2B marketing budgets. Understandably so, as magazines can be a great way to profile the company’s achievements, internally and externally. But many companies have a long way to go before their content can easily be found and consumed online – that is, read, watched, listened to, or clicked on. No wonder it’s easy to question the business case for a magazine. Is it worth applying so much time and budget to a magazine if its long-term reach and impact is limited? Continue reading

Think you’re a good judge of people? Think again!

Think of a time when an employee or team member performed a task particularly poorly. Was your reaction harsh – or did you even punish them? They probably performed better next time, but don’t think you had anything to do with it. Here’s the proof from one of the world’s great thinkers! Continue reading

Tape your mouth shut for 3 days

Surprising advice by Stuart Symington, CEO of Perishable Products Export Control Board (PPECB) in South Africa. What’s he getting at? Something deeper than just peace and quiet in his daily life, I’m sure.

How many business meetings or professional discussions have you had where you’re left feeling frustrated at being talked at the entire time without the opportunity for discussion or reflection? How many times have you yourself done that to other people?  Continue reading

Rapid buyer persona development

My colleagues and I were recently thrown a challenge by one of our clients to identify and describe its key stakeholder personas in half a day. On first thought, and despite our in-depth knowledge of the company and its industry (offshore engineering services), it seemed an impossible task, especially because the company has several business areas and various customer types within each of those business areas. But always up for a challenge, my colleagues and I planned a high-intensity session with the outcome of clearly defined buyer personas representing the most important revenue streams. Continue reading

Knowledge sharing platform for a knowledge-intensive company

A new thought leadership platform encouraging stakeholder engagement and subject matter expertise has been launched by a global B2B technology company. Continue reading

Seven lessons for B2B from Cirque du Soleil

I was fortunate enough recently to see the Cirque du Soleil perform its Allegria show in Copenhagen. Allegria is a mesmerizing show performed by artists of exceptional ability, and I was left with a feeling of satisfaction in witnessing real people perform real feats of skill, creativity and daring. Continue reading