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

Jonathan Winch

I’m Jonathan Winch, partner at cylindr BBN and a B2B marketing enthusiast. I've participated as a strategic and creative resource in the marketing and communication sphere for over 25 years, making contributions to the strategies and communications of companies of all sizes, the best known of which include Cisco, Hewlett-Packard, Danisco, GN ReSound, Hempel, Nokia Siemens Networks, LEGO, Coloplast, and Johnson & Johnson. My mission? To help B2B companies make the most of the value they create for the world. My hobby: Nutritional science, particularly sports nutrition.

Words to watch out for – if English isn’t your native business language

Woman using Binoculars

cylindr’s home market is Scandinavia. And, while the Scandis (thanks to one of my colleagues last week for proving to me that the word “Scandi” has become mainstream these days) are known for being well-versed in the English language, there are still a few common errors that squeeze through the cracks in the world of business.

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What does content marketing have to do with quantum physics?

content marketing complexity physics quantum

Early this morning, I watched a YouTube video where five physicists attempted to explain the key concepts of quantum physics to a well-educated, yet largely non-physicist audience. The group had roughly an hour to get their messages across and were, of course, keeping it simple – it’s just that ‘simple’ and quantum physics don’t tend to go together.

Comparing content marketing to quantum physics might be a bit of a stretch, but if you’ve got the attention of management or the sales department for just an hour, communicating its workings and benefits can be no less difficult. How do you cut to the chase and get the organization on board as quickly and convincingly as possible?

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Your company’s sustainability story needs a powerful strategic narrative

mousetrap with cheese

Have you heard the saying, “Build a better mousetrap, and the world will beat a path to your door”? The theory is that all you need to do is produce something innovative and people will come running to buy it. But that’s simply not true – as many businesses know.

In fact, there are over 5,000 patents registered for mousetrap designs – and lots more that don’t get registered for one reason or another. To become a success, your innovation needs a powerful, well-structured story – what we call a “strategic narrative” – and the exact same goes for sustainability innovations, too.

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