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Company culture

Aligning company culture with today’s rapidly evolving markets and the new breed of B2B buyers is necessary for companies to remain competitive. Buyers care about the cultural attitude displayed by their vendors and they increasingly support companies that participate in open and honest industry conversations rather than company-focused propaganda.
Taking an industry-focused approach can have a positive effect on a company’s culture, creativity and processes. By entering into dialogue with prospects and customers, communication and marketing activities can revolutionize the way a company generates ideas, evaluates and develops processes by providing:
• Up-to-date market intelligence
• Guidance from those who will actually have to use your new products
• A constant flow of fresh energy and ideas
• A ready and willing test bed for product trials
• More and better feedback

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The renewed importance of thought leadership in 2020

by David Hoskin
Thought leadership at a distance

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.

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Copywriting tips for politically correct content

by Mercedes Beaudoin

With the globalized world becoming more aware of the sensitivities of diverse cultures and lifestyles, this guide provides tips, red flags, and resources to ensure your words don’t offend others. Specifically, this guide touches on gender, race and sexual orientation.

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Why traditional sales training is a waste of time and money

by Pha Khem
A clock shows seven o'clock

Sales enablement expert Mauricio Garza believes closing deals takes more than classic sales training sessions. It means changing the way you work with your people.

So, why is traditional sales training a waste of money? And what can you do to ensure a highly-engaged sales team? Mauricio provides his top four tips to help you on your way.

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How to create affordable testimonial videos for employer branding

by David Hoskin
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 →

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Branding workshops 3/3 – How to get great results

by Jonathan Winch
colleagues results fist bump ideas

It’s either a CMO’s dream scenario or his/her worst nightmare: The entire marketing department gathered in a workshop and told they should put all their branding ideas on the table – and that every idea is welcome. But how do you extract really useful concepts from it all while ensuring everyone feels their input is valued? How do you get results from a branding workshop?

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