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

Establish thought leadership through your annual reports

While preparing the annual report of a global manufacturer of industrial products recently, it struck me what an ideal channel the annual reports are for establishing thought leadership. But it seems that many companies lock themselves into a standard formula that is all about reporting from the perspective of the company – like a true propaganda Voice of Company channel. It’s easy to miss the opportunity to truly engage stakeholders with content that is relevant and interesting to them. Continue reading

The role of storytelling in Three Voices™ strategies

In a conversation two days ago with social media veteran Jomar Reyes, one of the people who inspired us to write The Death of Propaganda, he spoke enthusiastically about the role of storytelling in B2B marketing and communication—and emphasized that, in his view, storytelling was a key component of any Three Voices™ strategy. Continue reading

There’s a new breed of B2B buyer – and it’s almost everybody

B2B buyers have changed their information-gathering, evaluation and purchasing habits – and B2B marketers and corporate communicators need to adapt their own approaches to suit.

In the good old days, a company salesperson would typically be involved with the buying process from beginning to end. That made them the main source of information about the company and its products. And they knew where the prospective buyer was in the process at any time – and were able to directly influence the progress of the deal. But things have changed. Continue reading