IntegratedB2B by cylindr https://integratedb2b.cylindr.com Thoughts about B2B marketing communication, strategy and practices Fri, 17 Jan 2020 08:03:37 +0000 da-DK hourly 1 https://wordpress.org/?v=5.3.2 Six tips to help tell your company sustainability story https://integratedb2b.cylindr.com/2020/01/17/six-tips-to-help-tell-your-company-sustainability-story/ Fri, 17 Jan 2020 08:03:34 +0000 https://integratedb2b.cylindr.com/?p=3400 The world has made a fundamental shift in the way it views sustainability since the United Nations Framework Convention on Climate Change’s (UNFCCC) Paris Agreement was signed by 195 countries in 2016. The effects of this shift have rippled to companies who are now also legally obliged to meet the agreement’s goals. Thus, organizations are […]

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The world has made a fundamental shift in the way it views sustainability since the United Nations Framework Convention on Climate Change’s (UNFCCC) Paris Agreement was signed by 195 countries in 2016. The effects of this shift have rippled to companies who are now also legally obliged to meet the agreement’s goals.

Thus, organizations are gradually realizing that sustainability is not merely a trend or a moral obligation, but a reality that needs to be integrated into every strategic plan and action. However, few organizations know how to communicate to stakeholders that their actions align with global climate goals.

This is one of the reasons why the UNDP’s Sustainable Development Goal Accelerator programme hosted workshops with a storytelling track to help companies better communicate their sustainability stories. Each of the companies on the storytelling track worked with storytelling experts from different disciplines—with yours truly returning—to help each company discover their sustainability story.

lightbulb with strong arms drawn next  to it

Helping companies understand their sustainability journey

Sustainability and sustainable development are essentially contested concepts. This is why it’s difficult for companies to translate these concepts into actionable goals that are simultaneously related to their business.

To add another layer of complication, there are multiple stakeholders (e.g., employees, customers, executives, governing agencies, etc.) with varying mindsets and motivations to which these companies need to express these sustainability actions. This confusion often impedes a company’s attempt to understand what aspects of sustainability they should interact with and how to express their sustainability efforts effectively to those it matters to most. This is where the art and science of storytelling comes in.

The significance of storytelling

Stories are more than simple anecdotes or inspirational slogans. Storytellers know that stories possess the power to articulate ideas and values, express and maintain relationships and construct context for sensemaking. Moreover, people talk about, remember and emotionally connect to stories. Therefore, storytelling is an invaluable tool to employ when it comes to topics that are as sensitive and complex as sustainability.

Six tips for crafting your sustainability story

Sustainability storytelling is, in principle, like regular storytelling. The biggest difference is integrating and emphasizing global climate goals within that story. Even though Parallax invented a sustainability storytelling flavor wheel, there are some simpler steps that can help get you started. Below are tips that will help you think differently about sustainability storytelling and point you in the right direction to find your Big Long Idea.

1. Define your mission and values: To develop your business’ sustainability story, start with creating a sustainability mission statement to guide your future endeavours. Consider your company’s values, goals, boundaries and overall mission. To believe and stand behind your statement, be intentional with your word choices and fully embrace the meaning of each word. It should be noted that it’s perfectly normal to adjust your sustainability mission because values change over time. Just ensure you revise your sustainability mission statement accordingly.

2. Determine content purpose: If you don’t know what you want your audience to do, feel or think after reading your content, how are they supposed to know? Defining and refining how each piece of content should motivate your audience is foundational for successfully communicating your sustainability story. The purpose of each piece of content can be defined by aligning the piece with your content and contact strategies based on where your audience is in the purchasing funnel. Defining the purpose of each piece allows your communications team (especially copywriters) to better express those activities in the context of the big picture of what your company is doing. Then, your team can customize the content for each stakeholder group, like its done in account-based marketing.

3. Create a character: When starting to discuss a company’s sustainability story, I recommend companies visualize their brand as a character. To do this, I ask, who is that character? Why is this character motivated to do this sustainability activity? How would this brand character tell a friend about these efforts? Once these questions are answered, your communications team will have the foundation needed to start any sustainability story. And don’t be afraid to use your customers as characters and get them involved in your story—people like to be part of stories!

4. Know your audience: Knowing who your audience is and what they’re concerned with should always be at the forefront of your story. For instance, you may want to rethink the use of storytelling in your CSR reporting because audiences who tend to read formal CSR reports are not concerned with touching, human-interest stories. They are interested in figures and statistics. To ensure your audience and message align, consider making a diagram like Parralax to organize which messages and themes align to which group of your stakeholders.

Image of a crowd at an event

5. Be specific: It’s important to specify product benefits and sources to ensure that you’re intentionally using words and phrases. That specificity and intentionality means you understand exactly what you’re saying and what it means, and you’ll be much less likely to greenwash. Besides, authentic storytelling is key to connecting with and gaining the trust of consumers. Explain how things are made or done at your business by using specific details to create an interesting story.

6. Be positive: During a brainstorming meeting, my colleague turned to the room and asked, “When was the last time you heard a story about the environment that was positive?” The room was silent. The world is changing and becoming more aware of the environmental challenges via the stories we hear in the news. Companies can change the narrative of environmental news by creating a positive vision for the future based on their efforts.

Sustainability storytelling can be challenging because no one company can solve all the world’s sustainability challenges. However, it’s important that company stories have a clear path—a beginning, a middle and an ending (or an imagined future!) that demonstrates hope and progress. We are witnessing an unprecedented trend of leadership and innovation by businesses to increase awareness and take actions against sustainability-related issues. And this momentum is only growing. Will your company be able to catch up?

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Big thought leadership ideas for big industry https://integratedb2b.cylindr.com/2019/11/25/big-thought-leadership-ideas-for-big-industry/ Mon, 25 Nov 2019 12:27:40 +0000 https://integratedb2b.cylindr.com/?p=3367 There’s a seat for everyone at the Thought Leadership table, says Morten Floee Knudsen, Thought Leadership Content Manager at global engineering company FLSmidth. In a highly competitive market with discerning buyers, thought leadership is an important tool in the B2B marcomms toolset. “People can be intimidated,” said Morten Floee Knudsen, when I asked him about […]

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There’s a seat for everyone at the Thought Leadership table, says Morten Floee Knudsen, Thought Leadership Content Manager at global engineering company FLSmidth. In a highly competitive market with discerning buyers, thought leadership is an important tool in the B2B marcomms toolset.

“People can be intimidated,” said Morten Floee Knudsen, when I asked him about thought leadership as a marketing mechanism in heavy industry.

“The idea of spending resources on creating or sharing inspiring, thought-provoking content that does not talk about your product and won’t sell products tomorrow can be a scary thought. But raising issues and debating broader industry challenges show that you care, that you take ownership of the market, and that you speak the same language as your customers.

“And it gives context to the products and services you sell to a potential customer, who might not be in the market to buy right now, but will remember that you took a stand on issues they cared about when they are ready to buy.”

As Thought Leadership Content Manager at cement industry engineering company FLSmidth, Morten Floee Knudsen’s role involves encouraging his colleagues to not be intimidated, but instead embrace the opportunity.

Be curious

“It’s a question of being bold enough to invite both competitors and customers alike to share an intellectual space, challenge the imagination, promote innovation and collaborate on progressing the industry through thoughtful, elevated discourse,” he says.

“People can be reluctant to start a conversation about the big questions in the industry; the ones where there is no clear answer. But I think it’s important to ask questions – to be curious. For example, why exactly do we do the things we do? What’s the context – the bigger picture? Why do we make these products in this way?

This exercise, however, requires a well-defined platform based on solid communications principles. This platform must create a well-designed venue for discourse that engages respected experts and is a safe space for asking challenging questions.

As an example, Morten points to a blog by Jabra that deals with a topic important for the brand’s target audience: the impact of sound in the office environment. This blog is the home of an idea called the “productivity cube”, which underpins key themes. Here, thought leadership is supported by a powerful communication concept to create a space that continuously engages key stakeholders with relevant, topical content.

A key element of Jabra’s thought leadership is the productivity cube, which provides a model for engaging stakeholders with relevant content.

Let’s dare to start a conversation

To some extent, it’s about gaining credibility by daring to admit intellectual vulnerability. “There’s just as much credibility in creating the space to ask questions as there is in being the one with all the answers – perhaps even more,” he says.  

Perhaps it even has its roots in Socrates’ well-known method of discovery and learning. Don’t thought leaders also employ a certain pedagogical method when they ask, “Just because we’ve always done it this way, do we have to do it this way?” Could it be that the whole concept of thought leadership is a modern-day reiteration of that highly regarded albeit ancient mechanism of intellectual discovery?

Trust-building for the long term

Thought leadership also involves looking to see what’s ahead on the horizon in an effort to shape awareness of key issues. It differs from sales, which is about the “right now” as opposed to the “not-so-distant future”.

There is, of course, huge importance in intimately understanding the specific challenges of your client’s world. Going beyond just the intellectual and demonstrating a passion for understanding specific challenges can make the client feel seen and heard – a great basis for building a strong client relationship.

In B2B, a prerequisite for gaining a competitive sales advantage in the marketplace is trust. Because thought leadership is an effective means of building trust, thought leadership should also be a prerequisite for sales.

A recent thought leadership impact study by Edelman-LinkedIn Research found that 89 percent of decision-makers say that thought leadership can be effective in enhancing their perceptions of an organization, with 42 percent stating they are willing to pay a premium to work with an organization that produces thought leadership.

Driving sales with authenticity

So, where does thought leadership fit into a marketing and sales strategy? The short answer is, everywhere.

Morten notes that “thought leadership is part of the marketing and communications setup and needs to be part of the customer journey, so it’s important to understand how they move through it.”

“By releasing quality content, you can make your brand part of the customer journey before they even know they are on it.

“On one hand, the whole idea behind creating an open discussion forum is that everyone can participate, and this goes specifically for industry peers. But perhaps the most important member of the thought leadership space is the customer you’ve invited to the table.”

Morten insightfully identifies an opportunity here.

“You meet them when their guard is down. Again, it’s an emphasis on trust-building. By not talking about the product from a sales perspective, you can actually benefit sales by creating an entire infrastructure for how to talk about the product. You do this by creating and naming the environment in which the product lives, and by examining how it functions in that environment and the specific challenges of the product.”

Adding value with a new conversation

When Jabra started talking about productivity in the modern workplace, for example, it gave sales staff a completely new entry point to customers. The conversation was no longer about sales deals: ‘three for the price of two’, or ‘50 percent longer battery life’. Instead, the conversation opener became, “How’s the ‘open office’ going?”

“You’re carving out a space in which the solution or product is a natural part, without the hard sell,” explains Morten. “It’s a much more meaningful conversation.”

High and low-involvement sales

Moving from one industry sector to another, Morten Knudsen has observed some vital differences in how thought leadership needs to be approached depending on the sales process.

“In the office equipment sector, for example, as you move closer to the point of purchase, you need to be ‘always on’. You need to keep up the communications throughout the customer journey to maintain constant visibility. That’s the role of thought leadership.”

But in the heavy industry sector, the thought leadership card has to be played somewhat differently.

He explains it in terms of the level of involvement in the purchase.

“If you’re selling simpler products in bulk, such as Bluetooth headsets, it might be possible to talk about bigger issues all the time. The technical aspects of the product are not so crucial and there is less competitive differentiation.

“In a company like FLSmidth, however, selling large industrial machinery and services, the sales cycle is so much longer and the process so much more complex. The topics of thought leadership can span many different aspects, from being closely related to the product to broader topics related to the industry’s role in local society.”

In this context, big issues such as emissions and energy consumption cannot be taken lightly. And kudos should go to FLSmidth for shouldering the responsibility of taking on such issues, and bringing thought leadership overtly into its marketing strategy with the MissionZero sustainability ambition for 2030.

Influencers are important in big industry, too

As with any strategic initiative, a figurehead is also needed to represent thought leadership in the company.

Ideally, it should be a C-level or high-ranking executive. Not only will this bring more credibility, but the thought leadership itself will begin to carry the meaning and culture associated with that person.

Sound familiar? It’s really no different than the social media influencers of the consumer world. The influencer endorses a brand with a well-known face and personality, making the brand more relatable and more credible – just what’s needed in thought leadership.

Content platform

So, the experts are on board and you have a great story. Now, the thought leadership initiative can begin to take shape. But how can you take it from the abstract to the, ahem, concrete?

Here, FLSmidth’s Discover publication represents a great example. Discover is a physical and digital content platform that FLSmidth uses to discuss topics pertinent to the company and to its industry sectors: mining and cement.

By sharing the views of senior experts and executives at the company, as well as opening up discussions pertaining to topics such as sustainability and the environment, FLSmidth’s Discover is an ideal space for thought leadership.

Broader marketing mix

Even though thought leadership is important, it can’t be relied on as the only marketing activity.

“There is always a time and place for promotional communications such as adverts and direct marketing to create opportunities and drive sales engagement,” says Morten.

But increasingly, in a highly competitive market with discerning, well-informed buyers, thought leadership is a necessary tool in any complete marcoms toolbox that needs to be used at the right place in both the content marketing and sales processes. In fact, in terms of the traditional sales funnel, it has a role to play throughout, supporting all sales and marketing efforts.

For Morten Knudsen, it’s crystal clear. “Whether you are trying to sell 1000 Bluetooth headsets or a $100,000 piece of equipment, thought leadership can and should be a part of the sales process.”

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Where to next for content marketing? https://integratedb2b.cylindr.com/2019/11/14/where-to-next-for-content-marketing/ Thu, 14 Nov 2019 07:53:31 +0000 https://integratedb2b.cylindr.com/?p=3355 At BBN, we’re embarking on a journey to update the content marketing toolset that has guided successful content marketing programs for B2B companies the world over. Content marketing for B2B companies requires a well-planned and coordinated effort. Success comes down to being able to choose the most suitable approach, within the limitations of budget and […]

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At BBN, we’re embarking on a journey to update the content marketing toolset that has guided successful content marketing programs for B2B companies the world over.

Content marketing for B2B companies requires a well-planned and coordinated effort. Success comes down to being able to choose the most suitable approach, within the limitations of budget and resources, from a multitude of content marketing disciplines.

Yet with the complexity of growing competition, rapidly emerging marketing technologies and increasingly discerning buyer behavior, industrial and technology companies constantly need to evolve their content marketing practices. There’s no guarantee that what worked yesterday will work tomorrow.

Comprehensive toolset

The discipline of content marketing is very important to us at BBN, so much so that a highly comprehensive toolset – called C-Map – was developed to help us navigate the complexities of planning and delivering fully integrated communication strategies.

Quite simply, C-Map contains all the tools necessary to chart a course and develop strategically smart and aligned communications plans. C-Map has been the go-to resource for BBN agencies’ content marketing services since 2015.

In all, C-Map currently has 26 tools spanning everything from specific guidelines and processes, to exercises that cover every element of content marketing:

  • Research and communications planning
  • Communications requirements analysis to determine what the communications will accomplish and with whom
  • Content strategy to determine what content will best support your business goals
  • Channel strategy to define how to move a product or service to your customer
  • Connections strategy to create synergies between your messages and the environment (e.g., customer touch points)
  • Contact strategy to determine how, when, and where to deliver content
  • Creative development and execution
  • Measurement and optimization

Since its launch, C-Map has been utilized, either in full or in part, by nearly every BBN agency to help companies operating throughout the world. So, it’s relevance and effectiveness has been proven. To ensure consistent effectiveness, C-Map training is provided regularly to BBN’s content marketers from various disciplines – including martech specialists, content planners, strategists and creatives.

BBN’s C-Map model contains planning, exploration and activation tools for any part of the B2B content marketing journey

The next generation of C-Map

The development of C-Map was a collaborative effort from a group of highly experienced marketing specialists within BBN: Anol Bhattacharya (GetItComms, Singapore), Patrick Smith (Bader Rutter, U.S.) and Daniel Groh (wob, Germany).

As part of the next efforts to develop C-map further, Daniel Baker (tag agency, Canada) and I are joining Anol, Patrick and Daniel.

We’ve already identified specific areas that need to be matured to create a communication planning and activation framework that remains relevant and highly effective in today’s B2B marketing environment.

Aligning strategies

Over the coming weeks and months, we will be working closely together to reach the next generation C-Map goals. The next phase starts next week with an intensive week-long session together.

I’m looking forward to being part of this journey and excited about joining such an experienced group of content marketers. My personal interest lies in making sure the content marketing toolset and strategies align with company strategy and the commercial goals of the businesses we work with. I can’t wait to get started!

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Honing creative skills in a multicultural environment https://integratedb2b.cylindr.com/2019/11/11/honing-creative-skills-in-a-multicultural-environment/ Mon, 11 Nov 2019 11:16:25 +0000 https://integratedb2b.cylindr.com/?p=3337 What would you say if you were asked to learn from and party with the brightest minds in the global B2B marcomms industry while lodging in a castle located in German wine country? Well, I said, “Yes, please!” In October, I had the privilege to participate in the 2019 BBN Academy where I got the […]

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What would you say if you were asked to learn from and party with the brightest minds in the global B2B marcomms industry while lodging in a castle located in German wine country? Well, I said, “Yes, please!”

In October, I had the privilege to participate in the 2019 BBN Academy where I got the opportunity to meet and work with some of my BBN counterparts from around the world. We convened in the historically rich Châteauform’ Schloss Löwenstein, just an hour away by car from Frankfurt. This would be my first BBN Academy experience.

Ambitious academy agenda

The purpose of the BBN Academy is to get to know other agency members, learn about BBN’s tools and resources, and apply those learnings. The program offered a mix of lectures, workshops, and fun activities like wine tastings and treasure hunts.

The primary component of the academy was to put BBN’s methodologies to the test. To do that, Academy attendees were divided into three teams and provided identical real-world client briefs. Each team was then asked to develop and present a creative Big Long Idea with both content and contact strategies, as well as suggestions to measure the success of their campaign.

Teams organized themselves in various rooms in the castle to collaborate on ideas and strategy, and somehow put together a presentation within 24 hours. How can all of these tasks be accomplished so quickly?

Experiential learning

As the adage goes, learn by doing. One of the best ways I learn is through applying what I’ve learned immediately. BBN Academy is very much about experiential learning, no matter what role you play within your agency. As a copywriter, there were some tools and resources I naturally gravitated to more, like Brand Asset Management (BAM) in the BBN Navigator, the world’s only integrated B2B marketing toolset.

With the help and guidance of BBN legends, I was able to apply such tools directly to my team’s campaign. BBN’s tools helped my team test our Big Long Idea, provide guidance in creating strategies, and made us ask ourselves the hard questions. With these powerful tools in our arsenal, my team completed the tasks on time.

On the final day of the Academy, each team presented their campaigns in an intense pitch-to-win scenario. The winning team would have their pitch delivered to the client after the Academy is complete. Though all the teams worked hard and presented compelling pitches, only one team walked away with the trophy at the end.

Awesome award night

All Academy participants attended the annual BBN Golden Bee Awards on the last night. The Golden Bee Awards, the social event of the year for BBN, recognizes the outstanding achievements of global agency partners in various categories. Everyone dressed to the nines and sipped local, sparkling wine while celebrating the agencies’ tremendous work throughout the year.

Peer recognition

As if attending the Academy or a swanky award party in a castle in Germany wasn’t enough of an amazing experience, my team won the pitch! All our combined effort and creativity somehow pushed us ahead of the powerful competition.

Though winning the pitch was quite a surprise, the next award announcement was even more unexpected. With great humbleness, I was shocked to hear my BBN Agency in Copenhagen had won the Agency Partner of the Year award!

The Agency Partner of the Year award recognizes outstanding commitment and contribution to the international B2B marcomms agency BBN. Accepting this award on behalf of my agency gave me such a tremendous sense of pride for my colleagues.

Multicultural and marketing exchange

Though winning was awesome, it isn’t everything. My absolute favorite parts of the BBN Academy were the multicultural exchanges. There were over 40 people from almost as many countries, all of which had different communications backgrounds and experiences. Every personality type and nearly every content was represented. The BBN Academy felt more like a cultural and educational melting pot than anything else. We were all coming from different journeys in life and played different roles within our selected teams.

For my team, it seemed no matter what role you played within your agency, there was something valuable you could add to our campaign project. We all had strengths and we all came prepared with different resources, but what filled my heart was how willing we all were to share those strengths and knowledge sets with other team members. Everyone was so supportive of one another.

This is the attitude I found with all of BBN’s members—a love for learning, an appreciation for those who are curious, and an endless appetite to improve communication.

Find out about our storytelling and creative services at cylindr, Copenhagen.

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What do gates have to do with content? A guide to paid, earned, owned and shared media https://integratedb2b.cylindr.com/2019/11/07/a-guide-to-paid-owned-and-earned-media/ Thu, 07 Nov 2019 10:51:17 +0000 https://integratedb2b.cylindr.com/?p=3289 Promoting your B2B brand, its products and services is an essential part of successfully marketing yourself. But it can be tricky to navigate the multiple media types and with a lot of marketing jargon flying around. What is the difference between paid, earned, owned, shared media? And what is gated and non-gated content? Here is […]

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Promoting your B2B brand, its products and services is an essential part of successfully marketing yourself. But it can be tricky to navigate the multiple media types and with a lot of marketing jargon flying around.

What is the difference between paid, earned, owned, shared media? And what is gated and non-gated content? Here is a quick overview of how you can use these four media types to enhance your content marketing strategy.

Start strong

Before you embark on a marketing campaign, you need to understand your personas as well as their pain points to then develop content that empowers them in their decision-making. This curated content should clearly express your unique selling points and needs to be distributed via multiple channels such as your website, social media accounts, third-party sites, newsletters and blogs, to name a few.

On your quest for a successful content marketing strategy to raise brand awareness, it is considered best practice to employ all of the media types for a better outcome: Paid media, earned media, owned media and shared media.

Paid media

Basically, you pay to get your brand message out there, usually through a third-party agent. While you may not want to part ways with a lump of your marketing budget, paid media is an essential channel and offers the chance for you to promote yourself and expand the reach of your content.

Some examples of paid media include banner ads, radio ads and LinkedIn ads. LinkedIn is honing its advertising capabilities – the world’s most up-to-date database allows you to personalize and target your campaign efforts.

Something to keep in mind is if you go down the path of using paid media, you’ll need high-quality, engaging content. This content is usually published on your owned media and is an opportunity to forge strong relationships and increase brand loyalty.

Earned media

Earned media is when others talk about your brand, its products or services, off their own back such as in news coverage and online reviews. It’s basically word of mouth. When customers are satisfied with a product or service and share it on social media, this is possibly the best kind of promotion because it’s free and viewed by others as objective.

This media type requires a lot of work though, as the layperson often doesn’t have as much pulling power needed to make an impact on your sales. Influencers like popular bloggers and Instagrammers are ideally the ones you want hashtagging and blogging about you. It’s getting them to do that, which requires a lot of work. A major drawback of earned media is the loss of control of the messaging – it really does rely on someone else’s opinion being positive.

Owned media

Essentially, owned media is any channel that you have complete control over, for example, your website or blog. The wonderful thing about owned media is that you can do whatever the heck you want. It is the space where you can freely express yourself, publish whatever and whenever you like (business etiquette and good conduct considered). You get full control over how your content is distributed.

To remain credible, however, keep the sales talk to a minimum and share knowledge and ideas instead. This is thought leadership and is what helps build meaningful relationships with customers. To keep your audience engaged, they need to see the value in you, but not in an overly promotional way. No one really likes it when you only talk about yourself.

Shared media

Shared media refers to the interface between your content marketing strategy and social media. Examples include Facebook, LinkedIn, Twitter, Instagram, and others. The point is that shared media is different from earned media. It can be a direct share, retweet or comments of your “owned media” – the content you have created. This channel is technically open to your brand and its customers. In that way, no party has complete control over it – it is shared.

Here is a nice diagram that sums the media types up very nicely, courtesy of scitent.com.

Now that we have covered those four bases, what does it mean when content is gated or non-gated?

Gated content

Gated content is when visitors to your website or blog need to sign up, log in or enter their personal details to gain access to your content. This is a nice way to build your sales CRM and gain insight into who is accessing your content. This qualitative information is valuable because it enables you to refine your target audience and tailor your content to suit their needs.

What about writing for search engine optimization (SEO), so that your content appears at the top of the search results list? The drawback with gated content is that search engine algorithms do not take gated content into account. So, if you know in advance that you are going to gate the content, don’t waste your time focusing on SEO.

The floodgates are open

Non-gated content is when there are no strings attached and content is freely available for everyone to access. For user experience, I find this very appealing, but if you want it bad enough (the content, that is), then filling in a little form doesn’t hurt. It’s nice to let your guard down once in a while. Brené Brown has based her entire career on being vulnerable and making a lot of money out of it, too.

We launched our first account-based marketing ebook last month. It’s non-gated. Click here to get it.

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BBN Annual Report: Global B2B agency grows 12 percent https://integratedb2b.cylindr.com/2019/11/01/bbn-annual-report-2018-2019/ Fri, 01 Nov 2019 11:03:59 +0000 https://integratedb2b.cylindr.com/?p=3318 International B2B marcomms agency BBN, represented by cylindr in Denmark, has released its annual report for 2018/2019. BBN’s position as the number one international business-to-business agency has been reinforced by growth across all key figures. cylindr, the Copenhagen office of global marcomms agency BBN, has announced the release of BBN’s 2018/19 annual report. The past […]

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International B2B marcomms agency BBN, represented by cylindr in Denmark, has released its annual report for 2018/2019. BBN’s position as the number one international business-to-business agency has been reinforced by growth across all key figures.

cylindr, the Copenhagen office of global marcomms agency BBN, has announced the release of BBN’s 2018/19 annual report. The past year saw growth across all key figures, reinforcing BBN’s position as the number one international business-to-business agency.  

Total sales across the BBN group increased by 12 percent from the previous year, hitting a record USD 172 million. EBITDA also increased by 11 percent to more than USD 7 million. BBN has also increased its number of member agencies and is now represented in 30 countries.

The annual report is available on BBN’s website.

Creativity is still the key

In the annual report, Clif Collier, BBN Executive Chairman, highlights the combination of creativity and technology as being the key to BBN’s continued growth.

He writes:

“In the past 15 years, our industry has changed beyond all recognition, and the pace of that change has dramatically accelerated. Martech has transformed the way we communicate with clients entirely. However, it is still that spark of creative inspiration that makes or breaks a campaign. There is still an element of ‘magic’ – that thing that really speaks to the target audiences’ hearts and minds, that resonates with them, that touches them emotionally in this oh-so-rational B2B decision-making process.”

B2B fuels global business

The annual report contains a commentary about the size and impact of the B2B market, which typically flies under the radar in global business.

David Hoskin, Managing Partner of cylindr, BBN’s Danish office and 2019 winner of Agency Partner of the Year, believes that this annual report demonstrates a remarkable achievement by the agency in a fast-changing international commercial environment:

“Many industrial and technology companies are being hit with increasing competition, not just from new entrants to the market, but also by the changing geo-political landscape. This makes it even more critical to be visible to the audiences that count, especially in local markets.

“The numbers speak for themselves. At BBN, we have a unique proposition in that we are able to work directly with our customers in their home markets, while also being able to work with local teams in foreign markets targeting very specific audiences. With more than 300 customers in 23 B2B sectors, it’s clear that our unique offering is appreciated by customers in Denmark and around the world.”

International diversity

In the BBN annual report 2018/19, you can see details about BBN’s executive board and its financial performance, as well as details of BBN’s diversity program, which is just one of the initiatives launched within the global agency.

BBN’s talent pool across the group has grown by 197 new full-time employees in the past year. With 45 different nationalities spanning 35 different languages, these new additions have resulted in even more diversity in the agency. 

The annual report also contains examples of the international marketing strategy and communications work being done by BBN partners – from product marketing and brand strategy to demand generation and personalised account-based marketing campaigns.

The annual report is available on BBN’s website.

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cylindr wins BBN Agency Partner of the Year 2019 https://integratedb2b.cylindr.com/2019/10/25/cylindr-wins-bbn-agency-partner-of-the-year-2019/ Fri, 25 Oct 2019 09:57:40 +0000 https://integratedb2b.cylindr.com/?p=3296 The Agency Partner of the Year award recognizes outstanding commitment and contribution to the international B2B marcomms agency BBN. Along with representatives from many of the 30 BBN agencies from around the globe, we attended the annual BBN Golden Bee Awards earlier this month, held at Schloss Löwenstein, Kleinheubach, near Frankfurt, Germany. The hotly contested […]

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The Agency Partner of the Year award recognizes outstanding commitment and contribution to the international B2B marcomms agency BBN.

Along with representatives from many of the 30 BBN agencies from around the globe, we attended the annual BBN Golden Bee Awards earlier this month, held at Schloss Löwenstein, Kleinheubach, near Frankfurt, Germany.

The hotly contested awards are presented during a glamorous evening event – the social highlight of BBN’s year – recognizing outstanding achievements in various categories. With agencies in 43 locations and 29 countries across the globe, the Golden Bee Awards celebrate the best in B2B marketing excellence.

With that in mind, we are thrilled to announce that cylindr was awarded Agency Partner of the Year 2019, acknowledging cylindr’s commitment and efforts towards BBN, ranked by B2B Marketing as the No. 1 international marcomms agency.

Handing over the BBN Agency Partner of the Year award to Mercedes Beaudoin, Senior Copywriter at cylindr, Clif Collier, Executive Chairman of BBN, said:

“You deserve this award on every count; cylindr is an example to all partners. It is a pleasure and a privilege to work with you.”

David Hoskin, cylindr’s Managing Partner, says:

“This is an award recognizing the efforts of everyone at the Copenhagen office, and I’m very proud to be acknowledged in this way by our colleagues at BBN. Given the breadth of talent and experience within BBN across every facet of B2B marketing and strategy, we are inspired by this achievement.

“Being part of the BBN global agency gives us an almost unlimited pool of resources to call upon when we need it. But we also need to be familiar with the latest tools and processes, as well as know how and when to apply them.

“Commitment to learning and development is key to success as an agency. This is an award criteria, and I’m pleased to be acknowledged for our efforts in adopting BBN tools and models, which are designed to help clients achieve meaningful results from their marketing spend.”

Read more about BBN – The World’s B2B Agency.

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A good brief goes a long way https://integratedb2b.cylindr.com/2019/09/25/a-good-brief-goes-a-long-way/ Wed, 25 Sep 2019 14:59:23 +0000 https://integratedb2b.cylindr.com/?p=3244 If saving time and money is high on your agenda, then giving your agency a good briefing is essential. With everyone pressed for time, it’s something we are all getting poorer at. It’s time to rein it in, though. Why should you invest time in getting the brief right? Just to be clear, I’m not […]

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If saving time and money is high on your agenda, then giving your agency a good briefing is essential. With everyone pressed for time, it’s something we are all getting poorer at. It’s time to rein it in, though. Why should you invest time in getting the brief right?

Just to be clear, I’m not talking about the underwear kind. I’m talking about the bee’s knees of getting anything started on the right foot in the agency world – a good brief. Whether it be a simple blog post, press release or magazine article, or a complex account-based marketing (ABM) project spanning six months, take it from me – a good brief goes a long way in saving you time and money (and headaches).

At a time when businesses are focused on increasing efficiency and productivity to keep operating costs down, a good brief, actually an excellent brief is needed more than ever. But I get why this step gets little attention or sometimes missed altogether!

Busy bees

Today, time is such a valuable commodity. We are rushing all. the. time – rushing to meet our friends for coffee, rushing to drop the children off at school, rushing to get to work on time – does this sound like you?

Recently, I feel like the jobs I’m given are doing the same thing. Rushing. It’s not uncommon for me to receive a frantic email with a couple of lines and an attachment asking, “Can you do this by the end of the week?” or a half-assed brief that optimistically declares the project will be finished before the start of the (Danish) summer.

Energy in, energy out

Putting in the time at the start means you will reap the benefits later. With a concise brief, things are clearer, there is no back and forth, frustrating emails and phone calls, and no time wasted on working on something that completely misses the mark. “I was thinking that it could be a bit more personal, like Tony himself was saying it.” Umm – maybe you should have mentioned that in the brief!?

Not only is this a waste of time and brainpower, it means that creatives, including your favorite copywriters, end up banging their heads against the agency office wall, dropping to our knees and asking, “Why??!!” (maybe I should’ve written screenplays?).

Not mind readers

I wish I could read minds – the world would be such an interesting place and people watching would take on a whole new angle. I’d call it “people mind-reading”. My dear boyfriend wouldn’t have to put up with me asking him to talk about his feelings, either! What I’m trying to say is if you have a genius (or not) idea, direction or angle on the project or task at hand, please communicate it in the brief. I can’t read your mind.

Don’t worry, I’m not perfect either. This morning, I realized I made an ass out of u and me (sorry, Andrea!). That’s right – I assumed something. That my colleague would know to send the article to me before sending it to the researcher she interviewed. What happened? I got busy, I was rushing and then I simply forgot. If only I had prepared a good, sorry, excellent brief!

Co-dependent relationships

There are times where a project or task is relying on something or someone completing another piece of work, delaying projects for days, weeks or even months. So it’s understandable that at the time of briefing – you simply just don’t know what you want. That’s fine. It’s just a matter of being a crystal-clear communicator and staying connected.

A brief offers good support

An excellent brief covers the following things:

  • What
  • When
  • Scope
  • Why/Background
  • Where
  • How
  • Who
  • Examples of similar project/task and learnings
  • Other important bits and pieces

It’s good business practice to have a process and template in place to cover these bases every time you embark on a new project. And it’s also a great idea that you sign off on the agency brief, essentially agreeing that you have done your best to communicate what you want. There are free templates available online and you can adapt them to suit your projects and company branding.

Running out of time

I know what you’re thinking (because I’m a mind reader). You’re thinking, “I don’t have time to fill out templates for each and every task I send to my agency!” and perhaps, “Getting lost in processes and templates takes away from the task at hand and stops us from being agile!” Think again.

For someone who likes structure and processes, working at an agency has made me many things – and agile is one of them. Things move fast, clients change their minds, I change my mind, but in the end, we get it done. Good briefs don’t stop you from being agile. Yet instead of spending 15 hours on the project, you end up spending just five. It’s a no-brainer – really.

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Strengthening sales and marketing for the next financial crisis https://integratedb2b.cylindr.com/2019/09/13/strengthening-sales-and-marketing-for-the-next-financial-crisis/ Fri, 13 Sep 2019 12:18:37 +0000 https://integratedb2b.cylindr.com/?p=3233 [READ IN DANISH] B2B companies are rushing to transform their current sales and marketing approach to an Account-based Marketing (ABM) approach before the next financial crisis. Learn what ABM is, how it can boost your chances in a tough marketplace and where to get started. It’s hard not to notice that the financial markets are […]

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[READ IN DANISH]

B2B companies are rushing to transform their current sales and marketing approach to an Account-based Marketing (ABM) approach before the next financial crisis. Learn what ABM is, how it can boost your chances in a tough marketplace and where to get started.

It’s hard not to notice that the financial markets are in turmoil these days, bringing back some nasty memories from a decade or so ago. And with a hard Brexit looking likely in Europe, we all need to take significant steps to prepare for the worst.

Perhaps, in fact, by the time you read this blog post the next market crash will already have happened. In any case, it seems inevitable that a crisis will occur sooner rather than later. So, what can you do right now to strengthen your revenue-generating machine before all hell breaks loose?

Invest now to weather the storm

One strategy to mitigate the effects on your company is to invest in some changes before the usual cost-cutting rounds begin – i.e., while funding for a revenue machine transformation are still available.

The best-performing, most revenue-focused companies have already made wide-reaching changes that every mid-sized or large B2B company will eventually have to make. They’ve invested in a relatively new, but fundamentally customer-centric approach to sales and marketing: Account-based Marketing (ABM). So, their revenue-generating machines are in great shape – and ready to grab even more market share from competitors who have been slower to prepare for tough times.

Briefly defined, ABM is a strategy in which the marketing and sales teams work closely together to focus on a list of specified customers and prospects. As ABM platform developer Engagio’s CEO, Jon Miller, puts it, it’s similar to the difference between fishing with a net (you’re never sure what you’ll catch and most of it is undesirable) and fishing with a spear (you know which accounts are best for your business and you are focused on winning them).

ABM has been shown to deliver significantly higher return on investment for every dollar spent on sales and marketing, making it a must-have for winning in highly competitive marketplaces like the IT industry. Now, ABM is being adopted more widely with, perhaps not surprisingly, US-based B2B companies leading the way.

Apple, Oracle and Fujitsu, for example, are some of these first-movers. While many companies are only now discovering Account-based Marketing, these companies have been moving along the ABM track for a few years.

Have you heard about ABM?

If you haven’t heard of ABM before or don’t know much about it, you’re definitely not alone. Most B2B marketers have been too busy working to build their strategies around an earlier approach, “inbound marketing”, to focus on what is coming next.

However, because so many companies have been pouring resources and attention into inbound marketing activities, there’s now a huge amount of noise out there. All of those messages are fighting a sea of content for the fleeting attention of largely millennial influencers and decision-makers.

If you continue down this path, your company will not be in a strong position for success when the going gets tough.

Is inbound marketing on its last legs?

Dead end sign to signify that the usefulness of inbound marketing is coming to an end

The reality of inbound marketing is that only around 1 in every 100 leads actually turns into business. There are all sorts of reasons for this, which will be dissected in a later post, but the bottom line is that a lot of resources are being wasted on marketing efforts to attain leads that deliver little or no value to the company!

You see, inbound marketing approaches usually reflect the short-sighted principle that Marketing’s job is well done when a marketing-qualified lead has been passed to the sales team.

At that point, Sales is expected to get out there and try to turn that lead into a deal. Marketing then sits back, pleased with the number of clicks and views amassed in their back-office systems.

That’s not a fair statement, of course, as Marketing often goes a step or two further, but it does reflect what we often hear from salespeople. With Sales having greater power than Marketing in most B2B companies, the opinions of salespeople are not to be taken lightly!

“Don’t count the people you reach. Reach the people that count.”

Legendary ad man, David Ogilvy

So unfortunately, inbound marketing is limping toward the end of its reign as the best way to conduct modern marketing. It still has a place in the marketing mix, but it can no longer claim to be the answer to the question of how best to support the company’s revenue goals.

In short, it is an outdated strategy that won’t let you beat your competitors or even keep up with them.

Much more than marketing

To tell it like it is, ABM is the compelling next wave to ride. It’s a fundamental business transformation you will have to make. But what is it that makes it so compelling?

Despite its name, ABM isn’t really a marketing-only initiative. Instead, it’s a results-focused strategy that brings Sales and Marketing together as a team to focus on the same goals, the real goals, like making sales efforts more efficient, speeding up sales cycles, increasing deal sizes and boosting buyers’ propensity to buy. And it requires a business decision to re-focus efforts on a targeted list of highly desirable accounts that would be or already are a great fit for your company.

Beyond saving your company effort and resources, ABM provides a core of benefits dubbed the “3 R’s” by B2B research and best practices firm ITSMA:

  • Reputation: Brand perception, awareness and knowledge of your company’s brand will increase among targeted accounts. So, you are more likely to be on the short list of your targeted accounts when it’s time to make an investment in your category.
  • Relationships: The number and quality of relationships your company has across accounts will increase tremendously, making your company the one everyone agrees is a good choice. It’s a customer lifetime value perspective.
  • Revenue: When your efforts are focused on the accounts that really matter, the deals are bigger and the customer is more likely to buy again.

I could keep explaining many more interesting things about ABM (it’s a big topic!), but for now, let me make a simple statement: If you’re a B2B company that sells high-value products or services with a long sales cycle involving more than four influencers or decision-makers in each account, you will have to make a transition to ABM.

When you do it, of course, is up to you – but the sooner you start, the better you will be able to handle the crisis we all know will eventually arrive.

Where to start

If you’re interested in staying ahead of the game, but don’t know how to start, don’t start like this: You hear about ABM, read some online content about the topic, get some internal buy-in, install some ABM software tools and try to get things going.

That is, quite frankly, a recipe for disaster. An ABM transformation is exactly that, a transformation. It is a process that requires careful, informed planning – preferably facilitated by someone who has done it before and whose competencies span both sales and marketing.

Consider it an insurance policy – after all, this is one of the most significant changes you’ll make to the business and its performance potential over the next few years!

Every pilot needs a co-pilot

a pilot and his co-pilot to depict how you need both to fly a plane

Once the planning is done and management, sales and marketing have truly aligned around a clear ABM strategy, you should get started by running an ABM pilot program in a smaller part of your business – a region, a specific vertical or simply an isolated group of high-priority accounts.

Communications agencies like cylindr BBN are excellent co-pilots to help you conduct the planning and alignment phases and to set up your ABM pilot program.

Such teams specialize in tailoring ABM strategies that align with your company’s goals, and they can help you set up the necessary mechanics and metrics, too.

All aboard the ABM train

Tough times may be ahead, but that doesn’t mean your company’s long-term goals need to suffer. Thinking and acting strategically now is a sound investment that not only helps when the next financial crisis hits, but which strengthens your business foundation for the long run, too.

Now it’s up to you: When are you ready for your ABM transformation? If you’d like one of our ABM experts to help you get your head around the topic, just reach out – we’re always happy to educate and guide B2B companies to the next level!

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Sådan ruster du salg og marketing til den næste finanskrise https://integratedb2b.cylindr.com/2019/09/13/sadan-ruster-du-salg-og-marketing-til-den-naeste-finanskrise/ Fri, 13 Sep 2019 11:27:46 +0000 https://integratedb2b.cylindr.com/?p=3199 [DANISH LANGUAGE] B2B-virksomheder har i øjeblikket lynende travlt med at omstille deres salg- og marketingafdelinger til account-based marketing (ABM), inden den næste finanskrise sætter ind. Bliv klogere på, hvad ABM er, hvordan det kan øge dine chancer i et vanskeligt marked, og hvordan du kommer i gang. Det er svært ikke at lægge mærke til […]

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[DANISH LANGUAGE]

B2B-virksomheder har i øjeblikket lynende travlt med at omstille deres salg- og marketingafdelinger til account-based marketing (ABM), inden den næste finanskrise sætter ind. Bliv klogere på, hvad ABM er, hvordan det kan øge dine chancer i et vanskeligt marked, og hvordan du kommer i gang.


Det er svært ikke at lægge mærke til den aktuelle turbulens på finansmarkederne, og det vækker grimme minder om finanskrisen for cirka 10 år siden. Og i et Europa, hvor der lurer en hård Brexit lige om hjørnet, er man nødt til at træffe væsentlige foranstaltninger for at forberede sig på det værste.

Faktisk kan det næste marked allerede være brudt sammen, når du læser dette blogindlæg. Under alle omstændigheder synes det uundgåeligt, at der indtræffer en krise i nær fremtid. Så hvad kan du gøre her og nu for at styrke din indtægtsskabende maskine, før helvede bryder løs?

Invester nu, og rid krisestormen af

En strategi, der kan afbøde følgerne for din virksomhed, er at investere i forandringer, inden de sædvanlige sparerunder sætter ind – dvs. mens der stadig er midler til rådighed til en omstilling af indtægtsmaskinen.

De mest effektive og indtægtsfokuserede virksomheder har allerede indført de vidtrækkende forandringer, som alle mellemstore og store B2B-virksomheder før eller siden bliver nødt til at foretage. De har investeret i en forholdsvis ny, men helt igennem kundecentreret tilgang til salg og marketing – account-based marketing (ABM). Derfor er deres indtægtsskabende maskine i topform og klar til at vinde endnu flere markedsandele fra de konkurrenter, der har været længere om at ruste sig til vanskelige tider.

Kort fortalt er ABM en strategi, hvor marketing- og salgsafdelingen arbejder tæt sammen og fokuserer på en liste over specifikke kunder og kundeemner. John Miller, som er direktør for virksomheden Engagio, der udvikler ABM-platforme, beskriver det som forskellen på at fiske med net (hvor man aldrig helt ved, hvad man fanger, og hvor det meste er bifangst) og at fiske med spyd (hvor du ved, hvilke kunder der er bedst for din virksomhed, og fokuserer på at vinde lige netop dem).

ABM har vist sig at give en væsentligt højere afkastningsgrad for hver krone, der bruges på salg og marketing, og er derfor et must, når man vil have succes på et stærkt konkurrencepræget marked som f.eks. IT-branchen. I dag vinder ABM stigende udbredelse, ikke overraskende ført an af USA-baserede B2B-virksomheder.

Eksempler på disse pionervirksomheder er Apple, Oracle og Fujitsu. Hvor mange virksomheder først er ved at få øjnene op for account-based marketing, har disse virksomheder arbejdet med ABM i årevis.

Har du hørt om ABM?

Hvis du aldrig tidligere har hørt om ABM eller ikke ved særlig meget om det, så er du bestemt ikke den eneste. De fleste B2B-virksomheder har været for optagede af arbejdet med at opbygge deres strategi omkring en tidligere tilgang, “inbound marketing”, til at kunne fokusere på det, der kommer bagefter. Og fordi så mange virksomheder har brugt en masse ressourcer og opmærksomhed på inbound marketing, er markedet nu præget af en voldsom støj. De mange budskaber drukner i et hav af indhold i kampen om et øjebliks opmærksomhed fra influencere i millenial-generationen og beslutningstagere. Hvis du fortsætter i denne retning, står din virksomhed ikke særlig stærkt i vanskelige tider.

Synger inbound marketing på sidste vers?

singer on stage singing the end of a song to represent inbound marketing being near its end

Realiteten, når det gælder inbound marketing, er, at det kun er ca. 1 ud af 100 leads, der rent faktisk bliver konverteret til en kunde. Det er der mange forskellige grunde til, som jeg vil komme nærmere ind på i et andet blogindlæg – men hovedsagen er, at der spildes masser af ressourcer på markedsføringstiltag, som har til formål at opnå kundeemner, der kun tilfører virksomheden meget ringe eller slet ingen værdi.

En inbound marketing-tilgang afspejler nemlig som regel det kortsigtede princip, at marketingafdelingen har løst deres opgave godt, når de har videregivet et marketing-qualified lead til salgsafdelingen. Her forventes det, at salgsafdelingen går ud og forsøger at få en aftale i hus med det pågældende lead. Imens læner marketingafdelingen sig tilbage og fryder sig over de mange klik og visninger, der hober sig op i deres backofficesystemer. Det er selvfølgelig ikke en helt retvisende beskrivelse, da marketingafdelingen ofte går et par skridt videre – men det afspejler det, vi ofte hører fra sælgerne. Og da salgsafdelingen i de fleste B2B-virksomheder har større gennemslagskraft end marketing, er sælgernes opfattelse ikke noget, der bør tages let på!

“Tæl ikke de kunder, du når ud til. Nå ud til de kunder, der tæller.”

David Ogilvy, legendarisk reklamemand

Derfor nærmer inbound marketing sig desværre afslutningen på sin storhedstid som den bedste måde at drive moderne markedsføring på. Inbound marketing har stadig en plads i marketingmixet, men kan ikke længere betragtes som svaret på spørgsmålet om, hvordan man bedst understøtter virksomhedens indtjeningsmål. Det er kort sagt en utidssvarende strategi, der ikke sætter virksomheder i stand til at overhale konkurrenterne eller sågar holde trit med dem.

Meget mere end marketing

ABM er, for at sige det ligeud, den næste afgørende bølge, man bør ride med på. Det er en grundlæggende forretningsomstilling, som du bliver nødt til at foretage. Men hvorfor er det så afgørende?

Trods navnet er ABM i virkeligheden ikke kun et markedsføringstiltag. Det er snarere en resultatorienteret strategi, der bringer salg- og marketingafdelingen sammen som et team med fokus på de samme mål – de virkelige mål, som f.eks. at effektivisere salgsarbejdet, fremskynde salgscyklusserne, få større aftaler i hus og booste kundeemnernes tilbøjelighed til køb. Og det kræver en forretningsbeslutning at omstille virksomhedens fokus til at arbejde med en målrettet liste over særdeles eftertragtede accounts, som vil passe eller allerede passer rigtig godt til din virksomhed.

Ud over at ABM sparer din virksomhed for en masse arbejde og ressourcer, giver det også en række fordele, som analyse- og best practice-virksomheden ITSMA kalder “de 3 R’er”:

  • Reputation (omdømme): Opfattelsen af, bevidstheden om og kendskabet til din virksomheds brand vil stige blandt dine target accounts. Det øger sandsynligheden for, at din virksomhed figurerer på listen over de bedste kandidater hos dine target accounts, når de skal foretage en investering inden for din kategori.
  • Relationships (relationer): Antallet og kvaliteten af de relationer, din virksomhed har på tværs af accounts, vil blive øget markant, så din virksomhed bliver en, alle opfatter som et godt valg. Det handler om kundelivstidsværdi.
  • Revenue (indtægter): Når dit arbejde er koncentreret om de emner, der virkelig betyder noget, får du større aftaler i hus, og der er større sandsynlighed for, at kunderne vender tilbage efter mere.

Jeg kunne blive ved med at fortælle interessante ting om ABM (det er et stort emne!), men jeg vil indtil videre nøjes med dette enkle udsagn: Hvis du har en B2B-virksomhed, der sælger produkter eller ydelser af høj værdi med en lang salgscyklus, som involverer mere end fire influencere eller beslutningstagere hos hver account, så bliver du nødt til at omstille virksomheden til ABM. Hvornår du vil gøre det, er naturligvis op til dig – men jo før du kommer i gang, jo bedre vil du være rustet til at håndtere den krise, vi alle sammen ved vil ramme os en dag.

Hvordan kommer du i gang?

Hvis du gerne vil være på forkant, men ikke ved, hvor du skal starte, så lad være med at starte sådan her: Du hører om ABM, læser noget onlineindhold om emnet, opnår internt engagement, installerer noget ABM-software og prøver at sætte hjulene i gang. Det er, for at sige det ligeud, den sikre vej til en katastrofe. En omstilling til ABM er en omstillingsproces, der kræver nøje planlægning på et informeret grundlag – helst med hjælp fra nogen, der har prøvet det før, og som har kompetencer inden for både salg og marketing. Betragt det som en forsikringspolice. Det er trods alt en af de væsentligste forandringer, du kommer til at indføre for din forretning og dens resultatpotentiale inden for de næste par år!

Alle har brug for en andenpilot

a pilot and his co-pilot to depict how you need both to fly a plane

Når først planlægningen er på plads, og ledelse, salg og marketing har fundet fælles fodslag omkring en klar ABM-strategi, bør du gå i gang ved at gennemføre et ABM-pilotprojekt i en mindre del af virksomheden – f.eks. en region, et specifikt vertikalt marked eller ganske enkelt en isoleret gruppe accounts med høj prioritet. Kommunikationsbureauer som cylindr BBN er fremragende andenpiloter, der kan hjælpe dig med at gennemføre planlægningsfasen, skabe fælles fodslag og tilrettelægge dit ABM-pilotprojekt. Vores teams er specialiserede i at skræddersy ABM-strategier, der er tilpasset din virksomheds mål, og de kan også hjælpe dig med at tilrettelægge de nødvendige mekanismer og måleparametre.

Tog til ABM klar til afgang!

Selv om der er hårde tider forude, behøver det ikke gå ud over din virksomheds langsigtede mål. Det er en sund investering at tænke og handle strategisk nu – og det hjælper dig ikke kun, når den næste finanskrise rammer, men styrker også dit forretningsgrundlag i det lange løb. Nu er det op til dig: Hvornår er du klar til din ABM-omstilling? Hvis du vil have en af vores ABM-eksperter til at hjælpe dig med at forstå emnet i dybden, er du velkomne til at kontakte os – vi står altid klar til at oplyse og guide B2B-virksomheder et skridt videre.

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