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?Continue reading
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.Continue reading
B2B marketers are facing the biggest driver of change since the arrival of inbound marketing: the transition toward Account-Based Marketing (ABM). For those who may not know the term, the general principle of ABM is, to loosely quote ad giant David Ogilvy, no longer counting the people you reach, but instead, reaching the people who count.Continue reading
Klar til at gå over til account-based marketing? Her er 5 aspekter, som ikke må slå fejl!
B2B-virksomheder står i øjeblikket over for den største drivkraft for forandring siden inbound marketing – omstillingen til account-based marketing (ABM).
For dem, der ikke kender begrebet, er det overordnede princip bag ABM (for løst at citere reklameguruen David Ogilvy), at man ikke længere tæller de kunder, man når ud til, men i stedet når ud til de kunder, der tæller.Continue reading
This year’s annual BBN owners’ conference offered a unique privilege to hear input from marketers working all over the world. At the conference, we shared our own reflections on the state of play of B2B marketing and what the future holds.Continue reading
It’s a jungle out there. Today, we’re inundated with sustainability propaganda in a climate where more companies are turning to Corporate Social Responsibility (CSR) reports to make their statements – but is it all just greenwashing? The Global Reporting Initiative (GRI) sustainability reporting standards is one way to gain credibility.Continue reading
The bridge between product development and bringing a product to market can be a tricky one to cross. Without due care, the hard work of engineers can be lost in a sea of marketing messages. Technology expert Mogens Abel-Bache shared some insights with me into how marketers can help tech companies get their products into the hands of the people it’s designed to serve.Continue reading
It’s nearing the end of February and that new year resolution to get fit is starting to fizzle. But the year is still young and it’s not too late to start planning your next content marketing move. Here are six handy tips to help flex your content marketing muscles.Continue reading
Brexit is front page news – and all the media coverage has made me wonder: what impact might it have on European B2B marketers? I considered the evidence, made some guesses – and came up with seven possible consequences for European marketers doing business in the UK.Continue reading