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

No shortcuts in B2B marketing

Recently, while visiting one of our customers in the UK, I saw a fascinating sign on a building next door to the customer’s own offices. I was struck by the boldness of the claim – particularly given how unimpressive the sign’s visual idea and execution was. The effect, in my mind, was to create something academics call cognitive dissonance. And that’s a certain something many B2B companies do all too often.

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Innovative employees go against the flow

“If you always do what you always did, you will always get what you always got.” These magical words are usually attributed to someone famous – perhaps Einstein, Mark Twain or a long list of others depending on who you believe. In any case, there’s plenty of truth in the idea, I think you’ll agree.

I thought again of those words when I attended a seminar held by DABF (Danish-American Business Forum) and found the happy ending to a business fairytale I think of almost every time I see someone trying to go against the status quo in an organization. Continue reading

B2B and the tourism industry: The case against corporate propaganda

To conclude the series on how B2B companies can leverage digital strategy to capture a share of the revenue coming from the global growth in the tourism industry, I will focus on a key issue underlining and supporting all communications and marketing strategy: tourism and propaganda are not good friends anymore. Without a proper understanding of what this entails, a B2B company’s digital strategy and efforts to make it big in the tourism industry might very well be doomed to fail from the outset. Continue reading

Content marketing? Danish companies could lead the way.

Content marketing is about engaging your target audience with useful information that that helps them solve a problem or become better informed. It is not an exercise in directly promoting your products or services. Instead it involves encouraging and building dialog with interested parties, which can help position you as a trusted advisor and a credible, knowledgeable supplier who understands their industry and needs. Continue reading

Is consulting a necessary evil?

How would you feel if, in front of a staff gathering, a client called your company a “whorehouse”? That’s what I witnessed recently when attending a reception at one of Denmark’s largest organizations. Luckily, it wasn’t our agency whose name was being besmirched but that of a major global consulting company. Fair or not, and not exactly helped by the popular US TV show “House of Lies”, the consulting business has a pretty nasty reputation for overcharging and under-delivering – and making a sport of it. But I was still shocked to hear such open hostility communicated from management to staff about a supplier. Continue reading