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

The price of poor language

Are you confusing your customers with second-rate English? For example, did your company recently win a price? Are your people competent, and (by implication) not skilled? Are your writers to your webpage loosing you credibility with spelling misstakes, joiningwordstogether and split ting others, or not using all the write words – making the text that little bit to hard too read?

We all make mistakes sometimes. Especially if we’re writing in a second language. But if your organization has put blood, sweat and tears into creating an innovative product or service that stands head and shoulders above anything else on the market, doesn’t it deserve high-quality promotion? Shouldn’t messaging about what you stand for and what you offer be communicated clearly and professionally? Continue reading

Rapid buyer persona development

My colleagues and I were recently thrown a challenge by one of our clients to identify and describe its key stakeholder personas in half a day. On first thought, and despite our in-depth knowledge of the company and its industry (offshore engineering services), it seemed an impossible task, especially because the company has several business areas and various customer types within each of those business areas. But always up for a challenge, my colleagues and I planned a high-intensity session with the outcome of clearly defined buyer personas representing the most important revenue streams. Continue reading