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

A2SEA puts a spotlight on its knowhow: Part 1 of 3

Offshore wind turbine installation contractor A2SEA stands as a great example of a company that grew from a commoditized, generic position to dominate its industry through the constant application of knowhow as a key differentiator. Despite this transformation over more than a decade, many of its clients and prospective customers still think, more or less, that the company just provides the vessels and crew to lift enormous structures into place far out to sea – and that’s something you can buy, well, from anyone, can’t you? A2SEA just wasn’t getting enough Return on Knowhow. Continue reading

What’s your company’s Return on Know-how?

Our team spends a lot of time discussing business cases – real business cases, not “feel good” benefit-based stuff, but the ones with numbers on them. We’re keen to work out, for each of the customers or prospects we speak to, where revenue can be generated and/or savings can be made by putting knowledge-sharing campaign platforms in place.

At the center of it all is a concept we call “Return on Know-how” (ROK). OMG, you may be thinking, another word dreamed up by marketers. And that’s what it is, for sure. But there’s a real point to it, too – and it’s a goodie: What potential gains or savings are hidden in the know-how of your subject matter experts? What can be done to unlock this potential? Continue reading