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

How to make Nordic engineers come alive on video

Engineers from the Nordic countries may be wizards at turning innovative ideas into reality in everything from sustainable energy to medical devices. But on camera, some can come across a little, uh, uncomfortable. Here’s a quick (and yes, a little dirty) trick to bring the most wooden of engineer-on-video performances to life.

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Is your company magazine a one-hit wonder?

Company magazines continue to consume a significant proportion of many B2B marketing budgets. Understandably so, as magazines can be a great way to profile the company’s achievements, internally and externally. But many companies have a long way to go before their content can easily be found and consumed online – that is, read, watched, listened to, or clicked on. No wonder it’s easy to question the business case for a magazine. Is it worth applying so much time and budget to a magazine if its long-term reach and impact is limited? Continue reading

“Help us to get more out of what we know!”

Knowledge-intensive B2B companies are a special breed. Unlike many simple consumer products that perform a straightforward function, their product offerings are often experts who can solve a wide variety of problems and take on greenfield challenges. Clearly communicating what the company can do, therefore, is difficult at best. Continue reading

Knowledge sharing platform for a knowledge-intensive company

A new thought leadership platform encouraging stakeholder engagement and subject matter expertise has been launched by a global B2B technology company. 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

Seven lessons for B2B from Cirque du Soleil

I was fortunate enough recently to see the Cirque du Soleil perform its Allegria show in Copenhagen. Allegria is a mesmerizing show performed by artists of exceptional ability, and I was left with a feeling of satisfaction in witnessing real people perform real feats of skill, creativity and daring. Continue reading

7 tips for credible video in your B2B marketing

Credibility and trust is key to B2B marketing and communications and video offers great potential to capture the true essence of a company’s biggest assets – its employees. Experienced business leaders, grizzled industry veterans, subject matter experts and engineers all look great on video if captured in the right way, and their authentic appearance can actually enhance forward-thinking B2B marketing efforts. Using video in marketing with the aim of giving employees a voice of their own requires patience and skill. However, the rewards are big for all involved – here are 7 tips to help you help subject matter experts and other employees to shine on video. Continue reading

7 ways to keep your subject matter experts feeding the Content Machine

If your company has established a blog, a few social media accounts or perhaps an independent thought leadership platform, then you have a group of employees contributing content on a daily, weekly or monthly basis. To keep the content flowing, they need to be supported as best they can. 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

Build real thought leadership with subject matter expert videos

Anyone remember the 1980’s movie “Revenge of the Nerds”? Here’s how it went: tired of being bullied by a particularly condescending jock fraternity and perpetually ignored by every good looking girl around college, a group of freshmen geeks band together and, through their superior knowledge, special personal talents and high energy enthusiasm spectacularly defeat the frat boys and win over the girls. Continue reading