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 an MBA worth the effort?

Is an MBA worth the effort?

1500 hours of after-hours work. That’s what it took to complete my MBA. The only thing remaining now is graduation and the party! As valuable as the actual studies have been, in many ways, it’s all about the party. But more about that later.

Now all that hard work is over, I want to reflect on the journey. Why did I do it? Do those reasons hold up three years later? It’s probably too early to tell, but let me look into the crystal ball and see what the future may hold.

For others considering an MBA, this may help put some decision-making criteria into perspective. This is by no means a definitive list of what to think of if you’re considering an MBA when you’re well into your career. But I hope it does give some ideas to help make up your mind. Continue reading

Raise Awareness by Embracing Controversy

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“Don’t rock the boat” seems to be an unshakeable rule in many B2B companies. Strangely enough, companies who adhere to the status quo are often the ones to be left behind when the boat is rocking at industry level. Ask Nokia or Sony Ericsson, for example, why Apple was able to not just rock but almost overturn their boats… Continue reading

4 ways Danish companies can nail B2B marketing in English

It’s not that hard to write a blog post, a Tweet or an article, right?

All you have to do is think about what you want to say, structure it, then start tapping away at the keyboard. At least, that’s pretty much true if you’re a good writer and English is your native language!

Our Danish-based B2B clients, on the other hand, have an added challenge in comparison with competitors from English-speaking regions: producing high-quality English texts when English is their second (or even third) language.

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The CMO as the new B2B superhero

When push comes to shove, it’s hard to find a CEO of a B2B company who sees marketing as the go-to function for business performance. Marketers are constantly challenged by their executive management to demonstrate the effectiveness of their efforts.

Does that mean the CMO role at B2B companies is redundant? And what can marketing do to move itself from a support function into the company’s upper echelons? Continue reading

An organization with 8000 leaders

Durban's CBD

There’s nothing like being forced out of your comfort zone to give you new ideas and inspiration. And what better way than rapid immersion in not just another business environment, but another culture?

This was the opportunity I was given on a recent visit to South Africa together with a group of business leaders from Denmark. Just a few hours after stepping off the long flight from Europe, we were released into Durban’s Central Business District. It’s a far cry from the sterile, grayscale business district of a northern European city. Colors and sounds line the pavements. People swarm over intersections, dodging the taxi vans, busses and occasional car. It’s an eclectic mix of cultures where urban dwellers dominate, but there are still plenty of people with obviously strong tribal roots.

For the next few hours, we explored the district, interacting with people to learn about their businesses and lives as best we could, sometimes in English, sometimes through an interpreter, and almost always with wild hand gestures. Continue reading

Inspire customer creativity with innovative case stories

B2B customer case stories follow a fairly simple format of explaining how a product or service solved a specific customer pain. But they don’t necessarily communicate that a company is innovative, or encourage customers to innovate with them. Yet there are good reasons why a repertoire of innovation-focused stories can draw in new customers or stimulate new ideas among existing ones. So why not use them to inspire innovation?

Showcasing novelty

Today’s markets are increasingly demanding evolution, not just adequate performance. And employees are being encouraged to seek out opportunities for incremental or radical innovation. In response, businesses could take the opportunity to highlight case stories about creativity involving their products or services. Continue reading

Lessons in leadership from the savannah

I had the privilege of spending four days in the South African bush recently. The occasion was a leadership development course together with a group of business leaders from Denmark. Although the purpose wasn’t leisure, for me as a wildlife junkie, there are certainly worse things to do than spend three hours a day on safari!

The course was facilitated by Pete, Mick and Steve from Leading with Humanity. Their mission was to force us to reflect on leadership in business through the power of nature. They knew we’d be put way outside of our comfort zones; that we would feel vulnerable and insecure. And they loved it!

But it’s not only the boundary-breaking exercises that make you take a close look at leadership behaviour. Even more telling was the immersion in nature. Witnessing the wild’s dilemmas first hand is a transcendental experience that reveals an honest reality. The competitive coexistence of the vast array of species in the bush is a worthy aspiration for all walks of life. Learning from it will surely benefit any leader’s performance. Continue reading