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

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

Which channels work for B2B lead generation?

Choosing which channels to bet on is something that, quite literally, keeps many marketing and communication professionals awake at night. US-based Software Advice, an online marketing software broker with access to thousands of B2B buyers around the world, has recently published its annual B2B Demand Generation Benchmark report. The report surveyed 200 business-to-business (B2B) marketing professionals in order to understand which channels, offers, content types and technologies they were using to fuel their demand generation programs—and which they found most effective. Continue reading

Marketing fights Sales – and everyone wins!

What’s the purpose of B2B marketing? Ask the question of any attentive marketing student and they’re likely to reel off a description that somewhere, somehow, involves increasing demand for the company’s products. But marketing is also about managing demand, too, which may actually require reducing demand – or moving demand away from particular products in a company’s range. That said, it still seems counter-intuitive to create marketing or sales materials aimed at putting a dent in sales…

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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

The drive for more business credibility and returns from marketing

I recently read an interesting Harvard Business Review blog post “Marketing is Dead” exploring the views of CEOs on Marketing and business credibility. In the post, author Bill Lee states: “…. CEOs have lost all patience. In a devastating 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group the result was that:

  • 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth
  • 72% are tired of being asked for money without explaining how it will generate increased business
  • 77% have had it with all the talk about brand equity that can’t be linked to actual firm equity or any other recognized financial metric….”  Continue reading

5 ways to use market research to drive your content

Content can be the most effective resource in your marketing toolkit — especially if it’s based on research.

Reporter Nick Clunn recently wrote an article based on a little-noticed study that showed many school districts didn’t adequately protect student information. His article took a cumbersome study published by Fordham University’s Center on Law and Information Policy and turned it into an easily readable and interesting piece. This is a great example of using market research to produce content relevant to your readers — in this case, every teacher, student, and parent in the country! Continue reading

5 cost-effective internet marketing methods that could keep your company afloat

It can difficult to view any type of advertising strategy as being affordable or cost-effective when your company is behind on bills and is struggling to stay in business. However, if profits are low and you’re not generating enough income to keep up with financial obligations then attracting new clients/customers may be the fastest way to get out of debt and facilitate a turnaround.

While many business owners are under the erroneous impression that internet marketing is an expensive, high-tech luxury, the truth is that online outreach is a surprisingly easy way to spread awareness and generate quality leads. Furthermore, there are many ways to appeal to a targeted audience on the web with little to no monetary investment required, especially if you operate in a business-to-business industry.

Here are 5 internet marketing methods that can be used to keep your company afloat, even if you have nothing to invest but your own time: Continue reading

How to set up a company blog – and what NOT to do

blogger

B2B companies have had mixed experiences with blogs. In fact, we’ve seen countless blog deaths among our B2B clients. These unfortunate blogs were usually started by enthusiastic marketing departments keen to display a vibrant corporate culture—a more human side of the company—to stakeholders in an attempt to build trust and engagement. That’s a great aim, but there are many challenges and pitfalls Continue reading

B2B mobile strategy: Time to build an app for your business?

As we’ve seen in the recent launch of the “Facebook phone”, smartphones are one of the hottest battlegrounds in business at the moment. Mobile is the new frontier, and for B2B companies today, just having a great website and being on social media isn’t enough; companies need to think in terms of multi-channel strategy. Continue reading

A2SEA makes the most of its knowhow: Part 2 of 3

How has one company installed over 60% of the world’s offshore wind turbines? The difference is knowhow – but something had to be done to make sure the market truly recognized and valued that difference. Continue reading