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
A new thought leadership platform encouraging stakeholder engagement and subject matter expertise has been launched by a global B2B technology company. Continue reading
Conversation is more than a social media strategy. While all the attention these days seems to be on online marketing – and, sure, that’s where the excitement is, there are still plenty of B2B executives getting results from good ol’ fashioned face-to-face networking and word-of-mouth exchanges. By and large, we are social beings, and most of us still value the opinions of people in our personal networks and trusted business connections more than rather tenuous Twitter and LinkedIn connections. But what is word-of-mouth marketing worth in B2B? Find out below and find three tips for making your clients become your biggest advocates. Continue reading
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
If you have been a returning reader you will know that we are big on the ongoing changes in B2B buyer behavior and how most B2B companies have yet to follow suit and create a communication strategy to match the changes. But how can you actually do that? One way is by establishing a respected and credible Voice of Industry. Continue reading
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
I have already covered the current growth and widening profit margins of the global tourism industry and the need for B2B companies and marketers in this field to develop a strong digital strategy if they want to capture a greater share of the market.
Here I cover one of the most important and fastest growing aspects of every forward thinking digital strategy in 2012: the mobile factor. Without leveraging mobile as an integral part of your digital strategy your carefully thought out plans might not be secured for the future – here’s why: Continue reading
To date, few B2B companies have capitalized on the full potential of the seminars, receptions, trade show stands and other marketing events they hold for business partners, clients and prospective customers. Social media holds the power to unlock this potential, drastically altering the ability to interact and engage with attendees before, during and after any event. But there’s a catch. Continue reading
Many B2B companies focus their activities on that most holy of events, the product launch. The entire company tends to run like mad toward each launch just as small boys playing football all swarm around the ball, leaving the remainder of the playing field practically empty. It’s a costly affair, and one upon which the company’s sales and organizational energy can be highly dependent. But this kind of traditional, explosive product launch is quickly becoming a dinosaur.
We’ve just finished presenting the results of months of work to one of our favorite clients. It went well, which is great, but I wanted to point out why I think it went well – and highlight some of those project success factors for others in the marketing business. Continue reading