Offshore wind energy installation and service leader A2SEA takes a strategic approach to its integrated marketing communications, drawing upon tried-and-tested knowhow to arrive at its communication strategy. Part of that approach involves the use of “Must-win Initiatives”. Continue reading
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
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
Effective content marketing is based on a genuine desire to help potential customers – and can, when implemented, lead to fundamental change in company culture. But old wine is old wine…
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
With content marketing exploding onto the scene of mainstream B2B marketing in 2012, marketers everywhere are scrambling to re-adjust marketing plans to reap the benefits of more comprehensive content strategy and content production. But, while strategic planning, in itself, isn’t an easy task for many companies trying to adjust to changes in B2B buyer behavior, apparently it’s content production that presents the biggest challenge to executing content strategy. Continue reading
After experiencing a dramatic slump in 2009, the global tourism industry is steadily regaining momentum. With revenue increasing at an annual rate of 1.5 percent, the tourism industry is estimated to be worth USD 1.15 trillion globally in 2012. However, according to data from the United Nations World Tourism Organization, this upturn is more evident in some areas than others. For the tourism industry a strong B2B online presence plays a vital role in marketing a particular destination. With competition fierce, what can a B2B strategy do to capture a greater share of the tourist spend? 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.
How would you feel if, in front of a staff gathering, a client called your company a “whorehouse”? That’s what I witnessed recently when attending a reception at one of Denmark’s largest organizations. Luckily, it wasn’t our agency whose name was being besmirched but that of a major global consulting company. Fair or not, and not exactly helped by the popular US TV show “House of Lies”, the consulting business has a pretty nasty reputation for overcharging and under-delivering – and making a sport of it. But I was still shocked to hear such open hostility communicated from management to staff about a supplier. Continue reading