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Research
Content Management in B2B: bridging company & customers
Especially in business-to-business content makes all the difference. I’m not asmuch referring to the glossy corporate brochure or the annual report. Coming from corporate communications. I do refer to content coming professionals, experts. People of flesh and blood. Who excel at and are willing to share their vision on eg … Continue reading
Psychology in B2B marketing
‘Magnetic marketing’ is both fact- and psyche-based. Instead of being based on the combination of hard facts on the one hand, and true insights into customer behavior on the other, marketing and marketing communications too often are based on assumptions. Leveraging psychology in marketing is the central topic of this … Continue reading
Shifting the B2B mix
Results of a study amongst 132 B2B marketers jointly conducted by Booz & Co, American Business Media (ABA) and the Association of National Advertisers (ANA) was presented last week. Assuming the findings are (or will soon be) relevant for the European and Dutch marketplace as well, this survey made me … Continue reading
Social Media Marketing ROI – would the CMO settle for anything less?
As Forrester researcher Nate Elliott indicates “Interactive marketers know they’re not good at measuring the effectiveness of social media. On average, they rate their own efforts to measure social initiatives at only 4.5 out of 10. Marketers fail because they focus on the metrics that are most easily available instead … Continue reading
The Business ROI in Social and Green
You are a B2B company or professional. You firmly believe in outstanding quality and customer intimacy. Thereby staying ahead of the pack. Your glass tends to be half full. At least. Yet you are apprehensive about your commercial or recruitment pipeline, your ability to innovate or the unconnectedness between marketing … Continue reading