The Science of Sharing: what emotions drive successful campaigns?

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Successful campaigns often are driven by chance and luck rather than science. Most marketers and sales professionals prefer to work from the gut – and their ‘professional instinct – rather than the brain or thru facts. In a world that’s becoming more and more content-inundated, standing out from the clutter and making that right, emotional connection is more imperative than ever before. This applies in business-to-business marketing as well. How can we in B2B get our content best shared by striking the right emotional chord?

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Persuasion: context and content

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Of course content matters. Yet content delivered within the right context is a lot more powerful.

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DHL’s Trojan horse: outsmarting the competition

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From the outside various players in the same B2B industry look very similar. The logistic products and services from the likes of TNT, UPS and PostNL for instance. DHL decided it was time for a different approach.

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B2B Marketing & Sales: major overhaul

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In B2B, traditional marketing and sales are no longer effective. What do you mean, that’s too bold a statement?

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Generating ‘Dream Leads’ in B2B

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Defining the perfect leads in business-to-business is has a lot in common with arranging the ideal blind date. Does she live up to to your company’s expectations? Does he have similar interests, or will the conversation fall flat? Is she even ‘available’ or ‘on the market’? Will there be any mutual sparks?

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