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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Online marketing: start simple

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The online B2B marketing discipline continually changes at a rapid pace. The amount of terms and definitions may seem daunting to some, leading to digital paralysis. That may equally be the biggest risk in ‘going digital’: not starting. Those companies that are paralysed by the sheer magnitude of their digital transformation do not take on the challenge. And – as a consequence – do not reap the benefits of learning the digital trade step-by-step.

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