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Content marketing is evolving: Era of Video

by Liane Ng, on November 14, 2016

Content marketing strategies have evolved rapidly over the past years, and there is no question that we have stepped into the era of video as of 2016. Video is the most recent superstar among digital marketers and is expected to dominate this field in the near future according to industry experts and studies. While Syndacast expects 74% of all Internet traffic in 2017 to be from video, Cisco adds to this with a forecast that it will increase to 80% by 2019.

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Create entertaining B2B videos: 5 great examples

by Klara Furstner, on November 7, 2016

Marketers are well aware of the power of telling stories; however, it may seem tricky when it comes to creating videos for B2B brands. There is often a misguided perception that B2B products or services are not as entertaining or attractive as those of B2C; yet, there is often more to tell your audience for the former. 

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Three Tips to Kick Start your Global B2B Marketing

by Sandra Bakker, on October 17, 2016

We live in a hyper-connected world. With online searches and social media sharing, brands are crossing borders faster than companies can keep up. The internet has no boundaries and neither should you.

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How To Identify A Pain Point and Turn It Into An Opportunity

by Liane Ng, on October 17, 2016

One reason some businesses are more successful than others is because they find and connect with their target personas consistently. Their marketing and sales reach out to the right audience with higher purchasing potential, because the product or service offered connects with their needs – it addresses a pain point.

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How to Localise Your Global B2B Marketing Content in the Digital Era

by Michele Hackshall, on October 10, 2016

Localisation of B2B marketing content for markets abroad has become more than just translation. In this digital era, new technologies like predictive analytics and machine learning let marketers observe the nuances of buyer behaviour - enabling them to target buyers at just the right time.

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Why A Great Customer Evidence Story Is Life-Changing For Your B2B Business

by Sandra Bakker, on October 5, 2016

Customer reviews are transforming marketing strategies, and it’s fair to say that marketers no longer have full control over their product’s branding. Market research and our own experience with our clients show that enterprise buyers are increasingly valuing and searching for transparent and unbiased information on your products and services. What this means is, they are no longer browsing through your website and pricing pages to form an opinion, but are actually looking to find information written by other users about their experience and thoughts on your brand, on third-party websites and alternative channels.

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How to Scale a Global B2B Marketing Program: Twitter Case Study

by Teena Jelsma, on October 4, 2016

Developing and managing successful global B2B marketing programs is a challenge for any company. How do you balance local cultural relevance with economies of scale and global messaging? Here are some important success factors to consider based on my experience of rolling out and executing a global B2B marketing program for Twitter.

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Why Buyer Personas Matter to Everyone in Your Company

by Jennifer Mislinski, on April 25, 2016

Buyer Personas – One of the Greatest Alignment Tools

If you were to ask members of your marketing department to describe your organization’s buyer personas or target audience, what would they say? Would they have similar answers or would they be different? Could they answer the question at all? 

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