Industrial EdgeMarketing and Sales Enablement Insights
When the Product Doesn’t Matter
One afternoon in Ljubljana, my wife and I decided we fancied a boat trip. Nothing complicated. Just a pleasant way to see the city from a different perspective and spend an hour on the water. We arrived at the riverside ticket booths and found ourselves faced with a…
The Damage You Don’t Hear About
One of the things you notice when travelling frequently is how quickly you form opinions.
You arrive somewhere new, spend a short amount of time there, and move on. There’s very little tolerance for friction, and even less appetite for making a fuss. Which leads to something…
Coverage Is Not Customer Experience
Lessons from a European rail journey (Part 2)
Travelling through multiple countries over a short period does something interesting to your expectations. You stop overthinking. You make decisions quickly. You rely on what’s in front of you. And you become very good at spotting…
When Platforms Outsource Trust
Lessons from a European rail journey (Part 1)
My wife and I have just returned from a month travelling around Europe by train. It was meant to be a leisure trip. Slow things down, see new places, do things a little differently.
What I didn’t expect was how quickly it would…
Creating Engaging Content: Encouraging Customers to Buy Rather Than Selling
In the realm of industrial marketing, the approach to content creation can significantly impact customer engagement and conversion rates. Traditionally, manufacturers have focused on creating content that highlights their products’ features and benefits, aiming to sell directly to…
Bridging the gap: How B2C Marketing Trends Influence B2B Strategies
In today’s B2B landscape, making an emotional connection with customers is more critical than ever before. This means understanding their pain points, aspirations, and values and crafting marketing messages that resonate on a human level.
Why B2B Marketers Should Focus on Value Instead of Product Features
By focusing on value, B2B marketers can create compelling narratives that drive engagement and sales. It’s not just about what your product is; it’s about what it can do for your customers.