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Paul Hassels Mönning
Vacancy: Chief Content Officer
Content is king. Right? Word-of-mouth is widely recognized as way more reliable than paid advertising. According to Seth Godin the future of marketing is in the content you create and distribute. “Be prepared”. In a flatter, increasingly horizontal world meaningful content and expertise prevail over paid media. Content ensures buzz, … Continue reading
ZMOT | why Zero Moment Of Truth applies to Business to Business too
The Zero Moment of Truth or ZMOT (“zee-mot”) refers to the online research a prospect undertakes when considering a new purchase. The ZMOT kicks in after one has seen an advertisement for a product a service, yet before the actual purchase is made. In B2C ZMOT may happen in the … Continue reading
Does selling in B2B feel as uncomfortable as shown in this video?!
When selling your products and services in B2B remains as cumbersome as shown in this video you do have an issue. The sales cycles in B2B of course tend to be a lot longer and more complex, (mutual) interests are more significant and the decision making unit usually is more diverse … Continue reading
What Apple teaches us on social
By now, most corporate websites in B2B and B2C sport one or more social media icons on their homepage. Social media nowadays seem to be a ‘must have’, whether as reference to a corporate blog, facebook page or twitter webcare channel. Or are they? Apple shows how to build an … 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