Client segmentation helps firms become more effective and more efficient. The importance of client segmentation The client segmentation of buyers into groups is a powerful marketing concept that has improved the profit of many businesses. However, it is...
In B2B, your company’s main role is to satisfy your professional needs. However, sometimes you also have to empower your clients in order to be successful. Represent them on their behalf, and give them the tools to network and express themselves. ...
Customer education is never easy. This is especially true when clients come from a trade as venerable as horse breeding. Changing age-old misconceptions is an arduous task, but one must act for the benefit of all. Cargill’s sub-brand Nutrena had...
In today’s marketing Content is King. However, a wise man once said: "No King rules forever, my son." This stands true as more and more people experience Content Shock in their lives. But what is Content Shock, really? Does it apply to the B2B market? ...
What is Brand Journalism? Well, the term was coined in 2004, but the definition is still debated. Despite this, it had become an important factor of corporate communications. As Pullizzi wrote in 2012 – „all brands, in order to attract and retain customers,...
The COVID-19 pandemic shook the foundations of how, where and when people work. Thankfully offline events are possible again, but there is still a need to move offline communications online. Today, in this almost-post-pandemic world, people expect to...
Is there a connection between Public Relations and Management? If we study Peter Drucker’s ideas on Management, we can can clearly see a system of shared goals and principles. Peter Drucker is “the founding father of the study of management.” His works...
It is a common concept in the B2B market that the dialogue needs to be serious, messages must be brief and effective without nonsense. However, decision makers are still human, and in order to earn their trust, we need to start telling stories in B2B...
Everybody wants to know how to create a viral campaign. But it does not come as easily as it seems. Luck has a very small role in the equation. Most of the success boils down to insight and creativity. It is a common misconception that spending enough...
The power of public relations and journalists working together is a force to be reckoned with. Take the case of Honeywell, a Fortune 100 company operating in the aerospace industry. However, they were not recognised in the in-flight Wi-Fi market. So they have...