Written par in The driving role of emotions in B2B marketing is a fact established by research and experts. In a context where Marketing and Sales automation powered by digitalisation and AI agents is set to play a growing role in B2B markets, what if you chose to make emotion a lever for business performance? […]
BtoB Marketing: Arouse great emotions in your customers! Read Post »
Written par in In companies that invest in innovation, the asymmetry of knowledge between R&D and marketing teams is striking: On the one hand, R&D teams are made up of experts who have often been in their positions for many years, who have accumulated decades of knowledge and experience in specific fields, and established long-term
Three rules for a winning relationship between R&D and marketing Read Post »
Written par in Having spent most of my career in marketing, I never miss an opportunity to champion the added value of this function, and the importance of acquiring solid training and experience before taking on responsibilities. It is therefore with perplexity that I sometimes discover the gap between the advertised function and the actual
Industry: What to do with the usurpers of the marketing title? Read Post »
Written par in A McKinsey paper estimates that companies that focus on satisfying their existing customers grow twice as fast as others. And yet, who among those of you who works in an industrial company has not heard the sales forces lamenting: “we are a product-oriented company anyway”, or harsher: “the engineers have here all
Can a product-centric company become customer-centric? Read Post »
Written par in Communication is an integral part of the innovation process. Those of us who have worked with both R&D and communication teams may be surprised by this assertion. The profile of communication teams is obviously different from that of R&D teams. Communication teams are usually involved well after the development and testing phases
No Innovation without Communication! Read Post »
Written par in Your company designs and markets technical products and solutions to companies around the world. You publish your product offering online, perhaps even a complete catalogue. Hundreds, thousands of potential professional buyers consult it before asking for a quote or an appointment. More than just a basic brick and mortar, the product brochure
The product brochure chore: what is the right recipe to use? Read Post »