cylindr - Intelligent B2B storytelling

Creative-strategic sales & marketing consultancy for ambitious, growth-focused businesses

We solve your
sales and marketing
challenges

– big or small!

When time is short and resources limited, ask us to help:

» Realize the potential of your growth strategies and marketing plans

» Communicate the benefits of your technology through authentic, intelligent storytelling

» Connect with buyers through creative concepts and data-driven insights

See challenges we’ve helped clients to solve

See challenges we’ve helped clients to solve

SALES CHALLENGE

“Help us implement Account-based Marketing”

AlfaPeople

“It has been a real pleasure to work with your team – you clearly demonstrated deep understanding of what drives success in our industry, as well as the ability to navigate the internal dynamics of an internationally active company.”

Salvador Ruiz

Group Marketing Manager

As a top 1% Microsoft Partner, AlfaPeople delivers tried-and-trusted implementation and support for Microsoft Dynamics 365 business technology including Cloud-based products. In late 2019, the company was in need of a boost to its lead generation and ability to win deals. The new CEO asked us to introduce ABM as a key part of the company’s sales & marketing strategy, working closely with top management to educate staff in offices around the world and help to plan the first steps toward this powerful new approach.

Outcome: We helped management grasp the strategic issues around segmentation, targeting, ICP, third-party advisors, account list creation, market positioning, marketing and sales alignment and more.”

SALES CHALLENGE

“Help us implement Account-based Marketing”

AlfaPeople

As a top 1% Microsoft Partner, AlfaPeople delivers tried-and-trusted implementation and support for Microsoft Dynamics 365 business technology including Cloud-based products. In late 2019, the company was in need of a boost to its lead generation and ability to win deals. The new CEO asked us to introduce ABM as a key part of the company’s sales & marketing strategy, working closely with top management to educate staff in offices around the world and help to plan the first steps toward this powerful new approach.

Outcome: We helped management grasp the strategic issues around segmentation, targeting, ICP, third-party advisors, account list creation, market positioning, marketing and sales alignment and more.”

“It has been a real pleasure to work with your team – you clearly demonstrated deep understanding of what drives success in our industry, as well as the ability to navigate the internal dynamics of an internationally active company.”

Salvador Ruiz

Group Marketing Manager

BRANDING CHALLENGE

“Re-brand a global B2B leader in dairy”

Arla Foods Ingredients

“I would like to take a moment also to tell you how happy I am with the work you’ve done for us so far. Your ability to catch the right story and tell it well is amazing. I have been able to spellbind colleagues with your fantastic presentation throughout the organization. Thanks for living the AFI story and making it so easy for us in Marketing to convey it!”

Anne Høst Stenbæk

Head of Marketing, Arla Foods Ingredients

Arla Foods Ingredients is a widely acknowledged leader in the whey protein industry – largely thanks to its decades-long emphasis on R&D, nutrition science and product quality. But its brand story of “Quality First” was meeting increasing resistance. Management needed a powerful new storyline to re-energize and align everyone behind a new company vision, mission and strategy. Working with a cross-organization, cross-country team numbering more than 50 people, cylindr developed all the elements of a new brand from strategy to materials.

Outcome: Launching “Discovering the Wonders of Whey” quickly captured the minds and hearts of colleagues around the world. And the overall KPI of becoming “the One to Watch” was achieved 12 months ahead of time.

BRANDING CHALLENGE

“Re-brand a global B2B leader in dairy”

Arla Foods Ingredients

Arla Foods Ingredients is a widely acknowledged leader in the whey protein industry – largely thanks to its decades-long emphasis on R&D, nutrition science and product quality. But its brand story of “Quality First” was meeting increasing resistance. Management needed a powerful new storyline to re-energize and align everyone behind a new company vision, mission and strategy. Working with a cross-organization, cross-country team numbering more than 50 people, cylindr developed all the elements of a new brand from strategy to materials.

Outcome: Launching “Discovering the Wonders of Whey” quickly captured the minds and hearts of colleagues around the world. And the overall KPI of becoming “the One to Watch” was achieved 12 months ahead of time.

“I would like to take a moment also to tell you how happy I am with the work you’ve done for us so far. Your ability to catch the right story and tell it well is amazing. I have been able to spellbind colleagues with your fantastic presentation throughout the organization. Thanks for living the AFI story and making it so easy for us in Marketing to convey it!”

Anne Høst Stenbæk

Head of Marketing, Arla Foods Ingredients

Your time is precious.

Let’s focus on your business

See more challenges we’ve helped to solve

Your time is precious.

Let’s focus on your business

See more challenges we’ve helped to solve

BRANDING CHALLENGE

“Create a challenger brand in the offshore energy market”

ZITON

“We wanted a name, position and brand that shows we believe in breaking the mould – and you did that for us.”

Thorsten Jalk

CEO

In the burgeoning offshore wind sector, it was vital to make a rapid, lasting impression. After making inroads with a thought leadership approach, also thanks to cylindr, it was time to rebrand and launch a new name. With a desire to do things differently than competitors, management wanted a bold brand that reflected their service-oriented, “can do” approach to solving customer challenges.

Outcome: A new name, brand proposition and brand identity provided a memorable, influential foundation accelerating Ziton’s ability to sell to utilities and offshore energy operators, including Siemens and Vattenfall.

BRANDING CHALLENGE

“Create a challenger brand in the offshore energy market”

ZITON

In the burgeoning offshore wind sector, it was vital to make a rapid, lasting impression. After making inroads with a thought leadership approach, also thanks to cylindr, it was time to rebrand and launch a new name. With a desire to do things differently than competitors, management wanted a bold brand that reflected their service-oriented, “can do” approach to solving customer challenges.

Outcome: A new name, brand proposition and brand identity provided a memorable, influential foundation accelerating Ziton’s ability to sell to utilities and offshore energy operators, including Siemens and Vattenfall.

“We wanted a name, position and brand that shows we believe in breaking the mould – and you did that for us.”

Thorsten Jalk

CEO

MARKETING STRATEGY CHALLENGE

“Help us connect with industry leaders through thought leadership”

FLSmidth

“You’ve done well in capturing the appropriate balance of strategy and technology in a way that should make our readers sit up and listen!”

Morten Floee Knudsen

Thought Leadership Content Manager, FLSmidth

In a complex industrial market, thought leadership is vital for gaining the trust of decision-makers – especially in the cement production industry, which is heavily scrutinized for its impact on the environment. With 140 years in the cement production industry, the engineering company FLSmidth aims to support its position as an industry leader with regular contributions to industry and business media. This requires high-quality content with sufficient strategic impact. To achieve this, the marketing team needs to know it can trust experienced writers who have the necessary insights into the business, the specific technology, and key industry issues.

Outcome: For the last 15 years, we have helped FLSmidth retain its position as a credible voice in the industry with strategic content. Based on desktop research and interviews with key stakeholders, we write long-form articles for publishing by FLSmidth and industry media.

MARKETING STRATEGY CHALLENGE

“Help us connect with industry leaders through thought leadership”

FLSmidth

In a complex industrial market, thought leadership is vital for gaining the trust of decision-makers – especially in the cement production industry, which is heavily scrutinized for its impact on the environment. With 140 years in the cement production industry, the engineering company FLSmidth aims to support its position as an industry leader with regular contributions to industry and business media. This requires high-quality content with sufficient strategic impact. To achieve this, the marketing team needs to know it can trust experienced writers who have the necessary insights into the business, the specific technology, and key industry issues.

Outcome: For the last 15 years, we have helped FLSmidth retain its position as a credible voice in the industry with strategic content. Based on desktop research and interviews with key stakeholders, we write long-form articles for publishing by FLSmidth and industry media.

“You’ve done well in capturing the appropriate balance of strategy and technology in a way that should make our readers sit up and listen!”

Morten Floee Knudsen

Thought Leadership Content Manager, FLSmidth

Our showcase: contentWorks

Visit our content showcase, contentWorks, to see some of the content we’ve created for a wide range of industry sectors. With vast experience delivering blog posts, print and online articles, brochures, case stories and more, we aim to deliver stories that are meaningful and effective to our clients’ target audiences.

contentworks by cylindr

See more challenges we’ve helped to solve

See more challenges

STRATEGIC CHALLENGE

“Get us earlier to the table in tender deals”

A2SEA

“Your team quickly managed to understand our business – both strategically and technically. Your insights and ideas, as well as the ability to execute with great results, were extremely valuable throughout the process.”

Gina Nielsen

Senior Marketing Coordinator

Offshore wind installer A2SEA (now part of the DEME Group) presented us with the challenge of how to influence large, tender-only offshore wind farm contracts at an early stage, given that no direct dialogue is allowed in such deals. We suggested they create and promote a buyer’s guide that could advise such potential customers on the most important parameters to consider – parameters that fitted nicely with what A2SEA could offer! After interviewing the company’s project managers and technical staff, we designed and wrote a multi-section guide that avoided promotional messages, focusing instead on being as useful to the buyer as possible.

Outcome: Three months later, our client reported seeing their buyer’s guide on a tender committee’s negotiating table – an early buying signal in a large, successful sale.

STRATEGIC CHALLENGE

“Get us earlier to the table in tender deals”

A2SEA

Offshore wind installer A2SEA (now part of the DEME Group) presented us with the challenge of how to influence large, tender-only offshore wind farm contracts at an early stage, given that no direct dialogue is allowed in such deals. We suggested they create and promote a buyer’s guide that could advise such potential customers on the most important parameters to consider – parameters that fitted nicely with what A2SEA could offer! After interviewing the company’s project managers and technical staff, we designed and wrote a multi-section guide that avoided promotional messages, focusing instead on being as useful to the buyer as possible.

Outcome: Three months later, our client reported seeing their buyer’s guide on a tender committee’s negotiating table – an early buying signal in a large, successful sale.

“Your team quickly managed to understand our business – both strategically and technically. Your insights and ideas, as well as the ability to execute with great results, were extremely valuable throughout the process.”

Gina Nielsen

Senior Marketing Coordinator

SALES CHALLENGE

“Help us understand ABM”

Autodesk

“You did a great job of presenting ABM to our channel partners – it was an inspiring and very worthwhile session and I got excellent feedback from the participants. I can highly recommend you as a speaker!”

Barbara Massolin

Marketing AEC Nordics/Benelux, Autodesk, Inc.

Industrial design software vendor, Autodesk Inc., had almost given up trying to find an expert to help educate its channel partners in the next ‘big thing’ in B2B sales and marketing: ABM. Jonathan Winch stepped up as keynote speaker for a two-day partner conference in Copenhagen, presenting to representatives from 30 companies.

Outcome: Participants were enthusiastic and highly engaged both during and after the presentation. Autodesk described cylindr’s contribution as “perfect” for the job.

SALES CHALLENGE

“Help us understand ABM”

Autodesk

Industrial design software vendor, Autodesk Inc., had almost given up trying to find an expert to help educate its channel partners in the next ‘big thing’ in B2B sales and marketing: ABM. Jonathan Winch stepped up as keynote speaker for a two-day partner conference in Copenhagen, presenting to representatives from 30 companies.

Outcome: Participants were enthusiastic and highly engaged both during and after the presentation. Autodesk described cylindr’s contribution as “perfect” for the job.

“You did a great job of presenting ABM to our channel partners – it was an inspiring and very worthwhile session and I got excellent feedback from the participants. I can highly recommend you as a speaker!”

Barbara Massolin

Marketing AEC Nordics/Benelux, Autodesk, Inc.

Sharing our insights

Our blog IntegratedB2B reflects countless conversations we’ve had with B2B marketers, salespeople and top executives about how to close a steadily widening gap between the way they communicate with their B2B audiences and the way those same audiences want to be communicated to. We discuss everything from the specifics of content marketing to the all-important link between overall business strategy and sales & marketing plans.

Get in touch

A problem shared is a problem halved!

Call David (+45 2215 5123) or Jonathan at (+45 2623 5123). Or just drop us a line here and you’ll hear from us pronto.