sharing our insights
Integratedb2b
Integratedb2b
IntegratedB2B was born from countless conversations we’ve had, with professional colleagues and internationally focused B2B marketers, sales people and 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.
Big, Long, Amazing Ideas
What they are and why we need ’em Ad agency creatives know what it’s like. You’ve come up with a...
Customer acquisition or retention: which is better for B2B?
Many marketers believe that both the strategies of gaining more customers, increasing market...
What is a copywriter and do you need one?
When I tell people I work as a copywriter, I’m usually faced with a blank look or a slight nod of...
It’s time to reconsider your strategic value proposition
In the current business environment, which brings a new level of difficulties to almost every...
Best practices for sharing content on LinkedIn
If you’re in B2B marketing, you’ll naturally understand the importance of creating great content....
How to use social media in your B2B content marketing
A well-designed social media (SoMe) strategy is an indispensable part of your content marketing...
Power up your content marketing strategy with white papers
The mention of a ‘white paper’ is likely to send shivers down the spine of any marketing manager...
Why a content hub is the core of an ABM strategy
As writers, we have all experienced that moment when we think to ourselves, why the heck am I...
How a press release can be spun into content gold
When asked by a client to repurpose a press release to an article recently, I tackled the task...
ABM is nothing new – or is it?
Since starting down the ABM track ourselves, we’ve presented the concept and workings of ABM to...
5 ways Marketing can help Sales win more deals
In many B2B companies, a lot more attention is paid to how many deals enter the pipeline than on...
Some (grammar) rules were made to be broken
In the agency world, copywriting is a form of creative expression. Yet some haunting memories of...
6 tips to help tell your company sustainability story
The world has made a fundamental shift in the way it views sustainability since the United Nations...
Why thought leadership is (still) pivotal for big industry
“There’s a seat for everyone at the Thought Leadership table,” says Morten Floee Knudsen, Thought...
What do gates have to do with content? A guide to paid, earned, owned and shared media
Promoting your B2B brand, its products and services is an essential part of successfully marketing...
How to win B2B market share in tough times
They say that, when times get tough, the tough get going. And that’s probably why, in a time where...
Your company’s sustainability story needs a powerful strategic narrative
Have you heard the saying, “Build a better mousetrap, and the world will beat a path to your...
Deloitte: Storytelling boosts sustainable innovation
Monitor Deloitte’s Camilla Marie Thiele shares her perspective on why business innovation is...
SDGs and storytelling: An interview with Stine Kirstein Junge
The SDG Accelerator programme supports small- to medium-sized Danish companies in creating new...
Some good news in the midst of the bad
The rapid spread of COVID-19, matched with almost unprecedented falls in stock exchanges and, of...
A good brief goes a long way
If saving time and money is high on your agenda, then giving your agency a good briefing is...
Strengthening sales and marketing for the next financial crisis
B2B companies are rushing to transform their current sales and marketing approach to an...
Moving to account-based marketing? Don’t screw these 5 points up!
B2B marketers are facing the biggest driver of change since the arrival of inbound marketing: the...
Have you forgotten what thought leadership is truly about?
Public service announcement: this serves as a gentle reminder for why you set about adopting...
Improving pipeline accuracy with ABM
This article examines how approaching sales and marketing with account-based marketing (ABM) lifts...
How to gain credibility in sustainability reporting
Today, we’re inundated with sustainability propaganda in a climate where more companies are...
Words to watch out for – if English isn’t your native business language
cylindr’s home market is Scandinavia. And, while the Scandis (thanks to one of my colleagues last...
Engineering speak meets marketing magic
The bridge between product development and bringing a product to market can be a tricky one to...
What does content marketing have to do with quantum physics?
Early this morning, I watched a YouTube video where five physicists attempted to explain the key...
What human connections do for marketing
For today’s B2B brands, there is a key element to help you forge strong connections with your...
How to make a perfectly good ad worse
What do you do when a client sends back the print advertisement they’d asked for with the words:...
Why bad English-language writing is bad for business
Customers and potential customers judge you and your company by the content you produce – and if...
Why it’s worthwhile to be an industry advocate – or 8 reasons to stop talking about yourself!
Shifting the perspective of your communications and taking on the role of an industry advocate can...
Five ways clear ‘opt-outs’ encourage subscribers to opt-in
Many companies are still reeling from the tightened requirements for subscriber consent in...
Why every B2B company needs a strategic narrative
The starting point for many of cylindr’s engagements with its B2B clients is often the...
Why don’t engineers trust blogs?
A blog can be many things. Fashion, food and lifestyle bloggers saturate the internet with...
How to make Nordic engineers come alive on video
Engineers from the Nordic countries may be wizards at turning innovative ideas into reality in...
Why storytelling matters
I understand the importance and value of storytelling and, as a marketer, I know how convincing...
How to create affordable testimonial videos for employer branding
Most marketing or HR directors would love to have several high-quality employee testimonial videos...
Are millennials the problem or the solution?
As millennials enter the global mainstream in business, companies need to look closely at how they...
Branding workshops 3/3 – How to get great results
It’s either a CMO’s dream scenario or his/her worst nightmare: The entire marketing department...
Branding workshops 2/3 – Your next team-building event?
As the demands swirl around high-performing teams, it gets hard to keep the Big Picture in focus...
Branding workshops 1/3 – Big Ideas and picking winners
I’ve run plenty of B2B branding workshops over the years. Big Ideas come out of them, whether...
8 hot tips for creating direct mails that sell
A good direct mail can be worth its weight in gold. But you need to get the content just right....
Please, no more propaganda
The disciplines and craft of journalism have changed corporate communications – for the better....
What’s a B2B visual identity worth?
Recently, an industrial client asked a question I had never considered before: What is the value...
Powering up your value proposition
Is it time to get clearer on exactly why customers should prefer your company?There can be many...
Buzz Watch: Advocacy Marketing
In my previous post, in an effort to clear up some of the confusion in the way new terms are being...
DEME CEO: Innovation key to competitive advantage
Recently, I spoke with Belgium-based DEME Group’s CEO Alain Bernard to find out about why...
Buzz watch: Account-based marketing
B2B marketing is full of concepts, abbreviations and keywords. And it can get pretty confusing....
The CMO’s opinion isn’t always appreciated
When the CEO of all too many B2B companies sits down to decide on the three- or five-year...
The Big Bang Theory of B2B marketing
Standing in the center of the B2B marketing universe, you can be forgiven for having the distinct...
Strategic Marketing and the CEO
Key to any CEO’s agenda is the need to constantly reconfigure the company’s capabilities to cope...
