When you decide to build or refine your corporate narrative, you’re not starting from zero. Unless you’re launching a startup, you have a basic version of your corporate narrative already. When someone asks what you do, and where you work, you don’t have to think about your answer: “I’m a sales rep for a pharma company”, or “I handle marketing for a medical device manufacturer.” And everyone at your company, from your receptionist to your CEO, has their own tailored version: “I manage customer support for our hospital customers” or “I develop software for a mammography system.” These statements are short and sweet, and they get the message across.

Do you need a corporate narrative? As B2B marketers, we’re all storytellers, shaping and sharing the stories of our companies, customers and products. But there’s another story that is just as integral to your organization’s success. Your corporate narrative is much larger in scope than the stories you tell about your company’s innovations, or your customers. It’s not your mission statement, and it’s not a history of your company and its rise to success. Instead, your corporate narrative explains nothing less than who you are, and how you are changing the world. There isn’t a fixed beginning or end, as this story is still evolving.

New branding opportunities in the digital age How has B2B branding changed in the digital age? Well, what you used to be able to convey with a logo, some colors and a font now needs to compel across multiple platforms and mediums, over which you have varying degrees of control. From review websites to comments on social media, your brand is constantly being defined and re-defined, and it’s a lot harder as a marketer to direct the process. And consider that the smartphone is emerging as one of the most popular mediums for B2B research. According to a recent study by Google and the Boston Consulting Group1 , 50% of B2B search queries are made on smartphones today, and that number is expected to grow to 70% by 2020. So your branding has to work very hard – on a very small screen. So how do you keep a tight rein on your brand, and at the same time stand out in the multichannel universe? Here are some points to consider in strengthening your brand in the digital age:

Een nieuwe maand, een nieuwe reeks digitale-marketingupdates en trends! We selecteerden voor jou 15 nieuwtjes waarmee je je digitaal marketingplan kunt aanscherpen.

I recently had the opportunity to participate in a sales bootcamp with HubSpot. You might be wondering why, as I’ve been doing business development at Living Stone for + 25 years … but the experience was very interesting and insightful. Joining together with a group of senior leaders from marketing agencies from across the EU and beyond, and guided by our terrific HubSpot coach David Weinhaus, we shared our experiences and learned from each other.

Er gaat geen week voorbij of LinkedIn, Facebook, Instagram en Google kondigen weer nieuwe updates en snufjes aan. Marketeers kunnen maar beter op de hoogte zijn om geen enkele opportuniteit te missen. Ontdek in dit overzicht waar je vanaf nu rekening mee moet houden in jouw digitale-marketingplan.

If your organization sells enterprise level solutions, you’re likely familiar with the concept of ABM, or account-based marketing. ABM represents the most targeted approach possible: marketing directly to a single company or organization. Under an ABM strategy, you identify the key companies that you wish to do business with, and develop a marketing approach that’s customized for each one of them.

With new drugs, technologies and treatments being launched every day, there’s a constant need for education in the healthcare world. From sales reps to doctors to patients, the demand for relevant and timely information on new developments is ongoing. For healthcare marketers, eLearning programs offer an efficient and practical way to support go2market strategies and new product launch programs, as well as a way to support end customers with information and training.

Are you sharing your reporting on your organization’s sustainability activities with your stakeholders? If you are, congratulations – you’ve taken a key step on your sustainability journey. A sustainability report is one way to share your sustainability story with your various stakeholders. However, there’s a lot more that you can do to get the message across – and a lot more value that you can derive from it. Here are six ways you can share your sustainability story more effectively: