In today’s always-on culture, word literally travels instantly. Whatever your customers are saying about you can spread beyond their friends and family, across the world, with just a few clicks. That’s why customer advocacy is so important, especially for knowledge brands that largely rely on their reputation as experts to find new customers and grow […]
By 2025, 80% of sales interactions will occur in digital channels, according to research by Gartner. Some are calling it a ‘digital doomsday’ – but for others, it’s an opportunity. For B2B brands with an active digital presence, there are countless ways to create a thriving pipeline through online interactions – and online communities are […]
”Culture is the name for what people are interested in, their thoughts, their models, the books they read and the speeches they hear’‘ – Walter Lippmann Think about the best communities you’ve come across, what do they have in common? They could do a number of things, like unite a group of people around a […]
It’s a tough time for B2B media and the information industry. Advertising budgets are declining and editorial staff are shrinking, yet they are expected to continue to reinvent and evolve their offering, adding new digital features to keep their audience engaged and interested. B2B media teams are increasingly expected to do more, with less – […]
In a three-part webinar series, we’ve been discussing everything knowledge leaders need to know about online communities and how they can drive new growth. In the first webinar, we looked at online community management with Richard O’Connor, CEO of B2B Marketing, and Neil Berry, Global Head of ABM at Atos. We built on this with […]
The way that members interact with membership associations has been evolving since the birth of the Internet. The Covid-19 pandemic caused another significant shift in member and association relations with 47% of associations reporting a decline in membership in 2021. Now, with many individuals and organizations facing budget cuts and economic volatility, there is yet […]
What would make someone join an association today? That’s a question many association leaders are asking themselves, particularly as tightening budgets have many members scrutinizing the value they’re getting from their associations. Make no mistake, there’s a lot behind the decision to join (and remain) with an association. Tapping into this desire is the key […]
Some things are as true as time itself. One of those is that B2B sales is longer, and in many ways, harder than selling to the public. Cycles are months, if not years, long. And business budgets are subject to great scrutiny, especially if the market is volatile. But get B2B sales right, and your […]
Belonging to something bigger than yourself is powerful. Membership organizations that tap into our intrinsic need to belong and share knowledge, are building thriving, loyal membership bases. It’s a dynamic that Abraham Zaleznik, a leading scholar in organizational psychodynamics once recognized, when he stated, “Innovation grows out of membership and a sure sense of responsibility […]
Millennials expect to create a better future, using the collaborative power of digital technology. Mal Fletcher, futurist. Many associations are seeking out younger generations to cement their future membership, and yet, like many organizations, they cannot figure out how to connect with them. Millennials and Gen Z are unlike any generation that came before. They […]
When you set out to build an expert community, you know what you want to achieve at the end of it: a community that engages with each other, your content and your advertisers. You also know that process starts with a solid community platform, and excellent content to share on it. So, you’ve got your […]
When you look at a successful STM community, it can seem as though it has sprung up by magic. The audience is engaged and interacting, conversations are happening, users are networking…it’s all there: a thriving, exciting community. If you’re looking to those communities – like Springer Nature’s – and wondering why your own has yet to reach […]