At a point where online communities are becoming essential to the marketing mix, Zapnito’s CEO Charles Thiede joined David Rowlands, Head of Content at B2B Marketing, to discuss how B2B businesses can leverage online communities. Here’s a snapshot of everything they spoke about. Cutting through the noise Charles began the discussion by setting out the need for […]

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 […]

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 […]

A recession appears inevitable in many parts of the world, but history shows that your business doesn’t have to suffer. During the recessions of 1980, 1990, and 2000, there were stark differences between the 17% of companies that performed badly and the 9% that thrived. What did the strong performers do differently? They doubled down on […]

During the recessions of 1980, 1990, and 2000, there were stark differences between the 17% of public companies that performed badly and the 9% of companies that flourished. On average, they outperformed competitors by at least 10% in sales and profit growth. What sets them apart? According to Walter Frick, writing in HBR, adopting the […]

Brands no longer have passive customers. Today’s buyers are active participants in choosing who they support with their business and they discuss their favourite brands online with their peers. They want a meaningful relationship with the brands they align with. With organic social reach for brand content predicted to fall to zero, brands are building […]

Today’s customers want more than transactions from the brands they deal with. This rings true across both B2C and B2B. People want to be a part of something bigger, for their identity to align with the brands that they deal with. As a result, marketers have been forced to re-write the marketing playbook when it […]

B2B media organizations must adapt to a world where content is no longer king. Relationships between B2B organizations and their audiences have begun to reflect those of B2C brands, with a greater emphasis on a simplistic buying process and agility in the marketplace. Audiences today demand first-class experiences from their publishers and information providers, forcing these […]

In January 2020, Google announced plans to phase out third-party cookies on their Chrome browser by 2022. Though this date has since been moved back to 2023, Chrome’s 69.28% share of all web browser traffic meant the announcement served as a death knell for the cookie – as well as a stark warning to the publishers who rely […]

The swinging sixties wasn’t just the decade of rock and roll, it’s also when the earliest versions of software as a service (SaaS) were developed. In the early 1960s, computing technology and software development progressed rapidly and, as a result of the escalating costs of running mainframe computers, the MIT Computation Center developed the first […]

If you work in the subscription economy, you already know that churn is the single biggest threat to your company’s growth. The cost of customer acquisition has risen by 50% since 2015, while a brand that sees only 2.5% churn will be 50% bigger than one with 5% churn after 5 years. This gives brands a clear […]

In the battle for people’s attention, brands don’t face an either/or decision when sharing news and content through social media and brand communities. Both channels can work effectively together, drawing on the strengths of the different platforms, to build greater engagement and loyalty among audiences. How to integrate social media and brand community marketing – […]