B2B Marketing Class: Video Storytelling

Posted by Mike Golden

Jan 13, 2017 4:02:00 PM

Video is obviously one of the most important mediums used in marketing today – and B2B marketing is starting to follow in stride. Here in China it still seems to lag behind with the majority of companies focusing more on traditional corporate video formats. We’ve compiled a few tips and examples to help you get your head in the video storytelling space.


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Topics: B2B, China Marketing

The B2B customer journey in China

Posted by Mike Golden

Feb 15, 2016 3:02:00 PM

In consumer marketing we often talk about “touchpoints” and the purchasing decision. In China especially, the online touchpoints have become invaluable during the purchase journey – a good deal of product and category searches take place within the e-commerce platforms. Tmall, Taobao and Jingdong with the most searches, almost becoming de facto search engines for many hungry consumers. Chinese social media networks, such as WeChat, are also playing a valuable role as touchpoints for savvy Chinese consumers.

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Topics: B2B, China Marketing

Can you really make B2B content go viral?

Posted by John Sutton

Jun 16, 2015 4:02:00 PM

I’ve sat in meetings with marketing managers or directors, and in my previous life, with newspaper editors and executives, all of who have wanted to make a piece of content ‘go viral’.

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Topics: B2B

Building a perfect B2B page for your website

Posted by John Sutton

Jun 2, 2015 12:00:00 AM

B2B buyers behave in a very different way to those in B2C land.

Purchases will often be made without emotion, with an eye on the next quarter’s financial reports, and involve a higher number of decision makers, from the person who sources the product to the executive who signs off on the deal.

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Topics: B2B, China Marketing

Best Practices for B2B Marketing on WeChat

Posted by John Sutton

Apr 22, 2015 10:33:00 PM

More than 500m people are now on WeChat.

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Topics: Social Media, B2B, China Marketing

How to Really Create Brand Loyalty: Let’s Break it Down

Posted by Matt Bowen

Mar 3, 2015 12:13:00 PM

Editor's Note:  This blog was originally posted in February 2014 and has been updated.

Could there be a shinier brass ring than brand loyalty? Whether B2B or B2C, having a customer base that enthusiastically and consistently chooses your brand over other options is what separates star companies from the rest. 

Yet, when was the last time you saw “brand loyalty” on a list of corporate goals?

Increased revenues: of course
Increased profit margins: always
Increased market share: without a doubt 

Increased brand loyalty? Crickets


While most marketing folks will certainly claim brand loyalty is of utmost importance, turning that into tangible action is a different story.

Of course, some industries have long ago figured out that brand loyalty is critical. On the consumer front, loyalty cards, points, frequent flyer miles, etc., are all intended to create loyalty.

But do they?

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Topics: Tips, Brand Strategy, Branding, Marketing Execution, B2B

Is Lean a Prescription for Healthcare’s “Do More with Less” Challenges?

Posted by David MacGregor

Oct 8, 2013 2:30:00 PM

Lean, Healthcare, Branding

It’'s no secret. With the move towards accountable care, evolving payment models, and diminished reimbursements, hospitals and physician practices large and small are looking for ways to streamline operations and reduce costs. Of course, this forced mandate to “do more with less” must be accomplished while maintaining and improving patient care quality—- no easy chore. 

Many providers are looking seriously at Lean, a quality improvement methodology originated decades ago by the Toyota Car Company (built on the back of revolutionary processes created by Henry Ford) and used with great success in a host of manufacturing verticals. For those not familiar, here’'s a terrific, concise explanation of Lean, taken from the book Doing More with Less: Lean Thinking and Patient Safety in Health Care:  

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Topics: Healthcare, B2B