In the complex world of B2B business, the power of a strong brand is often underestimated. Yet B2B branding plays a crucial role in companies’ long-term success. This post explores the importance of branding in the B2B sector. But also its essential components and strategies for developing a brand that stands out in a competitive marketplace. B2B branding goes far beyond a simple logo or color scheme. It’s about your company’s overall identity, encompassing your values, your mission and your business customers’ perception of you. Unlike B2C branding, which often targets consumers’ immediate em ..read more

In today’s digital age, content marketing has become an essential strategy for companies seeking to attract, engage and retain their audience. But with digital channels saturated and customer expectations constantly evolving, it’s essential to constantly innovate in order to stand out from the crowd. This is where marketing technology or “martech” comes in, offering tools and solutions to optimize every aspect of content marketing. From ideation and distribution to personalization and performance analysis, technology can truly unlock the potential of your content marketing. The blog: THE funda ..read more

These are all legitimate claims; for us, it’s our bread and butter. But for some custo mers, online advertising is more abstract. Nevertheless, some of the questions about online advertising make me roll my eyes (sorry, I’m not judging you!). Read on, you might find yourself asking these questions on your first digital campaign. 1- No one at the office has seen my online ad on Facebook or LinkedIn! Focusing for multiple campaigns works through targeting (interests, profile, behavior, machine learning and AI). You’re often not your own marketing target, are you? If you were constantly seeing y ..read more

These are the two topics I’m going to cover in this post on B2B digital marketing. Have you noticed? Is the quality of services offered by Google and many other GAFAMs increasingly declining? On the digital marketing planet, we talk about “enshittification“. It’s a term popularized by author Cory Doctorow. This phenomenon became particularly apparent with Google’s algorithm updates in September 2023 and March 2024. Like the expression says: they “spanked the dash” for some companies (is this your case?). Since then, some results have been of lesser quality. They go against the recommendations ..read more

B2B marketing is undergoing a major transformation in an increasingly digital world. Companies are no longer content to follow traditional methods to reach their business customers. They are now adopting sophisticated B2B digital marketing strategies. And they’re doing so to stay competitive and meet the expectations of an increasingly well-informed customer base. Do you agree with this premise? Well, for us it’s a kind of Lapalissade of the digital world. In this ExoB2B post, we’ll explore why it’s become essential for companies to do B2B digital marketing. We’ll highlight the benefits and us ..read more

By combining quality content creation and strategic distribution, you can harness the full potential of B2B content marketing to propel your business to new heights. That’s how I concluded my first post analyzing the Content Marketing Institute’s annual study (the 2024 study). I was talking about creation and distribution. Obviously, when it comes to planning a winning content strategy, you have to stack the odds in your favor and not put all your eggs in one basket. This means creating quality content and, above all, distributing it well. And not like: “I use social networks as a priority for ..read more

The time for creating content for the sake of creating content is more than dead. You can still do it if you don’t take the time to read this post. I’m going to show you how your content strategy needs to be reviewed and supported on a regular basis and with fresh eyes. First, there’s the question of why and for whom we create content, and how we distribute it to reach our “who”. What do we expect in return for our investment? It’s easy to answer on the surface – everyone does it. A few in-house workshops with sales and marketing, facilitated by a specialist, and you’ve got a game plan for the ..read more

Yes, I know, the “meme” below will go out of fashion in no time. But we can’t pass up the opportunity to use it for educational purposes! So, have you heard of Google SGE (Search Generative Experience)? At the time I write these lines, maybe not. In 6-9 months, probably yes! In other words, it’s coming… Google SGE is going to impact the way we do our searches, and that’s going to have a negative impact on your good old Google Analytics statistics. In fact, the advent of Google SGE will revolutionize online search, ushering in a new era of contextualization and intuition in information discove ..read more

This post was born out of a long reflection over the weekend on content marketing. But also about blog, search engine optimization (SEO) and artificial intelligence. In content marketing, do we write for search engines or for readers? And are we increasingly turning to artificial intelligence (the ChatGPTs of this world) to write our blog posts, as a way of wasting less time, making our lives easier, taking shortcuts? Which led me to the following: a comparison between two texts generated by AI and one by a human (yours truly), all three answering the same “prompt”: “What are the most importan ..read more

In today’s competitive business world, customer experience (Cx) can no longer be just a floating idea. It’s become a prerequisite for business success. But what’s all the fuss about measuring customer experience? Well, the figures don’t lie: one study shows that 75% of customers are willing to spend more if they are delighted with their experience. What’s more, according to Forbes, companies that deliver superior customer experiences can see their sales soar by up to 80%. Thinking, crafting and delivering experiences is one thing, but like everything else, it’s rarely perfect the first time. S ..read more