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What is B2B influencer marketing?

“Influencer marketing? That’s just for teens!”, “Influencers are only celebrities and besides, there aren’t any in my sector of activities,” “TikTok, Instagram… that’s not where my audience is.” Wrong, wrong, and wrong! You might be surprised to learn that when it comes to B2B, even in niche or industrial sectors, influencers have an immense sway […]

Reactions from the Zoholics Conference in Texas

From April 9 to 11, the Zoholics conference took place in Austin, Texas. Close to 2,000 people were in attendance to learn about the latest updates and see the new features Zoho had to offer. Solocom, an authorised Zoho partner, was there. Here is what you should know. A new marketing management tool What attracted […]

Updating your brand: Be careful of the “Lipstick on a pig” syndrome!

Many (well-intentioned) managers looking to revitalize a company that’s losing steam tend to think that a refreshed logo will miraculously solve all of their business problems (to read the 5 business challenges identified through our qualitative research). At first glance, these managers should be commended for actively trying to change their company’s course. Unfortunately, many […]

Sales are dropping? Stop blaming the sales team

Business-to-business commerce suffers from stagnation problems that do not affect B2C, where brands quickly feel the effects of a disinterested target audience, particularly in the age of social media. In B2B, clients are more patient and value long-term relationships. However, they tend to place their business partners in silos: this means that increasing your sales […]

8 business environments for re-examining your brand strategy

After 30 years of brand strategy research, one thing is obvious: companies often take too long to revisit their positioning. When they finally include this revision in their annual goals, it is often because their business environment has changed, or is going to change. No matter the cause, whether actual or anticipated, the exercise is […]

Doing everything in-house: a decision that will affect your market share

For years, companies have been trying to cut costs across the board. In-house, companies are trying to do more with less: the director of one business sector must now oversee a second. In parallel, external services are seen as a money drain that needs to be plugged up: “We’ll do it in-house, even if it’s […]

Keep your brand strategy SIMPLE!

Many businesses have noticed the same thing: their complex, if not complicated, operations slow them down and hurt their growth. These organizations often just want to get to the same level as their competitors without reviewing their positioning or brand strategy. This tactic is referred to as “me too” marketing. Operating this way creates confusion […]

Do you want to make faster progress in your market? Outsource!

Businesses and their managers often have one thing in common: action cycles. Management focuses all of its attention on a small number of issues, and the other projects – important, but not urgent – are pushed off to the side by your organization. Of course, eventually these delayed projects must be prioritized, as now they […]

Are you paranoid within your company?

Yes, paranoia is a mental illness. But, in the context of business, here I’m referring to your ability to anticipate change—to both manage and fuel it. All this in order to sharpen your offensive strength in the market. It forces you to be on the ball at all times. This touch of paranoia could even […]

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