From the outside various players in the same B2B industry look very similar. The logistic products and services from the likes of TNT, UPS and PostNL for instance. DHL decided it was time for a different approach.

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In B2B, traditional marketing and sales are no longer effective. What do you mean, that’s too bold a statement?

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Defining the perfect leads in business-to-business is has a lot in common with arranging the ideal blind date. Does she live up to to your company’s expectations? Does he have similar interests, or will the conversation fall flat? Is she even ‘available’ or ‘on the market’? Will there be any mutual sparks?

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The online B2B marketing discipline continually changes at a rapid pace. The amount of terms and definitions may seem daunting to some, leading to digital paralysis. That may equally be the biggest risk in ‘going digital’: not starting. Those companies that are paralysed by the sheer magnitude of their digital transformation do not take on the challenge. And – as a consequence – do not reap the benefits of learning the digital trade step-by-step.

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Bad news for all those who prefer to be top of Google’s search results without having to pay for Google adwords. As of last week Google made all organic search traffic invisible. Information as to what are the most frequently used search terms in a certain language or region (aka keywords) will be put in Google’s blackbox from now on. At first sight that seems to be a great loss. Or could Google’s move perhaps also be seen as a blessing in disguise?

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