Author: Lynda St-Arneault

Passionnée par le marketing et les communications depuis toujours, spécialiste de la planification stratégique, de l’intégration ventes et marketing et du marketing inbound, Lynda St-Arneault, présidente d’Exo B2B qu’elle a cofondée en 2002, compte plus de 20 ans d’expérience en marketing B2B. Relativement tôt dans sa carrière, Lynda démontre son esprit d’entrepreneurship en participant à la création de la compagnie Egzakt en 1986. L’avènement d’Internet l’a menée en 1995 à une carrière de consultante dans les nouveaux médias et le marketing. En 2002, Lynda franchit une étape importante en créant sa deuxième compagnie, une firme spécialisée fournissant aux entreprises B2B au Québec des services de marketing stratégique et opérationnel qui intègrent les canaux en ligne et traditionnel aux fonctions vente et marketing. Leader réputée dans le marché du marketing B2B au Québec, Lynda aide les entreprises à devenir plus compétitives sur le marché local et international. Lynda participe régulièrement en tant que conférencière invitée à des événements dédiés au marketing B2B et plus spécifiquement à ceux d'entreprises pour partager ses connaissances. Le marketing étant une discipline qui fait face à de nouveaux défis chaque année, elle a fondé ExoLab pour réaliser des recherches sur le marketing en B2B, ses évolutions, ses nouveautés et son futur. Elle continue à développer les services d’Exo B2B pour répondre aux besoins des clients ainsi qu'aux nouvelles tendances du marketing et des ventes.

From strategic positioning to B2B brand signature

Published by : , on September 30th, 2024.
In a highly competitive market, differentiation is essential. The strategic positioning of a B2B brand can no longer be approximate or generic. It must be based on rigorous analysis and result in a compelling brand signature that captures the essence of the company and, above all, appeals to its target audience. This process,…. Read More...

Market analysis: the key to a successful B2B product launch abroad

Published by : , on September 17th, 2024.
Market analysis is a crucial lever for B2B marketing, especially when launching a product internationally. It enables marketing teams to draw on solid data to make strategic decisions. Whether it's targeting the right market segments, adapting messages or defining a positioning strategy. However, once a market analysis has been completed, its potential is…. Read More...

Better brand building in B2B for sustainable growth

Published by : , on May 8th, 2024.
The B2B marketing landscape is, by its very nature, competitive. The tendency has long been to focus on immediate performance indicators. In particular, the generation of sales leads. However, this approach can often mask an essential component of long-term success: B2B brand building. Let's take a look at why it's vital for B2B…. Read More...

A rude awakening for your B2B marketing content strategy

Published by : , on March 27th, 2024.
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.…. Read More...

Internet and AI: similarities 22 years apart!

Published by : , on January 30th, 2024.
22 years ago, I wrote the first Exo article (the "B2B" was added the following year) entitled "Integrating the Internet into your business strategy". Rereading it, I was struck by the similarities between the integration of the Internet into business and what we're seeing now with the arrival of artificial intelligence. In the…. Read More...

Marketing and sales alignment : see how AI can strengthen it to optimise your customer journey

Published by : , on October 17th, 2023.
Digital transformation has been shaking up traditional B2B marketing methods for several years now. But with the arrival of AI and language models such as ChatGPT, we're seeing these changes accelerate. But also the possibility of better alignment between marketing and sales. One of the most significant changes is the alignment and integration…. Read More...

The subtle art of strategic planning in B2B marketing

Published by : , on September 19th, 2023.
For both us and our customers, strategic planning in marketing is a demanding, methodical but oh-so-essential process. It requires deep thought, meticulous analysis and the ability to project your business into the future. In the world of B2B marketing, every decision must be carefully calculated. Building a robust strategic marketing plan is crucial…. Read More...

B2B branding: more important than ever!

Published by : , on June 29th, 2023.
Why should companies adopt a B2B branding or image and brand management strategy based on specific growth or transformation objectives? This is a common and legitimate question that deserves serious consideration. As entrepreneurs or decision-makers, you shouldn't neglect your thoughts on the implementation of your B2B branding strategy.  It represents a real competitive…. Read More...

ChatGPT for content marketing: powerful, but not quite there!

Published by : , on February 20th, 2023.
It's hard for me to ignore a topic as disconcerting as the mass arrival of tools such as ChatGPT for content marketing, among others. As a keen observer and user of marketing technologies, I have participated in the writing of over a thousand pieces of content. I quickly developed a great interest in…. Read More...

12 differences between B2B and B2C marketing

Published by : , on June 13th, 2022.
Is the consumer or business marketing all the same? If it were, buying a molten metal skimmer would be just as easy as buying a bottle of shampoo, wouldn't it? What makes B2B marketing so different from B2C marketing? We're aware that we're coming back to a subject that seems to have already…. Read More...