Love/Hate B2B communication

I’ve had a love/ hate relationship with communication for almost 30 years now. Why? The story is actually quite simple... follow me. I started my career by co-founding Egzakt, an advertising and communication agency that was established in Trois-Rivières, Québec in 1987. So, my preoccupation with communication is not new.…. Read More...

Generating quality leads

Every salesman will tell you that generating leads is in their view, the main purpose of marketing. When companies approach us for our services, they usually ask if we do prospect generation and in the same breath ask us how we do it, as if it were some magic formula,…. Read More...

12 differences between B2B and B2C marketing

Marketing to consumers is about the same as marketing to companies? If that was the case, buying a molten metal skimmer would be as simple as buying a bottle of shampoo, wouldn’t it? How are B2B and B2C marketing different? According to Circle Research, there are 12 differences between B2B…. Read More...

3 Ways to better marketing and sales performance

Integrated marketing is an omnipresent term in North America, especially the United States. Used less frequently in Québec, it nevertheless represents a ‘’fait accompli’’ in marketing. The integration of disciplines, technologies and channels of communication as well as online and offline distribution has become, by the technological advances of recent…. Read More...

Segmentation in B2B

I recently met a prospect who wanted to approach consumers first, SMBs second and large companies third with his product (a software). So I asked him, “What do you mean by consumers? Which ones? Could you be more specific?” In B2B more often than in B2C, segmentation, or rather hyper-segmentation,…. Read More...

Sales and marketing: the importance of integration in B2B

I’ve often noticed the diverging opinions and objectives between marketing and sales. The contestant from the right-hand corner, the marketing department, is looking to work more on its brand image while the contestant in the left-hand corner, the sales department, is mostly looking to maintain their client accounts and increase…. Read More...