The B2B Enablement Pod

Creating content that reliably reaches your existing and prospective customers, regardless of their role or stage in the decision-making process, sometimes means covering the same topic more than once.

This often creates a bit of anxiety in many companies - if we just write about the same thing all the time, won't people get sick of us? In this episode, me and Alexander tried to put this concern to rest.

 

Enjoy, and don't forget to subscribe! Either right here, or at zooma.agency/en/learn/podcast

Good news! We're now launching a new segment of The Onlinification Pod. It's called The Internship Pod, and we'll be releasing an episode every second week with interviews hosted by Josefine - current intern at Zooma.

 

Gina and Sofia's internships have now come to an end, so in this episode, we spoke about how they ended up as interns at Zooma, the highs and lows of doing an internship remotely, and the main takeaways from their time here.

 

We hope you enjoy this episode - it's the first of many hosted and created by a Zooma intern. If you don't want to miss the upcoming episodes of The Internship Pod, make sure to subscribe! Either right here, or at https://zooma.agency/en/learn/podcast

Lots of B2B marketers know the feeling - you've just finished the copy and design of a brand-new landing page for your latest campaign or product. You're ready to go! But hold on a second - you need to wait for the translations first. Cue a lot of email threads with your international colleagues, chasing them about their progress, or endless back-and-forths with a translation agency who doesn't know your industry.

 

Quality translation is absolutely essential if your company does business internationally - but too many companies treat it as an afterthought. It doesn't have to be this way - and to prove it, I invited Linda Gårdlöv to guest this week's episode of The Onlinification Pod. She's the CEO of Comactiva Language Partner, a Gothenburg-based agency specialising in translation and localisation of commercial content.

 

Linda has a wealth of experience from the translation industry and the world of international B2B business - so she was the perfect person to ask about how companies should be handling translations, and how they can work to increase the quality and accuracy of the finished result. 

 

In our discussion, we spoke about:

 

- The common mistakes that companies make when handling their multilingual online presence

 

- How a good language partner can not only translate your copy, but also adapt it effectively to be understood in a foreign culture

 

- How you should collaborate when working with a translation agency to make sure your industry's unique jargon doesn't get lost in translation

 

Enjoy, and don't forget to subscribe! Either right here, or at https://www.zooma.se/en/learn/podcast

 

Thanks very much to Linda for guesting this episode - to find out more about Comactiva, visit them online at comactiva.se

We've spoken about customer experience quite a bit in the past, but we've almost always focused on online experiences. Usually, we've thought about what it's like to use a particular site or service, how easy it is to do what you want to do, and how you feel about the brand after using it.

 

However, despite the pandemic essentially almost all in-person events over the last two years, physical experiences in the real world are just as important. Whether it's a short meeting in an office or a major industry conference, the experiences and impressions that customers take when encountering a company face-to-face can last for a very long time. 

 

Now that the IRL world is making a comeback, I thought it was time to talk a little bit more about offline customer experiences on the pod - for that reason, I invited Annika Eriksson to join me this week. She's recently started as a project manager at Zooma and has a long background in creating these kinds of experiences. 

 

We spoke about the effects that a positive physical experience can have on an existing or potential customer, how companies can improve the physical experiences they create without much budget, and, of course, how companies can learn from their successful physical customer experiences and apply them to online.

 

Enjoy, and subscribe! Either right here, or at https://zooma.agency/en/learn/podcast

I invited our SEO expert Daniel Falk to discuss search-friendly content and the 80/20 rule in this episode. Many businesses that regularly publish online find that around 80% of the traffic to their knowledge hubs comes from only 20% of the content.

 

I've noticed this phenomenon on sites I've worked with, and it sometimes surprises content creators. Even with careful keyword identification and search engine optimisation, it often seems that the content that performs exceptionally well on search isn't always what you would expect.

 

Daniel has worked with SEO in one way or another throughout his career, so I thought he'd be a great guest to have on the pod this week. In our discussion, he answered my questions about why this phenomenon happens, how you can make the most of it, and how you can make sure the content that occupies those top spots in search is actually the content that you want to be there.

 

Enjoy, and subscribe! Either here, or at https://zooma.agency/en/learn/podcast

It shouldn't be difficult to be a customer of a company. But for many businesses, especially in the B2B world, this is the case. Things like poor customer service, disjointed buyer journeys, and complex signup processes create friction - factors that get in the way of a potential or existing customer and their planned purchase.

 

By solving these problems and making the purchase process as frictionless and smooth as possible, you can both bring in more new customers and keep your existing ones happier. But it's easier said than done. Fortunately, our HubSpot solutions architect Tobias Pasma knows how to get started.

 

I hope you enjoy this episode - if you did, don't forget to subscribe, either right here or at https://www.zooma.se/en/learn/podcast

In this episode, Anders returns as a guest for the first time in ages. We discussed some of his thoughts about what companies need to prioritise in 2022, and focused particularly on what B2B companies have (or haven't) learned from the pandemic.

 

Here's Anders' article that we speak about in the episode: https://zooma.agency/en/learn/marketing-thoughts-for-2022

 

Enjoy, and subscribe! Either here, or at https://www.zooma.se/en/learn/podcast

In this week's pod, I invited Martin Ray to talk more about revenue operations, or RevOps, as well as the subject of one of his recent articles. You've probably seen this term thrown about on lots of marketing sites, but what does it mean for your company? Hopefully, this episode will give you some answers.

 

You can read Martin's RevOps article right here: https://zooma.agency/en/learn/what-is-revenue-operations

 

Enjoy, and subscribe to the pod if you want to hear more - either here, or at zooma.se/en/learn/podcast

This week, we have two very special guests on The Onlinification Pod - Gina Viitala and Sofia Hermansson, who are currently doing an internship here at Zooma.

 

If you're a student or recent graduate looking for an internship, hopefully this episode will give you an idea of what to expect if you start at Zooma. Gina and Sofia talked about their experiences so far, shared some details of what they're working on, and gave some tips on the best way to prepare before starting here.

 

If you want some more details on Gina and Sofia's internship, take a look at The Internship Hub - there, they share weekly updates from the internship that should come in handy if you're thinking of applying to be our next intern - https://zooma.agency/en/internships

 

Enjoy!

Pretty soon, the latest incarnation of The Onlinification Pod will celebrate its first birthday. After a short winter break, I thought this would be a good opportunity to look back at some of the highlights from last year. 

 

For each episode, I've selected a clip that summarises them - if you didn't have time to listen to each of these episodes, now's your chance to catch up.

 

Enjoy, and subscribe! You can subscribe right here, or on https://www.zooma.se/en/learn/podcast - your choice.

 

/Doug