The B2B Enablement Pod

Webinars are a fantastic way to reach a wide audience and explaining your company's unique offering. They're not a new invention, but the pandemic has led to an explosion in webinars, often from companies who don't have any experience of organising them. In this episode, I spoke to Doug about his advice for companies looking to put together a webinar for the first time.

 

If you enjoyed this episode, don't forget to subscribe! Either right here, or at https://www.zooma.se/en/learn/podcast

I took over hosting duties for this week's episode, which is something I'll have to get used to because Alexander will soon be on parental leave. That means Zooma is looking for a replacement - to find out more about this role, I spoke to Alex about what his work week looks like, the best part of his job, and the qualities a Zooma content creator should have. Enjoy!

Don't forget to subscribe to the pod - either right here, or at https://www.zooma.se/en/learn/podcast

In this week's episode of The Onlinification Pod, we welcomed a fairly new Zoomer, Daniel Falk, as our guest.

 

 

Daniel has a huge amount of experience in online and digital, and he's especially sharp at search engine optimisation, or SEO. We had a good discussion in this episode, and Daniel gave plenty of tips to companies who want to make sure that they can actually get found on Google.

 

 

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

Increasing the share of website traffic from organic search is essential if you want to reach new prospective customers and grow your business.

However, using Google's algorithms to your advantage is tricky, and you're competing for those top-ranked positions with hundreds of other companies around the world. But with the topic cluster content strategy, you'll have a better chance of winning the top spot.

In this episode, Anders and Stellan give a great explanation of what the topic cluster strategy is, why it works to boost your organic performance, and what kind of results we've seen after working with it for a while.

Enjoy! And don't forget to subscribe - either here, or at https://www.zooma.se/en/learn/podcast

In this episode of The Onlinification Pod, we talk digital demos - that is to say, interactive digital experiences that we develop to help customers show the benefits of their highly complex and technical products. What makes a good digital demo, and why are they more important now, in the age of pandemics?

Zooma's Ingrid Wallgren and Qarin Lövgren have the answers. Enjoy, and subscribe - either here, or at https://www.zooma.se/en/learn/podcast

Zooma's chief analyst Martin Ray joined Alexander in this week's episode, to talk about digital platforms.

Here's the article Alexander mentions at 2:10: https://www.zooma.se/en/learn/digital-platform-how-to-choos-whats-best-for-your-company

If you're a B2B company with an endless amount of digital tools at your fingertips, what should you prioritise? Martin had plenty of tips to share.

Generally, when it comes to choosing those digital platforms that make up your company's digital infrastructure - like CRM systems, CMS systems, and service platforms - you want the very best. Many companies go this route, but in Martin's experience, it's not necessarily the best approach. Instead, a more holistic approach that focuses on giving your customers the best experience, rather than your staff the most advanced tools, works out better for everyone.

Martin has guided and advised a huge number of companies on digital platforms in the past, so this episode is full of wisdom that can help you make better decisions when investing in new tools.

Hopefully you'll enjoy this episode - and if you do, subscribe! Either right here, or at https://www.zooma.se/en/learn/podcast

In this episode, I chatted with Doug Bolton about the many challenges of content creation and how content producers at large in traditional B2B companies can increase the quality and quantity of their content. Enjoy!

For many content creators at traditional B2B companies, producing enough content is often a challenge. High-quality knowledge content needs to be created with expert input and aimed directly at solving prospects' and customers' most critical challenges. This is difficult enough - but considering that the people in these positions often have many other responsibilities, they often run into problems.

It was great to speak to Doug about this topic since he has both a background in a sizeable B2B company and plenty of experience from the world of Zooma. I also work with many other content creators in my role, so together, we were able to discuss the best way to produce large amounts of content, how to get internal experts on board, and what content formats you should be using to make the most of your time.

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

More and more traditional B2B companies are shifting from the traditional distribution structure and moving towards a B2C model, at least in some areas of their business. In this episode, me, Anders and Stellan talked about this trend, and how B2B companies need to be prepared for the very different customer expectations it creates.

The B2C approach has worked well for a lot of B2B companies, especially during the disruption and digitalisation that the pandemic has brought. One classic example of a B2B-to-B2C shift would be an industrial manufacturing company that starts selling spare parts directly to end users online. This appeals to customers, since they can go straight to the source when they need help. In return, the company gets much more control over their spare parts operation.

But like we spoke about in the episode, it also creates increased expectations. Your customers are used to Amazon-levels of service in their private lives, so they're going to expect similar things from you. That's why any B2C shift needs to be based in a genuine desire to improve your customers' experiences. It can't just be a PR move designed to show how modern and innovative your company is.

If you're considering experimenting with a B2C model, or if you're just interested to know about where this trend is heading, take a listen to our discussion. If you enjoyed it, subscribe! Either here, or at https://www.zooma.se/en/learn/podcast

The pace of digitalisation in business has increased since the pandemic started. But as usual, it's generally B2C companies that are leading the drive and developing the most interesting new ways of doing things. In this episode, I spoke with Stellan and Anders about why and how historically slow B2B companies can speed up a bit.

Even now, as it appears like the worst of the pandemic is drawing to a close, B2B companies really have a golden opportunity to change their way of doing things. Their prospects' and customers' expectations changed a long time ago. Still, now both employees and leaders have realised the new opportunities that digital can bring - whether that's about moving into e-commerce or something a bit more complex. At this point, a decision has to be made - should change be pursued, or should we just wait for things to go back to how they were before?

Anders and Stellan have a lot of experience working with large, traditional B2B companies, so it was great to hear some of their thoughts about how these kinds of businesses can speed up and what challenges they typically have to overcome.

Don't forget to subscribe to The Onlinification Pod! Either right here, or at https://www.zooma.se/en/learn/podcast

If you follow Anders Björklund on LinkedIn, you'll know that he regularly posts some short thoughts on the state of online and digital. In this episode, we chatted about these thoughts - we discussed what the idea is behind them, what the reaction has been, and expanded a bit more on some of them. Enjoy!

As you might expect, we discussed the effects of the pandemic in this episode. Many B2B companies have had to make a huge shift in the way they do things, and more than anyone, CEOs have had to adjust and adapt their way of working. Some CEOs have met this challenges well - while others haven't. We talked about the differences between these two groups, and gave some more general tips to companies who are looking to increase their digitalisation and things start returning to normal.

I hope you enjoy this episode, don't forget to subscribe! You can do so here, or at https://www.zooma.se/en/learn/podcast