The B2B Enablement Pod

In this episode, me, Stellan and Anders discuss gated and ungated content. Gating your content - meaning to only make it available to users who have handed over some information, maybe by filling out a form with their email address - allows you to grow your contact list and nurture relevant, engaged leads. But if you gate too much, you risk losing trust and making life harder for your reader. So how do you find a balance?

Listen to our discussion to find out - and if you're looking for some further reading, we have an article on The Onlinification Hub about this very topic: https://www.zooma.se/en/learn/inbound/gated-content-the-gated-vs-ungated-debate

Don't forget to subscribe if you liked this episode, either right here or on our blog - that way, you'll get an email alert when we publish a new episode: https://info.zooma.se/subscribe-to-podcast

This episode is our first two-parter! It could have easily become a Joe Rogan-esque 4-hour episode, but we decided to be reasonable and split it up into two 20-minute episodes instead.

But why? Because we're talking about LinkedIn! At Zooma, we're big believers in LinkedIn. Although many users have mixed feelings about it, it's hard to deny that it's a fantastic platform for reaching an engaged, relevant audience. However, plenty of users get held back simply because they're unsure how to use it effectively.

For these people, Anders has some tips.

Trends come and go on a weekly basis on LinkedIn, just like on all social platforms. Small groups of very active users figure out what content the algorithm promotes and go all-in to reach a wider audience. The result is that your feed will be full of videos one week and links in the week after that. People ask for comments to get access to content, and sometimes they want private messages. Sometimes you'll see a link to content in the comments of a post from a company, and other times, it'll be in the post itself. Suppose you're an ordinary user trying to give an accurate image of yourself and hopefully convince others that you're trustworthy and knowledgeable. In that case, it's hard to know what tactic you should take.

To find out, I had a discussion with Anders, a prolific LinkedIn user, and asked what he recommends. What should you do or not do if you want to use the platform in a better way and develop yourself and your image? The answers are fairly simple (and they generally don't involve jumping on the same trends as everyone else).

For a bit of further reading, here's an Onlinification Hub article which we mentioned briefly about the LinkedIn algorithm - how it works, and how to outsmart it: https://www.zooma.se/en/learn/social-media-for-business/the-linkedin-algorithm-and-how-to-outsmart-it

If you liked this episode, don't forget to subscribe!

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Customer performance indicators, or CPIs, are essential metrics you should be tracking if you really care about customer satisfaction. Many companies claim to care, but too often, they're still hindered by inside-out thinking. In this episode, we discussed how to fix this with well-defined CPIs.

Here's a link to the article Alex mentions at 00:40 - https://www.zooma.se/en/learn/customer-satisfaction-what-is-cpis

We've been writing about CPIs for a while, but since this is an important topic, I thought it was worth discussing it on the podcast.

Customer-centricity is spoken about a lot - I don't think any companies openly claim they don't care about their customers' needs or challenges. However, everyone (both in B2B and B2C) has had a poor experience as an existing or prospective customer of a company at one time or another. So what's going on? Clearly, these companies aren't approaching customer satisfaction in the right way.

CPIs are the remedy to this, and as usual, starting off with the basics gives you the best solutions. You can create wide-ranging NPS surveys and super-smart chatbots all you want, but if you don't track (or even know) the average time it takes for a customer to get a satisfactory answer to a question, you're starting at the wrong end. 

It's just me and Anders in this episode, and our discussion covered the benefits of tracking CPIs compared to standard key performance indicators (KPIs), how you can link these two metrics, and what CPIs you should start with if you're a company that's serious about actually knowing how it is to be your customers and prospects.

I hope you enjoy this episode! Don't forget to subscribe - you can do so via the podcast service of your choice, or on the blog. That way, you'll get an email alert when we publish new episodes: https://www.zooma.se/en/learn/podcast

In this episode, Alex, Anders and Stellan discuss that trickiest of topics — what makes a truly great brand, and how can you create one? Or how much is it even possible to control how your brand develops?

Successful branding can turn your product and solution into a household name. But coming up with an actual definition of a brand isn't always easy. People would usually point to advertisements or product design when trying to describe what a company's brand is, but this isn't the full story. Really, the brand is the gut feeling that is felt by the people who perceive the brand - whether they're on the inside or the outside.

These kinds of feelings are complex and difficult to change, so a company tasked with designing a great brand, or changing an existing one, often run into challenges. In this discussion, we talk about these issues and try to get a picture of what brands are and what you need to do if you're trying to produce a truly great one.

Here's a link to the branding guide that Alex mentions at 3:45 - https://www.zooma.se/en/learn/branding

Hope you enjoy this episode! Don't forget to subscribe. You can also subscribe to our podcast blog - that way, you'll get an email alert when we publish a new episode: https://www.zooma.se/en/learn/podcast

Aligning marketing and sales is the holy grail for many B2B companies - think what you could achieve if you had both of these teams working together to share information, provide updates on leads and customers and create a seamless customer experience!

Unfortunately, these two elements of the business are often cut off from each other, and the people who suffer most are your customers and potential customers.

At Zooma, we have one team, not two departments - but achieving this in a large, traditional B2B company is extremely challenging. If you're trying to make the connection in your company, listen to this episode, where Anders and Stellan discuss what they would do if they were in your position.

If you want to hear more, subscribe! You can do so on Spotify, Soundcloud, or at zooma.se/en/learn/podcast

Knowledge content - it's the most valuable content you can produce, but so few companies actually do it. In this episode, Alex, Ander and Stellan discuss our definition of knowledge content, why it's vital for a company's image, and how much time you need to devote to it if you want to win online.

Happy listening, and don't forget to subscribe - either on Soundcloud, Spotify, or on zooma.se/en/learn/podcast

Like many other companies, we at Zooma have been working remotely for over a year as a result of the ongoing pandemic.

Remote work brings a lot of possibilities, and despite the distance, we've still been able to collaborate, complete projects and develop new ideas. We've even found that certain things are easier when working remotely, such as onboarding.

However, it's hard to replicate the kind of everyday social interactions you get at an office through digital tools like Zoom or Teams. We speak with people we're actively working with every day, but when it's no longer possible to have a discussion by the coffee machine, it's more difficult to catch up with colleagues who are working on other projects.

So how do you maintain the social connections within a company when everyone can't physically be together? To find out, I spoke with Elisabet Isacchi, Zooma's coordinator and assistant art director. Elisabet has the honourable task of organising Zooma's weekly fika - an event we have every Friday where we can take some time to connect and catch up. We spoke about what she's learned and experienced over the last year of remote work - have a listen, and hopefully you'll get some tips that you can try out in your own company.

/Alex

Account-based marketing is a term that you see everywhere, but what is it really? And is it even a good approach for your business? To find out this and more, we recorded this episode with Zooma's chief analyst and digital strategist, Martin Ray.

Hope you enjoy it - and if you want to hear more, subscribe on Spotify, Soundcloud or on zooma.se.

Zooma has just launched a brand-new corporate site. Like with other corporate sites, it's filled with information on our finances, governance and sustainability efforts, among other things.

But why have we decided to create it? Does Zooma really need a corporate site? What did we learn during the process, and what tips would we give to companies looking to create a corporate site of their own? I got answers to all these questions from Anders and Stellan in this episode of The Onlinification Pod.

Don't forget to subscribe, either here or on zooma.se/en/learn/podcast

What is it that makes a digital project successful? Good project management, of course. For this episode, we've brought in Elin Salekärr and Charlotte Björsjö, both project managers at Zooma, to talk about how they work and what tools they use to make their projects run so smoothly.

Enjoy, and don't forget to subscribe!

https://www.zooma.se/en/learn/podcast