Excellent post @johngerzema 👇🏼
B2B Marketing Has Evolved Into Something Beautiful, And It's Time For Marketers To Adapt https://t.co/vV2jyrdC3c
Survey Says: 55% of U.S. homeowners say their child’s opinion influenced their home buying decision. Can you guess some of the top requests? Read more: https://t.co/UzfmjwZZ22
Kids’ influence looms large over their parents’ home-buying decisions - @HarrisPoll & @SunTrust survey in @washingtonpost @MichelleSLerner #homeownership https://t.co/MXeRTlw46O
When I started out (around the time Duran Duran roamed the planet), business-to-business (B2B) marketing was confined to the domain of the literal. The customer was deemed rational and analytical, so the messaging was bland and unimaginative. B2B meant “boring-to-boring.” All the communications felt like PowerPoint presentations. We spoke in the native language of sales collateral and trade show jargon. And a bulk of the work seemed dependent on sales teams’ connections and cold calling target clients.
Yet, over the past decade, we’ve seen B2B marketing evolve into “business-to-beautiful” marketing -- marketing that illuminates the beautiful stories behind businesses today, expressing their visions and values in society. Suddenly, some of the best work is aimed at procurement executives through thought leadership, branded content, social media and content marketing strategies that drive a wonderful overhead appeal to shareholders and lovers of great narratives.
The shift was inevitable, in my opinion, given the rise of the internet and social media. What we’ve realized through social is that businesses are inherently emotional beings, they are creations of our imaginations, rivers of human growth and determiners of where we build our future communities. B2B marketing is no longer isolated in the ivory tower, creating empires unknown by the general public. Instead, “B2Beautiful” marketing has made the connection between B2B storytelling and our human growth potential. These B2Beautiful stories captivate our imaginations and trigger emotional resonance -- key ingredients in building that residual stickiness factor in an attention-deficit world.
My company, The Harris Poll, recently released the Reputation Quotient study (registration required), which reports that contemporary drivers are found in today’s consumer desires, and many of the storytelling strategies employed by B2C marketers are becoming increasingly applicable to B2B marketing.
We see brilliant examples of brands implementing B2Beautiful campaigns today and engaging communities even in functional, low-interest categories. Maersk, for instance, is humanizing logistics services by personifying its giant cargo ships and documenting their travels through stunning visual images on Instagram. Cisco’s award-winning documentary, The Network Effect, highlights telecom development stories, while companies such as Salesforce and The Mosaic Company have created engaging podcasts. The Mosaic Company’s podcast, “The Great Yield Mystery,” featured a dramatic audio play about two farmers trying to understand why their harvest came short -- it even offered listeners clues to solve the mystery and win prizes.
Read more at Forbes.
Artificial intelligence, blockchain, cybersecurity.
Startups working in these hot areas of the technology industry take more than half of the spots on this year’s Wall Street Journal listing of 25 technology companies to watch. The list identifies startups that show signs of becoming emerging leaders in the tech industry.
“Those three make a lot of sense,” says Charles Moldow, a general partner at Foundation Capital, a venture-capital firm in Palo Alto, Calif. “These are the areas we are most focused on,” he says.
Artificial intelligence has benefited from advances in processing power and analysis that are opening myriad new ways to create products. Meanwhile, growing attention to cryptocurrencies has helped persuade a crop of highly skilled entrepreneurs to work on putting the underlying blockchain technology to various uses.
As for the third: “Cybersecurity should be a perennial anchor on the list,” Mr. Moldow says. “So long as there are black hats, there will need to be white hats.”
The Journal 25 isn’t a ranking of every company working in the hot corners of tech. Nor does it consist of companies with billion-dollar valuations; far from it. Rather, the list spotlights young companies—all founded since the start of 2013—that have attracted the attention of the tech community, and cash from venture-capital investors. These are companies that have expanded their workforces and, in some cases, have prominent backers and founders with prior entrepreneurial success.
Outside of the three predominant technology fields, companies on the list include those working in areas such as health care, financial services, education, and business solutions such as drones.
Tech Companies to Watch starts with a survey of technology-industry watchers. Nominations were taken in an online survey conducted by the Harris Poll among executives and others who make technology purchasing decisions for businesses, as well as a survey that included readers of certain Wall Street Journal publications and attendees of Journal technology conferences. Survey participants were asked to identify young companies that are innovative, growing fast and expected to continue to grow fast. Only those with valuations of $50 million to $500 million were considered for the list.
Read more at The Wall Street Journal.
A new survey from Emerge212, conducted online by The Harris Poll among over 2,000 U.S. adults ages 18+, suggests that while most Americans have never worked in a co-working space (82%), they still hold a negative perception of this growing segment of the office market. Specifically, many Americans describe co-working spaces as lacking privacy (43%), being noisy (38%), and feeling crowded (31%). Some American millennials (aged 18-34) who currently work in an office setting had a more positive opinion, believing that co-working spaces would be great for collaboration (35%) and networking (33%).
Beyond the negative view, many Americans may simply not feel like they are a right fit for the co-working world. Just over half of Americans who currently work in a traditional office space (51%) believe that co-working spaces would only work well for young tech start-ups.
“What many people don’t realize is that while flexible or co-working spaces have been around for a while, the segment has only recently evolved and broadened significantly,” says Emerge212 Director, James Kleeman. “The results of this survey demonstrate that the majority of Americans still view co-working as this open-concept, loud, and distracting environment, when in reality it’s a vast and varied category. We’re not just catering to tech start-ups and freelancers anymore. There are co-working spaces out there for every type of company big or small, regardless of industry and price point, with dedicated amenities and features to fit your business’s specific needs.”
The survey also examined what elements Americans value most in their office space. Some elements toward the top of the list, amongst Americans who currently work in an office environment, were access to natural light/windows (53%) and modern technology offerings (47%). Honing in a bit deeper, nearly a quarter of millennials who work in an office environment (23%) said sophisticated design elements are important when considering their ideal office setting. While the open office aesthetic has become more popularized in recent years, more than 4 in 5 Americans who work in a traditional office space (83%) agree that areas for focused work (i.e. private offices) are just as valuable as communal areas.
Emerge212 is a pioneer in the growing co-working landscape, having launched back in 1999. The operator has continued to evolve its level of service and offerings to accommodate the ever-changing needs of businesses year-over-year. With three New York City locations, Emerge212 offers fully furnished spaces in an array of flexible layouts, including private offices, as well as sophisticated and professional common spaces to give clients a sophisticated, yet balanced setting.
“When I’m touring prospective clients around one of our locations for the first time, there’s generally a sense of surprise because it’s not what they had expected from a co-working space,” says Kleeman. “We offer full-service office suites, which means you can still have your private space and run your business uninterrupted, just as you would in a traditional office setting. However, we’re also alleviating the burden of running an entire office by handling the infrastructure, support services, and maintaining the space overall. I would encourage more companies to explore the different co-working models and see if it may work for their business’s needs.”
"The formula is simple," said Rebekah Barsch, vice president of planning at Northwestern Mutual. "Financial security creates options, and options empower people to curate the life they want --- both in the present and the future."
These are the latest findings from the 2018 Planning & Progress Study, an annual research project commissioned by Northwestern Mutual that explores Americans' attitudes and behaviors toward money, financial decision making, and the broader landscape issues impacting people's long-term financial security. The first set of data around retirement savings was released in May.
While nearly seven in 10 Americans (68%) said they feel happy about their financial situation at least sometimes, a good portion also consistently experience a range of negative emotions such as:
- Anxiety (54%) (25% "all the time" or "often")
- Insecurity (52%) (24% "all the time" or "often")
- Fear (48%)
Money also emerged as the dominant source of stress (44%), dramatically outpacing personal relationships (25%) and work (18%). This is not surprising, considering that the following are just some of the financial pressures causing at least four in 10 Americans to experience "high" or "moderate" levels of anxiety:
- Rising cost of healthcare: 59%
- Unplanned financial emergency: 55%
- Unplanned health emergency: 53%
- Income: 48%
- Level of savings: 48%
- Debt: 42%
- Planning for retirement: 41% --- up from 37% in 2017
Read more at PRNewswire.
The chef-turned-TV host was in France working on an upcoming episode of his critically acclaimed CNN series. His close friend Eric Ripert, a French chef, found Bourdain unresponsive in his hotel room in Kaysersberg-Vignoble on Friday morning.
Bourdain was a gifted storyteller who achieved celebrity status after publishing his 2000 best-selling book "Kitchen Confidential: Adventures in the Culinary Underbelly." By fusing brutally honest accounts of his life and career with observations of the culinary industry, Bourdain created "a rare crossover - a book intended for professional cooks that had enormous mass appeal."
In 2012, he joined CNN and a year later he debuted the Parts Unknown series, where he traversed the world, exploring different cuisines, analyzing the human condition and illuminating different cultures for TV viewers for nearly two decades. When he was awarded a Peabody for the show in 2013, the judges praised him for "expanding our palates and horizons in equal measure." Bourdain's shows took him to more than 100 countries and three networks.
His death comes only three days after fashion designer Kate Spade hanged herself in an apparent suicide at her Manhattan apartment. Spade was found by her housekeeper hanging from a scarf she allegedly tied to a doorknob.
Suicide is a growing issue in the United States. Suicide rates in the country have risen by more than 25% since 1999, according to the US Centers for Disease Control and Prevention. And people contemplating suicide often find it difficult to get the help they need. When it comes to barriers that prevent people who are thinking about suicide from seeking help, about three-quarters of adults (74%) believe it is because they feel like nothing will help, according to a 2015 survey the Harris Poll conducted on behalf of Anxiety and Depression Associations of America, American Foundation for Suicide Prevention and the National Alliance for Suicide Prevention. Three in five Americans say embarrassment (65%) or lack of hope (64%) contribute to their silence.
While about two-thirds of Americans said that they would tell someone if they were experiencing suicidal thoughts, 17% said they aren’t sure who they would talk to and 13% said they would tell no one. Men are more likely to say they would tell no one.
News of Bourdain's death shook people around the world. Chefs, celebrities, restaurants and even former President Barack Obama took to social media to mourn and remember him.
In the US, call the National Suicide Prevention Lifeline at 1-800-273-8255. The International Association for Suicide Prevention and Befrienders Worldwide also can provide contact information for crisis centers around the world.