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Excellent post @johngerzema 👇🏼

B2B Marketing Has Evolved Into Something Beautiful, And It's Time For Marketers To Adapt https://t.co/vV2jyrdC3c

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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

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Kids’ influence looms large over their parents’ home-buying decisions - ⁦@HarrisPoll⁩ & ⁦@SunTrust⁩ survey in ⁦@washingtonpost⁩ ⁦@MichelleSLerner⁩ #homeownership https://t.co/MXeRTlw46O

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B2B Marketing Has Evolved Into Something Beautiful, And It’s Time For Marketers To Adapt

By Harris Poll CEO, John Gerzema | Forbes | 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 cus By Harris Poll CEO, John Gerzema | Forbes |

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.

2 min Read

News

WSJ Top 25 Tech Companies to Watch 2018

By Dave Pettit | The Wall Street Journal | Artificial intelligence, blockchain, cybersecurity. Startups working in these hot areas of the technology industry take more than half of the spots on By Dave Pettit | The Wall Street Journal |

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.

2 min Read

Client

Co-Working Spaces Are Growing, But Americans Remain Skeptical About Them

No segment of the office market has shown more growth than the co-working industry, which has been expanding at an average annual growth rate of 16.1% since 2007. This steady boom can be attributed to No segment of the office market has shown more growth than the co-working industry, which has been expanding at an average annual growth rate of 16.1% since 2007. This steady boom can be attributed to a variety of factors that all lead back to the value proposition co-working spaces afford companies, including shorter term leases and flexible spaces. Additionally, co-working space providers take care of office operations, allowing tenants to focus on growing their business rather than running an office. Despite the numbers and clear benefits, Americans seem apprehensive about this developing style of running an office.

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.”

4 min Read

Client

New Research Shows Money Is The Leading Source Of Happiness — And Stress

Financial security emerged as the most important attribute of a positive outlook on life, according to new research released today by Northwestern Mutual. An overwhelming 9 in 10 Americans (87%) agr

2 min Read

News

Celebrity Chef Anthony Bourdain Dies of Apparent Suicide at 61

Award-winning chef and television personality Anthony Bourdain, best known for his Parts Unknown show on CNN, passed away in the early hours of June 8. CNN confirmed the cause of death was suicide.

3 min Read

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B2B Marketing Has Evolved Into Something Beautiful, And It’s Time For...

WSJ Top 25 Tech Companies to Watch 2018

Co-Working Spaces Are Growing, But Americans Remain Skeptical About Them

New Research Shows Money Is The Leading Source Of Happiness —...

Celebrity Chef Anthony Bourdain Dies of Apparent Suicide at 61

THP Archives

B2B Marketing Has Evolved Into Something Beautiful, And It’s Time For Marketers To Adapt

WSJ Top 25 Tech Companies to Watch 2018

Co-Working Spaces Are Growing, But Americans Remain Skeptical About Them

New Research Shows Money Is The Leading Source Of Happiness — And Stress

Celebrity Chef Anthony Bourdain Dies of Apparent Suicide at 61

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