This is the week that was in B2B: from surrogate meeting attendees to AI tools

13-Feb-2017 09:01:28
Back Paul Hewerdine

In a week where Netflix got a kicking for its dirty data centres, Forrester revealed who was most at blame for losing our data and Uber got sued by a philanderer, there was much to write home about in the world of B2B.

'Tongue in cheek B2B campaign' of the week

…comes courtesy of Scandinavian airline Widerøe – and its spoof company Norwegian Meeting Services. You know that meeting you just don’t want to go to, well you don’t have to anymore. Just order a ‘surrogate’ to take your place (so long as Widerøe flies there). Nice.


'Innovation' of the week

…goes to Cisco and its fancy technology that’s helping Kansas City fulfil its ambitions of being one of the smartest cities in the world. City officials there have just launched a new interactive map for citizens. Using video sensors connected by the Internet of Things, it provides a real-time view of available parking spots, traffic levels and streetcar locations. Check it out here.

'Two-way street' of the week

…goes to the client-agency relationship, according to a new article by McKinsey. In short if you want to get the best out of your agency, give them some breathing space to be creative. However, agencies need to adapt too – and recognise the complex agency ecosystem in play for many clients, which calls for new roles, processes and measures of success. Insightful and well worth the read. Check it out here.

'B2B trendspotter' of the week

…goes to Sam Hurley writing on Sparklane – with his 6 significant no-fluff trends for B2B Marketing in 2017. Okay there aren’t a huge number of surprises here but there are some great stats that capture the industry direction of travel. From the importance of a good customer experience (52% stop buying after a bad customer service interaction) to the rise of machine learning (by 2018, 20% of business content will be written by machines), get the trends in full here.

'AI tools for B2B marketers' of the week

…come via a new post from Carlos Gil at Business2Community. Today it’s all about ‘narrow’ AI tools – predictive search programs such as Google and Virtual Digital Sales Assistants like Tact. But soon we’ll see the rise of ‘strong’ AI tools that can handle more complexity – automated customer service chatbots and those offering advanced email personalization and segmentation capabilities. Enlightening stuff.

Bonus material:

...Back Zack and Crack: Dave Trott on why a good mnemonic always wins

...That ‘failed’ Superbowl potato ad.

...Two-thirds of Facebook and Twitter users activity is on Sundays

This is the week that was. Go easy on the pistes half-termers.

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