ROAD TO RECOGNITION
How is digitalisation changing B2B sales, and what opportunities is this generating for sales organisations? B2B sales are profoundly changing as a result of the constant development of new digital technologies. The changes are affecting all sectors equally, regardless of whether industry, high-tech and software companies or the service sector.
SMEs have a difficult time developing a long-term vision under the auspices of digitalisation. Will anyone still be able to make money in 5 years, and if so, how? How can a supervisory board and senior management approach the task of answering existential questions? Based on practical experience, Jörg Henseleit shows how SMEs should proceed.
THE TWELFTH MAN
Every company, no matter their sector, must think about how to reach new and existing customers today and in future constantly. User-Generated Content will always be part of the answer to this question. Video content in particular is playing an increasingly important role - currently nearly 300 hours of new video material are being uploaded every hour of every day of every week. My children, like everyone else in their age group, first turn to relevant forums to see how they can solve a problem or which product they may want to buy. They ask questions there and wait for the answers before talking to me, their father. All this user-generated content establishes trust among consumers, a familiarity almost, that no banner, video clip or other professional marketing channel is able to create.
With the mad hatter, the Cheshire cat and the white rabbit we are probably connected to one of the most famous fairy tales of them all. “This is impossible – only if you believe it is”, as it is written in Alice in Wonderland. That is exactly what Vladimir Mukhin thought and subsequently did. His restaurant, the White Rabbit, not only takes its name from the famous rabbit from the fairy tale of Lewis Caroll, but the interior also allows us to immerse ourselves in exactly these grandiose fairyland worlds. No less impressive than the view from the 16th floor of the restaurant overlooking Moscow are the dishes Vladimir conjures up for his guests. Bringing Russian cuisine closer to the world is just one of his goals.
Safety, durability and ergonomics are essential in light-metal construction. On the global market, Zarges sets standards and serves both the consumer and the commercial sector with innovative products in the fields of access, packaging, transportation and special construction. With such a wide range of different products and solutions, comprehensive product data management is particularly useful in order to provide customers, partners and employees with all the information necessary at all times. We talked to Zarges product manager Simone Harrer about the challenge of finding a suitable PIM solution and how to implement such a project successfully.
A SMART SPIRIT OF THE TIMES
Elegant, masculine and functional: a truly innovative new IT piece joins the ranks of smart accessories. ‘A fantastic conversation starter’, writes one person, describing the new ‘Ring Clock’ – ‘a real icebreaker’, was how another summarised it. And the small, chic ring does indeed pique interest, because it combines two things in a completely revolutionary way.
WORLD IN NUMBERS
Anyone who has searched the Internet for statistics on topics relating to consumer behaviour, media or marketing before, will certainly have come across the industry service Statista. Since 2008, the Hamburg-based company has aggregated and published around one million graphics and statistics from more than 22,000 sources online. More and more premium content, such as studies and reports on particular industries, is added on top. The platform, which claims to have 1.5 million users, has hit a nerve, it appears. Meanwhile, a total of 550 employees, many having an editorial background, busily provide new data and facts on a daily basis.
After a hard day at work, you come home feeling hungry and quickly order yourself a pizza or get together with friends in your favourite restaurant. You’ve long since forgotten that there is still a leftover Sunday roast in the refrigerator. And that’s how the lovingly home-cooked meals gradually lose their freshness, until at some point they are no longer edible – unless you remember them in time. Around one-third of food produced worldwide is thrown away, and one of the main reasons for this is the simple fact of forgetting the food one already has at home. Ovie, a start-up from Chicago, intends to remedy this with its Smarterware.
BASIS OF TRUST
As a specialist for modern building system technology, Jung, established in 1912, stands for premium quality and timeless design in electrical engineering. With a focus on controls for office buildings, hotels, residential buildings and functional buildings, the company helps us to design an increasingly functional and networked environment. The advantages of future-proof living lie in sustainability and energy efficiency in particular – standards the company’s production adheres to. We speak with Deniz Turgut, Head of Marketing at Jung, about innovative technologies in building services engineering.
People ·BALANCE POINT
When the sun first rises in the morning, slowly evaporating the white veil of dew on the freshly mowed lawn, when there isn’t a person in sight and the green range seems to expand into the distance almost infinitely, that is when you can experience the necessary silence and freedom. With both feet firmly on the ground, focused, centred, gathering all your energy in order to get a hole in one – that’s what every golfer dreams of. Martin Kaymer has achieved this rare feat again and again throughout his golfing career thanks to his outstanding talent – and surely with the right modicum of luck.
PLAY RIDE AND SEEK WITH HERTZ
In September 1918, the used car dealer Walter L. Jacobs came up with an idea as he was looking at his twelve Model T Ford cars that were parked in the yard rather uselessly waiting to be sold. Why wait for buyers when he could also rent out the cars in the short term against payment? The idea for the first car hire service in America had been born. Just five years later the fleet comprised five hundred vehicles when Jacobs sold his company to John Hertz, the President of the Yellow Cab Company and the Yellow Truck and Coach Manufacturing Company. General Motors acquired the so-called “Drive-Ur-Self” system in 1926, and in 1953 it was sold to the Omnibus Corporation.
Traditionally, sustainable gastronomy has been deemed to merely mean the use of regional products. However, we have now taken this a step further – with the arrival of the Berlin-based restaurant ‘Good Bank’. Here, dishes are not just prepared freshly, some of the ingredients are also grown on-site. ‘Vertical farming’ is the new magic formula here. The futuristic-looking greenhouses behind the counter are used to cultivate fresh vegetables for in-house consumption. The two founders Ema Šimurda Paulin and Leandro Vergani came up with the idea for the concept several years ago. As a result, visiting Good Bank is not only a feast for the eyes, your other senses also embark on an exciting adventure. Ema explains the concept of vertical farming and the idea behind her restaurant.
What does content marketing for online merchants and brand manufacturers look like in practise in Germany, aside from theory and commonplaces? Is there perhaps a large discrepancy between what is required and what is really going on? If so, then what are the reasons? The snapshot study by w&co provides the answers.
HANSJÖRG GUTENSOHN ÜBER EFFIZIENTE PRODUKTKOMMUNIKATION
Eines der wichtigsten Themen für Unternehmen ist derzeit die personalisierte Kundenansprache. Die richtigen Personen mit den richtigen Informationen über die richtigen Kanäle anzusprechen – das ist oberstes Ziel modernen Marketings. Die Voraussetzungen für die unternehmensinternen Systeme und Schnittstellen aber sind alles andere als trivial. Wir sprechen mit Hansjörg Gutensohn, Geschäftsführer der Stämpfli GmbH, über dieses facettenreiche Thema, zu welchem wir auch ein gemeinsames Whitepaper veröffentlicht haben.
UPEN VARANASI ON CLOUD MULTI-DOMAIN MDM AS THE FOUNDATION FOR DIGITAL TRANSFORMATION
Riversand just released a cloud-native suite of Master Data Management solutions helping organisation create a data and analytics foundation to drive successful digital transformation. This was really the driving factor behind the company’s decision to completely rethink and rebuild a master data platform that would meet the future needs of the digital era. Riversand CEO & founder Upen Varanasi talks about his vision of the future and how the bold decisions he had made several years ago led to the company’s own transformational journey and a new MDM solution.
FLORIAN LUTZ ÜBER APPS ON ISCM
Stellen Sie sich vor, Sie stehen kurz vor Ihrem Heimflug von einer Geschäftsreise. Auf Ihr Smartphone haben Sie bereits die App der Fluglinie heruntergeladen, in der sich auch schon Ihre Bordkarte befindet. Mit derselben App könnten Sie aber ebenso bequem und bargeldlos im Duty Free Shop einkaufen gehen und sich die Waren auch noch direkt nach Hause liefern lassen. Momentan sind hierfür noch umständliche Versandformulare notwendig. Ein solches Szenario setzt die Verbindung mehrerer Datensysteme voraus, da unterschiedliche Aufgaben in nur einer Anwendung gebündelt werden sollen. Der so entstandene kombinierte Kundennutzen aber ist immens, und die Möglichkeiten sind beinahe grenzenlos.
People ·CROSSOVER VIRTUOSO
He possesses this charming mix of casualness and self-confidence. The international star David Garrett is one of the most impressive and talented violinists of his time. From May 2008 to April 2010, the “Devil’s Violinist” held a very special world record: he played Rimski-Korsakov’s “Flight of the Bumblebee” in 66.56 seconds – that means 13 notes per second– without making a single mistake. This even won him an entry in the Guinness Book of Records.
THE MEXICAN TASTE
Mexican cuisine is one of the most popular in the world. Who doesn’t love sinking their teeth into a fresh taco with spicy salsa and creamy guacamole? Widespread in America, it is virtually impossible to find authentic dishes in Europe. Young, aspiring chef Rosio Sanchez also thought so and – following years working in top restaurants – established her own business with two taquerias and a cantina in Copenhagen.
SPICES AND SEA MONSTERS
Handmade bean-to-bar chocolate from Dubai is conquering the market not only in the Arabic region, but is entering the stage in other regions across the globe as well. The secret of Mirzam’s remarkable success not only lies in its transparent production, high-quality raw material, and elaborate craftsmanship. The company excels at creating and raising a real myth that is fuelled by beautifully designed wrappings and exciting flavours that immediately catch people’s attention and create curiosity. It’s not just simple chocolate, but artificial, tasty story-telling. Chief Chocolate Officer, Kathy Johnston, told us the story of Mirzam that is shaped by history, sustainable and natural production and, first and foremost, the people behind it.