Скачать или смотреть Merging Cultures in B2B Ventures | Christian Klepp

In this episode, Steve Goldhaber is joined by Christian Klepp, the co-founder and director of EINBLICK Consulting. Together, they navigate the multifaceted realm of B2B marketing, starting with the specifics of branding in joint ventures and the associated challenges of blending distinct corporate cultures.

They discuss a case study where gamification was utilized as a tool for engaging engineers, resulting in positive outcomes in engagement and lead generation. The story of a global adhesives company is also shared, illustrating how it updated its internal communication strategy to achieve better readership and engagement.

Key learnings from this episode:

Merging two corporate cultures in a joint venture entails understanding each entity's unique attributes and ensuring consistent communication.
Gamification, when centered on genuine engagement topics, can effectively engage technical professionals, as showcased by a tech software company's campaign.
The transformation of a global adhesives firm emphasizes that an effective internal communication strategy should focus on relatable content and a variety of content formats.
Christian's experiences in Shanghai underscore the importance of authenticity in marketing, highlighting the need to understand the primary business challenge and ensure alignment on goals.
For upcoming marketers, it's essential to avoid the trap of being overly accommodating and to actively seek external input to maintain a balanced approach.

Connect with Christian Klepp and Steve Goldhaber on LinkedIn.