Decades of B2B marketing success

Ever wondered what it takes to stay ahead of the curve in the ever-evolving world of B2B marketing?

With a career spanning decades, Jan Leskinen has been at the forefront of B2B advertising since the 1980s – a time before the internet, email and PowerPoint revolutionized the marketing landscape.

Jan’s impressive portfolio boasts a diverse range of clients, and his work has been recognized with prestigious awards, including the international Cannes Lions Award.

Today, despite being primarily retired, Jan remains actively involved in his role as a Senior Copywriter for the Volvo account, demonstrating his unwavering passion for the craft.

The Power of Planning: Building a Foundation for B2B Success

The evolution of B2B marketing has been significant since its inception. During the 1980s and 1990s, B2B advertising gained traction in Nordic countries, especially in Sweden and Finland. Companies recognized the necessity of effective communication strategies to engage with their markets.

Nordic companies had smaller international sales organizations compared to the bigger competitor countries, and B2B advertising was seen as a way to compensate for limited sales resources and reach export markets cost-effectively by investing in high-quality direct mail and business media.

This period was marked by a shift in focus from mere product promotion to understanding customer needs and market dynamics. The analytical approach to advertising attracted businesses – especially top executives and leading advertising creatives. Nordic B2B advertising was at the international top in terms of creativity.

At the heart of this shift was a systematic planning process, one that Jan championed throughout his career. This involved close collaboration with top management to answer critical questions:

What are the market needs, and what demand are we aiming to satisfy?

What are the market- and customer segments?

What is the overall market landscape and its stage of development?

What are our unique strengths and competitive advantages?

How can we leverage our expertise to generate revenue?

What strategies will effectively attract, acquire, and retain customers?

This collaborative approach resulted in a comprehensive plan that laid the groundwork for targeted and effective B2B marketing:

✘ Market and competitor analysis:  Understanding the playing field.

✘ Company, product, and service analysis:  Identifying strengths and opportunities.

✘ Sales channel analysis:  Determining the most effective routes to market.

✘ Goal setting:  Defining clear and measurable objectives.

✘ Resource allocation:  Determining the necessary investments.

✘ Performance measurement:  Tracking results and making data-driven adjustments.

Back to Basics: Enduring principles for success

While the tools and tactics have evolved, the core principles of Jan's early days remain strikingly relevant. In today's information-saturated world, a strong foundation is more critical than ever.

Here's how to apply those timeless principles:

✘ Embrace systematic planning

Cut through the noise with a clear, research-backed strategy.

✘ Prioritize customer understanding

Deeply understand your clients' businesses and challenges.

✘ Focus on value articulation

Clearly communicate in the recepient’s language how you solve problems and deliver tangible benefits.

✘ Build strong relationships

Nurture connections and prioritize long-term partnerships.

By embracing the fundamentals and adapting them to the modern marketing landscape, sustainable success can be achieved.

Today, Jan’s insights are more relevant than ever as we navigate in the world of B2B marketing.

VML Finland specializes in B2B marketing, supporting ambitious Finnish brands to grow and compete on a global scale.

Our long collaboration with household brands such as Nokia, Kone, and Kemppi has enabled us to create effective marketing strategies and tactics for international markets, consistently assisting our customers global marketing teams in adapting to the evolving business landscape and customer needs.

VML Finland harnesses Nordic and global expertise to create seamlessly connected, customer-centric brands and marketing journeys.

Interview with Lars Schulman, CEO VML Finland

Read Article

Insight

Inspire B2B 2023

The Top 100 Most Inspiring B2B Brands in the World