March 2020

Mohammad Anas Wahaj | 30 mar 2020

Designers are utilizing their creative expertise to find innovative solutions to fight against COVID-19 pandemic. Italian architects Carlo Ratti and Italo Rota designed a series of interconnected intensive care unit (ICU) pods from shipping containers. A prototype of the pods is now being built and is called Connected Units for Respiratory Ailments (CURA). Industrial design brand Dyson also announced that it has developed a CoVent ventilator after UK PM Boris Johnson requested the company to fulfil the hike in demand. Danish startup Stykka has created a design for a simple flat-pack workstation that can be easily assembled from three pieces of folded cardboard. Architectural designers Ivo Tedbury and Freddie Hong have developed a 3D-printed device that can be attached to door handles to enable hands-free opening. Ukranian architect Sergey Makhno forecasted the changes in living spaces in the aftermath of the pandemic that include people preferring houses over apartments, wanting to become self-sufficient with their own water supply and heating, and more attention placed on creating a workplace at home. Dezeen's editor Tom Ravenscroft predicted that the huge amount of people being forced to work-from-home will have long-term impacts on how companies approach remote working. Graphic designer Jure Tovrljan recreates iconic brand logos to highlight current situation. Cartoonist Toby Morris and microbiologist Siouxsie Wiles created playful animated illustrations and graphs to depict social distancing necessity. Read on...

Dezeen: This week, designers created objects and structures to help fight coronavirus
Author: Natashah Hitti

Mohammad Anas Wahaj | 29 mar 2020

Global COVID-19 crisis has made content marketing vital for lead generation as all events and roundtables have been cancelled. According to the CMO Council's latest report 'Making Content Marketing Convert', only 21% of marketers are sufficiently partnered with their sales counterparts in developing and measuring demand generation programs, and most view their content marketing process as ad hoc, decentralised, and driven by internal stakeholder, rather than customer, interests. CMO Council's another report 'Better Lead Yield in the Content Marketing Field', highlighted the critical need for marketing organisations to bring more discipline and strategic thinking to content specification, delivery, and analytics. Donovan Neale-May, executive director of CMO Council, says, 'Marketers must act quickly and decisively to increase the impact, scope, reach and return of their content marketing investments in 2020.' The report said good content is vital in the selection of vendors, and peer-powered organizations are the most trusted and valued sources of online content - 67% of respondents named research and whitepapers from professional organisations among the most trusted content sources. The report recommends the following top 10 essentials for effective authority leadership-driven content marketing - (1) Partner with credible and trusted sources. (2) Produce relevant and compelling strategic insights. (3) Add customer-contributed views and validation. (4) Present authoritative, newsworthy and enriched content. (5) Engage qualified, verified and predisposed audiences. (6) Target the whole influencer, specifier and buyer ecosystem. (7) Embrace multi-channel distribution, promotion + syndication. (8) Authenticate content consumption and buyer engagement. (9) Ensure lead legitimacy and compliance. (10) Cultivate, activate and convert prospect flow. Read on...

CMO: Why content marketing can make the difference amid the COVID-19 closures
Author: Vanessa Mitchell

Mohammad Anas Wahaj | 28 mar 2020

According to the Global Entrepreneurship Monitor's (GEM) 2019-20 Global Report, more than 40% of entrepreneurs in 35 of 50 countries agree or strongly agree that their motivations to launch a business are to make a difference in the world. Fifty economies participated in the GEM 2019 Adult Population Survey (APS) and more than 150000 individuals took part in extended interviews as part of the research. Entrepreneurs are trying to blend profits with social good and environmental sustainability, giving rise to innovative business models. In 2006 a company called TOMS popularized social entrepreneurship with a 'One For One Model' to provide a free pair of shoes to someone in need for every pair purchased. Jake Strom, co-founder of TOMS, now invests in and consults companies that intend to incorporate social business models into their existing businesses. He termed this as 'Profit + Purpose Model' that encourages for-profit ventures with deeply woven social benefits. Following are key takeaways from this approach - (1) Create Evangelists, not Customers: Company's story is key branding element. Emphasize the social good aspect to inspire customers to become brand champions. It eventually becomes a competitive advantage. (2) Popular Perception Has Shifted: The idea that a for-profit business could do well and do good at the same time has become substantially acceptable. Profit + Purpose model will further grow in future. (3) Purpose-Driven Brands Can't Take Shortcuts: Effective business planning is essential. Do whatever is needed to provide best products and services and work to gain profits. Purpose would provide added motivation. (4) Think Long-Term: Balance the demands of Profit vs. Purpose. Making a sincere effort to put people, planet and long-term sustainability before short-term gains. (5) There is Never a Perfect Timing: The great idea to do good shouldn't wait. Start with whatever knowledge, resources and expertise is available. Keep learning, growing and evolving along the way. Scale-up when the concept is proven in the market. Read on...

Entrepreneur: 5 Takeaways From an Entrepreneur's Profit + Purpose Social Business Model
Author: Jared Polites

Mohammad Anas Wahaj | 25 mar 2020

Landscape architects can utilize sustainability and environmental design while providing beautiful landscapes. This showcases sensitivity towards the larger ecosystem. Cheryl Brown and Holley Owings, landscape architects at Earth Design, share a landscape design process for better outcomes - (1) Determine your Goals: Create a list of likes and dislikes. Get photo example, property's sitemap or survey for planning. (2) Define your Style: Ms. Owings says, 'We look at a landscape from an environmental and ecological standpoint which supports a range of styles.' She suggests natural, low maintenance landscapes. Outdoor elements include moss gardens, permeable hardscapes, raised beds for vegetable gardens and cut flowers, and she-shed garden cottages. (3) Seek Professional Guidance: Ms. Brown says, 'Many times, we have to think outside the box to meet a homeowner's specific goals and budget.' Landscape architects have the skills to provide creative solutions for difficult landscape challenges. (4) Landscape Assessment: Assessing the present condition of the property is the start of the design process. Ms. Brown says, 'We're taking into account sun, shade, location, and water and looking at what the landscape wants to be. We don't want to go against nature.' An assessment reveals design challenges, as well as identify some of the most common problems. (5) Selecting Plants: Good design is about form, texture and layering, and good landscape design hinges on choosing and grouping the right plants in the right place. Ms. Owings says, 'Your outdoor space should be a sanctuary. It should attract the things that bring you joy, such as birds and butterflies, so plant choices are important.' (6) The Master Plan: Ms. Brown says, 'A landscape project should be looked at as a whole...a master plan is such an important investment. It includes everything in one place, even if it's installed in stages.' Read on...

Greenville News: Building Your Dream Landscape
Author: Renata Parker

Mohammad Anas Wahaj | 17 mar 2020

Social media has demonstrated its effectiveness for B2C and it has a lot to offer to B2B marketing when done with the right audience. Social platforms are all about interacting and engaging with people and B2B customers are people too. According to Forbes, 83% of executives use social media as part of their consideration of a vendor when making purchasing decisions. Of that group 92% said that they had been influenced by social media in a purchasing decision in the last year. Moreover, among B2B marketers, 82% prioritize social media marketing among their channels. Susan J. Campbell, founder of SJC Marketing, explains the benefits of going social with B2B marketing and suggests ways to do it better. She says, 'First, remember that sales and marketing are always social...Social media works for the same types of conversations...We also see social media as an opportunity to show off what we know...We offer content that we know adds value and allow our contacts to notice that we seem to have some insight to offer...This also ties in with your search engine optimization (SEO). When traffic makes it to your website via social media, it bumps up your search rankings.' According to Accenture, 94% of B2B buyers say that search is an important part of their purchasing process. Ms. Cambell suggests - Set clear goals along with related metrics to track success; Consider social media as an add on to overall B2B marketing; Develop a social media strategy focusing on conversations and engagement with potential buyers; Be consistent and share messages that target audience expect. Read on...

Business 2 Community: B2B Social Media Marketing: Because Purchasers Are People, Too
Author: Susan J. Campbell