David Hoskin

Eye For Image

I have worked with B2B marketing since 1999 for companies such as A2SEA, FOSS, Carlsberg, LEGO, Maersk, Coloplast, and Novo Nordisk. I've been fortunate enough to work with some great companies and individuals during the years. I've learned from all of them. I am co-founder and partner at the strategic agency Eye For Image. We are a team of senior consultants focused on developing and implementing the Three Voices™ framework for B2B companies as described in the 2012 book ”The Death of Propaganda”.

Knowledge-sharing platform for a knowledge-intensive company

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Posted on 2013-03-19

A new thought leadership platform encouraging stakeholder engagement and subject matter expertise has been launched by a global B2B technology company.

B2B companies can no longer rely on traditional B2B marketing methods and channels to get their messages out to prospects and customers. B2B buyers across most industries are discerning and savvy, no longer willing to respond to the propaganda-based messages that many B2B companies market themselves with.

To engage these buyers, B2B companies need to show not only that they have the knowledge and expertise, but that they also know how to apply it. And this is often...

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Seven lessons for B2B from Cirque du Soleil

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Posted on 2013-02-25

I was fortunate enough recently to see the Cirque du Soleil perform its Allegria show in Copenhagen. Allegria is a mesmerizing show performed by artists of exceptional ability, and I was left with a feeling of satisfaction in witnessing real people perform real feats of skill, creativity and daring.

Here was a credible performance. And for a discerning audience, credibility is...

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Is word-of-mouth best for business execs?

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Posted on 2013-01-16

Conversation is more than a social media strategy. While all the attention these days seems to be on online marketing – and, sure, that’s where the excitement is, there are still plenty of B2B executives getting results from good ol’ fashioned face-to-face networking and word-of-mouth exchanges. By and large, we are social beings, and most of us still value the opinions of people in our personal networks and trusted business connections more than rather tenuous Twitter and LinkedIn connections.But what is word-of-mouth marketing worth in B2B? Find out below and find three tips for making your clients become your biggest advocates.

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8 ways to come up with great last minute content

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Posted on 2012-11-30

Well, sorry to start of a post like that but there is a good deal of truth in that saying and if you’re business is content marketing or depends on your blogging activities you’d do good to keep it in mind.

Coming up with interesting content that address and tantalize your readers and giving it a remarkable personal (or corporate) spin is one of the basic tenets of content marketing and the recipe for blogging success but as most people will agree doing this day after day can be hard. Very hard. This is where the interested part comes in.

If you follow industry news, read blogs, and take part in industry level discussions you will not only stay on top of what goes on in your field and but also be much more likely to come...

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Brian Walker of Hybris: If you don’t know your clients’ online buyer behavior, you will soon lose out

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Posted on 2012-11-27

We’ve said it before: B2B buyer behavior is changing and it’s high time that B2B suppliers follow suit. In this interview with Brian Walker, former Vice President with research giant Forrester, now Senior Vice President of Strategy at commerce software vendor Hybris, we discuss the changing face of B2B buyer behavior and what B2B companies need to do to stay ahead. The setting is freshly released research from Hybris looking in to online buyer behavior and the current state of online...

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Content marketing? Danish companies show you how to do it.

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Posted on 2012-11-08

Proper content marketing is about engaging your target audience with useful information that that helps them solve a problem or become better informed. It is not an exercise in directly promoting your products or services. Instead it involves encouraging and building dialog with interested parties, which can help position you as a trusted advisor and a credible, knowledgeable supplier who understands their industry and needs. When they are ready to engage in sales discussions, you will have...

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CASE STUDY: 9 ways to improve your B2B brand story with emotional branding

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Posted on 2012-11-06

[CASE STUDY] B2B is rarely considered sexy or even exciting, yet for B2B buyers great solutions radically improve their day to day working environment and hold the potential to make or break their businesses. Why then shouldn’t it be possible to create a strong emotional connection with your buyers through B2B marketing and communication? After all your services or equipment is part and parcel of their professional aspirations, challenges and ultimately their businesses success in the marketplace and beyond.

This case study offers 6 ways to check whether your brand story is off target and 3 takeaways for how to improve your connection to decision makers with emotional branding....

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