Looking at 2021: B2B Tech Content Marketing Trends

2020 was the year marketing in B2B tech came into its own. On behalf of Isoline Communications, we conducted research with over 50 B2B tech leaders across the world towards the end of 2020 to understand how the Covid-19 has changed B2B technology content marketing. The pandemic experience in 2020 has [...]
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An agile process to develop B2B technology positioning

How are your customers are changing and adapting to the new ways of living and working? Can you help them with your products, services and communication? Are you finding it difficult to differentiate your offerings in a highly competitive market? Why would your customers choose you over others? Technology has [...]
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Customer interview in progress

How to Listen, so they talk

Seven tips to help you conduct great research interviews A crucial element of our work is conducting great interviews that lead to deep and meaningful insights for our clients. Interviewing people may seem like a simple task, one that anyone can do. However, it is a higher order skill that [...]
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Listening is a differentiator

Top tip to create powerful #brand propositions for your stakeholders. Listen deeply, ask earnestly and draw from wisdom of all. Time and again, listening to small groups of loyalists has led us to most relevant and powerful #propositions for our clients. Internal conversations, expert inputs and desk research provide a macro understanding of trends [...]
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Technology has personality. B2B tech does too

We love our technology. We love the technology we develop even more so. It, usually, is one of its kind and solves a major problem for the potential users and customers. Then we start selling it and are incredulous when customers bracket us with so many other available options and [...]
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Kudumbashree: A Network of the Poor

Women of Kudumbashree There is special kind of ‘network effect’ and ‘platforms’ we should be talking more of. ‘Kudumbashree’ was setup in 1997 as a poverty eradication and women’s empowerment program by Kerala government. ‘Kudumbashree’ (prosperity of the family)is the largest women’s network in the world. It covers more than [...]
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Self Employed Women’s Association

What is the story of SEWA? SEWA began as groups of urban poor — marginalized, disempowered, migrant cartloaders, vendors, rag pickers — who came together to ensure basic dignity of work and labor for themselves. It started in 1971 as a wing within TLA (Textile Labour Association), the then powerful [...]
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Whose stories do we love?

History is written by the victors. Whose stories do we love? In a recent interview Arundhati Roy said we have successfully erased the poor from our consciousness. This is why we were shocked when we witnessed the distress of migrant labourers walking hundreds of miles during lockdown. Look at the [...]
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Covid-19: Stories of impact

Work and Income As a small firm in the business of research and strategy, expectedly, our work is significantly impacted by the pandemic lockdown. This maybe true for most people, however, the severity of the experience is not the same — across large companies, self-employed, high-income groups, low-income groups. To [...]
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