Anders Björklund

Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about what and how to think about onlinification and digitalisation in B2B. Asks a lot of questions, and knows what to do with the answers.
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Why is online B2B-communication not personalised?

Effective personalisation is crucial to succeeding in modern relations online. And this is common sense, and not at all easy to deliver upon. The challenges are two.

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Content, and why it's difficult to be relevant and engaging

What is the first place you go for answers or expert advice on an important question? We guess Google (or your preferred search engine). You are not alone— Google alone answers over four billion search queries every day.

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What is digital strategy?

Attending conferences, reading reports and articles, one can assume the whole world is evolving at a furious speed when it comes to online, digital, digitalisation, digitisation and digital transformation. If you feel you and your company is lagging or don't know what and how to prioritise, join the majority of companies - most are fumbling their way through this as well.

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What company treats you exactly like you want to be treated?

When was the last time you were impressed by a company you bought from and interacted with? In this article, you will find advice and examples on how to impress customers.

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Brand loyalty: And how to build it

According to the Pareto Principle, 80% of your companies revenue will come from 20% of your existing customers. So your focus should be to keep this group of customers very satisfied so that they keep coming back for more. If you do, you generate and have brand loyalty.

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How to interact with customers

I hope that B2B companies soon will make sure that they increase thoughtfully integrated opportunities for their prospects and customers to have conversations with their experts.

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Business strategy - Do you bring business value?

With the year 2020 around the corner, it's time for you to begin thinking about and planning for your business success in the year ahead.

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The omnichannel delusion

A couple of years ago, I often got questions about what I think about omnichannel. The other day one of our friends asked me "Why do you not want us to use the expression omnichannel?", referring to a meeting a while back when I said that I wanted them to stop using that expression.

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Is modern B2B-sales social?

Nearly half of the global population are social media users. If you wonder whether you should be active on social media, this number alone should answer the question. Should modern B2B-sales include social media?

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How to embrace change through online and digital

Whatever you are about to do involving online and digital, it must be fully aligned with your business strategy and your main company objectives.

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Are you a truly customer-centric company?

Becoming a customer-centric company, is that something the sales department handles with support from marketing? I believe such an approach is challenging and far too slow.

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Do you still use pen and paper?

If you are trying to facilitate change, you need to start with yourself and your habits. Therefore, when we started Zooma in April 2001, I decided to throw away my pen and paper to digitalise and onlinify my behaviour! How about you, do you still use pen and paper?

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Do you publish your NPS-scores?

NPS (Net Promoter Score) is used by lots of companies. And one of the questions that I seldom get asked by businesses that have implemented NPS is, "Shall we make our NPS-score public?". How many companies are you aware of that publish their NPS-scores?

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How to succeed online? Be a butcher!

It's Friday afternoon, and I stand in the queue to my local butcher. As I approach the counter, I notice that the customer in front of me is greeted with a polite smile and the question "Should it be the usual?". "Yes please, and also some cold cuts since I have friends visiting this weekend". When it is my turn, I am greeted with a happy "Hi Anders!",  followed by a chat about my favourite football team.

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Online presence and lead generation

In a world where everyone says that they want to generate sales leads through online, what do you need to prioritise?

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