News

Take a look in our portfolio

To give you more insight into what we do at Backbone company, we have put together a portfolio.   That we are specialized in making catalogs and webshops, you already know. But did you know that we do a lot more than that? We also design flyers, brochures, box stuffers, etc.   Take a look and find out what we do!    

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Customer centrism, will it ever be enough?!

Recently I was attending a round table discussion with very experienced and smart business men. Company owners, CEO’s, directors, etc. The group was attending the conference because they see a changing environment. New entrants, manufacturers going directly, changing buying behavior, etc  and this conference helps to learn from peers and experts, besides of course meeting old friends.   During the round tablet that was actually about using war gaming techniques to stress test strategie...

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The costs of sales people (2)

I’ve started my career with Lyreco, one of the leaders in the office products industry with thousands of sales reps. After my bachelor I directly started with this great company and my friends and family thought I was crazy!   A bachelor, salesman? Are you nuts?   I wanted to have a career in Marketing, but my idea was you need sales experience to be a good b2b marketer!   Doing 12 visits per day and with a target of 9 new customer per months it was a great first job.   I’m sure...

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The costs of sales people

Targeting and segmenting is a real science and a huge market, according to IDC (source: D&B.com) the market for market data is over $11B and growing. Why is this such a big market and growing rapidly?   Simply put: the costs for acquiring new customers are bigger than the costs to ensure you target the right customer segment.   This accounts for all marketing and sales channels and is surely not new.   But…. How many sales people, especially in field organisations go out and car...

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Value of your (new) customer

This is not about evaluating your customer, also not about appreciating your customer but what is your customer worth to your company? It’s an extremely difficult question to answer. What are the costs to create a customer, what about marketing, sales activities, support, and on the income side naturally the margin added to the product or service delivered? One of the tools to use is the Customer lifetime value: The present value of the future cash flows attributed to the customer during ...

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1 billion B2B sales in just one year!

Amazon just announced some results about their b2b marketplace. And let's be clear b2b is not totally new, already some years ago a b2b platform was acquired, so 1 year? No not really they already had quite some B2B traction. But still....it's a staggering number. Especially when you look at the tempo of change of more "traditional players"..... The big question is, will the role of the marketplace become as important as in BtC? One could say that specific B2B routines are missing.... so no...

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When to move with new technology?

As a Marketing Solutions company you have to stay close to new technologies. Especially in the field of content distribution, marketing automation, supply chain optimization there are today so many new technologies emerging that all have a potential impact on your customers playing field.   Beacons, IoT, VR, Augemented Reality, Cloud Computing, Wearables, The Internet of things, are just a couple of fields we have to stay close to.   But when to act? Too early means a lot of investment ...

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Growth....?

Summer time is for me a moment to reflect, relax and to take the time to contact again people I haven't spoken for some time.   This time I did this with a memo I wrote and one of my contacts came back and reacted; "Don't forget, growth is not everything". And he is totally right. Economic growth does have it's limits and should not be a goal in itself but a result of other actions.   One of those "actions" is team development and it's great to see that after one day of work I still fee...

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Marketing from within...culture

Already some years ago I've read the bestseller " Delivering Happiness " the book about the early days of Zappos. One of the messages that I learned is that service is one of the cornerstone of marketing and that this can only be delivered with a strong company culture. Logical? Yes. But how do you create such a strong culture within your own company.... Don't worry I'm not a guru, because I've read a book, I'm just sharing my experiences with the idea to get input from you and to structure my ...

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Partnering a continues investment

Partnering is easier said then done, you have to find common ground, a common goal and probably most important, people have to match. But as stated in previous posts, partnering is a fundament for succes, so finding the common ground, finding the common goals and finding the matches between people is crucial to make things work. The objective is to bring all partners together and to let them learn from each other, get to know each other to find that common ground and match making, common go...

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