Taking what was surely the toughest spot at Brand v Demand, Jan Duffy of IDC, shared her research and predictions for the next 12 months with the audience. IDCs position as one of the worlds leading market research and analysis firms specialising in I.T. and telecoms, means Jan is perfectly placed to deliver some really powerful insights into what the near future holds for businesses selling to the public sector…

When Linde Healthcare needed help launching a new sleep aid range of products to market, GyroHSR Stockholm introduced them to LISA.

Sleep apnoea is a common disorder characterised by pauses in breathing while sleeping. The disorder is quite prevalent, estimated to affect up to 5% of the worlds population. Untreated, it can have potentially serious consequences on individual wellbeing and lifestyle…

Sarah Trumble, general manager Gyro Live, muses on stronger customer connections through event marketing.
In the beginning there was mass marketing, remote from the consumer, with very clever creatives persuading buyers with their great copy and their inspirational imagery of a better life with brand X. It works, but with more savvy buyers and greater competition, there has become a need for something more.
Now there is event and experiential marketing, where brands and buyers get to meet and spend time with the product they are expected to fall in love with. …

Spencer Gallagher, head of digital strategy for Europe, examines the impact of social media marketing on the changing face of todays business world.
B-to-B Social Media Marketing best used for lead generation, relationship building, or not at all?
There has been many a discussion on the merits of social media as both a channel for lead generation and relationship building. But where benefi ts lie, so apply the hidden rules of ethical marketing. At what point does using social media for lead generation become spam? To what extent can you build …

Heres an old joke for you: how do you spot an extroverted mathematician? He looks at your shoes when hes talking to you. It may seem an unfair generalisation, but theres an element of truth in the widely held view that mathematicians and scientists are more reticent than other population groups. This creates an extra challenge for B-to-B marketers trying to reach end-users working in life science sectors such as biomedical research, pharma, biotech, chemistry and physics. Its not that scientists are socially challenged necessarily, but their decision making processes do tend to be more evidence-based.

Over the 32 years that weve been working with GyroHSR, many agencies have approached us pitching their services and citing their expertise in automotive marketing. This approach always turns me off straight away: Im not interested in automotive credentials, because the attitudes in the trucks market are much more akin to construction plant and equipment than they are to cars and good agencies understand this.

Happy days. For many, the economic well-being we have enjoyed over the last dozen years or so may seem like normality. Life has always been like this.

Problems. Problems. There you are, one of the planets most influential chemical manufacturers, providing pharmacists on a daily basis with the vital services that are helping them to change the world as we know it. And what do most of your customers think you are? A catalogue company! Thanks. Nice to be recognised.

Danny Turnbull, GyroHSR General Manager, examines whether the business to business sector is likely to slump or flourish under a tougher economic climate.