BBN AI Studio is a joint endeavour inside the BBN world and is dedicated to empowering our partners with AI expertise, infrastructure, and products. Early partners have already experienced significant benefits, including enhanced team engagement with AI and improved market positioning through innovative AI solutions.

What’s in it for you?

• BBN AI Academy: Enhance your AI skills with customised masterclasses and exclusive access to our online platform, featuring on-demand AI content with different role- and seniority-tracks. This will help you save countless hours on internal training and research.

• BBN AI Space: Develop your AI projects using our comprehensive All-in-One Platform. It features essential models and powerful agent functionality, reducing the need for multiple licenses, specialised tools, and management costs.

• BBN AI Solution: Access pre-built AI products ready for client deployment, supported by our well-documented context knowledge. This approach minimises development costs, reduces the risk of failure, and accelerates time to market.

Why partner with BBN AI Studio?

• Tailored for BBN: Our dedicated BBN team ensures seamless integration with your business processes and AI roadmap.

• Scalable and Customised: Benefit from our proven, scalable academy and platform solutions and personalised service from our accessible and pragmatic team.
• Effortless Onboarding:  Contact Carl to learn how BBN AI Studio can drive your success and elevate your AI capabilities.

Join us in this exciting journey to revolutionise your AI landscape with BBN AI Studio.

Contact Carl Derks for more information.

Quake is a B2B agency based in Toronto, renowned for delivering strategic and creative solutions that drive results. Their deep experience in integrated campaigns, digital strategy, and brand development makes them a brilliant addition to our collective expertise. They bring with them a solid understanding of the Canadian market and a strong client portfolio across technology, manufacturing, and professional services.

They are enthusiastic about joining BBN and contributing to our collaborative culture – and they’re already exploring ways to support and engage with fellow partners.

BBN’s partner agency Referro to lead launch campaign and future marketing strategy

BBN International won the business following a pitch led by long-time Dutch partner, Referro. C-Job is an independent ship design and engineering company that operates worldwide, with a global team of dedicated engineers and R&D consultants. Its cutting-edge work is dedicated to delivering sustainable maritime performance and support the building of more efficient, compliant and sustainable ships that will drive the maritime industry towards its net zero goals within a generation.

BBN offers international clients a unique, one-agency experience by drawing on an extensive and diverse pool of talent of partners based in 71 locations in 31 countries. Each agency retains its independent status, but through BBN can pitch for and work collaboratively with other B2B Partners on larger domestic, regional and global B2B briefs.

BBN will develop a new creative platform and positioning for C-Job as it strengthens its position in the US with additional marketing, with a focus on addressing a variety of stakeholder groups, including ship owners, shipbuilders and shipyards. As part of its remit, Referro has launched a new website for C-Job.

The work will be managed by marketing agency Referro as lead agency, with strategic support by research-backed insight partner Business Brainz, digital support from Stoica, digital relationship management by partner Centric, and their platform LiProspect, as well as additional assistance from Hungarian partner Contentplus. A launch campaign will be unveiled early in 2025, followed by paid media, sponsorships and a variety of events to follow.

As a company built on firsts and design breakthroughs, C-Job was the only firm to work on three of the world’s six dedicated new generation offshore-wind installation vessels. It has also completed pioneering work on the first ammonia-powered vessel refit including project planning and oversight (Amogy) and the first liquid hydrogen tanker concept powered by its own cargo (LH2 Europe).

This is where the future of B2B marketing is being forged, and it’s happening now. Don’t get left behind. Be part of the revolution – because the future is happening.

Simultaneously in London and Chicago November 20th 2024

Referro | BBN The Netherlands is a supporting partner of B2B Worldfest 2024 – the intercontinental B2B event of the year. Our owner Gerard van den Bogaart will be attending the event in London. Give him a heads-up if you want to meet.

For more information on WorldFest, visit: https://events.thedrum.com/b2bworldfest/
For a discounted ticket to either the London or Chicago events, use code Referro10

Cameron shares his insights on what makes for a strong CMO-CRO relationship, how relationship marketing is changing, and the unique opportunities sports marketing presents for B2B brands. Whether you’re attending WorldFest or tuning in from afar, this conversation offers a sneak peek into the challenges, innovations, and opportunities driving the future of B2B marketing. Get ready for practical insights and forward-thinking strategies from one of the industry’s most seasoned observers.

For info on WorldFest, visit: https://events.thedrum.com/b2bworldfest/

For a discounted ticket to either the London or Chicago events, use code Referro10

Carl: Thank you both for joining us today. To start, Oliver, can you tell us how Eye-Able^® began?
Oliver Greiner: Eye-Able^® was founded by four friends who shared a vision for more inclusion and digital participation. We started developing our technology eight years ago and have been evolving it ever since. In the early years, we didn’t have any income; we were focused entirely on development. Our mission from the start has been to fight for greater digital accessibility for everyone.

Carl: There’s often a misunderstanding about who faces digital accessibility issues. What are your thoughts on that, Oliver?
Oliver Greiner: It’s true, there’s a lot of misconception. The reality is that 1 in 4 people have a vision impairment, 1 in 5 have a hearing impairment, 1 in 7 have a cognitive or learning impairment, and 1 in 10 have a physical impairment. These numbers are significant, yet not widely known.

Carl: What has Eye-Able^® achieved so far?
Oliver Greiner: In Germany, we’re already helping thousands of users with our tools, and we’ve expanded to many parts of the world. Our next step is to introduce Eye-Able^® to the Netherlands. We believe the Netherlands, with its serious approach to the ESG and WCAG Acts, is an ideal next market for us. The ESG Act promotes sustainability and ethical practices, while the WCAG focuses on web accessibility. Eye-Able^® is right at the intersection of these important frameworks.

Carl: Menno, what are organizations in the Netherlands doing right now for digital participation and accessibility?
Menno Hoekstra: Currently, most organizations conduct manual audits of their websites to become WCAG-compliant. While these audits can help improve websites, they’re costly and not sustainable solutions. Eye-Able^® offers continuous auditing of new content and a digital assistant, providing a more effective and long-term solution for digital accessibility.

Carl: Oliver, was law and compliance the focus when you started Eye-Able^®?
Oliver Greiner: No, there was no specific law when we started. Our focus has always been on the people – 15% of the population is currently excluded, and we want to change that. We aim to give everyone an easy digital experience.

Carl: What advice would you give to web developers regarding your tools?
Oliver Greiner: Many web developers use free tools, but they often don’t use them correctly. They focus a lot on user experience, but they need to consider that 15% of users aren’t getting any experience at all without proper accessibility measures. Embracing our tools can lead to happier clients. And by integrating accessibility into their workflow, they add a significant group of users to their target audience.

Carl: What drives you to keep improving digital accessibility solutions, Oliver?
Oliver Greiner: For me, it’s all about the individual. We aim to build technologies that bridge the gap between barriers and access. There’s still a lot to develop, and we want to be the single solution provider that addresses all web accessibility issues.

Carl: Is creating a community important to you?
Oliver Greiner: Absolutely. Changing perceptions about people with disabilities is crucial. In Germany, we have team members with disabilities who provide invaluable insights and feedback. It’s also about understanding the market and using the right language. By integrating Eye-Able^® into websites, organizations show their commitment to inclusion, which can change internal cultures and promote a more inclusive society.

Carl: Menno, why did you decide to take on the challenge of becoming the country manager for the Netherlands?
Menno Hoekstra: I’ve spent most of my career in sales, and I was determined to work for a company committed to a sustainable society. Eye-Able’s mission to promote inclusivity and break down digital barriers resonated with me deeply.

Carl: Were there personal reasons that influenced your decision?
Menno Hoekstra: Yes, definitely. I have a close friend with only 10% vision, and I’ve seen firsthand the digital frustrations she faces daily. This personal connection gave me an extra reason to help spread the message of Eye-Able^®. I’m proud to work for a company making such a meaningful impact. If this opportunity hadn’t come along, I likely would have found another way to contribute to making the world a better place.

Carl: Thank you both for sharing your insights and the inspiring journey of Eye-Able^®. Your commitment to digital accessibility and inclusivity is making a significant impact on countless lives. Oliver, Menno, your dedication, and passion are truly commendable. We look forward to seeing Eye-Able’s continued growth and the positive changes it will bring to the digital world. We hope this conversation has shed light on the importance of digital accessibility and the incredible work being done to ensure everyone can fully participate in the digital age.

Explanation of the European Accessibility Act (EAA)

Next year, the European Accessibility Act (EAA) will formally come into effect. This is international legislation that regulates digital accessibility. As a result, ATMs, financial services, and e-commerce companies (websites and webshops) must be digitally accessible. There are exceptions: small businesses are exempt from certain obligations.

When will the law take effect?

The changes for the implementation of Directive (EU) 2019/882 are expected to come into force on June 28, 2025. Since September 2020, all government websites must be digitally accessible. From June 2021, this also applies to mobile apps of governments.

Why is it urgent?

As an entrepreneur, you ‘formally’ have until June 28 2025 to make your website or webshop digitally accessible. Our advice? Don’t wait too long. The fines are substantial and can go up to €100,000,- depending on the violation. Moreover, an accessible website can attract up to 15% more customers.

Research shows that about 3 million people in the Netherlands and Belgium live with a disability. And the number is growing. About 60,000 people suffer a stroke each year, often resulting in permanent physical, emotional, and cognitive impairments. 10% of the male population has some sort of color blindness and the increasing aging of the population strengthens the need for accessible digital environments.

Web Content Accessibility Guidelines (WCAG)

WCAG, or Web Content Accessibility Guidelines, are international recommendations and guidelines for digital accessibility. The goal is to make websites and digital content usable and accessible to people with various disabilities, such as visual, auditory, physical, and cognitive disabilities.
Important WCAG Principles are:

Perceivable:
Content must be presented in ways that can be perceived by everyone.
Operable:
The interface and navigation must be usable by everyone, including those who cannot use a mouse.
Understandable:
Information and the operation of the user interface must be clear and understandable.
Robust:
Content must be reliably interpreted by various user agents, including assistive technologies.

Examples of WCAG Guidelines

• Text Alternatives: Provide text descriptions for non-text content such as images and videos.
• Accessible Navigation: Ensure all interactive elements are accessible via the keyboard.
• Readable Content: Use simple language and ensure sufficient contrast between text and background.
• Compatibility: Ensure the website works with different browsers and assistive technologies.

Why is this also interesting for you?

Increase Reach:
More people visit your website, potentially leading to higher revenue.
Compliance:
Avoid fines by complying with the EAA.
Contribute to Inclusion:
Provide better digital accessibility for both employees and customers.
Save Costs:
Make your website accessible now to avoid higher costs later.
Higher SEO Ranking:
Accessible websites offer a better user experience and are rewarded by Google.
Competitive Advantage:
Companies that take accessibility seriously have an edge.
Customer Loyalty:
Satisfied customers are more likely to return.

The solution

We work with Eye-Able^®, which offers solutions to improve the digital accessibility of websites and digital platforms. They do this through various services and tools that ensure your website meets international accessibility standards such as the WCAG (Web Content Accessibility Guidelines).
They offer tools like magnification options, color filters, screen reader support, and customizable text display. This includes an audit tool that detects accessibility issues and provides solutions based on the latest guidelines. Additionally, we offer translation options and a tool for simplified translation to make content more understandable.

We list them below:
Audit Program: Comprehensive analysis of your digital platforms.
Assist Program: Tools and support to make your website more accessible.
Translations: Professional translation services to make your content more accessible to a broader audience.
Simpler Language: Adaptation of complex texts into simpler language for better readability and accessibility.

By following the WCAG guidelines, developers and designers can create inclusive websites. This way, everyone, regardless of their disabilities, has access to the information and services offered online.

For seasoned email marketers and those who occasionally send out newsletters, it is essential to revisit what we take for granted. This helps maintain quality and make the most of each campaign. In this blog, I share practical tips and insights to elevate your newsletters and email campaigns. 

Whether you are a specialist or someone responsible for briefing third parties, these tips may offer valuable advice. A significantly improved newsletter can lead to higher engagement and conversion. Let’s dive into practical tips and insights that can take your newsletters and email campaigns to the next level. 

1. Segment your lists 

Personalize your emails by segmenting your audience. Segment by demographics, Customer Lifetime Value, behavior, engagement, and preferences. This increases the relevance and engagement of the reader. 

2. Visual consistency 

Keep your header and footer consistent, even if you are not using a template. This strengthens your brand identity. 

3. Mobile optimization 

More than half of emails are opened on mobile devices. Ensure a responsive design that works well on both desktop and mobile. 

4. One goal per email 

Use the rule of one: one goal and one central idea per email. This ensures clarity and showcases your expertise. Be clear about the purpose of your email. Do you want to maintain contact, generate revenue, build loyalty, or something else? Tailor your message accordingly. The more goals, the more likely readers will disengage. 

Examples of different goals: 

– Maintaining contact with all your target groups 

– Staying top of mind 

– Scheduling appointments 

– Generating more revenue 

– Building loyalty 

– Retention/increasing revenue with existing customers 

– Asking existing customers for a testimonial 

– Providing information 

– After-sales 

5. Keep It Simple 

People are overwhelmed with information and emails every day, so: “KISS” or “Keep It Simple Stupid”! Keep it simple, be to the point, and make sure people can easily scan your emails. If you want to elaborate, you can always link to an article or landing page on your website. 

6. Catchy subject lines 

Your subject line is the first impression you make. Ensure a short, powerful, and personal subject line that sparks curiosity and creates urgency. Use A/B testing to find out what works best. 

7. Snippets for extra information 

Don’t forget the snippet! This short line of text next to your subject line offers an additional chance to persuade your recipients to open the email. 

8. Include a view Link 

Always add a view link so that the recipient can view the email in a browser. This is useful if the email does not load correctly. 

9. Short texts 

Large blocks of text are rarely read in full in an email; they belong on the landing page. Keep it short and concise, and link to the extended content on your website. 

10. Introtexts with text Links 

Use both buttons and text links in your intro text. Some people prefer clicking on text rather than buttons, so give them both options. A button is a somewhat stronger call-to-action, and not everyone likes that. In text links, you can link to the same page as the button but with slightly different wording to persuade someone to click. 

11. Above the fold 

Internet users spend 80% of their time reading content above the fold. Additionally, research by Nielsen Norman Group shows that we follow an “F” pattern when reading online content, including emails. Therefore, place your value proposition and CTA at the top to ensure your readers see the most important message. 

12. Compelling images 

Use compelling images with alt text so that your message is conveyed even if visual elements do not load. You can also use your images to convey mood, emotion, or style. Furthermore, use the direction people are looking in the image to draw more attention to a CTA or text. It also matters whether a figure is looking into the newsletter or out of it. 

13. Psychology of persuasion 

Apply Cialdini’s principles of influence. I mention them below, but there is much online about them, so I will not elaborate further here: 

• Reciprocity 
• Commitment & Consistency 
• Social Proof 
• Liking 
• Authority 
• Scarcity 
• Unity 

14. Automated campaigns 

Automate your email campaigns to ensure consistency and save time. Think about welcome series, abandoned cart reminders, and birthday emails. 

15. A/B Testing 

Test different elements such as subject lines, content, CTA buttons, and send times. Analyze the results and optimize based on what works. 

16. Interactive emails 

Experiment with interactive emails like polls, quizzes, and animated GIFs to increase engagement. Make sure the GIFs are not too large, as this can slow down the email load time, especially for recipients with slow internet. 

17. Always check for typos 

Checking your newsletter for typos or having someone else check it is crucial for a professional appearance. An error-free text builds trust with your readers and increases the likelihood that your message will be taken seriously. Moreover, it shows that you pay attention to detail and prioritize quality. It may seem obvious, but I still see newsletters with typos.  

18. Use benchmark data 

Compare your results with industry benchmarks. This gives you insight into where you stand and where there is room for improvement. I usually check multiple benchmarks to get an accurate picture of my industry on both national and international levels. Here are a few examples of benchmarks: 

• International benchmark 2023 of the DDMA 
• Spotler 2024 
• Hubspot 
• DeployTeq 
• Klaviyo 
• Constant contact, former SharpSpring 
• Mailer Lite 

19. Engage Your Community 

Subscribe to newsletters from marketing automation platforms and follow email marketing groups on LinkedIn for the latest trends and tips, such as: 

• Litmus They specialize in optimizing every email to maximize your ROI, testing your email for spam, and seeing how your email appears on each platform. 
• Email Geeks on LinkedIn. 
• Specialists on LinkedIn in various fields from email deliverability, DMARC, technology to content specialists. 

20. Measure, analyze, and optimize continuously 

Use analytics tools to monitor open rates, click-through rates, conversion rates, and other key metrics. Optimize based on this data and make sure to share and explain this data internally to create engagement within your organization. This also ensures internal visibility as a department by doing this on a weekly or monthly basis. 

21. Feedback and innovation 

Finally, remain open to feedback and innovations in your field. Try new strategies and keep learning from your results. Email marketing is a continuous process of testing, learning, and optimizing. By applying these tips, you can improve your email campaigns and achieve better results. What are your favorite tips that haven’t been mentioned yet? Share them with me! 

Contact Monique or Suzan if you want to know more about how our expertise can strengthen your email marketing. 

Curious about a relevant case study?

In B2B marketing trends and developments are continuously shifting. This surely is the case when privacy laws are involved. Developers and marketers are facing new challenges with the introduction of Consent Mode V2 and server-side tagging and are wondering what it means to them.

Consent Mode V2 is an advanced framework that helps businesses to accurately manage user consent for data collection and use. It allows users to control which data is processed and stored, providing a higher level of privacy protection. Server-side tagging is another important aspect of modern web development. It moves data processing from the browser to the server, which makes personal data more secure and protects user privacy.

These technologies are central to current discussions about privacy and data protection. They show how quickly the digital world is changing and pose the question: how do we continue to protect our privacy rights in an ever-changing digital environment? In simpler terms, we must always be aware and keep up to date with new developments that could impact our online privacy. And as the Dutch saying implies, there is always something new dangling from your bike in the digital world to keep you occupied. At Referro we strive to remain up to date as much as we can. With all our knowledge and that of the many experts surrounding us, we keep you informed.

Want to know more about privacy and data protection? Read this blog. Do you have other questions? Contact us.
Curious about other Dutchisms? Have a look here.

#Note. What is a Dutchism?

The Dutch are known for their ability to master foreign languages. This is not surprising considering the size of the country and its entrepreneurial nature. Despite their ability to speak foreign languages, sometimes things get lost in translation. Especially in literal translations from Dutch to English, sometimes strange, funny, or even offending mistakes are made. These unintended ‘mistakes’ are called Dutchisms. In the next few months, we will regularly give you an example and attach an interesting view on sales and marketing to it.

However, each country offers a very different set of challenges, due to their unique cultural setting. And Japan can be a particularly tough environment to succeed in – many companies have tried and failed in their attempts to make it big here.

To learn more about what will boost your chances for success in Japan, we spoke with Robert Heldt the CEO of Custom Media – our BBN-partner in Japan – a full-service marketing agency that has been helping overseas companies enter the Japanese market for more than 15 years. Here, he shares his insights into how to use social media, the biggest mistakes to avoid in Japan, and what decision makers in the country value most.

What is the first thing a European company thinking about entering the Japanese market should do?

Make sure to study Japanese culture – both popular culture and business culture. It’s key for you to understand how things work here, and what makes it so different, not only from Europe, but from other countries in the Asia-Pacific region. And you should deeply research the dynamics of your business sector here, including the leading companies and the market segmentation.

What is one of the key values that define how Japanese businesses work with each other?

Trust is key when it comes to business success here because Japanese customers put a priority on credibility, reputation, and trustworthiness when they make purchasing decisions.

What are some of the best ways to develop this trust?

You want to demonstrate a long-term commitment to the Japanese market. Make sure to invest time in relationship-building activities. Attend networking events, join industry associations, and develop strategic partnerships. Of course, you should make sure to have an outstanding Japanese-language presence with your marketing material. Your website, any printed material that you distribute, and your video content should all be carefully localised for the Japanese market. It should also serve to humanise your brand, in a way that makes audiences resonate with who you are on a personal level. 

And as you begin your business activities here, you should always deliver on your promises and provide exceptional customer service. This will allow you to establish a strong track record, which you can later showcase.

How does the B2B sales decision-making process work?

Decisions can take a long time to be reached – much longer than in Europe – and involve many stakeholders. This can be extended even further, given the B2B sales cycle. One error that many foreign businesses make here is thinking that one positive business meeting means that an agreement has been reached. You shouldn’t assume this is the case, as there will be people who could be influencing the decision-making process who may not even be in the room. This is why you should carefully study the key decision-makers and influencers at target companies and work at establishing relationships with them. As much as you can, provide clear and comprehensive information to them, discover and address their concerns, and offer personalised solutions. Then make sure to align with the specific needs of each stakeholder to help the decision-making process move along.

How else can you smooth the decision-making process?

You should really sweat the small stuff. Decision-makers are highly detail focused. To appeal to this quality, make sure to communicate the strengths of your business with case studies, survey results, and other facts. You should also be able to provide client testimonials in Japanese. And rather than making grand claims, it’s much better to start small, with supportable proof of concept. And you want to stay away from being too “salesy” in your content approach. In addition, keep in mind that each member of the buying committee will be looking for something different – what an R&D head may want to know is not what a CEO will want to know.  

How much can I rely on social media for my B2B marketing efforts?

Keep in mind that social media in Japan is much more widely used for B2C products and services. It is also dominated by a platform – LINE, which reached more than 89 million monthly active users as of 2022, according to SignHouse. Meanwhile, LinkedIn – which is mainly used for job recruitment and search purposes here, rather than business networking – only has about 3 million monthly active users. However, when it comes to business networking, Facebook is quite popular here. It has a large user base of people over 40, which is the prime age of C-suite decision-makers here – and this demographic is much more active on the platform than LinkedIn. Facebook is heavily used for business and work-related purposes here – some 80 percent of Japanese businesses use Facebook for business networking, and 57 percent of those businesses are operating in B2B sectors, according to Digital Business Lab. 

How do PR approaches in Japan differ from how they work in the European market?

Keep in mind that print media is still relatively strong in Japan, when compared to the rest of the world, so many of the trade publications that you may want to use for getting the word out about your product or service will be on paper, rather than entirely digital. And, at major publications, you’re not likely to find industry-dedicated journalists or writers due to a practice of having staff rotate from post to post. In addition, “newsjacking” in the form of adding CEO quotes to articles doesn’t work – you need to provide value with data and insights that the media outlets would be interested in​. Also keep in mind that there are very few Japanese journalists with English or multi-language capability. So, if you’re looking to share press releases, get coverage, or reach out to media agencies, you’ll want to have someone on your team here who has native, or near-native, Japanese ability. And just like with business practices here, you’ll want to establish and maintain strong relationships with journalists, editors, and media representatives.

What are some of the biggest mistakes that a company from Europe can make when entering the Japanese market?

Not being careful when localising their marketing material and strategies to the Japanese market. Too many companies assume that they can merely translate their material. You need to make sure that you’re not just translating word by word: you want to be certain that the nuances of your message are going to resonate effectively with Japanese audiences. Doing this successfully requires taking the time to understand Japan’s business models and its strong traditions, carefully researching consumer behaviour, and basing the work that they do on hard facts and data that are skilfully transformed into compelling copy that is transcreated to adapt to Japan’s cultural norms and beliefs. 

Another is focusing all your marketing efforts on trying to reach C-level decision makers, particularly at major corporations. This can be both expensive and time consuming. While it can be important to reach people at the top level, buying decisions are often influenced by many stakeholders. It’s important to keep this in mind, and make sure that your campaigns reach and resonate with everyone from the mid-level to senior management.  

What is the best way to stand out in the Japanese market?

You need to develop a unique position. As I explained before, you’ll want to build on the research you’ve done to understand your local competitors: what are their strengths and weaknesses, and what are their unique selling propositions? Based on this knowledge and combining it with the global expertise and experience that your company already possesses, you can craft a unique value proposition that is tailored to Japanese customers’ needs that offers superior quality or innovative solutions.

How much should a foreign company try to blend in, versus standing out in Japan?