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?

Are we going too far in our desire for convenience and efficiency?

Various tech giants are currently promoting their latest AI tools, vying for our attention, and offering them for a subscription fee. As a creative within a marketing agency, I marvel at the impressive capabilities of these tools. With just one well-chosen prompt, they can produce a Spielberg-worthy video clip for an eyewear brand, or a razor-sharp fairy-tale image of a woman with fluffy cat ears on a cloud in a purple sky with a futuristic laptop. The list of AI-powered tools is almost endless, ranging from text and image editing tools to video, music, face, and avatar generators, painting and drawing tools, audio and voice generators, design tools, business tools, and data and research tools.

I regularly use AI text tools as a source of information and inspiration. However, I want to make it clear that I never blindly copy texts or ideas. Firstly, this goes against my desire to challenge myself creatively. Secondly, I have observed that the tools are not entirely original and perfect. Nonetheless, it’s crucial to acknowledge that AI has the potential to revolutionize various aspects of our lives, including healthcare, transportation, education, and entertainment. AI systems can analyze and combine vast amounts of data much faster and more accurately than humans, leading to breakthroughs in medical diagnosis, predictive analytics, and other areas. Furthermore, AI-powered technologies like virtual assistants and chatbots can automate daily tasks, freeing up people’s time to concentrate on more creative and meaningful pursuits. Recently, there was a discussion about an AI assistant at a doctor’s practice in The Netherlands that can quickly and reliably decide which patient should be helped first. In my view, this is an excellent application of today’s technological possibilities. Wrong decisions will inevitably be made at times, regardless of whether they are made by humans or machines. Given the current situation where general practitioners are under immense pressure and have an overwhelming workload, any form of assistance is greatly appreciated.

Impact on humans

As AI becomes more prevalent, it brings with it opportunities and concerns. One concern is that relying too heavily on AI technologies could lead to a decline in certain cognitive skills, such as critical thinking, problem-solving, and decision-making. As more tasks become automated, there is a risk that individuals will become overly dependent on these systems. This can result in the ‘de-skilling’ effect, where people lose the ability to perform certain tasks independently.

Children who can barely count or write and rely on Google for all kinds of knowledge, American presidential candidates who would rather introduce new shoe brands than think about how to help their people, and politicians who put on their clothes backward, and inside out (true story), are already noticeable consequences of the dependence on modern resources? Can we still think for ourselves? Am I going to train my brain with pub quizzes and Sudokus, while an AI assistant can solve them a millionth of the time? I do, but for how long? When I wake up, I grab my iPhone to see how long I can stay in bed. When I want to know how tall Tom Cruise is, I grab my iPhone. If I want to know what the weather will be like in the coming days, I grab my iPhone. When I want to know what my favorite athlete is doing, I grab my iPhone. Nowadays I often no longer have to pick up my iPhone because I already have it in my hand. And if I don’t, I can always call Siri and ask it to get the answers for me and turn the thermostat down a bit. Lately, my iPhone has also been giving me useful reminders so that I don’t forget things I do regularly. And he knows the way to my work and tells me if delays on my commute are to be expected. Of course, there are several causes for people’s ‘mental laziness’. Political policy, old-fashioned teaching methods, a changing social and moral consciousness, and a desire for convenience and luxury certainly play a role. I don’t want to blame AI for everything.

Socially desirable

It’s important to consider the social aspect of technology, as human beings naturally seek contact and validation. However, we must be aware of the potential danger of falling into “echo chambers”, where algorithms and personal recommendations reinforce our existing opinions and biases. This phenomenon has been observed on social media platforms like Facebook and YouTube, where all the information we receive caters to our interests and views, including advertising, political preferences, opinions, and beliefs. This raises the question of how difficult it will be to remain objective and open to diversity when we are no longer exposed to information that challenges our views. Ultimately, it is up to individuals to filter information for themselves.

Artificial intelligence (AI) has the potential to enhance existing social inequalities. Unequal access to AI education and technologies may increase the gap between privileged and non-privileged individuals, where only the privileged ones could fully leverage its advancements. Additionally, there are ethical concerns about AI, such as privacy breaches, bias, and discrimination, that can undermine trust in these technologies and impede their adoption.

Is Artificial Intelligence a good term?

The question at hand is whether Artificial Intelligence (AI) is genuinely intelligent or just a cleverly programmed tool that shuffles and recombines existing information to arrive at a so-called new solution. The AI community itself considers this a complex question and defines intelligence as follows: the ability to learn, solve problems, reason, understand, and adapt to new situations – previously characteristics attributed solely to humans. AI can process vast amounts of data rapidly, recognize patterns, and make decisions based on them. Speech and image recognition, translations, and even playing complex strategic games such as chess and Go are some examples of its practical applications. However, there are fundamental differences between human and artificial intelligence. Humans also use more abstract skills such as consciousness, emotion, and artistic and moral awareness, and make decisions based on experience and context. These are abilities that AI has not yet mastered. You could say that AI is just a simulation of human intelligence based on data and algorithms. Of course, AI can ‘learn’ based on user feedback and improve its answers over time. But it is only when AI starts using emotion and becomes aware of context that it becomes truly interesting. The question is whether this will ever happen. Many smart minds are working on it right now, and it’s a good thing that they are doing so while they still can.

AI tools such as ChatGPT search digital sources, including the internet, for relevant information. It is an almost inexhaustible knowledge base from which AI draws. An incredible amount of information has been collected there, but therein lies the danger. Partly because a lot has been added by human hands and has not been checked for untruths. AI cannot always distinguish between the truth and the ‘nonsense’ that is on the web. A simple test about the number of British footballers who have ever played for Ajax football club produced different answers from 2 AI assistants. That is of course strange since this is a fact that should be easy to check. Yet there is information on the web that makes one assistant think that Jordan Henderson is the first British Ajax player, while in the past there have been other English and Scottish footballers wearing an Ajax shirt.

In AI technical terms, this phenomenon is called a ‘hallucination’. Seriously, that’s what it’s called. This is the term we use with humans to indicate that we experience something that is not there. Making mistakes is human, one must have thought. AI is therefore starting to look more and more like us. It can make mistakes and sometimes draw incorrect conclusions. Could it be because we invented and developed AI ourselves? Is it because we have trained AI in such a way that it always wants to give a satisfactory answer? Yes, or no? Left, or right? True or False. For now, it is mainly an exact science. People are more nuanced in their solutions to problems. She does not think linearly and understands that even if you choose not to decide, you have still made a choice. To be fair, if AI really can’t find relevant data to answer, then it’s certainly capable of saying it can’t formulate an answer due to a lack of useful input.

The legal aspect…

This brings us to another phenomenon that concerns us: Who owns the newly generated images, texts, music, data sets, etc? Who has the intellectual property? Who is the creator? Whose creative idea is it? Can we draw up rules for this and later enshrine them in law? There are initiatives worldwide that try to accelerate this. Upcoming regulations regarding AI will also include guidelines for ethical use, algorithm transparency, and liability. They can also include privacy protection, preventing discrimination, and ensuring human control over decision-making processes. These rules are expected to guide and regulate the use of AI in various sectors such as healthcare, finance, and justice. The aim is to strike a balance between innovation and the protection of individuals and societal values while considering the potential impact of AI on our work and lives.

A worrying development is that AI can of course also be used for purposes that are less able to tolerate daylight. Deep-fake videos of famous people who suddenly say strange and/or untrue things. Government leaders announcing extreme actions are perhaps the most disturbing examples. Other potential misuses of AI include manipulating algorithms for propaganda, deception, and spreading disinformation. AI systems can also be used for surveillance, invasion of privacy, and profiling of individuals without consent. In addition, there is a risk of discrimination and bias in AI systems, which can lead to unequal treatment based on race, gender, or other characteristics. Although in my opinion this may have been caused by human intervention. AI-enabled cyber-attacks are also becoming increasingly relevant, with hackers using AI to find vulnerabilities and infiltrate systems. It is critical to address these risks as quickly as possible and implement regulations to prevent AI misuse.

AI have a dream

AI will only further influence our lives in the future. It is important to recognize that humans have a remarkable capacity for adaptation and resilience. Throughout history, we have faced countless technological benchmarks, from the Industrial Revolution to the introduction of the Internet, and have found ways to adapt and evolve in the face of these changes. While AI can indeed reshape the nature of our work, lives, and education, it also has the potential to create new opportunities for human creativity, collaboration, and innovation. Ultimately, the use of AI is irreversible. Man must ensure a healthy balance. We must continue to dream. Dreams are human. AI can help us achieve them. My dream is of a world in which I can continue to do my job with my colleagues. Using our common sense, working hard, and using our creativity for brands that deserve it. Knowledge of the market and the people in it are and remain important. The smart use of data and AI can help us achieve growth for our clients. And if my creative brain lets me down now and then, I won’t hesitate to ask an AI assistant for support.

Edwin Wolters
Creative mind Referro

Curious about other Dutchisms? Have a look at this one. Or this one.

#Note. What is a Dutchism?
The Dutch are known for their ability to master foreign languages. 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.

Be in control

As you know the Dutch have a way with words. The actual meaning of the aforementioned saying is: To have influence or control over something. In B2B marketing we are a sucker for facts. So, we always want to know which people have a finger in the porridge, or in proper English, have a say when making a purchase. Who decides, advises, or blocks decisions inside our targeted organizations?

Understanding the Decision-Making Unit (DMU) is crucial in B2B marketing. It refers to the group of individuals within an organization who influence the purchasing process. Deciphering the DMU is like untangling the complex web of organizational dynamics and interpersonal relationships that shape B2B buying decisions. The DMU in B2B marketing consists of stakeholders who play distinct roles in the decision-making process. Each with varying degrees of influence and authority. Understanding the composition of the DMU helps to create targeted marketing strategies and content that resonate with key decision-makers and influencers at different stages of the buying journey.

Conduct stakeholder analysis

Begin by conducting a comprehensive stakeholder analysis to identify and profile key individuals within target organizations who comprise the DMU. This involves mapping organizational hierarchies, identifying decision-makers, influencers, and gatekeepers, and understanding their roles, priorities, and pain points.

Image: Click on the image. We will show you a detailed infographic of the influence of different persona in an IT company.

Stay in contact and collaborate within the DMU by providing relevant information, resources, and tools that facilitate informed decision-making. Leverage digital platforms, content marketing, and educational resources to empower stakeholders with the knowledge and insights they need to evaluate your offerings effectively. Proactively anticipate and address objections and concerns raised by different members of the DMU. Conduct thorough research to understand common pain points, objections, and barriers to adoption, and develop compelling responses and solutions that alleviate apprehensions and build confidence in your offerings.

Stay in charge

So, if a Dutch person says that he ‘has a finger in the porridge’ don’t be afraid that he is going to touch your food. He’s just telling you he’s in charge in some way or form. And that’s nice to know when trying to understand the roles, motivations, and priorities in a DMU. With that knowledge, we can craft targeted marketing strategies that resonate with key stakeholders at every stage of the buying journey. By keeping relationships lively, providing comprehensive solutions, and facilitating collaboration, you can effectively engage the DMU and drive success in the competitive B2B marketplace. Make sure you’re the one in control.

Curious about other Dutchisms? Have a look at this one.

#Note. What is a Dutchism?
The Dutch are known for their ability to master foreign languages. 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.

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Nuvola is an innovative agency specializing in comprehensive end-to-end digital marketing services for businesses. The agency is guided by two seasoned managers, each boasting over two decades in the field. Nuvola excels in the areas of digital marketing, AI, CRM and Marketing Automation, providing clients with integrated solutions designed to enhance business efficiency and faster growth. The company not only provides digital marketing services but also specialises in implementing Marketing Automation and CRM, tailoring them to the unique needs of each client. 

Their advanced approach to Marketing Automation stands out for its innovative approach, which not only increases the effectiveness of marketing activities but also significantly accelerates sales processes. Additionally, Nuvola has developed a proprietary product, Data AI Campaign, that revolutionises strategies for increasing sales through modern IT and telecoms tools based on AI. This unique solution enables customers to maximise the potential of their business, increasing competitiveness in the market. All this makes the company not only a service provider but also a strategic partner, ready to meet the most demanding challenges in the field of modern technology and digital transformation.

What is a niche market?

A niche market is a specific segment that companies focus on, offering products or services that cater to unique needs within a particular target group or industry. Unlike markets that offer products and services that could be of interest to any company, a niche market specializes in a particular area. Examples of such markets could be software for marine development, nutritional supplements for the poultry industry, or specific materials for the construction sector. These markets and the competition within them are usually smaller, but they offer opportunities to distinguish oneself.

To succeed in a niche market, one needs to have a good understanding of the needs of the target group, innovative solutions, and strong positioning compared to competitors. Companies that focus on niche markets can ultimately benefit from higher margins, long-term customer relationships, and reduced competition, provided they serve the market effectively with valuable solutions. Marketing efforts can certainly be beneficial in this regard.

Useful tips

To successfully approach a niche market, there are a few things you should consider. Here are seven tips that can help you reach your niche target group. These tips may sound familiar to you if you have immersed yourself in the basics of Account-Based Marketing.

• 1. Start by connecting sales and marketing. Determine what each party will do and set clear KPIs. Together, decide on the most effective communication channels to reach the target group. Understand the specific needs, challenges, and trends within the market to develop accurate personas and define interesting content for all phases of the purchasing process.
• 2. Carefully outline an Ideal Customer Profile (ICP). This is a critical step that can make or break your efforts. Be very thorough, especially if your target list consists of only 20-30 accounts. Remember, you only have one chance to make a good impression. If your target group is international, remember that a niche is still a niche, even on a global scale.
• 3. Create multiple opportunities per account. Good insight into the Decision-Making Unit (DMU) for each account is essential. The DMU consists of individuals who can help you (‘power to push’), but also opponents (‘power to block’). The more complex your product or service, the more contacts you need per account. It’s crucial to get the actual decision-makers within each account on your side.
• 4. Know your contacts. Research their interests, challenges, responsibilities, hobbies, goals, passions, and, most importantly, pain points. This information will help you with your marketing and sales efforts in your Account-Based Marketing (ABM) strategy.
• 5. Invest in your marketing and sales tech stack. Ensure that all the technological tools and platforms you use to target the market are well-coordinated. CRM, marketing automation software, social media platforms, email marketing tools, and analytics software need to be streamlined to collect data that is important for targeting your audience. This way, companies can make inbound and outbound processes work more efficiently and gain better insight into their customers and prospects. More specific targeting ultimately leads to better results and growth.
• 6. Use the power of storytelling. Engage your prospects and take them on a journey through your narrative. Demonstrate that you comprehend the market and the concerns of your potential customers. Be inventive, and original, and create a sense of demand. Without issues or pain points, there is no sense of urgency. Additionally, persuade your prospects with your knowledge of the market, and customer stories. Use evidence such as facts, figures, infographics, and white papers with research results, case descriptions, etc.
• 7. Make it personal and establish a real connection with your prospects. Listen carefully to their needs and display your interest and enthusiasm for their company and people. Remember that the people you are speaking to are specialists in their field. You don’t need to tell them anything about their profession. They know what they’re doing. To stand out, you need to provide customized solutions and add value. By building trust with your contacts, you can gain insights and make them feel valued and understood. Remember that this already starts in the phases before the actual contact with sales. It enables you to establish customer loyalty and grow together, even in a small market.

Conclusion

Marketing businesses in a niche market is complex. To be successful, everyone must be on the same page. If we manage to get marketing and sales departments to work the market together, we will be way ahead of the competition. The marketing department will probably receive feedback from the sales department that the use of marketing does contribute to the business case. Also, or even especially, in a niche market. I feel like a fish in water when it comes to complex challenges like this, and I hope my tips have given you something to think about. Do not forget; that the tastier the bait, the faster they’ll bite.

This is the dream of every B2B marketer preparing to sell a brand across borders. They want to predict and steer the behavior of audiences to maximize the success of their campaigns. However, achieving this goal is far from simple. Several boxes need to be checked and without a crystal ball, we need to gather important information before we can achieve the desired outcome.

Know your markets

A thorough market analysis is fundamental when predicting success in international B2B campaigns. This requires not only gaining an in-depth understanding of individual markets but also identifying global trends, economic indicators, and industry dynamics to make firm decisions about market selection, optimize resource allocation, and foresee changes that might impact your campaigns.

Know your competition

In the global market, numerous companies compete against each other to gain customers and establish their market share. To succeed in this competitive environment, it is crucial to have a deep understanding of the competitive landscape. By analyzing their rivals, companies can not only identify potential business threats but also discover new opportunities. By identifying gaps in the market, businesses can position themselves strategically and tailor their campaigns to differentiate themselves from competitors.

Know local customs

Cultural intelligence is a valuable asset in international B2B campaigns. It is not enough to just translate language; businesses must understand the cultural nuances that shape business interactions in different regions. Adapting marketing materials, messaging, and communication styles in line with the cultural preferences of each target market improves relatability and creates a stronger connection. Localization is also crucial, as it ensures that campaigns resonate authentically with diverse audiences. This approach prevents awkward situations of using literally translated sayings that may not make sense in different cultures. Successful international B2B campaigns take regional specifics into account. Every market has its unique challenges, regulations, and business practices. By tailoring products, services, and marketing strategies to address these specificities, businesses can demonstrate a commitment to understanding and meeting the distinct needs of each region. Customization builds trust and credibility, which are essential for success in global campaigns.

Know your friends

Developing strategic partnerships and alliances can be a highly effective approach to achieving success in international B2B campaigns. By partnering with local businesses, distributors, or industry influencers, you can gain access to invaluable insights, established networks, and enhanced credibility for your campaign. These partnerships can act as a bridge, making it easier to enter new markets and building trust among local stakeholders.

Know your tech

Technology plays an important role in international B2B campaigns. It is crucial to integrate technological solutions that enable global reach and communication. This involves utilizing digital platforms, customer relationship management (CRM) systems, and data analytics tools. A strong technological infrastructure not only improves operational efficiency but also facilitates businesses to adjust and expand their campaigns across borders.

Know limits

Predicting success in international B2B campaigns is a nuanced art that combines strategic foresight, cultural intelligence, and adaptability. If you can see into the future, it’s a piece of cake, but for those who can’t – like most of us mere mortals – clever use of available resources is key. It provides you with all the necessary information you need to be successful. Another benefit is that you don’t have to stare at a cow’s behind to reach your business goals. That’s something only the Dutch do.

#Note. What is a Dutchism?
The Dutch are known for their ability to master foreign languages. 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.