Think of B2B marketing

as the ocean

There are plenty of fish and you know which ones you want to catch. But first you have to find them, get their attention and attract them with your best bait.

Your business is unique just like the advice you need to succeed

B2B marketing is constantly evolving and adapting to new opportunities, trends and technical innovations and that can be a challenge.

If you run a small or medium sized business your daily struggle is probably not marketing automation platforms. Neither are lead generation funnels and multi-channel advertising campaigns, right?

The real challenge for you is to find new customers with the limited marketing resources you have. To choose what's best for your business.

It doesn't matter if you're a startup just about to create your first marketing strategy. Or an established business stuck in old marketing habits. With a little help you can overcome your challenges and start doing the right things to reach your goals.

Recognise the challenges?

The value I bring to you is a fresh perspective and decades of international B2B marketing experience. Including learnings from both mistakes and success stories. Marketing has many common denominators regardless of the size of a company or its industry. That's why I focus on the most common challenges, converting everything I learned from working in large organisations to a format better suited for smaller businesses.

Target market

Knowing your target market is one thing. Finding the low hanging fruit is a different game. You need to identify the best segments or profiles for your proposition. Then approach them in the most effective way for your business and your budget.

Describing what you do

This may seem like a no-brainer but is often overlooked. It’s vital to your success in marketing. If you can’t describe your business in the simplest way possible you're in trouble. If everyone is not saying the exact same thing, you’re in trouble again. The holy grail of B2B marketing is to make other people talk about your business. And say exactly what you want them to say.

Communicating your products or services

It's easy to moderate a conversation when you sit face to face with a prospect. You can present your proposition in the best possible way. But when you communicate through your website, in social channels and films, you need to change your messages to catch the attention of the receiver.

Competitive advantage

You might think it's obvious why customers should buy from you and no one else. But from a market perspective it's hard to tell the difference between you and your competition. You have to find the best way to stand out in the crowd and be the obvious choice.


II love the old proverb “The man who chases two rabbits catches neither”. The more marketing activities you’re doing at the same time, the less chance you will have to succeed in each activity. You need to decide what to focus on right now and make that fly before you start something else.

Need to take the fast lane?

No worries, the best way to improve your marketing fast is a workshop. It's a popular choice as all participants can attend on a single occasion. That means minimal disturbance to your daily business compared to many different meetings over time.

In a single day, we work our way through your main marketing challenges at a fast pace and with a set agenda. We create your marketing strategy together by using engaging methods with proven results.

The workshop includes a start-up meeting where we adapt the content to suit your needs. We also have a follow-up meeting afterwards and go through the documentation to summarise and evaluate. The workshop is either on site or online with participants in multiple locations.

My first advice to you is get in touch

About Herman Lundquist

I started in B2B sales but soon discovered that marketing was my real passion. A passion that opened doors to senior marketing roles across Europe and Asia for more than 20 years. I worked as marketing director at Canon, American Express, Standard Chartered, Sharp and as business director at the ad agency J. Walter Thompson.

Today I run my own business as an advisor in B2B marketing for small and medium sized companies. I live in Stockholm but I work in Sweden and abroad. I also volunteer with the Swedish Sea Rescue Society a couple of days every month.

My other passion is the sea and almost every water sport there is. When I'm not working you'll probably find me with a smile on my face on a surfboard, wakeskate, wakefoil or exploring the sea below the surface - with or without air supply.

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