The BL[OZ]

Design and tech trends in 2026 reveal that B2B design isn’t just about looking modern. It’s about clarity. It’s about helping users understand complex products faster, feel more confident, and make decisions with less friction. As buying journeys become more self-directed, design is evolving into a strategic layer that connects technology, experience, and business outcomes. Here are the six shifts defining this evolution.  

Multi-Sensory Experiences & Hybrid Intelligence When design is felt, not just seen

2026 marks a clear shift from purely visual design to multi-sensory digital experiences. After years of screen fatigue, users crave interfaces that feel richer, more immersive, and more human. Even in digital environments, design now aims to evoke sensations associated with touch, depth, motion, and materiality. This is where Hybrid Intelligence: the collaboration between AI and human creativity becomes a powerful driver. AI is deeply embedded into the creative workflow:

• Generating visual directions and variations
• Exploring textures, motion, and spatial depth
• Accelerating experimentation and ideation

But AI does not define the experience on its own. Human designers provide intention, judgment, emotion, and narrative. The result is a new visual language:

• Soft, tactile, and inflated textures
• Hyper-realistic objects combined with playful distortions
• Subtle motion that suggests weight, resistance, and flow
• Interfaces that feel immersive rather than flat

For B2B brands, this matters because complex products are easier to understand when users feel immersed rather than overwhelmed. Multi-sensory design creates memorability, emotional connection, and clarity - even in highly technical environments. 2026 is not about “man versus machine.” It’s about a creative dialogue where AI enhances precision and scale, while humans shape meaning and direction.  

Glassmorphism, Evolved Transparency as a system, not a decoration

Glassmorphism continues into 2026 - but in a more mature and intentional form. What once appeared as a visual trend is now becoming a functional design system used to manage hierarchy, density, and focus. In B2B interfaces especially, where dashboards, data layers, and dense content are common, glass-like surfaces help:

• Separate layers without heavy borders
• Maintain context while guiding attention
• Create depth without visual noise

Frosted transparency, subtle blur, and soft edges are used to organize complexity rather than decorate it. The key shift in 2026: Glassmorphism is no longer an effect - it’s a structural tool that supports clarity, readability, and navigation in sophisticated digital products.  

Vibe Code & Self-Serve UX Design that explains before sales ever enter the room

Modern B2B buyers don’t want to be sold to first - they want to understand. In 2026, the most effective B2B experiences are built around self-serve exploration:

• Interactive demos
• Calculators and simulators
• Product explorers and configurators
• Guided journeys that adapt to user intent

This approach is often referred to as Vibe Code, a design mindset where the interface communicates the product’s value intuitively, without requiring explanations. Good self-serve design reduces friction by:

• Answering questions before they are asked
• Allowing users to test scenarios on their own
• Building confidence before human interaction

For B2B companies, this shortens sales cycles and improves lead quality. For users, it creates a sense of control and trust. In 2026, design is no longer a wrapper around the product - it becomes the product’s first conversation with the user.  

White, Minimalism & Visual Calm Less noise, more authority

White and near-white palettes dominate B2B design in 2026, not as an aesthetic trend, but as a strategic choice. Minimalist layouts, generous spacing, and visual restraint are essential when:

• Products are complex
• Messages need credibility
• Decisions carry high business impact

White space creates hierarchy, improves readability, and allows content to breathe. It also signals confidence: brands that don’t need to shout are often perceived as more trustworthy. In a world saturated with color, motion, and stimulation, visual calm becomes a differentiator. For B2B brands, minimalism is not about being “empty” it’s about being precise, focused, and intentional.  

Dynamic Personalization at Scale One interface, many audiences

B2B audiences are rarely uniform. Different roles, industries, regions, and levels of expertise require different messaging and in 2026, design finally reflects that reality. Interfaces are becoming more adaptive:

• Content shifts based on industry or role
• Messaging adjusts to user behavior or entry point
• Visual emphasis changes according to intent

This doesn’t mean building dozens of websites, it means designing modular systems that can respond dynamically. Personalization in 2026 is subtle, intelligent, and contextual. When done right, users feel that the product “speaks their language” without being intrusive or obvious.  

Design as a System, Not a Page Modular, scalable, and built for growth

In 2026, strong B2B design is rarely page-based. It’s system-based. Design systems evolve to support:

• Rapid scaling across products and markets
• Consistency across platforms and touchpoints
• Faster iteration without breaking brand integrity

Components are flexible, reusable, and designed with future expansion in mind. This shift reflects a broader understanding: Design is no longer a one-time deliverable it’s an operational asset. For B2B organizations, system-driven design enables speed, clarity, and long-term efficiency — without sacrificing creativity.  

Closing Thought

Design in 2026 is not about trends for the sake of trends. It’s about using design to reduce complexity, build trust, and create meaningful experiences in an increasingly technical world. For B2B brands, the opportunity is clear: Those who treat design as a strategic layer - not a visual afterthought — will lead the conversation, not follow it.

What if I told you that the internal tools you use today don’t have to come from a plugin, an off-the-shelf system, or a solution that doesn’t quite fit?
And what if the most precise tools for your workflow are the ones that don’t even exist yet—until you build them?

In recent years, something profound has been happening quietly. Internal tools—those that once required developers, endless work hours, and a significant budget—have suddenly become accessible to everyone. AI is not just changing the way we work; it’s changing who can build the tools we work with.

Systems that used to be massive projects can now be built within hours. The person writing the brief can become the one creating the solution. Internal tools no longer have to be bought off-the-shelf or from an external vendor. They can be born out of a daily process, a recognized need, and a deep understanding of how we actually work.

This is exactly what happened with us. Time and again, we discovered that a certain process was stalling us, that communication was dragging, or that a small action was turning into a major task. So, instead of searching for a plugin that "sort of" fits, we built tools that were precise for us: a task-sharing system for clients, an email signature generator based on an existing design, custom forms, and finally, a QA tool that grew from a small idea into a system that works on any website.

 

When the Process Needs a Tool, Not Another Meeting

In most projects, the problem isn’t the people or the understanding. The problem is the tools—or more accurately, the lack thereof.
We learned long ago that the solution to ambiguity isn't another meeting or another document. Sometimes, all you need is a small tool that organizes reality right where the process gets stuck.

That’s how we started building our own internal tools with AI.
No heavy systems, no generic plugins; just solutions born from our real needs and those of our clients. Just as we build websites for our clients, we began designing our own internal work processes.

During the past year, we created several internal tools using AI, including:

• A task sharing and tracking system between clients and the team.

• An email signature generator that creates a customized version for every user.

• Interactive forms for various clients as needed.

• A visual QA system that operates directly on the website.

• A smart system for creating digital business cards.

Every one of these tools was born from the same point: a small pain point that grew. AI made the development of these solutions simple, fast, and accessible.

This is perhaps the greatest AI revolution. It allows businesses like ours to build internal tools that were previously reserved for corporate giants. Today, you can create a precise solution the moment it's required, instead of adapting to what already exists.

How a Small Idea Became a Plugin That Works on Any Site

It all started with a pain point familiar to every digital team: scattered comments, long review cycles, endless question marks, and conversations that lead to no clear conclusion. So, we built a tool.

We opened ChatGPT and described the experience we wanted, rather than the code. From there, we began to refine and improve.
Within days, a QA plugin was born that felt like working inside Figma, only it takes place on the live website. No documents, no infinite calls, and no guessing. Just pins on the screen and comments appearing exactly where they need to be.

 

See How Simple It Is

When the QA layer is activated, the website becomes a workspace.
A click adds a pin. A pin opens a card. A card allows you to write a comment, add a small image, mark a status, or have a brief chat between team members.
No files, no links, no mess.

To keep things organized, there is also a side panel that aggregates all comments. You can filter by status, toggle between colors, jump to a specific point, and see thumbnails that provide context.
Everything is clear and easy to understand. That’s the beauty of it: a good tool doesn’t have to be heavy. It has to be precise.

The Future of Internal Tools Starts Here

The most significant takeaway isn't necessarily the plugin itself, but the new approach.
AI allows every business to build precise internal tools tailored to how they actually work.
No heavy systems, no forced adaptations, and no long development processes.

Instead of adapting ourselves to existing tools, we are starting to design the tools around us. Processes that were cumbersome become simple. Communication that was once overloaded becomes direct. And what used to be "that's just how it is" becomes "this is how we decided it should be."

It’s not just a matter of efficiency; it’s independence. The ability to build tools in real-time, without waiting and without external dependencies.
AI opens a new possibility where every small idea can become a real tool that advances the company, strengthens processes, and allows us to work smarter every single day.

Synthetic humans are quickly becoming the newest wildcard in the marketing world. They promise instant faces, infinite diversity, zero scheduling conflicts, and a level of visual flexibility that traditional photoshoots could never match. At the same time, they introduce new questions about realism, accuracy, and what it truly means to build trust through images. The result is a strange mix of creative freedom and creative chaos, efficiency and unpredictability, impressive breakthroughs and very real failures. In other words, exactly the kind of shift that forces brands and designers to rethink how they tell visual stories.

If you work with visuals, you cannot ignore this technology. And if you use it, you need to understand both its possibilities and its pitfalls. Here is what synthetic humans actually make easier, what they complicate, and how smart teams are learning to use them without losing their focus or their brand integrity.

  What AI really makes easier in client visuals Let us start with the fun part. AI lets us create very specific personas in minutes. If a campaign needs a clinic nurse in her early 40s with a calm presence and warm eyes, an irrigation engineer with sun-tanned skin and slightly dusty trousers, or a farmer in his fields who looks like he actually knows how to repair a dripline by hand, we can dial that in. No casting, no schedules, no “our best model canceled at the last minute” drama. It also helps when we need groups that stock libraries do not always represent well. A mixed team of engineers with balanced ethnic diversity. A group of middle-aged professionals for a B2B product. A family that does not look like a toothpaste commercial from 1992. AI gives us a bigger playground and fewer excuses. And yes, budget wise it saves time. Generating a range of visual directions early in a project helps a client choose a tone before any real production happens. This is especially valuable in B2B where you often want a mix of realism and polish without spending a fortune on photoshoots for niche equipment. But let us be clear. It is faster than a real shoot, not magic. Getting the right facial expression, personality, lighting, emotional tone and cultural nuance still takes iteration and artistry. Someone still needs to do the work and make creative decisions. AI is a sketchbook, not a photographer. Representation and diversity. Easier to specify, easier to mess up AI absolutely makes it easier to design for diversity on purpose. We can ask for specific mixes of age, gender, skin tone, and cultural background that reflect a brand’s real audience rather than a generic Western template. But here comes the cynical part. If you do not direct the AI explicitly, it has the tendency to give you the same person over and over. A smiling young white male doctor. A slender white woman in a “corporate success” pose. A suspiciously symmetrical engineer that looks more like an NBA star than someone who works in a metal factory. AI does not magically fix representation. It mirrors the biases of its training data unless we intervene with clear prompts and visual QA. So yes, AI is powerful, but it also needs supervision. Otherwise you get a multicultural team that all somehow look… the same.   The continuity problem (The serious one and the ridiculous one) This is where things get interesting. Keeping a synthetic person the same If you generate a character once, they will look great. If you generate the same character again in a different pose or setting, there is a good chance the face will be slightly off. Or very off. Or suddenly look like their cousin. This is a known limitation. Generic text to image models do not remember a specific face across multiple scenes. To fix that you need either a consistency-focused tool, a custom trained character, or a very precise workflow.   The Real Model Dilemma Stock Faces, Influencers, and the Question of Trust At some point in almost every campaign, a very human question appears: should this face be real? Sometimes a client selects a specific real person from a stock library. A nurse who looks exactly right for a clinic campaign. An engineer who feels credible on the factory floor. A farmer whose face tells a story of experience without saying a word. The problem begins when the campaign grows. One image is no longer enough. The client needs variations, new scenes, seasonal updates, and continuity over time. Stock libraries rarely deliver that level of flexibility. This is where AI enters the conversation. With the right tools and workflows, it is now possible to generate synthetic variations of an existing stock model. The same person, placed in new environments, wearing different outfits, interacting with new products. When done carefully, this can extend the life of a chosen face without repeated licensing fees or logistical constraints. When done carelessly, the result is uncanny. The face looks familiar but not identical. Subtle features drift. Expressions change personality. The person becomes almost themselves, which is often worse than being clearly fictional. This tension becomes even sharper when the conversation moves from models to influencers. Influencers are not just faces. They are identities built over time. Their value is not only how they look, but the perception of authenticity, lived experience, and continuity across platforms. An influencer has a history, opinions, imperfections, and a relationship with their audience. These are things AI can simulate visually, but not fully embody. For this reason, real influencers still cannot be replaced in many contexts. When trust is personal, when credibility depends on lived experience, or when a brand relies on long-term emotional connection, a synthetic figure falls short. An AI generated wellness coach or skincare expert may look convincing, but it does not age, struggle, contradict itself, or evolve in the way people do. And audiences notice. That said, artificial models are already stepping into influencer-like roles in limited and carefully framed scenarios. Virtual brand ambassadors, synthetic characters, and fictional personas can work when transparency is clear and expectations are managed. They can represent ideals, explain complex products, or act as consistent brand guides. But they are closer to mascots than humans, even when they look realistic. The real question is not whether an artificial model can gain attention. It already can. The question is whether it can earn trust. And trust, at least for now, still depends on the belief that there is a real person behind the voice, the choices, and the imperfections. In practice, the smartest campaigns treat AI models as extensions, not replacements. They support real people, fill visual gaps, and offer flexibility where human logistics fail. But when a brand needs genuine influence rather than visual presence, the human factor remains difficult to fake.   Product continuity. A reality check Trying to show a specific irrigation valve, cosmetic device, sensor probe or medical connector in an AI generated image is its own adventure. AI tends to simplify or distort product details, change proportions, or invent buttons that do not exist. So for product accuracy we still rely on photography, vector illustration, or 3D renders. AI is usually used around the product, not instead of it.   The legal, ethical and trust layer Clients trust visuals. And as AI grows, so do the expectations for transparency. There is still legal uncertainty around how some models were trained, how copyrights apply, and how synthetic humans should be disclosed in sensitive industries. The EU is moving toward stricter transparency rules. Customers are becoming more aware of what looks AI generated. So we treat AI the same way we treat any production tool. We choose platforms with clearer IP practices, we avoid misleading imagery, and we recommend disclosure when it matters for trust. Our philosophy is simple. A great brand story should feel honest even when the people in the picture are not.   So where does this leave us? AI models are not replacing real photography. They are not replacing human creativity. But they have become a natural part of the workflow in branding and marketing. They help us iterate faster, visualize concepts earlier, explore diversity with more intention, and tell better stories without waiting for permissions, flights or makeup. They also require discipline. They require artistic guidance. They require common sense. And sometimes they require a designer to say “No, we are not showing the irrigation engineer as a flawless fashion model. Let us try again”. As for the future, it is moving fast. Character consistency tools are improving. Product level accuracy is improving. Ethical guidelines are being written. The hybrid workflow of real photography, 3D, and AI will probably become the default rather than the exception. The conclusion is simple. AI models are not the answer to everything, but they have opened a creative door that is not going to close. The brands that benefit most will be the ones that use this tool with intelligence, taste, humor, and responsibility.

A few weeks ago, in a meeting where I presented new website pages to a client, she told me something that stuck with me:
“Honestly? Above everything else, it just looks like you’re really enjoying working on this.”
And she was right. I really am.
Because websites are one of the things I love most in the world.

Why do B2B websites always seem a bit more intimidating?

When people hear “B2B website,” they immediately imagine something heavy: catalogs, products, integrations, CRM systems, and a content tree with thirty pages. And it’s true - this isn’t the website of a jewelry shop or a restaurant. But that’s exactly what makes it interesting. When handled correctly, this complexity turns into clarity.

So how do you actually make it simple?

A website is not a filing cabinet that needs to store every piece of information accumulated over the years. It needs to be focused and relevant. In almost every B2B website I work on, the same pattern repeats itself — templates that help organize the information clearly. And once every piece of content knows where it belongs, everything starts to fall into place. There’s the product - sometimes physical, sometimes digital, sometimes an entire range that needs to be sorted into a clear catalog. Sometimes products are scattered across applications, technologies, or different solutions. In those cases, it’s better to centralize everything under one catalog with smart filtering. This preserves a clear hierarchy and creates a smooth, intuitive user experience. Behind the product lies the technology, which often interests professional audiences and differentiates the company from competitors. On this page, we presented technical and seemingly “dry” information — but in an airy, clean, and clear way. We added a scrolling visual element inspired by the client’s industry, which made the page feel less mechanical and more pleasant and flowing. Then there are the industries or segments where the product operates — because in B2B, there is no “everyone,” only context. There’s also the company’s reputation, the services it provides, and the people behind the scenes. On the Agmatix website, we organized the entire Case Studies archive in a simple, comfortable way. “About” and “Management” pages are almost always among the most visited. Because even in B2B, people look for people. They want to see faces, understand who stands behind the company, and sometimes even recognize someone they know. Look at this innovative About page we created for trendlineslab, It’s innovative because it’s not just “About” - it tells a story. A brand is a story, and that’s exactly what users feel here: a short, clear journey that presents the company through a narrative rather than dry text. And then there’s one of the most important parts — knowledge hubs B2B customers aren’t looking for slogans; they’re looking for information. Articles, guides, real-world examples, case studies. Knowledge that builds trust.

Staying focused throughout the process

One of the biggest challenges in B2B website projects isn’t necessarily design or technology - it’s the people. Every company has several departments with different viewpoints: marketing, sales, product, support, leadership. Everyone has something to say - and rightly so. But if each person sees the website as theirs, the project quickly spreads in all directions. The solution is to work with a small decision-making team: three to four key personas representing the core needs. They don’t need to agree on everything - but they do need to speak the same language and hold the same goal. Once you have that core, every decision becomes easier.  

And what about all the content?

Almost every company has a sea of materials - presentations, brochures, PDFs, guides, old documents. Instead of trying to “fit everything in,” it’s better to start with the opposite question: What does the user actually need to know here? Not everything needs to become a page. Topics like customer stories, updates, or technological innovations are often better as blog posts or part of the Resources section. Blogs are an excellent way to add knowledge and context without overwhelming the site. You can write about almost anything, and the volume can be endless. You can always enrich the content hub, and with smart filtering, still maintain order and clarity.

Functionality comes first

Not long ago I finished designing an especially complex website - catalog-based, with many digital tools and templates. What made it truly successful was its functionality: clear, intuitive, and easy to use. Visitors know exactly where to find what they’re looking for - and to me, that’s the biggest achievement. B2B websites are, first and foremost, work tools. They need to be functional, comfortable, and clear for users. That doesn’t mean giving up on design - the opposite. A modern look that conveys innovation is part of the message: if the website feels up-to-date, the user will feel the company behind it is moving forward. Like on the Aquestia website, where we highlighted the certifications clearly.

It’s all a matter of mindset

If you approach a B2B website with fear - it really will feel like a monster. But if you approach it as a process of organization, structure, and listening - everything becomes clear. A good website doesn’t need to be big, it just needs to work. And to me, that’s the heart of it: turning complexity into clarity - step by step, methodically, and with a small smile along the way.

Imagine a ballerina trying to dance with one hand tied behind her back. That’s how it often feels during a branding process at a medical company. The marketing team wants to fly high, while the regulatory team wants to keep your feet firmly on the ground, ensuring you comply with every sentence, word, and letter. There are no good guys or bad guys in this story. It’s simply about complexities of a different magnitude that your brand needs to successfully navigate. It's a story about a road not yet taken.  

When the journey takes an unexpected turn

During branding strategy kick-off meetings, we take a deep dive into your product, technology, and service.  We’re looking for a fresh perspective, a promise not yet made, a story yet to be told. At this point, we get excited as we hear about groundbreaking technologies, solutions, and life-enhancing, life-prolonging products. Our jaws drop. With this WOW feeling, we continue the learning process in which we talk to customers, analyze the competition, and create a multi-participant meeting within the company to fine-tune its significant and differentiated strengths and generate outstanding benefits for its customers. As the process continues, we begin to understand the regulatory limitations. Suddenly, “Cinderella”, your extraordinary technology is being held back by regulatory limitations and is covered with “soot”.  

Understanding limitations and optimizing capabilities

During the process, we’ve heard “It’s a given” or “It's powerful, but I can't confirm it" more times than we can count. Responses like these made us understand there must be a better way.  That’s how our new module was born. It’s placed right at the beginning of the branding strategy process, which sets the stage for an open and guided dialogue between marketing and regulatory early on.

Challenging the norms

This dialogue is about helping the marketing team to understand the limitations in depth, and for the regulatory team to delve into the marketing team’s needs. It’s an authentic dialogue that creates a space to carry out activities that weren’t possible before. Understanding the precise needs opens up new perspectives and enables solutions within the boundaries of regulations. We understand the importance of compliance, but our experience shows that there are many degrees of freedom that are not being tested.

It’s not about overstepping the bounds of the approved claims, but we also don’t want to take a step backward in the name of conservatism.

Sometimes it's a matter of overall wording, sometimes it's just changing one word. It's the little things that make a big difference. Stopping to ask questions often gives you a competitive advantage. Sometimes, there won’t be any flexibility in the claims you make, but at least you’ll know that you’ve turned over every stone.  

Structured and managed conflicts are an opportunity

Remember, whoever sits at the decision-making table wants the company to succeed and do the best they can. Inherently, conflict is not a negative; it can also be an opportunity. Don't let emotions run the process. As we often say, “Don’t be right, be smart!” As with every relationship where there’s an inherent conflict, there’s great value in professional guidance to create the conditions for a productive dialogue. To meet this need, we’ve created a special collaboration between OZ Global B2B and Leap, led by Moran Faibish, who has extensive experience in leading marketing in global medical companies. Moran has hands-on experience in bridging the gap between marketing and regulations to create deep and unique brand promises — promises that aren’t possible without providing an informed and professional framework that enables constructive communication.

Play smart

The more we play smart within the regulatory limits to make the most of your claims, the more we can create a differentiated value proposition that more accurately reflects your breakthrough technology. This is how your brand will shine. We’ll be there every step of the way to guide the process, refine the messaging, and make sure your “WOW” comes through loud and clear. If you’ve nodded your head while reading this, it’s time for us to talk.    

Business-to-Employee, or B2E, refers to the strategies and technologies that companies use to support and engage their employees. B2E covers everything from attracting, recruiting, training, and onboarding employees, to providing self-service solutions and individualized access to essential tools or software. While traditional e-commerce models such as business-to-business (B2B) and business-to-consumer (B2C) focus on sales and customer interactions, B2E focuses on providing internal support systems, resources, and tools to employees. One of the main goals of B2E is to improve employee satisfaction and retention. When employees are disengaged or unhappy with their work environment, it can lead to lower morale and higher turnover rates, which can be costly and disruptive to a company's operations. By providing employees with the resources and tools they need to succeed, and creating a positive work culture, companies can improve retention and attract top talent. A B2E portal is a central hub that provides employees with easy access to company-specific information and resources. This can include company news, calendars, software solutions, and employee-defined documents. The portal is often customizable, allowing employees to personalize their experience and access the information and resources that are most relevant to them. One example of a B2E portal is an online service company management platform that allows employees to easily access information about their services or customers, as well as submit supply requests and manage their work schedule. B2E portal should also provide employees with access to company announcements, training resources, and tools for collaboration and communication. B2E strategies can also be used to support specific departments or teams within a company, such as sales teams that need flexible access to customer information and sales tools. For example, a B2E portal might include a CRM system that allows sales reps to easily access customer data, create and track leads, and manage their sales pipeline. There are many benefits to implementing a B2E strategy, including improved communication and collaboration, increased efficiency and productivity, and cost savings. By providing employees with the tools and resources they need to succeed, companies can create a more engaged and motivated workforce that is better equipped to meet the challenges of today's business environment. Have a question? Want to learn more? Don’t hesitate to reach out!  

Maytronics - OZ Global B2B

         

Account-based marketing (ABM) and lead generation are two powerful strategies for generating revenue and boosting return on investment (ROI). While both approaches have their own unique benefits, it's important to understand the key differences between them and how they can be used together to achieve optimal results. Lead generation, the core of demand generation, is a strategy that involves generating a large number of new leads for the sales team by targeting specific markets and industries. This approach is ideal for creating awareness and interest in a product or service, and can be done through various channels such as LinkedIn Campaign Manager. In contrast, account-based marketing (ABM) is a targeted approach that focuses on reaching out to specific named accounts, rather than a broad audience. ABM is designed to engage with the right accounts and create personalized content that captures their attention and drives further engagement. One key benefit of demand generation is that it brings leads in, at the top of the funnel and nurtures them until they become an opportunity for the sales team. However, as the market becomes saturated, the time, money, and resources needed to generate leads can eventually outweigh the results, leading to diminishing returns. This is where ABM comes in. By focusing on specific named accounts, ABM allows marketers to "land and expand" by targeting bigger fish that match the ideal account profile (IAP). This allows for a more efficient use of resources and a higher return on investment. While ABM and demand generation may seem like competing strategies, they can actually be used together to achieve optimal results. For example, demand generation can be used to create awareness and interest in a product or service, while ABM can be used to generate qualified leads and sign-up new customers. This marketing tactic, can start with a broad-based demand generation campaign to create awareness, which will help to identify targeted leads or target market segments, which can then be used to inform a more targeted ABM campaign. An ABM activity can be used to reach out to specific named accounts with personalized content. These combined activities allow marketers to use both strategies to accelerate the buyer's journey and assist with selling. It's also important to note that while ABM and demand generation are both outbound marketing strategies, inbound demand generation is also possible. By using inbound marketing tactics such as content marketing, SEO and other digital marketing strategies, you can drive leads and customers to your website and then use ABM to engage with them. On LinkedIn, there are two primary types of users. The first group is known as "active users" and they exhibit a high level of engagement on the platform, such as performing searches, interacting with content, and sharing posts. These users also typically stay on top of their inbox and respond to relevant messages. These active users can be effectively targeted through an awareness campaign, followed by account-based marketing efforts. The second main group of LinkedIn users are referred to as "basic users." These users tend to have a more limited level of activity on the platform, mostly just scrolling through their feed. They are less likely to respond to private messages. These basic users can be targeted through professional lead generation campaigns that will catch their attention while they are scrolling through their feed, with the use of an appealing message and creative content. It is important to note that there are other types of users who fall somewhere between active and basic user, and by combining efforts of ABM with lead generation it will help in effectively reaching out to all types of users, with the right format and message. In conclusion, account-based marketing and lead generation are both powerful strategies for generating revenue and boosting ROI. While they have their own unique benefits, it's important to understand how they can be used together to achieve optimal results. By using a targeted ABM approach in conjunction with a broad-based demand generation campaign, marketers can achieve their pipeline and revenue goals by capturing the attention of the right accounts and signing up new customers. For more info and questions contact us.

Afimilk case study: all you need is lab

When Afimilk — a pioneer and global leader of management technology for dairy farming — was preparing to launch its In-line Milk Lab internationally, the company turned to Oz for assistance in creating a combined online and offline campaign for the launch.

We’re all aware (at least most of us) of the crucial role that B2B brands with a clear correlation to core company values play in business growth and expansion. But what happens when we achieve what we want and start expanding internationally?

How can we ensure that we don’t lose or dilute our essential values and brand promise as we become a cross-continent corporation?

The answer lies in understanding the clear link between your B2B brand and your employees’ connection to your brand promise – no matter where they are in the world.By focusing on both implementing your brand in the global marketplace and strengthening your brand within your organization, you can more easily coordinate cross-continent corporate cultures and processes to define a common global branding language and presence that is consistently implemented across all touch points and markets. When Maytronics, a global leader in automated pool cleaning solutions, began to expand globally, the company looked for ways to build a strong and growing global brand while still maintaining a unique company culture, value, and DNA. With a focus on its core values, Maytronics and Oz Branding began a worldwide organizational and branding process that included the enhancing of the internal company dialog to reinforce its brand promise of Exceptional Experience.

In the world of B2B, inbound marketing is often thought of as completely separate from your offline marketing. This type of thinking, however, misses opportunities for effective lead generation, especially when it comes to B2B conferences. This post will explain how to effectively integrate the two to achieve your company's greater marketing goals when it comes to marketing a conference in your industry.