10 Must-have Marketing Technology Stack for Your B2B Tech

| September 13, 2019

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Still think your current martech stack doesn't need an upgrade? Think again. 2019 is gradually coming to a close and marketing channels have shown no signs of slowing down. If you’re a marketer who’s part of a technology-dominated industry, you know well that it’s no longer a bonus to be technologically savvy in this day and age. To ensure customers don’t just drop out of your funnel you need to test drive every efficient alternative to get the job done.

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Covid-19: Help for your Small Business

Article | April 21, 2020

The federal government's stimulus PPP for small businesses, the $349 billion Paycheck Protection Program, which offers forgivable loans to small businesses, ran out of money on last week. Over the weekend, Democrats and Republicans were negotiating a deal that would allocate $310 billion more into the Paycheck Protection Program, setting aside $60 billion of that sum for rural and minority groups. Another $60 billion would go to the Economic Injury Disaster Loan program, a separate program offering loans for small businesses administered by the Small Business Association.

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QUICK TIPS FOR COMING UP WITH BETTER BUSINESS IDEAS

Article | April 21, 2020

Coming up with great business ideas is one of the most important things you will need to do as an entrepreneur. You can have all the confidence and training in the world, but if you don’t have an idea your customers can get behind, your organization isn’t going to go anywhere. So, what do you do when you’re struggling to find your Eureka moment? It takes many business leaders a lot of time and effort to find the idea that’s going to make them the next Bill Gates or Elon Musk. While there’s no guaranteed way to ensure lightning strikes, there are a few tips you can follow to improve your chances of getting the right inspiration. Build Your Education Going to college and earning your degree is not just a way to improve your resume, it also trains you how to think in different ways and look for unique solutions to problems. Going to college to earn a business degree can help you to develop your confidence, your understanding of your industry, and your ability to brainstorm. All you need to do is find a private lender who can finance your way through school, and you can use this period of your life as a crucial time for personal and professional growth. Record Every Idea Sometimes, we are too harsh with ourselves about what we identify as a good idea. Sometimes, a concept can come to you in the middle of the night, and by the time you’ve reached the next morning, you might have already convinced yourself it’s no good. Rather than ignoring moments of inspiration, take a note of all ideas, whenever they come to you – no matter how silly they might seem. Getting used to this process of considering every idea will help you to avoid ignoring any concepts that could be a lot more impressive than you think. Start with the Problem One of the best ways to guarantee that your business will be a success, is to work backwards from a problem your customers already have. The chances are you already have an industry and target market in mind for your business, so start exploring the market and finding out what competitors have to offer. Are there any gaps that aren’t being addressed? What kind of problems do you notice customers in your marketplace talking about all the time? Is there anything you can do to solve these issues for your customers? How are you going to offer a result where no-one else could? Be Better than the Competition Sometimes, you do not need a brand-new idea, all you need is a way to be better than the solutions already on the market. For instance, rather than designing a completely fuel-efficient car that does not use any fossil fuels, a lot of automobile companies started working on hybrid cars that could offer a combination of performance and eco-friendly functionality. Find your most significant sources of competition in the market and ask yourself what you could do to make the solution even better for your audience. Ideally, you shouldn’t get too focused on being the cheapest option when you’re just getting started. Most of the time, larger companies have more supplier options, so they can fight you on price quite easily. Leverage Your Passions The best business owners and aspiring entrepreneurs are often the people who started with a hobby or an idea and turned that into a career. Ultimately, you’ll always accomplish more in your business if you’re doing something you genuinely care about. With that in mind, you should always choose an industry that appeals to you when you’re building your new company. Think about what kind of products and solutions you’re usually excited about. Ask yourself what you’re good at, or what you can do that no-one else can. If you launch a business, you are passionate about, you will be much more likely to keep pushing forwards, even when your company faces a difficult stage. Do Not Restrict Yourself You do not have to choose a specific business idea and stick to that no matter what from day one. Spend some time brainstorming concepts, and do your research to find out which idea has the highest earning potential, or which is the most exciting from an innovation perspective. Once you’ve built your business, you can also begin to think about how it can grow in the future. For instance, just because you start your career creating gluten-free bread for people with intolerance doesn’t mean you have to stick to just bread forever. As your company evolves, you can move into new markets like pasta and pastries, or even spread around the world. Keep Exploring New Ideas Even once you have chosen an idea you want to pursue as a business owner, that does not mean you should stop coming up with ideas. Constant innovation and creativity are how most businesses stay ahead of the competition. Encourage your entire team to share their thoughts on how the business can improve, and have regular meetings where you can discuss new opportunities and avenues. Just like people, companies can evolve and change over time, give yourself the freedom to grow at the pace that suits you.

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Small Business Trends & Forecasts for 2021/2022

Article | April 21, 2020

The year 2020 saw the impact of a sudden outbreak of COVID-19 that had a significant impact on all facets of life: education, shopping, environment, health, jobs, and many more. But the effect that it had on businesses was prominent and was the most challenging years in the history of small businesses across the globe. However, 2021 came up with a few small business trends & forecasts that gave some relief to small business owners and allowed taking advantage of these trends to survive small businesses. With everything turning digital, customer's behaviors changed, their preferences and values changed, markets turned volatile, and so did their expectations evolve. Hence, small businesses had to renew their focus on changed customers. Even though the coronavirus outbreak has not yet ended, small businesses are optimistic and ready to be resilient, adapting their business model to changing conditions. This blog provides crucial small business trends that can smoothen the way you run your business. Current Business Outlook National Federation of Independent Businesses (NIFB) says small businesses in the United States are going through a rough patch ever in their business history. COVID-19 affected different industries differently. The most common small business challenges faced during COVID-19 are: Loss of revenue Budget cuts Reduce salaries Temporary closure Temporary pivot Government restrictions are gradually easing with the increase in vaccine rollout taking place in full swing across the US in 2021. As everyone adjusts to the new normal, small businesses will be at the forefront of the economic recovery. According to the Small Business Trends survey, 23% of respondents reported revenue loss during the pandemic, while 6% reported increased revenue. In addition, 11% of small business owners polled said they had cut their budgets, and another 11% said they had temporarily closed their doors. As more small business owners become optimistic about 2021, there is no doubt that this optimism should go with proper planning and preparation. Find out few small business trends which are likely to dominate in 2021 and beyond and how to take advantage of the trends for your business growth: Faster adaptability and flexibility to any crisis With the change in consumer behavior resulting from the pandemic, the business operation also changed and adapted to the new normal of doing business. To stay afloat, many business owners spontaneously adapted and were able to identify innovative approaches to change how they operate. In addition, with the need to reduce in-person transactions, an increasing number of businesses emphasize the use of technology. Few small businesses have achieved record sales even during the pandemic by implementing a new and renewed business model that allows them to operate even with few in-person transactions. How are businesses innovating to survive the pandemic? Because of the pandemic, 43% of small businesses began to rethink how they do business. 32% of small businesses discovered new ways to deliver existing service offerings. 22% of small businesses encouraged their employees to reinvent themselves to adapt to new business changes. Rise in continuous remote work For many companies and professions such as teachers, creatives, trainers, and more, where remote work culture was just a possibility, it became a reality because of the pandemic. As a result, COVID-19 played as a game-changer and proved to be the perfect time for businesses to create their online presence. Remote work had existed even before the pandemic started, but COVID-19 accelerated this and turned into compulsive adoption. Remote work is here to stay even after the pandemic ends and might become a preferred way of working. Many businesses will transition to a distributed working model by 2021 and beyond. It makes perfect sense for small businesses to jump on board with this trend and go remote. The 2021 State of Small Business Trends Report has been released by the Small Business Expo, America's most prominent business networking and educational event for business owners, start-ups, and entrepreneurs. According to the report, three in ten respondents said they intend to keep their employees working from home after COVID-19, one in ten will return to the office, and six in ten said the Work from home policy did not apply to their business. Implementation of contactless payment options Cash-free or contactless payment was very helpful during the pandemic and has become a new norm. This pattern is expected to continue through 2021 and beyond. Small businesses have immensely benefited from electronic payments such as digital wallet payments, touchless debit cards, and credit card payments. These payment modes are easier to manage, more secure, ensure transparency, and saves time. When it comes to payment options, small businesses should consider being extremely flexible. As a result, selecting the right payment gateway platform is the first step in dealing with this trend. This is among one of the very encouraging small business trends for growth. E-commerce Dominance and Social Commerce Growth E-commerce was already flourishing before the pandemic, but its emergence just accelerated the e-commerce growth. According to the report, e-commerce will be the dominant force in 2021 and beyond. Thus, small businesses can capitalize on this boom by providing a seamless e-commerce experience for their customers by making their website mobile-friendly. Improved emphasis on employee happiness and well-being The pandemic followed by worldwide lockdown was complex for everyone, and one thing it made us realize was the significance of our physical health and, more importantly, mental health. Lockdown and remote work was mentally draining to most employees. For every organization employee, health and wellness became an utmost priority. Hence they had to come up with something to keep their employees engaged and happy during working hours. You have the advantage of smaller teams as a small business, and you can foster close relationships among your co-workers. Even if you work from home, you can always plan a fun evening together via video call. Small gestures can go a long way toward bringing your team together and increasing employee morale. You must go above and beyond by identifying ways to increase employee happiness. Embark on Influencer marketing Influencer marketing is like celebrity endorsement, which is common in the age of mass media. Social media has grabbed a large chunk of marketing in today’s world and stays in contact with the world. Influencer marketing is a subtle form of marketing that has emerged as a viable strategy for various brands. Because of their low cost and broad market reach, influencers are used by 25% of small businesses for social media marketing. The influencer marketing industry is the fastest-growing online customer-acquisition method and expected to expand further in the coming years to become the biggest future small business trends 2020/2021. Leveraging Digital Technologies Small businesses adopted technologies before the pandemic, which improved their bottom lines. Small business owners discovered that leveraging digital technologies and the internet enabled them to operate smoothly in the face of the COVID-19 crisis and restrictions while also ensuring the safety of their employees and customers. It allowed them to identify new revenue streams and reinvent their business models. 5G network and AI have become a big part of digital technologies for small businesses. Small business owners should invest in digital technologies and systems that will allow them to provide personalized customer service. In addition, using digital technologies can automate business processes and manage employees who work remotely. Digital tools have the potential to boost productivity and efficiency. They make you more agile. According to the survey, 77 percent of US small-business owners use technology for personal reasons, such as online shopping or media consumption. The 5G Network and Artificial Intelligence (AI) 5G network rollout and Artificial Intelligence (AI) are a big part of the business plan. The 5G network is a larger and better version of our 4G LTE network. The 5G network provides lightning-fast internet speeds, which expands the possibilities for using AI across industries. As a result, this combination opens new possibilities for IoT. Experts predict that by 2024, 5G networks will have a global penetration of 40%, handling 25% of all mobile data. In addition, 5G networks provide a much simpler setup process. AI can assist small businesses that are typically short on staff in automating processes and improving efficiency. AI can learn from data sets, analyze new information from various sources, and adapt as needed. This decision can help small businesses compete with larger competitors and prove the best small business trends and forecasts for 2021 and beyond. The Gig Economy As small businesses embrace the gig economy, owners and managers can hire freelancers to complete specific tasks within specific timeframes. When you allot a short-term project to your contracted worker, it eases the stress, and your staff workload brings flexibility and agility to your budgeting. You can hire as per your need of the time. By phasing out some employment setups for your small business, you can save resources and time by outsourcing expertise and equipment. Starting a side gig can help you create a business without losing an essential source of income from your current job. The gig economy in the United States grew to around 77 million people in 2020 and is expected to grow even more in 2021. In the United States, 57.3 million people work for themselves. Furthermore, freelancers account for approximately 36% of the total workforce. Thus, the gig economy is only going to get bigger. As a result, you must stay current on marketing trends affecting small businesses. Millennial Small Business Owners Millennials, or those born between 1981 and 1996, account for a quarter of the American population. This generation is most likely the most researched. Millennials are the first generation to grow up surrounded by technology, from computers to smartphones and tablets. With all this knowledge, this generation is transforming the world of small businesses. They adapt to the changing technology fast. This generation has altered the way we conduct business, from pressuring companies to improve their business practices to simply responding quickly to customers via digital channels. In addition, they are more aware of the current social climate because they are collective movers and shakers. As a result, millennial Small Business Owners are in favor of small business trends for 2021 and beyond. FAQs What trends do you foresee in small businesses? The trends in small business that will continue in 2021 and beyond are remote work will be the new standard, contactless payment options, 5G and AI technology, digitization will accelerate, businesses will continue prioritizing e-commerce. How new technology helps small business to grow? Technology allows small business owners and employees to work in the office, on the road, from home, on the road, or even across the country. As a result, technology can assist businesses in gaining a competitive advantage in the global marketplace. Why should small businesses adopt new technologies? The impact of new technology on business operations is significant. 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The Horeca Sector Cannot Escape the Universal Trends Either

Article | April 21, 2020

The term "Horeca" is an abbreviation of "Hotel", "Restaurant" and "Café". It represents a very diverse sector, i.e. from star-restaurants to catering and canteens to brasseries up to small, local cafes. A small country like Belgium counted end 2017 almost 60.000 horeca-enterprises (7% of all Belgian enterprises), thus showing the importance of this sector. Furthermore with a total revenue (also end 2017) of over 15 billion EUR and more than 75.000 people employed in this sector, it remains an important economical actor for the Belgian economy. It is undisputable that the Covid crisis has been a disaster for this sector. However, now that life gradually returns back to normal, it is likely that the trends which were already launched in the horeca sector before the crisis will be even enforced and accelerated. With new habits come new customer needs related to the horeca. Think about the company canteens. With more people working from home, this sector will have to reinvent itself. Most likely they will start offering also prepared meals directly to consumers via supermarkets and other distribution channels. Obviously, this will force other actors in this market to reinvent themselves, thus launching a chain reaction. Even more pronounced is the impact of take-away and delivery. While a large group of the population was still a bit hesitant to consume take-away, the Covid-confinements also forced this group to start exploring these new services. At the same time, restaurants which were not offering take-away services before were also forced to adapt. As a result, take-away and meal delivery services have known an exponential boost and this trend, although it will know a small set back when the pandemic is fully over, is here to stay. Unfortunately the horeca sector was already a sector with a lot of difficulties before the crisis. The sector historically copes with one of the highest percentages of businesses bankruptcies , especially when looking at the first 5 years following the establishment of the business. This is often caused by the fact that many people consider the horeca as an easy way to entrepreneurship, founding their businesses with a poor of even no business plan. At the same time there is of course the strong dependency on labor. As this sector is very labor intensive, margins are low due to the high labor costs. Furthermore with hard work and irregular and long working hours, horeca businesses have more and more difficulties to find motivated and qualified personnel. Additionally the sector, being so fragmented, often lacks professionalism, not really for the horeca-activity (i.e. the preparation and serving of food and drinks) itself, but rather for the supporting activities like financial management, supply chain management (like good stock management), procurement… This makes that many restaurants have a poor view on the breakdown of their costs and revenues, thus losing a lot of money in inefficiencies like expired stocks due to too large ordering, certain dishes which are not sold at the right price, employees being paid too much expensive overhours, bad negotiations with suppliers… Apart from the above very obvious trends, there are still a lot of other trends. These map perfectly with the 8 universal trends, I described in my earlier blog "Universal trends - Common over all industries?" - https://bankloch.blogspot.com/2021/01/universal-trends-common-over-all.html, i.e. Pressure on margins: margins are historically already low in the horeca sector, but are becoming even more under pressure, due to new forms of competition, like meal boxes (like HelloFresh or Foodbag), prepared meal services (like Mealhero), sharing platforms (like Thuisafgehaald or Menu Next Door), virtual restaurants (also called Dark Kitchens, i.e. restaurants without a physical location, but only serving online delivery platforms), living room and concept restaurants… This forces restaurants to work more professionally and efficiently and find a specific niche (of clientele willing to pay extra for specific product or experience). These efficiency gains can be achieved via digitalization (with regards to personnel management, cash register, stock management…) and new technologies (like 3D printers or cocktail machines like "Tenderone", "Bottletender"…), but also by being more selective on opening hours/days (especially for weekends and holidays), putting less (more specialized) choice on the menu card, making dishes less complex by investing more in the quality of the ingredients, by pushing more self-service (e.g. let the customer cut the food for the whole table, which has as a welcome benefit that it increase the customer experience). Trustworthiness: clients must have confidence (trust) in a horeca place they are visiting. Obviously, the customers must have the feeling of being treated fairly and respectfully (e.g. via a transparent and correct pricing), but they also want to be able to trust the product they are consuming (eating or drinking). This means providing more transparency, like providing more info about each dish and more its ingredients (important for specific diets and allergies), nutritional value and origin of the product (i.e. farm-to-table). Frictionless experience: the customer experience should be at pleasant as possible, meaning any friction should be removed where possible. This consists of frictionless ordering processes, via digital menu cards (providing details of each dish and allowing easy filtering) and direct ordering (directly to the kitchen), all the way to a frictionless checkout, consisting of digitally receiving and paying the bill. A multitude of solutions are available here, like full ERP solutions for horeca businesses (like Apicbase, Horeko, Square for restaurants, HorecaMakers, Growzer…), digital menu card solutions (like Kimeru, Digital Wizards, Futuresto, EasyButler…), ordering terminals and apps (like Futuresto, EasyButler, MyOrder, QCard, PayMyTable…), cash registers (like Lightspeed, RestoMax, Gastrofix, HorecaMakers…). Personalization: the most important trend for the horeca is obviously the personalization. This results in products and services adapted to the specific needs and desires of every customer. Additionally horeca businesses are being converted more and more into "Experience" places (i.e. surprise your customers, by selling them moments and letting them escape from the stress of day-to-day life), i.e. ensure to give the customer a unique, unforgettable experience, not only via the food and service, but also via the texture and color of the dishes, the building, the interior design… More in detail this trend means: New types of restaurants, like living room restaurants (enforcing a more personal touch and home feeling), concept restaurants, food markets, pop-up restaurants… Accommodating for different food and drink choices. Already around 20-25% of people have a specific food choice, meaning restaurants have to accomodate for people wanting to eat vegetarian, vegan, lactose-free, gluten-free, halal, kosher, paleo, biological… Additionally people want alternatives for the traditional wine-card like different types of water, mocktails, non-alcoholic wine, champagne and spirits (e.g. Seedlip), luxury soft drinks (e.g. Crodino, Finley, Pinky Rose, Fentimans & Fritz-Kola) or special types of tea to drink the meal. Horeca places should become places to socialize, i.e. provide a home-feeling (i.e. a feeling of comfort, stability, trust, intimacy, warmth…), engage socializing between guests via guest tables, street food or sharing plates… Allow customers to compose their dishes themselves, cfr. Subway, Hawaiian Poke Bowl… Democratization: by working more efficiently, more automation and digitalization, it becomes possible to offer certain services and products in higher volumes and at lower costs and thus at a lower pricing. This means certain horeca products, which were before only available to the happy-few cannot be offered to a larger segment of the population. A good example are star-restaurants offering a standardized (simpler) version of their dishes via a take-out or catering service. Authenticity: restaurants are focusing more and more on providing an authentic experience, e.g. by transforming old factories or churches to restaurants, integrating open kitchens where guests can see the cooks preparing the dishes, chefs finishing plates at the customer’s table… Additionally there is a trend towards pure, simple and honest, meaning natural, artisanal and/or high-quality products (ingredients), which are prepared and served in a simple way. A good example of this are also the traditional dishes in a more luxury fashion, e.g. new types of éclairs (Chez Claire), croques (RemorK), hamburgers (Ellis Gourmet burger), meat balls (Balls & Glory)… ESG (Environment, Social and Corporate Governance): with customers being more sensitive about the environment and society, horeca places need to accommodate to this customer desire. Restaurants are working more and more with local, healthy (e.g. use of superfoods, use of less salt and fat…), biological/organic and Fairtrade products, but also with products with a lower ecological footprint, like e.g. replacing meat with insects, soya-based meat replacements or vegetables. Additionally horeca players need to avoid waste, via a no-waste kitchen concept (via e.g. smaller portions, trash cooking, creative usage of waste…), via anti-food-waste platforms (like Too Good To Go) and by reducing/avoiding packaging (e.g. avoiding plastic straws, cups…). Partnerships: as many businesses, a horeca business is more and more integrated in a concept, like incorporated in a shop or combined with an experience (like a horeca place in a brewery). Additionally due to the digital revolution, horeca places need to partner more and more with online ordering and delivery services (like Deliveroo, TakeAway.com or UberEats, potentially integrated via Deliverect), social media (like Facebook and Instagram) and food review platforms (like Yelp, TripAdvisor, Zomato, Foursquare…), reservation platforms (like TheFork, Tablebooker, Resto.be…) ordering and payment apps (like Dorst.app or Yummy.app). Additionally new players are coming on the market to help horeca businesses with their typical problems, like procurement (e.g. Tippr or Horeca Direct Shop) or recruitment (e.g. Mise en Place). It is clear that although the horeca sector is already centuries old, it is also undergoing major disruptions. In the end let us hope that all those evolutions can give us an even more enjoyable horeca experience.

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Spotlight

Accordant Media

Accordant Media makes advertising investments more successful for marketers by unlocking the value of audience data. 

Through a unique combination of sophisticated data management and activation technologies, expert service and industry-leading transparency, we give marketers more insights and accountability to drive (cost) effective results at scale.

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