{"id":14006,"date":"2022-06-22T09:11:29","date_gmt":"2022-06-22T08:11:29","guid":{"rendered":"https:\/\/gotoclient.com\/?post_type=blog&#038;p=14006"},"modified":"2023-01-12T18:33:44","modified_gmt":"2023-01-12T17:33:44","slug":"strategic-communication-for-b2b","status":"publish","type":"blog","link":"https:\/\/gotoclient.com\/en\/blog\/strategic-communication-for-b2b\/","title":{"rendered":"Arleigh Vasconcellos: \u201cGood Strategists are people who really understand problems and say: here is how I\u2019m going to help you.\u201d"},"content":{"rendered":"\n<div class=\"wp-block-columns has-2-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"blog-post-date\">\n    Jun 22 \u00b7 Blog<div class=\"blog-post-date__social\">\n    <a href=\"#\" class=\"social social--f\" rel=\"nofollow\" aria-label=\"Share on facebook\">\n        <svg class=\"facebook\" fill=\"#000000\" height=\"15\" viewBox=\"0 0 24 24\" width=\"15\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M19,4V7H17A1,1 0 0,0 16,8V10H19V13H16V20H13V13H11V10H13V7.5C13,5.56 14.57,4 16.5,4M20,2H4A2,2 0 0,0 2,4V20A2,2 0 0,0 4,22H20A2,2 0 0,0 22,20V4C22,2.89 21.1,2 20,2Z\"><\/path><\/svg>\n        Share\n    <\/a>\n    <a href=\"#\" class=\"social social--li\" rel=\"nofollow\" aria-label=\"Share on linkedin\">\n        <svg class=\"linkedin\" fill=\"#000000\" height=\"15\" viewBox=\"0 0 24 24\" width=\"15\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M19,19H16V13.7A1.5,1.5 0 0,0 14.5,12.2A1.5,1.5 0 0,0 13,13.7V19H10V10H13V11.2C13.5,10.36 14.59,9.8 15.5,9.8A3.5,3.5 0 0,1 19,13.3M6.5,8.31C5.5,8.31 4.69,7.5 4.69,6.5A1.81,1.81 0 0,1 6.5,4.69C7.5,4.69 8.31,5.5 8.31,6.5A1.81,1.81 0 0,1 6.5,8.31M8,19H5V10H8M20,2H4C2.89,2 2,2.89 2,4V20A2,2 0 0,0 4,22H20A2,2 0 0,0 22,20V4C22,2.89 21.1,2 20,2Z\"><\/path><\/svg>\n        Share\n    <\/a>\n    <a href=\"#\" class=\"social social--tw\" rel=\"nofollow\" aria-label=\"Share on twitter\">\n        <svg class=\"twitter\" fill=\"#000000\" height=\"15\" viewBox=\"0 0 24 24\" width=\"15\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M22.46,6C21.69,6.35 20.86,6.58 20,6.69C20.88,6.16 21.56,5.32 21.88,4.31C21.05,4.81 20.13,5.16 19.16,5.36C18.37,4.5 17.26,4 16,4C13.65,4 11.73,5.92 11.73,8.29C11.73,8.63 11.77,8.96 11.84,9.27C8.28,9.09 5.11,7.38 3,4.79C2.63,5.42 2.42,6.16 2.42,6.94C2.42,8.43 3.17,9.75 4.33,10.5C3.62,10.5 2.96,10.3 2.38,10C2.38,10 2.38,10 2.38,10.03C2.38,12.11 3.86,13.85 5.82,14.24C5.46,14.34 5.08,14.39 4.69,14.39C4.42,14.39 4.15,14.36 3.89,14.31C4.43,16 6,17.26 7.89,17.29C6.43,18.45 4.58,19.13 2.56,19.13C2.22,19.13 1.88,19.11 1.54,19.07C3.44,20.29 5.7,21 8.12,21C16,21 20.33,14.46 20.33,8.79C20.33,8.6 20.33,8.42 20.32,8.23C21.16,7.63 21.88,6.87 22.46,6Z\"><\/path><\/svg>\n        Tweet\n    <\/a>\n<\/div>\n<\/div>\n<style type=\"text\/css\">\n    #blog-post-date-block_5d855b919be75 {\n        background: ;\n        color: ;\n    }\n<\/style>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h1 class=\"wp-block-heading\" id=\"h-arleigh-vasconcellos-good-strategists-are-people-who-really-understand-problems-and-say-here-is-how-i-m-going-to-help-you\" style=\"font-size:45px\">Arleigh Vasconcellos: \u201cGood Strategists are people who really understand problems and say: here is how\u00a0I\u2019m going to help you.\u201d<\/h1>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:6px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe class=\"lazy-loaded\" loading=\"lazy\" width=\"560\" height=\"315\" data-lazy-type=\"iframe\" data-src=\"https:\/\/www.youtube.com\/embed\/Jcqx36sdagA\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" src=\"https:\/\/www.youtube.com\/embed\/Jcqx36sdagA\" style=\"\n    height: 315px;\n\"><\/iframe>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In a new episode of <a href=\"https:\/\/podcasts.apple.com\/podcast\/id1584149521\" target=\"_blank\" rel=\"noreferrer noopener\">Gotoclient\u2019s podcast<\/a>, we talked about <strong>strategy and communication for B2B companies<\/strong> with <a href=\"https:\/\/theagencyinc.ca\/arleigh-vasconcellos\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Arleigh Vasconcellos<\/strong><\/a>, Managing Director of <a href=\"https:\/\/theagencyinc.ca\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Agency<\/a>, a Canadian award-winning B2B communications agency.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Arleigh, in addition to <strong>having lots of experience on the subject,<\/strong> is a 2022 nominee for the RBC Women of Influence Award. Jordi Marca, <a href=\"https:\/\/gotoclient.com\/meet-the-team\/\" target=\"_blank\" rel=\"noreferrer noopener\">CEO of Gotoclient<\/a>, had a very deep conversation with her, and <strong>very interesting concepts<\/strong> came out.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>One of the highlights of the episode was\u00a0talking through\u00a0her theory\u00a0on\u00a0the two types of\u00a0communications\u00a0people: \u201cFor me, there are two kinds of comms people: strategists, who are like\u00a0<strong>chess grandmasters<\/strong>, always thinking two or three steps ahead of everyone else, and the tactical executors, people who make sure\u00a0<strong>things are done properly\u00a0and both are equally important<\/strong>\u201d. The problem, says Arleigh, is that in many companies the executors end up supervising strategies, and this creates a disconnect.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>She also compared strategic communication with a family table<\/strong>, where Marketing and PR are the parents, while social networks, conferences, and media relations, for example, are the children. \u201cThe strategy has to bring everyone together, <strong>sometimes in a big conversation, but <strong>oftentimes<\/strong> in individual conversations<\/strong> between different members at the same time,\u201d she explained.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>One of the highest points<\/strong> of the half-hour talk was when she shared her vision of what a good strategist is: \u201cGood strategists are people who really understand the client&#8217;s problems and work with them to solve their problems: <strong>this is how I&#8217;m going to help you<\/strong>&#8220;. <\/p>\n\n\n\n<div style=\"height:6px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:6px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:6px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:6px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In a new episode of Gotoclient\u2019s podcast, we talked about strategy and communication for B2B companies with Arleigh Vasconcellos, Managing Director of The Agency, a Canadian award-winning B2B communications agency.<\/p>\n","protected":false},"featured_media":14008,"parent":0,"template":"","tags":[],"blog_cat":[],"blog_language":[122],"class_list":["post-14006","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_language-english"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - 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