Even more worryingly, Russia and some of its allies have also made progress in creating somewhat of a parallel cross-border payments and settlement system, albeit a rudimentary and inefficient one. Similarly, rather than bringing Russia’s economy to its knees as many had predicted, the comprehensive sanctions shrunk its GDP by just 2 per cent, as Russian technocrats found ways to reorient and rewire both domestic and external activities. Over the past year, the EU-US-led restrictions have not materially reduced Russia’s oil exports but redirected them elsewhere, primarily to China and India. The sanctions regime imposed on Russia is a case in point. But, rather than a sharp reversal of the past 30 years, it seems far more likely that we are entering an era of fragmented globalisation characterized by substitution, not negation. It follows, then, that many would conclude that globalisation has ended. And the invasion of Ukraine has led to unprecedented sanctions on Russia (a G20 country) and the weaponisation of the international payments system. Western consumers, meanwhile, have increasingly pushed back against human-rights violators and countries that harm the environment. Soon, the United States had entered a tariff war with China, deepening the divide between the two economic powers. The result was a backlash against globalisation, whose most visible political manifestations were the United Kingdom’s vote to leave the European Union and Donald Trump’s election to the US presidency in 2016. Many communities and countries were left behind, contributing to a widespread sense of marginalisation and alienation. And technology, including, most recently, the accelerating shift toward remote work, made national borders seem largely irrelevant.īut while globalisation made markets work better, policymakers lost sight of its adverse distributional consequences. The world’s governments engaged in what seemed to be a series of win-win partnerships. Global capital markets expanded access to credit and lowered its cost for private and public borrowers alike. The interconnectedness of production, consumption, and investment flows provided consumers with a wider range of choices at attractive prices, enabled companies to expand their markets, and improved the efficiency of their supply chains. For decades, globalisation’s benefits appeared to be obvious and unassailable. Not too long ago, it seemed that there were no limits to global economic and financial integration. But the available data suggest that globalisation is not ending so much as it is changing. As the international order has come under strain in recent years, however, the concept of deglobalisation, the delinking of trade and investment, has increasingly gained traction with households, companies and governments. This continued trajectory of growth has allowed them to focus more on operational development and venturing further into B2B marketing campaigns as a primary channel to their sales pipeline.For three decades, businesses and governments around the world operated under the assumption that economic and financial globalisation will continue apace. This allowed them to focus on ramping up their sales team and expanding to new countries in pursuit of distribution opportunities. The ResultsĪfter their first year of the marketing campaign, had a predictable pipeline of online leads with an increase of +1,416% in monthly visitors and 4x the leads previously generated. Our process has allowed us to efficiently accelerate efforts for this client, using the HubSpot platform. We use this core content production, every month, to fuel SEO, social media, blog posts and new landing pages. We build high quality content – writing blog posts, eBooks and landing pages for the company. We researched the space, met several times with the client and quickly learned and emulated the company’s style and tone. Now that a strong strategy was in place, our team set forth to execute on the strategy. Our strategic work – completed in month one – focused on buyer persona development, content strategy, competitive analysis, keyword research and content calendar development. This work is the best foundation for every B2B company in targeting the right audience, and generating the right leads. This detailed strategy allows us to target ideal clients and audiences understanding precisely how, where and why they search. We started with our inbound marketing strategy – our Inbound Framework. After conducting in-depth focus groups and competitive market study, Rapid Boost put together a plan and strategy to launch the brand.
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