Eva Jansana
Eva Jansana is an industrial growth auditor at BARRO. Her practice concentrates on the buyer's pre-project stage: brand visibility, recognised technical authority, editorial quality of published content and the construction of mental availability against the 95% of the addressable market that decides in silence. She audits mid-sized industrial companies in sectors where competitive differentiation is built with published judgement, not with immediate-demand capture campaigns.
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The editorial criteria behind a white paper that opens the consideration set
The proliferation of industrial white papers coincides with the loss of their usefulness. Recovering their value does not require greater production volume, but greater editorial discipline.
Technical content as the only commercial force that scales in industrial B2B
The direct sales force has a structural ceiling imposed by buyers' declining trust. Technical content published by the company has no such ceiling, and most industrial leaderships still treat it as a communications expense.
Why publishing mediocre technical content costs more than not publishing
Industry has begun to take technical content production seriously. Recent research suggests that poor content is not neutral: it actively disqualifies the supplier that signs it.
The invisible window. How the industrial buyer decides the shortlist before the tender
Most of the industrial buying process happens without commercial presence from the supplier. Recognising that window is the precondition for influencing it.
The premium of technical authority in industrial markets
Suppliers recognised as authorities in their category systematically charge between 10 and 20 per cent more than peers with equivalent product. Building that authority is a strategic decision, not the result of chance.
Trigger events of the industrial buyer: the moments that set the search in motion
71 per cent of B2B buying processes begin with an internal trigger event at the customer. Recognising those events, anticipating them and being present when they occur is an under-exploited commercial capability.
The manufacturer's website as the first round of elimination
The technical site of an industrial manufacturer ceased to be a brochure a decade ago. Today it is the first test the buyer applies to decide whether further investigation is worthwhile, and most last less than two minutes.
The first-mover advantage in industrial B2B is not metaphorical. It is statistical.
Suppliers who reach the buyer first, before the formal search is activated, win half of the deals. The conclusion forces a redefinition of what is understood by industrial commercial development.
The industrial brand as a financial asset. Three points of ROIC between the visible and the invisible
The brand debate in industrial companies tends to get stuck in a false opposition between technical rigour and communication. Recent data places it, with precision, on the financial plane.
The 95 per cent of the industrial market that decides when nobody is selling
The 95-5 rule forces the commercial debate to be relocated to the executive committee. Next year's result is not played out in this quarter's pipeline, but in a silent conversation that is already taking place.