Why Wouldn’t You Put Your B2B Video on YouTube?

The use of YouTube by B2B marketers is growing fast, and since an entertainment element is preferred by viewers, this is where serious companies with complex offerings should lighten up a bit and relate to the “people” side of things. Novell’s “Gimme” video for its WorkloadIQ (a suite of products for intelligent workload management) is […]

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Thanksgiving is Story-Telling Time

Thanksgiving is a time for gratitude, reflection … and family stories recanted over mincemeat pie. Want a lesson in extremely compact story telling?  You may have seen AT&T’s Rethink Possible TV spot. If these guys can visually tell the life story of a fictitious future U.S. president right up through inauguration, along with the meeting […]

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Taking a New Approach to Reaching the Real Buying Influences

Just when you think you fully understand the buying influences and the right messages, think again. One thing that I’ve learned during my career is to routinely take a second or third look, after you think you’ve got a market all figured out. BtoB buying influences can easily allude the marketer or PR pro who […]

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Application Stories Fueled B2B Manufacturing-Tech Leadership

Early in my career in the years “B.I” (Before Internet), I began experiencing first-hand the marketing power of pumping out useful, insightful content to the marketplace.  My colleagues and I proved that we could magnify the perception of a very small company as a leader, by demonstrating what they know. Our Detroit-area agency did the […]

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Borrow Best B2C Campaign Themes for B2B Messaging

My workday adrenaline is fueled by the fact that business innovations are exciting, new technology enthralling.  Likewise, B2B marcomm messaging should tap into new and engaging energies, rather than reverting to hyperbole and braggadocio.  And why do we need to always be as serious as a funeral home? So, here’s my first in a series […]

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