Your Highness: I’m clued in enough to laugh at those parodies of over-the-top business jargon that periodically make the rounds… but I’m also quite aware of the need to keep my job fit in by embracing the specialized language of my professional peers. What’s an English major turned midlevel marketing manager to do? My dear […]
You’ve started a customer reference program, and found the perfect customer to feature. The draft has been through all your organization’s approval layers. After the customer approves the draft, it’s ready for publication. Approval should be a breeze. A day or two seems reasonable, doesn’t it? After all, the customer did agree to participate. Actually, […]
The other night, I tore open a bag of candy “message” hearts. Actually, two bags, because I bought some of the jumbo-sized ones, too. Studying the mix of pastel hearts scattered on my table, I realized that these traditional Valentine’s Day treats can offer B2B marketers some important lessons. (Admittedly, not much—but they’re a heck […]
Today’s online marketing campaigns are often forced into the small smartphone viewing area, where everything that can be “above the fold” must be “above the fold.” The name of the game is still the same, however: Getting consumers’ attention and holding it long enough to create an impression that leads to action. Animated videos can […]
Looking to pack a big content punch into a small file? Need to convey complex or detailed information, but don’t think your audience can stomach another 20-page white paper? Want your document to be visually interesting and interactive, too? Look no further than an interactive PDF (iPDF). No more paging down to wade through content […]
Flash. Podcasts. iPDFs. Videos. These B2B marcomm asset trends (and emerging trends) can add some serious “oomph” to your messaging.
Have you noticed how many recent Chanel couture campaigns were shot in exotic locations? Fashion has long been about storytelling, but what about B2B marcomm? Ask yourself: how would you prefer to receive information about a gadget you’re considering buying? Via a clever video clip that shows attractive people like you using the gadget, or a PowerPoint full of charts and graphs?