In an era of digitized marketing, one might think trade shows and other live-event-based marketing strategies would move into decline. To the contrary, tradeshow marketing as a tactic has shown remarkable resilience. After all, marketers realize that there is no substitute for face-to-face meetings with clients and key business partners. Moreover, digitization has only enhanced the potential marketing power of trade events.
Social media for B2B has changed its landscape more times than most of us can count. We all continue to participate in the evolution of an ever-growing share of platforms that started with basics like Facebook, LinkedIn and Twitter. Not to mention that there are many of you who have quickly learned how to source Pinterest and Instagram for mobile marketing outreach.
Need Content? How to Choose a B2B Marketing Firm that Creates Content
As with any major business decision, when it comes to choosing a marketing agency, you will find endless advice. And, as with much advice, the guidance provided tends to reflect the priorities of the one giving it. So, in the interest of full disclosure, as Content Director at an agency that focuses on actually producing content for clients—not all agencies create content—I tend to see quality content creation as the central consideration.
Digital Marketing: Lots of Work!
This much is certain: The digital marketing landscape continues to evolve at a pace that far exceeds the bandwidth of a single in-house marketing manager—or even a small, in-house team. To maintain a competitive digital presence, marketers must collect and monitor data and analytics across multiple channels, track the performance of a range of content forms aimed at multiple target audiences along multiple stages of the sales cycle. And this is just the beginning...
UGC in the B2B: What is User Generated Content?
UGC, or User Generated Content, is the practice of encouraging, curating, and utilizing content produced by clients and audiences. Instead of producing the content for audiences to read and view, companies operate as editors collecting the work from current and prospective clients.
Because many of the most high-profile and successful UGC campaigns have taken place in the context of B2C markets (see, for example, Starbuck’s White Cup Content from 2014), the practice has long been perceived as the exclusive terrain of B2C marketing. Yet, more recently, the practice has proved equally beneficial in the B2B world. Intuit, ESPN, and Salesforce have all found success in UGC campaigns.
To help get you started on developing your own UGC campaign, we provide an expansive overview that includes all the why's and how's of UGC content.
To maintain pace in a modern B2B marketing environment, it has become crucial to think in terms of a full revenue cycle, from initial awareness to sales closed, instead of simply in terms of a sales cycle. The full revenue cycle requires both sales & marketing departments working together towards the same revenue goals.
3 Key Benefits of 3D Animation for B2B Video Marketing
Given the often technical nature of products and services in B2B industries , 3D animation provides a particularly useful tool for communication. Animated marketing videos enable companies to communicate more conceptual message that may be difficult to explain and illustrate in live capture. Some great ways to use animation in a marketing environment include:
The Emotional Impact of Video
In terms of brain science, the difference between text and video comes down to the difference between thinking and feeling. And, as Psychologist Liraz Magalit explains, when it comes to emotional response, on certain levels, the brain does not differentiate between experiences seen on video and those experience in real-life.
VIDEO CONTENT AND B2B MARKETING: THE NUMBERS SAY IT ALL.
It goes without saying that people love watching videos – it’s fast, informative and fun. But let’s look at why video should be such an important part of your online marketing strategy.
A recent book argues that playfulness lies at the heart of research in nanotechnology. Colin Milburn's excellent Mondo Nano: Fun and Games in the World of Digital Matter explores the unexpectedly deep-rooted relationship between game-playing and nano-scale experimentation. To make the point, Milburn begins with a discussion of the world's smallest film:
“It’s fun to play with atoms. At least, this is the message of a short film called A Boy and His Atom, created in 2013 by a team of scientists at the IBM Almaden Research Center in California. Working together with professional animators and designers, the scientists used the tools and techniques of nanotechnology to produce a motion picture at the atomic scale.
Lauded by Guinness World Records as “The World’s Smallest Stop-Motion Film,” A Boy and His Atom represents t he frame-by-frame animation of individual carbon monoxide molecules.