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I just finished reading an article in the November issue of PRWeek entitled, “How Can Companies Be More Creative in Maximizing Their SEO Efforts?” Included below are some of the article’s creative business-to-business marketing strategies. Continue reading Creatively Maximize SEO Efforts for Business-to-Business Marketing

This morning, I attended the Wind Workshop at the Dayton Airport Expo Center. It was presented by the Dayton Tooling and Manufacturing Association (the DTMA), and focused on educating and informing members about how to join the wind industry. Despite the fact that we’re not a machine shop, we’re a B2B marketing agency with background in manufacturing and technical products, this event perfectly highlighted why Ohio has such great potential in the wind industry.

Continue reading DTMA Hosts Informative Wind Industry Workshop

I was pleased to be among the participants of Summit Up, an all-day social media extravaganza held yesterday at Wright State University. The event was presented in conjunction with a bevy of organizations, including: the Dayton Chapter of the American Marketing Association, the Greater Dayton Advertising Association, the International Association of Business Communications and the Public Relations Society of America to name just a few.

Continue reading Summing Up Social Media’s Summit Up

I have been inundated lately with information telling me to avoid gobbledygook when writing B2B news releases. What is gobbledygook, you ask? I wondered that, too, so I looked it up in the Oxford Dictionary (my friend, the Cranky Communicator, would be so proud… I’m trying to learn something). Gobbledygook is described as: “Official, professional, or pretentious verbiage or jargon.” Surely, marketing professionals are never guilty of that! Right?

Continue reading Avoid B2B Gobbledygook in News Releases

Well, it was pretty great. I attended the Medical Design and Manufacturing Midwest 2009 Conference last week in Chicago. I left with a new perspective on the importance of this industry to our region as well as our global economy. In my day to day life, I try hard to power through the difficult business climate. But at MD&M Midwest, the overall tone was positive and highly educational.

Continue reading How Great Was MD&M Midwest?

I recently blogged about the potential of viral video in B2B marketing. While viral video injects a “cool” factor to your marketing efforts, the likelihood of an unmitigated success is unpredictable. One often-overlooked and underutilized B2B marketing tactic is a straightforward product demonstration video. And, unlike viral video, a well-executed product video delivers very predictable results: clear and cogent reasons to choose your product over your competitors.

TriComB2B has experience using multiple approaches to product video, from educational/documentary-style to 3D model animation… and everything in between.
Continue reading Utilize Video to Outshine Your Competitors

After a lunch seminar we hosted on lead generation last week, I was fortunate enough to take part in a few informal discussions with some of our attendees about the current state of B2B marketing. A few observations from a really smart group of B2B marketing gurus from the Southwest Ohio region…

Continue reading Four B2B Marketing Observations - What’s Happening Out There?

Writing copy for B2B marketing communications can be challenging, especially without a process for doing it. Having a process for writing can turn soulless content into a lively and engaging sales piece for your business. With regards to B2B copywriting, our own Cranky Communicator has consistently been, well, cranky on the subject. For good reason, too. It’s hard not to agree with the following:
Continue reading B2B Copywriting Tips: Recognize Wisdom When You Read (and Need) It

There’s no denying that viral video is one of the coolest ways to get your message out there. Planning to make a viral video is essentially an oxymoron. It’s akin to planning a Guns N Roses reunion tour. In reality, you can’t plan viral… or predict when content will truly become “viral” and spread like a pandemic through social media sites and emails. But does that mean you shouldn’t try? No. The truth is, if viral video is attempted as part of a larger marketing effort, it helps justify its effectiveness and increases its odds of succeeding. In B2B, this is especially true.

Continue reading Does Viral Video Work for B2B Marketing?

You know what really irks me about interstitial writing such as copy for B2B advertising? It doesn’t say anything of import. It gives me no reason to buy or to even consider the product or service.

Look, B2B advertising space is both expensive and restrictive. Why waste it with platitudinous copy, obligatory and often tasteless logo treatments and superfluous photos of people in hard harts with one pointing (literally) to an ambiguous point on the horizon (which ingenuously captures the effectiveness of this worthless effort)? You’ve paid a lot of money to use this space, damn it. Use if effectively. Use it to sell something other than the company’s image… er, I mean brand.

Continue reading Cranky Communicator: Make B2B Advertising Copy Effective

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