More Puppets in B2B Videos

Whenever I see a company’s video (especially in #b2btech) that opens with optimistic instrumental music and off-centered talking individuals (you know what I’m talking about) or a pan of the side of a building, I catch myself excitedly thinking it’s going to be an SNL-like parody. Anyone else or just me?

A minute in and nothing’s really changed. It’s the same music now showing candid shots of people working. Classic. “Oh, they’re serious,” I disappointedly think.

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More Puppets in B2B Videos

Why Marketers Should Think More Like Teachers

Congrats to teachers and a big thank you for finishing another school year! In celebration of National Teacher Appreciation Week, I’m revisiting an old blog post that I wrote about how I find marketing and teaching to be similar in many ways.

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Why Marketers Should Think More Like Teachers

Relevance, Consistency, and 4 Other Keys that Matter to B2B Branding

I’m always in awe when companies have successful out-of-the-norm branding strategies. (Currently, my favorite campaign is a music video, about roommates, with Steph Curry…from Brita, the water filter in my fridge. Like what?) When companies manage to break through the noise, you get people, like me, to praise their successes. That’s more marketing on top of the already great marketing! The argument, however, is that it’s often easier for B2C companies to be creative than B2B companies. While that may be true, I argue that whether B2B or B2C, branding success comes from the appeal to make an emotional connection in order to show impact. That said, here are 6 keys that I found that matter to B2B branding success.

1. WHY RELEVANCE MATTERS

Adobe is changing the world through digital experiences. They help businesses across industries create, deliver, and optimize content and applications. When they wanted to be seen with the marketing executives, they took over where marketing leaders get their information.

  • Adobe leveraged CMO.com’s content hub to shift buyer perception for Ominture’s (acquired by Adobe) target audience.
  • Today, CMO.com is recognized as one of the leading content marketing hubs in the world, allowing Adobe to keep its brand name top of mind among businesses who need marketing solutions.

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Relevance, Consistency, and 4 Other Keys that Matter to B2B Branding

7 Ways Going to Conferences Reminds Me of Digital Marketing

I like to draw analogies to marketing. (I also like to draw, period.) I’ve compared cooking to planning a promotion. I’ve compared a claw machine to marketing fundamentals. And lately, I’ve found that going to conference sessions is a lot like digital advertising. Allow me to explain.

1. Session advertisement (Channel)

When I arrive at a conference, how do I know what sessions to go to? Do I look through the conference hand out or website agenda? Do I refer to the conference app or an email? Or does someone verbally recommend me to attend a session? Much like our different marketing channels or mediums, there are many different ways for me to get information (website, social media, email, etc.). In this case, I refer to the conference app to pick my session.

2. Session title (Ad creative)

Session titles and descriptions are really important when shopping for a session. For example, I would much rather choose a session title like “Meetings Suck: Designing Better Creative Collaboration” than “Demystifying Ad Fraud with Emerging Marketing Technologies and Insight Versatility [insert more industry jargon].” I think of session titles like ad creatives. In a sea of ads, which one catches my attention? Which session title would I attend over others? Like a good session title, successful ad creatives can get someone to pause for consideration. In this case, I decide to attend “Supercharge your Storytelling Strategies #FTW.”

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7 Ways Going to Conferences Reminds Me of Digital Marketing

Recipe for a Campaign Promotion

I like to draw a lot of analogies. Recently, I found that promoting campaigns is a lot like cooking. Both are very involved processes. So from my role on New Relic’s performance marketing team, I’d like to think of myself as a chef cooking up campaigns.

Here’s how I see it:

Recipe (STRATEGY): Having a recipe helps knowing what you’re going to do next. Having a well thought out strategy would also help in promoting a campaign. Without a recipe or plan, you’d be cooking on the whim, which is not always a bad thing if cooking by/for yourself, but the lack of a plan when a team is involved could pose serious challenges.

Who are you cooking for (AUDIENCE): Just as you might consider cooking something different for your coworkers at the next holiday potluck than 1st graders for a classroom party, you’d want to know who you want to…consume (haha!) your message. You’ll want to…cater (double haha!) to your audience.

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Recipe for a Campaign Promotion

Driving Engagement from My Desk

Months after I first joined New Relic, I assessed my work space to have a mobile whiteboard, like some other teams had in their areas. I sat in a high traffic area in front of the marketing executive offices. A whiteboard wouldn’t have made sense to the right of me in the walkway. A white board wouldn’t have made sense behind me where the communal table (then) was just a few feet away. A white board wouldn’t have made sense to the left of me where the rest of my team would’ve been blocked from view and awkwardly taken a lot of space. After finally acknowledging this giant square pillar to the right of me, I requested one side to be covered with a dry erase sheet.

Despite my excitement to have whiteboard space to jot down ideas, list my goals, and keep me accountable each day I got to my desk, it dawned on me that everyone passing by would see my board. What if I write down my unfinished priorities and the VP of Growth sees? What would the CMO say for all the terrible notes I put on the board? I couldn’t bear the chance each person walking by to pass judgment on my personal progress. I found myself ironically in a marketing situation: blank space with high traffic…so what message should I put on the wall?

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Driving Engagement from My Desk

Marketing Strategy with Siris the Rhino

I finally ordered a hardcover version of Siris the Rhino via Blurb.com, and it came in today! I’m working on a strategy to better share the story of Siris. Right now, Blurb.com is offering the hardcover at an incredibly high rate of $39.49 with no net profit. I’m looking into different publishing options and improving my digital marketing skills. Some pretty exciting work ahead.

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Marketing Strategy with Siris the Rhino

Free Stickers for Children Needing Glasses

To celebrate International Literacy Day today, I want to give away free Siris the Rhino Stickers! Siris the Rhino is a friendly rhino who has a hard time seeing with his bad vision until he meets a friend who introduces him to glasses.

stickers

It’s also back to school season where students are getting their vision checked! Know any kids who can relate to Siris? Share some stickers with them! Just email me a mailing address, and I’ll send some stickers your way! :)

Free Stickers for Children Needing Glasses