All the Web’s a stage,
And all the B2B companies merely players:
They have their products and their services;
And one company in its time runs many campaigns …

I read with interest a column in the March 10 issue of BtoB Magazine titled “Should your next hire be a theater major? Maybe.” The article asserts that the key ingredient often missing from B2B online creative is a strong point of view. It continues to say successful point of view requires showmanship, “that extra and sometimes daring ingredient” that makes B2B buyers — not unlike theater patrons — want to come back for more.

As it turns out, good old-fashioned theatrical skills, or at least the ability to think like an actor or director, are just as important online as they are on the boards.

When rehearsing a production, actors and directors immerse themselves in the world of the play, searching for points of view that will make all aspects of the production believable. Actors and directors consider certain flourishes and techniques to carry the story along. When performed properly, the play should leave audience members talking, creating a buzz for the show and perhaps the theater company.

Now, consider B2B marketing. Expert marketers are always looking for innovative ways to compel buyers to their client’s door. Not unlike live theater, the Internet gives companies a stage for showcasing interactive and entertaining information that’s pertinent to their products and services. And with the right programming — blogs, Web casts, wikis, rich media and more —B2B consumers are more likely to remember you because you have entertained them.

So, like an actor exploring a new role, take risks with the tools available in WEB 2.0 to find out what works best for your company. Start a blog commenting on the state of your industry or engage in a viral marketing campaign using YouTube as your launch pad.

Take some risks. It’s what has gotten many fine actors to where they are today. With some creative forethought, it can work the same for B2B.

Related posts:

1. “Spring is a time of renewal”
2. Take Me Out to the Blog Game, Part I
3. The Marketing Imagination
4. Web sites and other back yard projects…
5. What came first, the Budget or the Plan?

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About the author:

Debra Yemenijian joined Schubert as a Sr. Social Media & PR Executive after six years as a medical editor and writer. She is a Penn State graduate and currently is pursuing her MBA. Debra is also a ballet teacher and dabbles in community theater and jewelry design on the side.