B2B Marketing Blog

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.

(more…)

I just read Seth Godin’s most recent blog entry and it really hit home. I just got out of a new business meeting where we discussed nailing down this particular client’s target market. Which is a completely feasible task. With the right research and industry knowledge, B2B marketers can target markets….or can we? (more…)

PCs are for serious business people, and Macs are for students and long-haired artsy types who need to do stuff like photography, graphics and video, right? Well maybe, or maybe not. Apple’s computer market share has more than doubled recently. Apple’s Steve Jobs has done a number on consumers. Those students that Apple targeted in the 1980s have grown up and are no