If you’ve ever heard me extolling the benefits of working with our strategic partner, Loop Demand Gen, or worked with me on a multi-touch marketing communications program, you’ve probably experienced me pulling out an 11X17 sheet of paper with a flowchart on it. You might be wondering why I create a flowchart or process flow for all of the campaigns I develop. Here are a few reasons why I’m addicted to flowcharts:

1)      B2B marketing is complex: At Canyon, we only do Business-to-Business integrated marketing communications programs. That means we deal with long sales cycles, multiple decision-makers, many touch points, lead scoring, trigger-based marketing communications tactics, etc. It’s always good to show how everything works together on one page.

2)      Nothing slips through the cracks: When you flowchart something, it’s easy to see where process breakdowns may happen and fill in those gaps.

3)      I’m a visual person: I need visual stimulation all the time and I like pretty pictures. Therefore, I think a lot of people respond to this type of presentation instead of words on a PowerPoint slide or a written proposal (Bor-ing!).

Take a look at my sample Loop flowchart above (click on it to enlarge). Do you think it conveys a B2B demand generation process flow effectively? Do you make flowcharts for your business? What’s the strangest thing you’ve ever flowcharted out?

The market place is getting more competitive and if you are searching for something that can differentiate you from your competitors, creating a compelling video may be your answer. Video has a place in every marketing and communications plan from testimonials and product launches to educational summits and demonstrations. And the best news is that it is now more affordable than ever. With evolving technology and the recent shift in distribution, video can play a key role in reaching your target audience and can be easily adapted to all platforms.

The release of products like the Canon EOS 5D Mark II and the NewTek Tricaster allow video to be produced at a fraction of the price that it used to be. For example, the Tricaster provides you with the opportunity to go live with a web broadcast for your next customer experience or sales training event. Because the editing is done live you save the money and the time you would have otherwise spent in an edit bay. You still need to be prepared to do the work on the front end with preproduction, but by taking advantage of new technology in the marketplace you can now afford to deliver your message through video.

How have you used video in your B2B communications?

Arizona’s technology industry has been expanding, but you might be wondering how to best connect, network and grow your business within this industry…

The Arizona Technology Council (AZTC) is a non-profit association that was founded to connect professionals within the Arizona technology sector. It offers networking opportunities, educational events and support.

There are two AZTC events that you should not miss…

1. 2010 Marketing Technology Summit: Co-hosted by the Business Marketing Association (BMA) and AZTC. This event provides an opportunity for members to showcase their products and services. There will be exhibitors and educational breakout sessions. The event is Thursday, September 23, 2010.
2. Arizona Technology Council’s Lunch and Learn is a semi-monthly program hosted by a member of AZTC. Both AZTC members and non-members learn about a theme or product from a variety of industries, while enjoying lunch and networking with other business professionals.

Be sure register for Best Practices for Improved Sales and Marketing Alignment, presented by Loop Demand Gen. This Lunch and Learn is scheduled for Tuesday, October 12, 2010.

At Canyon, we have come to realize that Technology + Strategy = Success!

Have you heard about SEO? What about ROI? If you haven’t, I don’t know what rock you’ve been hiding under. Chances are you’ve heard these acronyms a lot lately. And, hopefully you’re thinking about the two together. If not, you should.

Your website ROI depends a great deal on your SEO investment. “If you build it, they will come” does not apply to your website.

If you build it, optimize it and consistently create new content, they will come. That’s what SEO does. By identifying the proper, targeted keyphrases and using them correctly on your website, you’ll improve your search ranking and more prospective customers will come.

But, the question is…what will they do when they get there?

If you invest in SEO copywriting, you’ll have a better chance of getting your prospect to take the next step. Delivering website ROI means that prospects not only get to your site, but also they do what you want them to when they get there—they call you for more information, go to another page for details, download a white paper or even buy your product. But, you have to tell them what you want them to do.

So, invest in the science and art that is SEO copywriting. Your return will be a website that is targeted, informative, persuasive, highly readable and most importantly converts your prospects.