I found some information from an ExactTarget study that examines which digital outlet people check first when they wake up in the morning. I think this information can benefit B2B marketers. Knowing where online consumers begin their daily online activities reveals a lot about their priorities. This information can also help B2B marketers effectively pinpoint where to deliver marketing messages. Some highlights of the study include:

• 58 percent of online consumers check e-mail first
• 11 percent of online consumers check Facebook or Twitter first

This tells me that when messages are being delivered in the morning, B2B marketers should focus on delivering those messages through e-mail, more so than Facebook and Twitter. But with the rise of social media, Facebook and Twitter have their places too so I think it’s important to keep them on the list.

What do you think? Do you think the ExactTarget study can benefit B2B marketers? Why or why not?

The other day I stumbled across a fantastic Web site called Readability. Readability is a free tool that allows users to customize their Web viewing settings to make reading copy on the Web easier and less straining. And, it removes clutter around the copy so it’s easier to focus.

It’s so easy to install. Just visit Readability, select your preferred settings then drag the Readability badge to your browser’s bookmark toolbar. That’s it. Then, whenever you’re reading an article or copy on the Web that you want simplified, just click on the Readability link in your bookmark and the page will automatically be converted.

Readability is quickly becoming my favorite tool. If you’ve never used it before, give it a try the next time you’re reading copy on the Web. Or better yet, create a well-designed, readable Web site in the first place!

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 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!

Every once in a while however, we all run into major “creative block” and feel stuck and we’re not able to create new insightful work. Whenever we run into these blocks, it’s always helpful to be reminded of what inspires us.

I came across an influence map online the other day and decided to make my own. Influence maps can be made out of anything—artist’s work, music, paintings, movies etc. I suggest that everyone try making one of these, in case the ol creative block rears its ugly head.

What other ways do you keep your creativity in your industry flowing?

Oh, I know, how about talk to someone! Meet a friend for coffee. Try visiting a neighbor you’ve been meaning to meet. What about an act of kindness like taking some homemade cookies to a local fire station or maybe even plan some quality time with your family. Or even better, put down that phone, refrain from texting, tweeting or even chatting on Facebook and intentionally connect face-to-face with someone.

Impossible you say? Not according to Facebook. Wednesday, August 25 is the National Facebook Fast. Facebook is encouraging everyone to do just that—connect face-to-face.

What does this have to do with B2B communications? It’s a new idea called ‘Personal Touch.’ Okay, so the idea might not be new, but when was the last time you took the time to reach out and connect with your clients in a new and personal way?

Not sure what you can do. Be creative and have fun with it. Still not sure? Then call Canyon, we’ve got plenty of great ideas for you to reach out to your current clients and prospects you’ve been trying to reach.

So don’t forget, no Facebook on August 25, 2010—call a friend or Canyon instead…480-775-8880. We would even love to meet for lunch.

The funny part about this is that you use Facebook to invite people to this. I guess we can’t live without it after all.

Inspired by the Heath brothers, here are three ways to add more WIIFY to your B2B marketing strategy:

1. Spell it out for your customers or prospects. Succinctly, connect the feature you describe to how it will benefit them. Why go through four bullets before you say what’s really in it for them? It should be first.
2. Remember that “you” is the most engaging word in the English language.  Consider a project you’re currently working on. Is it “you” focused? Can you work in some more “yous?” Try it. It’s always about your customers and prospects, not you. As the Heaths say, even subtle tweaks can make a difference.
3. Lastly, let your customers and prospects imagine what it’d be like to use your product or service. Here you can use “you” again, but add some more punch to how they’ll benefit by letting them imagine how they’ll feel during or after using your product/service. Will they feel less stressed? Will they save money? Let them picture themselves using it and they will.

Want more? Read Made to Stick. You might also like Chip and Dan Heath’s newest book titled Switch: How to Change Things When Change Is Hard.

How many times did I say “you” in this blog post?

So far, we’ve seen well-known actual brands such as Kodak, Utz, Playtex and a few others. What really happened to those brands and those campaigns back in the day?

I did a little digging and found a slide show on Fast Company that compares real-life campaigns and their very similar fictitious versions depicted in the show. Check it out and let me know your thoughts!

Lee Morris with fstoppers took on the great task of producing a beautiful and professional photo shoot while limiting himself to only using an iPhone.

I think this video is proof that with a little creativity and hard work we can really stretch how far we can go with our everyday projects. Just because some budgets in the B2B market are not as large, that doesn’t mean we can’t find ways to still accomplish something great and unique.

What other ways do you save time and money without sacrificing the end result?

We need rhythm to exist; it’s in our cells, our pulse, and even in our communications. Rhythm is the closest thing we have to making something coherent from chaos. So let’s take this “far-out-dude theory” and apply it to what we do in B2B marketing and communication.

We live in an age of communication chaos. So, how can we communicate more in sync and more clearly? Maybe the answer is a consistent newsletter or e-blast? The consistency of these is good but we need to be weary of the “droning broken-dishwasher effect.”

Don’t be afraid to mix up your communications a little and give your audience some added movement. We need to know our audience’s rhythm and pace to communicate with them in the best possible way. If our audiences are expecting a short memo and we send them a six-page report, they may choke!

Ever been in a conversation that just seems awkward and rife with interruptions and pauses? Nobody likes that. We need to learn more about our audience’s rhythm and where they are in the conversation. I know I’m not the only one wondering about this, so chime in and help out this “dude” and me.