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 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?

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!

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.

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.

Online publications and social media outlets are increasingly becoming PR pros’ primary outlets for information. According to the 2010 Top Tech Publications study, 92 percent of tech PR pros say that blogs are important to their current PR efforts. Eighty-six percent list online publications as extremely important to their current media relations efforts—compared to 75 percent in 2009. So, as PR pros, why should we continue to get information from print publications—especially since most of them have an online presence?

It’s to continue BUILDING strong PR/journalist relationships!

I found a great article that explains why PR and print journalism will continue to work hand in hand despite this shift to the online world and how this relationship can help maximize return on investment as the media continues to change.

I want your opinion. Do you think the end is near for print journalism or do you think it’s here to stay?

1. Unique

Check out your competitors’ websites to make sure that your domain name stands out. If you are having a hard time coming up with a memorable name, use generators such as NameStation, NameBoy or DomainSamurai to get started.

2. Make it short

Domain names can be up to 67 characters, but it is recommended to stick to 10 characters or less. The shorter your domain name is, the easier it will be for your visitors to remember.

3. Easy to spell/pronounce

When someone hears your domain name for the first time, they should be able to understand what your website is all about. Avoid complicated abbreviations, stay away from using slang, hyphens and numeral substitutions.

4. Use .com

Select a .com name, if possible, because it signifies a top-level domain address. And, .com is by far the most widely accepted extension for a domain name.

5. Copyright

Do not purchase domain names that could possibly be infringing on an existing copyright. When in doubt, visit the U.S. Copyright Office to find out more.

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?