By Jared Bodnar
September 1st, 2010
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?
By Julie Garcia
August 31st, 2010
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?
By Amanda Smith
August 9th, 2010
It’s that time of year again. Here at Canyon we’re in the throws of 2011 planning and beyond for many of our clients. As part of the planning process we’re constantly exploring opportunities in the B2B space.
Did you know that by 2013 cell phones will outnumber PCs for surfing the web? Is your company’s Web site ready? I found this great blog post by Jeffrey Cohen on the impending social mobile experience and some initial steps your company can take to prepare:
- Check out your site on several mobile devices to see what users currently experience.
- Plan for the future mobile experience by creating a hardworking mobile site.
- Don’t forget your blog. Make sure your content is easy to access, read and share.
Remember as with all communications you need to approach it from the customer’s point of view. Consider what motivates them to purchase your product or service and speak to that.
Image courtesy of Marketplace Mobile.
What are you doing to mobilize your Web site? Need help? Call us.
By Amanda Smith
June 17th, 2010
Most of us are at our computers or hovering over our laptops everyday and even into the evening. According to the National Safety Council, June is National Safety Month. The theme for this week is “Preventing Overexertion at Work and Home.” Granted it has more to do with jobs that require heaving lifting (sipping your latte doesn’t count), but it did inspire me to dig a little deeper into the subject matter to find something that us chair surfers could benefit from.
Check out these quick tips for ergonomic safety along with an entire checklist to ensure you’re working safely in front of your monitor:
- Top of the monitor at or just below eye level
- Head and neck balanced and in-line with torso
- Shoulders relaxed
- Elbows close to body and supported
- Lower back supported
- Wrists and hands in-line with forearms
- Adequate room for keyboard and mouse
- Feet flat on the floor
Did you have to adjust your posture or placement while reading through the list? I know I did.
By Jared Bodnar
June 16th, 2010
Don’t you just love when you learn a new word that defines a concept you’re familiar with already? I recently found out that the formulation of a new word that blends two or more words or morphemes together is called a portmanteau (pronounced: port-man-too). Some everyday examples would be smog (smoke+fog) and brunch (breakfast+lunch). Corporate examples of B2B brand names include FedEx (Federal+Express) and NetApp (Network+Appliance).
Here at Canyon, we frequently use portmanteaus when developing new company names, product names, or even taglines to promote our clients’ businesses. In the B2B marketing space, where we are often charged with simplifying complex ideas, creating new words often helps avoid industry jargon and communicate multiple thoughts clearly to target audiences.
We even use this concept for our own business. Check out these portmanteaus that we’ve coined over the years based on the way we provide value to our clients:
- Smartnerships (smart+partnerships): These are the relationships we have with our valued clients. Rather than a client/vendor arrangement, we forge intelligent, long-term partnerships with our clients.
- Strategenomics (strategic+economics): This means, quite simply, developing marketing communications and branding strategies that result in tangible financial returns for clients.
- Marketect (marketing+architect): This is the unofficial job title of all Canyonites, which speaks to their abilities to design and build integrated marketing communications programs that deliver measurable results.
Have you developed any new words to communicate complex B2B concepts? Can you wow me with a new Portmanteau word to describe your business? The best comment, as judged by me, wins a free ‘Buzzword Dictionary.’
