mommyjenlin

How do you get busy marketers in a room for 2 hours to discuss some of their interactive marketing practices? One way is to offer them breakfast, exposure to several leading marketing organizations and industry experts, and introduction to a couple of digital marketing vendors. BtoB did just that this morning in Waltham, MA. Panelists included John Smits, Global Dir. Dbse. Mktg. and Segmentation, EMC; Leigh Day, Sr. Dir. Corp. Comm, Red Hat; and Paul Gillin of Paul Gillin Communications. Vendors included Brightcove and ZoomInfo. Here are a couple of key takeaways from the meeting: How do you avoid "campaign collisions" [EMC insight] Problem : multiple BUs and regions were sending communications to the same individuals (e.g., CIOs) about different EMC events on the same day Solution: "Deliver the most appropriate information, to the most relevant audience via the user's medium of choice" [sounds easy, no?] - "Centralized Demand Center" created a couple

B2B marketers have not been well known for their advertising creativity and innovation in the past 10-15 years. Yes, there are a few great examples; especially from the multi-billion dollar companies that have large advertising budgets and can afford those large agencies. However, this is certainly one area that we lag behind our consumer marketing counterparts. After all, we're marketing to engineers, software developers, CIOs, CTOs and other "left brain" people. Think "logical", "sequential", "rational" and "analytical". They won't be fooled by our flashy marketing tactics and colorful images. Right? Well, maybe this is another area that we need to rethink as we shift into the age of digital marketing. What are some key drivers of this shift? The cost to create video and more advanced graphics has dropped considerably. We've learned that video and other graphical communication methods can be powerful in communicating c