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Carolyn Goodman

The Power Punch

By Carolyn Goodman

About Carolyn

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

 

Here's What Counts

Chuck McLeester
Sex and the Schoolboy: Predictive Modeling - Who’s Doing It? Who’s Doing it Right?
Feb 26, 2015

Forgive the borrowed interest, but predictive modeling is to marketers as sex is to schoolboys. They're all talking about it,...



Search Made Simple

Phil Frost
SEO 101: The 3 Keys to Rank No. 1 in Google
Feb 25, 2015

Mark Twain was only half joking when he said, "If you don't like the weather in New England, then wait...



The Data Athlete

Mike Ferranti
Omnichannel Customers Are 2X as Valuable – How to Make Them Yours
Feb 24, 2015

With so many trying to sort out an "omnichannel" marketing strategy, I thought it would make the most sense this...



The Integrated Email

Cyndie Shaffstall
LinkedIn as a Marketing Vehicle
Feb 23, 2015

In 2013, Spider Trainers created the "Great Big Book of Things Marketers Say" as an experiment in repurposing and the...



Making Social Sell

Jeff Molander
The 1 Simple Way to Sell via Your Webinar
Feb 20, 2015

Want to sell with your webinar? Actually go for the close at the end or generate an appointment for your...



Direct Mail for the Modern Marketer

Summer Gould
Consumers Like Direct Mail
Feb 19, 2015

For the past several years, direct mail has been bashed for being too old school and past its time. The...



Reinventing Direct

Gary Hennerberg
Creating a One-Word Brand Statement
Feb 18, 2015

What do your customers think of when they see your organization name and logo? Your public image is important and...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google Opens the Door to the Trusted Stores Program
Feb 17, 2015

Google has changed the requirements for its Trusted Stores program to make it easier for stores to join the program....



Brand Matters

Andrea Syverson
Take Heart: Send a Brand Valentine!
Feb 12, 2015

'Tis the season for valentines. What makes me smile in my professional life is finding companies that foster an intentional...



Marketing Sustainably

Chet Dalzell
A Welcome to the 74th Postmaster General and CEO Megan Brennan
Feb 16, 2015

Happy President's Day, and a warm welcome to the new USPS Postmaster General and Chief Executive Officer Megan Brennan. In...



IMM-Possible ROI

Stephanie Miller
3 Success Factors to Insights-Driven Automation
Feb 10, 2015

Most marketers do not have a technology problem. In fact, we've crossed the chasm of a few years ago, when...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Feb 3, 2015

B-to-B marketers are plagued by data problems. Business data is complex and fast-changing. Customers interact with us through a variety...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Be a Good Data Scientist
Jan 15, 2015

I guess no one wants to be a plain "Analyst" anymore; now "Data Scientist" is the title of the day....



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



B-to-B Marketers Gone Wild!

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All text and no fun makes Jack a dull B-to-B marketer.

What's fun about shopping online is that B-to-C retail sites often use video to make their products look more interesting and provide more information than you'd see in a static picture.

Since B-to-B brands often sell a service, solution, or product that's not easily demonstrated in a video, there will be reams of product information to convey, white papers and/or case studies to read. And who declared they have to be all text and dull, dull, dull?

Whether you're targeting IT managers, security administrators, hospital executives or CFO's, no one asks you to present your information in the dullest way possible.

Let's look at 3 simple, but effective options:

  1. Design product sheets, white papers and case studies to be visually pleasing. Eye tracking studies prove that site visitors spend most of their time looking at visuals—faces in particular. And common sense tells us that when something is visually attractive, it will garner more attention. Which of these two B-to-B white papers would you rather read: All text or visually compelling?
  2. Use flash animation to liven up statistics and tell the story. Or if it's too complicated, use animation to "hit the highlights," then give readers a deeper understanding with a text/PDF option. Here are some fun examples to see flash in action.
  3. Add a simple involvement device to engage your site visitor: Online calculators let them see how much they could save, or determine what your product might cost given a few variables. For example, this is a simple but engaging one for college students to determine whether or not they should skip class today, while this data loss calculator demonstrates the negative financial impact an organization may face as a result of a data breach or theft of identity data. This one for a BtoB insurance product helps you see how much income is at risk if you became disabled, and ultimately helps calculate how much the insurance product might cost based on your age and other factors.

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