B2B marketers understand the value of establishing thought leadership in the marketplace. Sales cycles are long, and prospective customers often conduct hours of awareness research to understand the people and products that can help solve their business problems. That’s why it’s critical that your company’s thought leaders have visibility in the marketplace. A talking-head video […]
When you or someone on your team suggests a marketing video, is “talking head” the format that comes to mind? If you’re nodding “yes,” that makes sense. The talking-head video is one of the most common Web formats, plus, it’s what marketers are most familiar with. But by and large, they’re not as effective as they could be. The talking head needs a refresh and I have some ideas for how to do it.
To be clear, there is nothing inherently wrong with a video of a person speaking on camera. I’m a huge proponent of telling stories through video. Surely there are dozens of articulate speakers within your organization that have interesting stories and insights to share, but there’s a better way to get your message across.
Artists create to inspire. Builders create for function. In the world of B2B marketing, we create for engagement. We want people to download, share, subscribe—to interact not only with what we’ve created, but also with all its supporting materials. When it comes to B2B video, marketers want viewers to know “there’s more where that came […]
Creating an emotional hook in a story about enterprise technology can be challenging. Such stories often focus on a technology’s business and organizational benefits, rather than how that technology affects people. Additionally, technology strategy and investment decisions at the enterprise level are usually determined by committee. This makes it hard to develop a focused, compelling […]
If you’ve been following recent trends in B2B demand generation, you know there’s an explosion happening right now in marketing technology—also known by its portmanteau “martech.” Marketers are employing an arsenal of sophisticated tools and techniques to engage with their target audiences and deliver increasingly personalized experiences across a variety of touchpoints. Slight problem: Marketers […]
If we had to choose one word to describe the approach to B2B video marketing in 2017, that word would be “more.” Marketers are expected to create more content conveying more meaning and to share that content across more platforms. It’s a natural next step for those who recognize both the popularity of video and […]
Being creative is about using your imagination and breaking new ground. In the marketing world, however, creativity can’t run the show. At Tendo, for example, we often create marketing materials that need to adhere to certain criteria—such as a client’s brand guidelines, editorial style guide, or template for a product one-sheet. So what happens when […]
This summer, the 2016 Summer Olympics in Rio gave us a reprieve from the nonstop election coverage. Anyone at Tendo can tell you I am a huge fan of the Olympic Games. I love that citizens of the world unite behind their flags and their athletes. I love that the best of the best battle […]
So you want to produce a video. Should you go with live action or animation? It’s a conundrum many B2B marketers face. And in all fairness, it’s understandable. Both types of video allow you to compose moving images and sound to create an engaging, multisensory experience for your audience. As a result, they can […]
In its annual survey on the state of content marketing, the Content Marketing Institute asks B2B marketers about their top challenges. Consistently, survey respondents report that finding quality content is a top challenge (the 2016 survey lists engaging content as a challenge faced by 60% of B2B marketers). We set out to ask respected marketing […]