B-to-B Marketing: 13th Idea for 2014

B-to-B Marketing: 13th Idea for 2014

Grab me, entertain me, engage me, THEN teach me. It’s related to #11 and #12 above, but we have to find more creative and clever ways to talk to our engineering customers than just posting white papers. That’s still important, but creating engaging and fascinating web environments in the new parallax animated web environment, creating infographics, constructing engineering calculators, producing animations of our products – those are all must-haves for technical marketers today.

At the end of the day, if we help engineers do their jobs better, we’ll be valuable to them. But we have to get in front of them first, and we have to push our ideas to the clever, engaging side of what we produce rather than just packaging everything in text. Try new ideas. Approach your prospects from the left instead of the right for a change. The best part of marketing for 2014 is that, because so much of it is online, we can see what works in an instant. The analytics drive us to what works, with none of the guesswork of the past. It’s a great time to be in marketing!

About the Author:

Joel Goldstein, President

Joel Goldstein, a proud graduate of Kent State University, is the president of Goldstein Group Communications, the agency he founded in 1992. While the agency has evolved during the years from its initial roots as a PR agency to become a full-service lead generation and branding firm, GGC has remained consistent in its focus on serving B2B companies that have some degree of technical or engineered content. Joel drives the agency’s strategy with a particular emphasis on incorporating new technology tools to drive improved performance, a focus on “Measurably Better Results” that has formed the foundation of the agency since its early days.