Author: Chris Henneghan
Fresh ideas and best practices from our team of B2B digital marketing experts
By Chris Henneghan | 7 February 2017
Don’t Forget to Include Webinars in Your B2B Marketing Strategies
If you’re like most B2B companies, you already create educational content for your customers and prospects and offer that content online. That’s the best way to attract the attention of potential buyers and speak to their pain points. And when you offer that kind of content, you increase your web traffic and position your company…Continue reading
By Chris Henneghan | 11 August 2016
Should Your Top Goal be to Increase Website Traffic?
For years, marketing managers used website traffic stats to demonstrate ROI, but this stat isn’t nearly as important in the B2B world. Like B2C companies, your main goal is to get and keep customers. But unlike B2C companies that sell products to the masses, only a small percentage of online searchers are potential customers for…Continue reading
By Chris Henneghan | 21 July 2016
B2B Content Creation: It Can Be Fun Again!
Subject matter experts used to write only when inspired, so writing content was actually fun. Now that inbound marketing campaigns rely on a continual stream of valuable content, we no longer have the luxury of waiting for inspiration. A 2016 content marketing study by Contently reported that 73 percent of marketers created more content this…Continue reading
By Chris Henneghan | 8 June 2016
B2B Marketing Strategies: Use Lots of Sun and Less Wind!
It’s kind of ironic that to close sales today, marketers have to focus on the long term. That’s because disruptive marketing strategies don’t work anymore. Brands can no longer force potential buyers to listen to their messages because buyers can now find product and service information on their own via the Internet. When it comes…Continue reading
By Chris Henneghan | 2 June 2016
B2B vs. B2C Marketing: Storytelling is the Common Element
B2B marketers often focus on the vast differences between B2B vs. B2C marketing such as buyer motivations and purchase cycles. But a recent book got me thinking about one important commonality. Jonathan Shapiro’s “Lawyers, Liars, and the Art of Storytelling” makes a compelling case that all professionals should use stories to advocate, influence and persuade. We marketers…Continue reading
By Chris Henneghan | 21 April 2016
Animatic Videos are the Perfect Way to Create Engaging, Tech Marketing Content
In B2B communications, marketers are continually challenged to nurture prospects and build trust by providing “remarkable content.” And research shows that content is most engaging when it is in a visual format like a video: Prospects retain 80% of what they see but only 20% of what they read. 90% of information that’s transmitted to…Continue reading
By Chris Henneghan | 12 April 2016
B2B Content Creation: Where’s the Beef?
Do you remember the iconic Wendy’s commercial where the old lady asks, “Where’s the beef?” after being served a tiny hamburger patty? That became an instant catchphrase because it perfectly expressed the outrage of being underwhelmed by a product. I find myself asking “Where’s the beef?” when I view most B2B content – eBooks,…Continue reading
By Chris Henneghan | 14 September 2015
Business Advice From the Pope?
I’ll admit it. The popular business book, “Lead with Humility: 12 Leadership Lessons from Pope Francis” by Jeffrey Krames piqued my interest. The Pope is an inspiring man, but what the heck does he know about business? After all, he’s spent most of his life serving the church. I was skeptical, but I settled in…Continue reading
By Chris Henneghan | 21 July 2015
3 Things You Might Not Know About Search Retargeting
Thanks to companies like Zappos, most B2B companies are familiar with the concept of site retargeting. You visit a website to check out products or services. Then, you see banner ads for those same products or services when browsing the Internet. This advertising service keeps your brand top of mind after prospective buyers leave your…Continue reading
By Chris Henneghan | 1 June 2015
Death of the white paper….and rise of video as valuable B2B content
Did you know that YouTube is the world’s second largest search engine, right after Google? The reason is simple – everyone finds videos engaging and useful. This is even truer in business-to-business marketing, where companies are challenged to build awareness and relationships by quickly conveying complex ideas. Videos are becoming the top choice Videos have replaced the…Continue reading
By Chris Henneghan | 21 July 2014
How PR launched the computer industry
From Apple’s “1984” Superbowl ad, directed by Ridley Scott, to the “Mac vs. PC” series of 66 commercials, the computer industry has always relied on advertising. Or did it? “This 1946 photograph shows ENIAC (Electronic Numerical Integrator And Computer), the first general purpose electronic computer – a 30-ton machine housed at the University of Pennsylvania….Continue reading
By Chris Henneghan | 21 April 2014
Need ideas? Top resources for B2B content marketers
“You can’t bore people into buying products. You must interest them.” Marketing guru David Ogilvy is certainly onto something. Modern-day content marketers are faced with endless opportunities to communicate and tell a brand’s story. Be it online, in print or through social media, B2Bs need to find the topics that interest their audience – and potential customers….Continue reading