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Follow on Google News | B2B marketing solutions in new book by Cameron creative chiefBy: Cameron Advertising Bill Blaney, Senior Creative Director and Digital Strategist at Walter F. Cameron Marketing & Communications, has filled that void with a new book: B2B A To Z: Marketing strategies that generate leads for your Business-to- Blaney has been at the forefront of digital marketing for over 14 years, leading efforts for B2B clients including JP Morgan Chase, Canon, Capital One Bank, NBC and many others, large and small. The main problem, Blaney says, is that most business-to- “Print is not completely dead for many B2B’ers, but it is only one component of what must be a larger marketing canvas,” he says. “The trick is to pick the tools that can actually help companies that, say, sell nutritional supplements to soda manufacturers, industrial boilers to institutions, or fruit to wholesalers. There are so many companies out there that never interface with consumers but still need to reach their customers in multiple sales channels.” B2B A To Z presents literally that – a set of easy-to-apply principles covering every aspect of B2B digital and traditional marketing today, from online branding to building the most effective website to lead generation, social marketing, email blasts, keyword marketing and more. In addition, the book provides useful background about the current media landscape, debunks some B2B marketing myths, and offers unique ideas such as “category- Blaney notes that his path to writing this book was an easy one. Early in his career, as an art director working for advertising legend George Lois, he learned the value of thinking outside of the box. “George is known for revolutionizing the advertising industry with work that is always bold,” Blaney said. “There’s a huge value in being the loudest voice in the room. Some marketers today feel that the soft sell, particularly online, is the only way to go. I think both approaches have value. It’s just a matter of finding the right balance.” An early social marketing success story involves an online campaign Blaney devised for the TNT cable channel. “In 2001, my agency began engaging with comic book forum audiences to help promote the cable show Witchblade. We did more than just shill for the show. We became the audience as well. It helps when you can speak one-on-one with your customers. Our work helped the show gain the largest audience for a cable pilot at that time. I saw how that strategy could work for other companies, including those that market only in the trade space.” It’s not how much you spend, Blaney emphasizes, but how you spend it. “When it comes to SEO and social marketing, there are numerous ‘tricks of the trade’ to get the most bang out of small budgets,” he says. “There are also so many ideas beyond print ad, press release and brochure. In my book, I show how to leverage all of these strategies to make a real difference on your bottom line.”at this, Cameron renamed the technology RIDE™ – Remote Ice Delivery Equipment – and developed an integrated multi-media marketing campaign featuring an animated “Chewblet” End
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