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November 2022

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By Randy Mitchell Who is your B2B website? That’s not poor grammar. It’s one of the smartest questions you can ask your team or your client. It’s also one of the questions any good agency will answer when they develop a B2B website for you. Determining the personality of a website is a common-sense starting point for developing a strong digital presence. It should happen before you do the deep dive into sitemapping, content strategy, SEO and design options. Thankfully, you can mold the personality of your B2B website to ensure it makes the right impression when important visitors unexpectedly pop in. All you need to do is take the following test.   B2B Website Personality

By Randy Mitchell In the early days of filmmaking, an acronym was born that has come to represent the new standard for making B2B videos.   Hollywood legend claims that a prominent German director wanted to shoot certain scenes without any audio. He kept barking out, “Mit out sound!” to his puzzled crew. The frustrated camera assistant struggled to translate the command, until he finally gave in and wrote the abbreviation “MOS” on the slate. The cameras rolled without sound, and the term has become part of the production vocabulary ever since.   MOS has also come to define the most common video viewing experience. Today, up to 92% of social media videos are played

By Randy Mitchell   “I hate social because my customers hate social. They’re engineers. They deal in facts, not fluff.” - Industrial Product Director   “Social media is a popularity contest. We don’t need likes. We need leads.” - Entertainment Services Company Owner   “Our products are SaaS. That’s a big investment. We sell to the C-Suite and they are not on Twitter.” - Technology Marketing Manager   “Social is for branding. Social is for buzz. Social is not for B2B.” - Food Ingredients Regional Sales Director   Sound familiar?   If you believe social media is a waste for your B2B marketing mix, you’re not alone. Many B2B decision makers are devout social haters because they think it’s not substantial, serious and it doesn’t drive

By Randy Mitchell   Editor’s note: This is the first article in an occasional series covering the turbulent world of social media for businesses. We’re calling this series The Social Sandbox. This time we dig in to the shifting perceptions of LinkedIn.   The vitriol is pulsating from the comments. A highly vocal section of the social community is up in arms and they are storming the castle from all sides.   “What happened to my LinkedIn?” “I thought this was the PROFESSIONAL network.” “When did LinkedIn become Facebook?” “I hope Elon Musk buys this network and shuts it down.” “If anyone wants me, I’ll be on GlassDoor.” “#LinkedOUT”   Why is LinkedIn under fire from the people who used to cherish it as

By Randy Mitchell   This is the story of an accomplished professional. She always had interesting points to make about her industry, company, and other important topics. People respected her opinions both inside and outside of her firm. They honored her with glowing terms, like “subject matter expert,” “mentor” and “innovator.”   But one fateful morning, she transformed from being a thought leader into a dweeb. How did this travesty happen?   The sad truth is she gave a dweebinar and the whole industry was watching.   At this point, you’re probably asking, “What is a dweebinar? And why should I care?”   Both good questions.   First answer: A dweebinar is a webinar that goes from being informative to intolerable because

By Randy Mitchell There are some moments when the world of B2B does not make sense. Thankfully, these meltdowns are few and far between. I had one of them last week and I’m still reeling.   My moment of madness happened because I read the following statistics from Hubspot: 73 percent of B2B firms have increased their marketing spending in 2022 63 percent of B2B firms do not follow a formal marketing RFP process   The first stat made perfect sense. The second one is stupefying.   Let’s say you work at a B2B firm that’s planning a major marketing initiative like a social media program launch, website redesign, video production or full-on rebranding. What’s the first logical step

By Randy Mitchell   Every spring, my pushy Aunt Captious corners me with the same question: “Do you have any Super Bowl commercials in the works, hotshot?”   Every spring, I sheepishly give the same answer: “Well, no. You see, I work at a B2B agency, and our clients don’t waste millions of dollars on a single commercial. But we do create a lot of great videos for them.”   “Videos?” she laughs. “Who cares about videos?”   That usually ends the conversation, and I slip quickly away. But just once, I want to boldly proclaim: “Listen Auntie dear, the last multimillion dollar spot I worked on took eleven months to produce. And when it was finished, it

By Randy Mitchell If you were a student in my marketing class back in 2009, I am deeply sorry. Like a fool I stood in front of you and babbled on about strategy, concepting, workflows, tactics and the emerging role of social. And somewhere in that caffeinated wall of words, I devoted 30 seconds to the creative brief. Wait, what?  It may provide little consolation now, but please know that I have learned my lesson. Over and over again. The creative brief is a topic that everyone wants to discuss in depth. In fact, it has become a focal point in every class I teach, from MBA level marketing down to creative basics. We debate the creative

By Randy Mitchell   The place: Prehistoric Los Angeles   The event: The very first marketing meeting   A small group of Paleoindians is gathered around a rock. They are locked in a heated debate over a timeless marketing question: “What should our tagline be?”   The meeting drags on and on. It’s an epic decision and consensus seems eons away.   Before they realize it, the meeting’s momentum begins to fossilize. Literally. Our intrepid marketing ancestors have been entirely engulfed by thick, black goo.   I cannot confirm that this actually happened in ancient La Brea. However, I have empirical evidence to prove that the tagline tar pit is real.   Agencies and clients frequently disappear into the primordial ooze of trying to