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By Randy Mitchell   There are far too many webinars in the world right now.   In the last year alone, the use of webinars grew by 69% according to HubSpot. Chances are, you have two or three B2B webinar invitation emails in your inbox right now.   On the flip side, there are far too few excellent webinars to satisfy our content-hungry world.   We don’t need a data point to prove that one. If you recently wasted an hour enduring a bad B2B webinar, I’m afraid you will never get that time back.   Which brings us to the question marketers everywhere are asking: How can we rise above the noise and create a webinar that people will

By Randy Mitchell   “See you back here in a couple of weeks.” That was what we said to each other as we left the office on the morning of March 16, 2020. And we sincerely meant it. That “quick return” theory was the first wrong belief in a year that was full of them. But it was also a rather small miscalculation in the grand scheme of things. Thinking back on the last twelve months, I am still astonished at how many longstanding professional marketing beliefs were challenged and ultimately changed. These were the rocks of our profession, and they were rocked to their foundations. Let’s consider some of those long-held beliefs and how a better

By Randy Mitchell “How can we help our clients get through this crazy time?” That was the critical question. It was initially asked in our weekly marketing planning meeting by Gary Mattes, the CEO of Boomm. Gary’s question captured what we were all thinking: What was the best way to adapt our B2B marketing ideas when everything was changing so fast? As it turned out, we already had the answers right in front of us. As 2020 ran off the rails for many firms, the Boomm Team began working on a different breed of projects for our clients. These businesses were asking for B2B marketing ideas that were uniquely adapted to the times; ones

By Randy Mitchell A wise client once confided that a little chaos was good for creatives. She believed it forced us to think in unexpected ways. That was an eye-opening revelation and I embraced her sage guidance. Until last year. In 2020 we were suddenly forced to change everything about our routines until there truly was no set routine anymore. As a result, B2B marketers everywhere were searching for a small semblance of order amidst the industry-wide chaos. Thankfully, it is a new year. It’s also a different world. Early indications have shown that B2B marketers are transforming their strategies to meet the new business environment, which demands a strong digital and virtual presence. B2B in

By Randy Mitchell  |  Creative Director   Creative people are different. We gladly accept that. Creatives tend to dress boldly, have quirky habits and embrace our inner uniqueness. But what truly makes us unusual are the unexpected ideas that erupt from the depths of our imaginations. A few years ago, one of those strange ideas seized me during my rambling commute home. I was scrolling around LinkedIn, checking out the latest posts and progress of my network. Then, the weirdness hit me. “What if there was an entire social network that consisted of people who shared my name?”   Imagine the possibilities. Where would they live? What would they do for a living? It would be like

by Randy Mitchell, Creative Director This morning a coworker surprised me with an unexpected remark. “I never hear you swear,” she declared. “Do you ever use profanity?” That started the thought train rolling. I definitely try to have my personal profanity filter on at all times. However, I am guilty of using marketing profanity on a daily basis. What is marketing profanity? That’s simply my name for words that have somehow become offensive. In most cases, these terms were perfectly acceptable five years ago, but now, they have crossed the line into the unspeakable category. I’d like to share a few surprising examples. We’ll even run these words through our state-of-the-art marketing profanity filter

by Kathryn Brill, Social Media and Content Marketing Specialist Back when your website was first built, you optimized it to be found in search. You followed best practices around SEO performance. But it’s been a few years—and a few Google algorithms have come and gone. How is your website’s SEO performing now? This can be a difficult question to answer. Google is notoriously tight-lipped about what goes into its SEO algorithm, and is constantly making changes to provide better quality search experiences. And a site that was excellent the day it was built may have deteriorated over the years. So how can you check on your site’s SEO and make sure it

by Randy Mitchell, Creative Director “Why don’t we make the stats into the story?” That was how the whole movement started. Some strategic visionary decided that marketing statistics were compelling enough to be the focus of entire campaigns. At the time, this thinking must have seemed like heresy. B2B marketers firmly believed that the findings are there to support the story, not replace it. Successful B2B campaigns focused on weighty matters, such as prospect pain points, industry regulations, customer feedback and product differentiation.  Using marketing statistics as the lead for communications was simply not a viable strategy. Until it worked. In fact, the approach kicked stats. Suddenly, response rocketed because target segments did not want

Boomm B2B Marketing recently received two Summit Creative Awards for two brand campaigns. The Summit Creative Awards recognizes outstanding work by small and medium-sized agencies. There were over 4,500 entries from 25 countries in 2019. Boomm won a Gold Award for its work on a rebranding project for Magnetrol International, a global level and flow solutions provider. Magnetrol has over 85 years of innovation under its belt and a solid reputation. But the company wanted to refresh its brand messaging to focus customer attention on important values and stay top of mind for decision makers. Boomm crafted a new brand voice and vision, summed up in a simple tagline: Level Matters.

by Randy Mitchell, Creative Director The people have spoken. Sort of. Actually, they remained silent and the statement they made shook the world of B2B videoproduction. Today, up to 85% of social media videos are played with no sound according to Hootsuite. Consider the ramifications of that finding. It means only 15% of viewers are getting the message if your B2B video relies on a voiceover to tell the story. If you’re speechless right now, you’re not alone. But this movement was definitely coming, particularly when you consider today’s business environments. Many people watch B2B videos at their desk or in open offices, where common courtesy demands silent viewing. The real concern now is what