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. However, in today’s turbulent B2B marketplace with labor shortages and global supply chain challenges, the last thing marketing managers need is more chaos. That’s particularly true when it comes to planning a major initiative. If you have a significant project coming in 2023, a marketing RFP is the logical starting point. However, the marketing RFP process, particularly on the B2B side, is an inexact science. It’s a complex, time-consuming, high-profile assignment that is initiated out of necessity.
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 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 For many years, my title included the word “producer.” I quickly learned that the unwritten rule for any successful B2B video producer was “be prepared.” When you are prepared in advance for any eventuality, the production should be seamless. The cast, crew, creatives and client will all appreciate the extra effort. You might even come in under budget. In short, you will feel like a hero, and deservedly so. However, if there are any unresolved issues going into production, your B2B video could quickly spiral out of control and infuriate everyone involved. And the budget will balloon with every revision and retake. How do you avoid that scenario? Ask the right
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
by Jeff Andrews, VP Client Services We live in a world filled with video. It’s been a staple in B2C for years. Is it time for you to consider video in your B2B world? You bet. Why B2B Videos? Videos provide a snapshot of your brand: We all know that videos can be more engaging than reading. They’re quick, easy to consume and tend to be more memorable than the written word. Short 60 to 90-second videos can create top of funnel awareness for your brand and demonstrate what differentiates you from your competitors. Videos create trust: Videos are a great way to put a face to your company. They can give insight into