B2B marketers often produce online video programming that comes off like a novel, in which people view a video once (maybe twice) and cast it aside, according to Jon DiGregory, founder of Web video marketing company Cantaloupe TV. To make more of a lasting impression on customers and prospects, Cantaloupe deploys a magazine model that enables marketers to create regular series of online videos targeting different stages of the purchasing process.

Just before the first steering committee meeting of the new BMA NEO (Northeast Ohio) Craig Coffey got an email from a guy who had just taken a job as a B2B marketing manager at a midsize company based in the Cleveland area. "The gist of it was, 'When I took the job I was under the impression [the company] understood what marketing was, they had a clear direction to go and I'd have support. None ended up being true. Can you help me?'" said Coffey, president of BMA NEO, who is leading the charge to get the chapter back on track following a five-year absence.

By Angelo Ponzi

Take a moment and ask yourself: What's the cost to your company if you don't research your communications prior to development? Can you really afford to print those materials, launch your website, invest in the production of your advertising and, in turn, invest thousands of dollars in media while not really knowing if your messages will motivate, persuade, build awareness, change buying behaviors or meet any other goal you have set?

BMA Colorado Chapter Roundtable: Go Vertical to Grow: Mastering an Industry Approach to Customer Acquisition

10/25/2012 | Denver, CO

BMA Chicago Chapter Conversations and Cocktails - Agency/Corporate Crawl

10/25/2012 | Chicago, IL

BMA NorCal Chapter Public Relations Roundtable

10/30/2012 | Palo Alto, CA

BMA Southern California Chapter "Media and Merlot: A Meet the Media Event" panel and reception

10/30/2012 | San Diego, CA

BMA Houston Chapter Event: PRSA Houston's PR Day "Tricks of the Trade"

10/31/2012 | Houston, TX

SEE ALL UPCOMING EVENTS> 

Briggs: Before using social media, define your brand

Rex Briggs is CEO of research and analytics firm Marketing Evolution and author of "SIRFs-Up: Catching the Next Wave in Marketing." Briggs, whose work at Marketing Evolution has tracked how advertisers have over time received less return on their marketing budgets, thinks B2B marketers need to demystify social channels before they can start to measure them. He spoke with BMA Buzz about some of the most effective ways to link social media to the top and bottom lines.

Marketers will spend $37.3 billion on digital advertising this year, a 16.6% increase compared with 2011, according to a new report from eMarketer. Because the digital ad spending market is maturing faster than expected, eMarketer has lowered the rate of increase from its earlier forecast of 17.7% in 2012. Search continues to be the top digital ad-spending format, although its share will begin to drop this year as the shares of rich media, sponsorships and video increase.

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Five tips to rev up your content marketing program >
Fraudulent social reviews, both positive and negative, on the rise >

The battle for attention: TV vs. tablet >

Forget the funnel when building processes for lead-to-revenue management >

Director, Media Research and Insight
Starcom MediaVest Group, Chicago IL

Starcom is a world-renowned media agency that simplifies human understanding to deliver meaningful brand experiences. Starcom does this by creating the Space for Ideas, in peoples' minds and in the world, via a unique approach that gives the agency an unparalleled advantage.

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