So you have a new white paper, e-book or other piece of content. What do you do with it now?
“Post and pray” is what most companies do, and they get little to no response.
Eloqua chose to use a different approach and I applaud their creativity.
There are three parts to it:
- A personalized landing page
- Some strong content
- A witty and creative video clip
It’s item 3 - the witty and creative video clip - that is missing from 98% of B2B content marketing.
Brian Kardon, Chief Marketing Officer of Eloqua (We interviewed Brian for a Thought Leader interview recently) came up with a creative approach.
Remember Juan Valdez, the fictional coffee grower of TV ad fame? Brian created Juan Eloqua, an eloquent and witty coffee grower.
Not all coffee beans are alike. So to not all leads are alike - which is why you need the guide to lead scoring. During the video you hear mariachi music. Then Juan asks “Isn’t this music annoying you?” (Camera view switches to musicians.) “Hey, guys, you’re really good, but we’re trying to talk. Will you get out of here?” They leave.
Think about this. Not only did Eloqua create a witty video, but they created a character they can use in future marketing. Think Old Spice man, or the “Most Interesting Man in the World” or the characters of “Breaking Bad.” If you are a B2B marketing, create personalities and use them over and over.
What’s the moral here? Humor and creativity are important in B2B too. Lighten up. Have fun. Relax.
On Tuesday, we’ll share our second of our six keys. It should sound familiar.
What do you think? We love comments and people who share.
Focus Roundtable on B2B Lead Generation
Jeff Ogden is President of Find New Customers “Lead Generation Made Simple” Check out the online show every Friday at 11am ET, “Laugh and Learn with the Fearless Competitor.” Find New Customers is a lead generation company in New York.
Find New Customers helps companies like yours (with 50 to 5,000 employees and complex products) deliver low cost lead generation developing and implementing marketing lead generation programs to improve the way you find and acquire high quality sales leads using best practices in b2b lead generation. Quality leads matter. In fact, a recent study found that sales teams with fewer, high quality sales leads closed more than sales teams with more leads of dubious quality.
