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Subscribe in a readerWhy Buzzwords Bomb
Mike Marn | B2B Marketing | January 16th, 2008A number of Internet sites have emerged in recent months around the concept of “Buzzword Bingo.” They feature printable cards on which the squares are occupied not by numbers, but by overused pieces of business “jargon” and corporate-speak. It’s already been the focus of TV commercials.
Kind of fun-but it made me start to think about buzzwords, especially since they seem so prevalent in the realm of B2B marketing and sales. Why do we use them so often? And when, exactly, do they lose effectiveness and become candidates for audience eye-rolls and Buzzword Bingo. (more…)
Do Your B2B Ads Deserve to be Super?
Mike Marn | B2B Marketing | January 9th, 2008
The annual hype is starting to build. Sure, a few people may care about that football game they play between the commercials. But to many, the ads are the focus, causing plenty of anticipation, “leaked” plans, and public relations maneuvers.
Of course, most of that hoopla takes place in the B2C space. Over here in B2B, most of us are merely interested observers. With only a few exceptions (like FedEx) the Super Bowl audience doesn’t make sense for B2B companies and brands.
And that’s too bad. No, not because I’m jealous and wish I could do commercials with monkeys and Clydesdales in them. But because I think B2B marketers and their agencies would benefit from having to face that kind of creative scrutiny. (more…)
