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Embrace Emotion in B2B Marketing

June 5, 2014

Recently I read this short article in Ad Age recapping the marketing wisdom of GE CMO Beth Comstock.  As a marketer responsible for both creating video to tell our story, and helping our clients embrace and use video wisely, I couldn’t agree more with Ms. Comstock’s essential point:  B2B marketers should use emotion to connect with people.  And from my vantage point, the best way to do that is to tell your story with video. Business buyers are people too, and brands should be willing to engage their audience on a personal and emotional level. It’s really about building a lasting relationship with your audience by creating content they value and can use on a regular basis.  The essential responsibility of a marketer is to build trust, credibility and brand affinity. The proliferation and easy access to video has made this a marketing imperative. Creating engaging video isn’t easy, particularly in an age of content overload.  So when you’re ready to create that video, or marketing piece, take a step back and ask yourself – who am I telling my story for, and am I telling the right story, in the right way so my customers find it valuable and relevant.  To paraphrase one of my favorite saying in sales:  Tell, don’t sell! Join us for a 30 minute live video webcast to discover how to write engaging video scripts and create on-camera performances that connect with your customers.  You’ll see that storytelling is both an art as well as a science.

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