From the Desks of DH+ Experts

Alexa lost her voice. Morgan Freeman rapped to Missy Elliott. And the Old Spice Guy returned (for Tide). The ‘Cincinnati Business Courier’ broke down the big game’s best and worst ads with a little help from advertising pros including content manager Andrew Yunker.

When executed thoughtfully, virtual reality (VR) campaigns and trade shows are a match uniquely suited for B2B marketing in the digital age. Trade shows are a great showcase for new technologies. VR is one such technology that provides an especially powerful visual medium experience that resonates with users long after they have taken off the headset. Looking for a way to connect with millennials and Generation Z? VR might be the ticket. Together, VR and trade shows are a sum greater than their parts.

It’s easy to see why virtual reality (VR) has ascended as a leading brand showcase tool in B2C consumer marketing: It’s fun. It’s innovative. It’s powerful. But the potential of this visual marketing medium may be even greater in the B2B space. The key to maximizing that potential is establishing a strong foundation that virtually guarantees a strong ROI for your VR initiative.

At the heart of manufacturing, technical documentation is the foundation for every step, every stage and every process. What is technical documentation? In its most basic definition, it is tech-related content and form. In reality, it’s a little more complicated than that.

First, let’s confront the most fundamental questions that must be considered before the process of technical-documentation creation can begin. Is this document effective? Does it communicate the information clearly and concisely?

The Cincinnati-based company is a global leader in developing fluid-handling, management, monitoring and control solutions that propagate the safe and efficient handling of petroleum- and chemical-based fluids from the refinery and production plant to commercial and retail points of consumption.

Playyyyy ballllll! Two words I’ve heard yelled across the ball field time and time again. Playing and coaching softball for over 20 years has taught me a lot about life. Like, the number of hotdogs you can eat before a game without throwing up.

Developers said WordPress suffered from bloat. Years of open-source additions and requirements of backward compatibility resulted in a mishmash of dead plugins and cumbersome code. Security was also typically discussed at this point.

One-size-fits-all marketing strategies carried over from B2C seldom translate in the niche world of B2B. Therefore, pursuing communications tools shown to grow sales is an essential part of a cost-effective B2B marketing plan.

Sometimes it takes something simple to flip the switch. In this case, it was an in-house, high-level strategy meeting for a long-time client. Using Venn diagrams, we talked about what the client needed – a new website, how-to videos, brochures, blog posts, social media and strategic partnerships with dealers and suppliers.

One-size-fits-all marketing strategies carried over from B2C seldom translate in the niche world of B2B. Therefore, pursuing communications tools shown to grow sales is an essential part of a cost-effective B2B marketing plan.

“Content is King” has been a prevailing statement about online marketing ever since the days when people referred to the Internet as the “information superhighway.” Those days are long gone (along with dial-up modems, flip phones and Geocities web pages) but the “content is king” concept still rings true for marketers because the main reason consumers go online is to gather information.