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.
