We created Behind the Scenes to share our online marketing expertise, showing how and why we make decisions about strategy and execute the specifics of demand generation campaigns. It’s our hope that by exposing what goes on “Behind the Scenes,” we’ll educate the marketing community…and yes, pique your interest in learning more about our people and processes. Whether or not you ever work with Bulldog, you'll get some very relevant insight into making your own programs better. In these articles, we’ve covered a range of topics, including message testing, tips for virtual trade shows and how to make a BtoB blog work.
Put a Face on Your White Paper... And Reap the Rewards of Better Engagement
The video white paper is the convergence of three powerful forces at play in the BtoB marketing world. In this article, I'll share some of the development considerations behind our new video white paper format, with the intent of providing some insight into how we as marketers addressed these three forces.
Behind the Scenes: A Multimedia Gallery with Substance and Flash
How do you transform a collection of loose URLs into a portfolio worthy of the content in it? Here's a look behind the scenes of the design and development process behind our new Multimedia Gallery.
The Social Media Task Force: A (Mostly) Painless Path to a Social Media Strategy
We were hesitant to assign responsibility for all social media activity to one person, as that seems antithetical to the idea of social media and frankly, nobody in our organization has bandwidth to be the official guru. Our solution: the Social Media Task Force.
Three Ways to Make Virtual Trade Shows Pay Off
The recent buzz about virtual trade shows is being attributed in part to belt-tightening, as marketers look for less expensive, greener ways to connect with prospects and maintain a brand presence. Here at Bulldog, we're not only participating in virtual trade shows for our own demand generation activities; we're also helping our clients figure out how to make the most out of their investment if virtual trade shows are part of their integrated marketing plan.
BtoB Blogging: Three Tips on How to Do It Right
"As a journalist-turned-blogger, I've been steeped in the blogosphere for some time now, but it wasn't until a recent conference that I was given the valuable opportunity to articulate some "do's and don'ts" about how to make a BtoB blog successful." This article explores three main tips for launching and maintaining your corporate blog.
Best Practices: Repurposing Content
"The question of content creation rears its ugly head about halfway through almost every discussion about building integrated online marketing plans. Regardless of who's doing the worrying, content creation is a big pain point across the marketing organization. The writing of white papers and case studies, recording of Webinars and podcasts, and building of rich media pieces is very labor intensive. It takes time and resources, which aren't in excess in most companies even in a good economy...."
Are Your Calls-to-Action Compelling—or Cannibals?
Call-to-action overload can handicap an otherwise powerful message. But if you have a lot to offer—perhaps a multi-Webinar series or several resources you want to share with prospects—streamlining calls-to-action can be painful, but necessary.
Building an Efficient Reference Program
As a marketing automation provider, we're always looking for new and interesting ways to solve our operational problems with our own tool. Last year, one of these "problems" was keeping track of our "reference-able" customers.
Social Media: Make it a No-Brainer to Spread the Word
As social media continues to emerge as a bonafide demand-generation strategy for BtoB marketers, our Social Media Task Force here at Bulldog Solutions continues to try our best to stay ahead of the curve. In this article, we want to show you how laughably easy it is to empower your very own colleagues—in your very own company—with the tools they need to share your company’s content with their social networks.
How We Took Advantage of LinkedIn's New Company Pages
LinkedIn is stepping up its game and developing some intriguing ways, such as LinkedIn Ads and LinkedIn Jobs, to leverage its 100 million user base and be a go-to resource for businesses, both BtoB and BtoC. In this article, we'll show you how to capitalize on some of these opportunities.
