Author Archives: tracey copeland

Using B2C Tactics in B2B Marketing

In my opinion, one of the most common mistakes that a B2B marketer can make is to forget that their target audience is a group of human beings and not an ‘organization’. (Perhaps “mistake” is too strong, let’s say it’s an oversight or a blind spot.) Regardless of what we call it, we as marketersContinue reading “Using B2C Tactics in B2B Marketing”

Video Production for Marketers Take 6: What the H*ll is B-roll?

The sixth instalment in a series of posts aimed at demystifying the video production process for the uninitiated marketer. Talk to someone in the know about video production and you are bound to hear the expression “B roll”. When I first heard it, the other person slipped it into our conversation while rhyming off aContinue reading “Video Production for Marketers Take 6: What the H*ll is B-roll?”