Inspiration from Smartling

I recently received a prospecting email from Smartling, with a really nicely designed signature line graphic.  The white top makes it look seamless with the email.  I am not attending Adobe Summit, but thought I’d click to see what happens.

The link sent me to a landing page where I could request a meeting.  The landing page was a clean, vertical design with a very short form – two spaces.  Simple.  I had a quick overview of the company and details about their booth.  The landing page also matches the signature graphic, which makes the process feel cohesive and intentional.

Smartling Landing Page

I typed in my personal email to see where it would take me and I got the best marketing error message I’ve seen.  “Please enter your business email address.  This form does not accept addresses from”

Smartling Error

Finally, when I went to their main website, guess what I found at the top of the page?  Another invitation to book a meeting.  Hard to miss, yet non-intrusive.  Wow.

Meeting Request Banner

Food for thought for anyone looking to drive success through conferences by scheduling meetings with real professionals:

  1. Keep it Simple.
  2. Everything should match and be cohesive.
  3. Maintain a clean email list with validated contacts.

From one B2B marketeer to another, well done Smartling.  Well done.

Why Video is the New Sales Slick

I’ve spent a lot of time researching video marketing in preparation for my next marketing plan.  There is a wealth of information on the trends and stats surrounding video marketing.  Ultimately I’ve decided, after all this research, that video is replacing the classic one-page sales slick as the go-to-source for B2B marketers to decimate information to the market.

  1. Video marketing is everywhere, just like your classic sales slick.
  2. They’re more engaging than a static piece of paper with a ton of words.
  3. They produce a better conversion than a one-sheeter.

I believe this so much, that I created a video about it.  (Very meta)

Portfolio Feature: zColo Magazine – Spring 2017 Edition

Cover_Issue2I have been MIA for a while now.  This is mostly due to my deep involvement in producing the 2nd zColo Magazine for work.  This has been a labor of love – as well as surely taking years off my life.

I invite you to peruse the magazine’s online version.  Feel free to leave me any questions in the comment section below.

I used Lucid Press to produce the magazine.  I find it fairly simple to work with, but creating an online magazine and converting it to print can be a pain.  They do allow InDesign uploads in BETA version if you’re exploring a digital content strategy of your own.

In this edition I chose to highlight my organization’s Colorado roots as the cover story, but I also highlighted some other recent professional projects.  Namely I did a visual tour of our latest Dallas data center, which I redesigned from the bottom up.  This foray into interior design was so much fun, but it was definitely challenging to find a balance between my design priorities and accomplishing zColo’s economic goals.  I’m pretty proud of the outcome, I must say.