NewBay Plus Blog

Here’s our running commentary on key marketing services developments, best practices, and just plain creative ideas that may be of interest to vertical industry marketers.

  • Data is Key to White Paper Believability: Here’s Where to Find it for Consumer Electronics and Residential AV Projects By Hope Braue — Crucial to a well-written Consumer Electronics/AV white paper is evidence. To get potential customers to think about changing the way they do business to consider your solution, you need to provide statistics to back up your claims. Which leads to the question…where do you find these statistics? I sat down to have a ...
  • Top Tips for Writing an AV or AV/IT White Paper By Hope Braue — Ok, so you’re setting out to write a white paper centered on AV/IT. You can easily Google “How to Write a Successful White Paper” and get hundreds, even thousands, of hits. However, if you’re trying to focus it on the AV industry, these tips begin to look a lot more generic. That’s where David ...
  • How NewTek Used a Social Media Hub to Drive Thought Leadership By: Joe Braue – How can marketers breakthrough the noise and drive thought leadership and awareness around a key technology initiative? Donetta Colboch, VP of Marketing at NewTek, a leading video production system vendor, posed that challenge to TVTechnology and its marketing service arm, NewBay Plus, which I manage. Our answer was to create NDICentral, a social media ...
  • 6 Tips for a Better B2B Show Video By: Joe Braue – With CES around the corner, it’s time for vertical industry B2B marketers to think through their show video plans for the upcoming year. Companies are spending huge portions of their marketing budgets at CES, NAB, InfoComm, ISTE and other vertical shows, bringing in high-level executives and driving out key product-leadership messages. Doing video at ...
  • The Multi-Touch Marketing Program: Here’s How RSG Media Did It By: Joe Braue – Last September Matt Klepac and the marketing team at RSG Media faced a challenge that will be familiar to many vertical industry B2B marketers: We got a hot product, a hot potential market, but not enough people know who we are. RSG Media’s solution: an integrated, multichannel marketing program that defined the growing ...
  • Introducing: The B2B Social Media Hub By: Joe Braue –  For years, vertical industry marketers seeking to drive thought leadership in a hot sub-segment of their markets have worked with B2B media companies to create microsites on the topic on media company sites. These microsites usually involved the single sponsorship of a jump page or small sites that included media company content ...
  • Why We Are Writing This Blog By: Joe Braue and Kristin Kovacich – Marketers in vertical industries should be the rock stars of their companies. They have more opportunities and tools than ever before to make their products and companies successful. If only there was a way they could share their vertical industry knowhow. That’s where we hope the NewBay Plus Blog can help. ...
  • How to Get Your Content to Do the Selling By: Kristin Kovacich – We create content to establish our brands as experts and thought leaders by providing answers to industry related questions and addressing topics that the people who are interested in your product care about. This establishes trust and keeps your brand top of mind when your potential customers think about your industry. This ...
  • No More Random Acts of Content By: Kristin Kovacich – Today’s B2B marketers are realizing the importance of content marketing (over 25% of marketing budgets are dedicated to content efforts) but many vendors are bypassing some key considerations. CMO Council’s Content ROI Center recently surveyed more than 400 B2B customers in order to identify the impact of content marketing on customer thinking and buying decisions. ...
  • The Perks of Being Social By: Kristin Kovacich – For the most part, B2B hasn’t been quite as quick as B2C to  embrace social media as part of it’s marketing strategy. But in this increasingly digital world, if a brand isn’t including a strategic social media presence they are missing out.  At the end of the day, B2B consumers are made up ...