VIEWS FROM THE 2ND FLOOR

WHERE WE SHARE OUR CREATIVITY, INDUSTRY EXPERTISE, AND OUR LATEST STORIES AND INSIGHT

Why “Talking Head” Videos Are Dead (And What to Film Instead)

Jenn Shannon

2 Min Read

For years, the default B2B video content strategy was simple: put an executive in a chair and let them talk to a camera. But while that "talking head" format isn't completely obsolete, relying on a static, uninspired execution definitely is....

From Booth to Brand: What Do the Best Trade Show Exhibits Have in Common?

Jenn Shannon

4 Min Read

Walk any major show floor and you'll see the same split every time. A handful of booths pull people in, hold them, and turn that attention into real conversations. Most don't. The difference rarely comes down to budget alone, it...

Know, Feel, Do: The 3 Outcomes Every Video Strategy Should Include

John Fitzgerald

2 Min Read

Every effective video should be built around three outcomes: what the audience should know, feel, and do after watching. This framework helps teams create videos that inform, connect emotionally, and drive action, whether for marketing, internal communication, or events. Most…

Everyone Is Not Your Target Audience

Louis Claps

2 Min Read

When considering your target audience, use an approach that has a different perspective. If you’re planning a trip, you won’t get in your car and start driving without knowing the directions. The same idea applies when identifying your target audience. Target audience refers to people who want to…

Experiential Immersion Takes the Lead in the Future of B2B Production

Exclaim Inc

4 Min Read

In the B2B production and marketing world, experiential and immersive have already become popular buzzwords. Both methodologies aim to create memorable and impactful encounters in live events though there are fundamental distinctions within the context that should be examined. Certainly,…

Aligning Your Company Goals with Trending Initiatives

LeeAnn Sherman

2 Min Read

Several significant trends are shaping organizations’ strategies as we head into 2025. These include customizing customer experiences using data-driven marketing strategies and aligning sales and marketing efforts around conversation intelligence.