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About Bruce McKenzie

Since 2004, Bruce McKenzie, founding partner of Business Information Graphics, has been developing videos to increase sales engagement for companies such as IBM, Cisco, Brocade, Quantum, Compuware and many startups.

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I’ve never liked the term video marketing. It’s not so much the ambiguity — we can all agree that “video marketing” and “marketing [of] video” are not the same thing. What bothers me is that “video marketing” implies that a video marketing strategy exists in isolation from the rest of your online marketing strategy. IBM […]

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The New York Times has recently taken to using interactive as a noun to denote the timelines, maps, quizzes and similar items — applications, essentially — that make its digital edition feel so different from the online newspaper we were reading just a few years ago. B2B marketers, especially those bringing tech solutions to market, […]

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In tech companies, getting people to grasp new ideas and ways of doing things is especially critical to the sales process. This got me to wondering if I might be able to apply teaching – or learning – principles to the marketing videos we make for them. I set out to explore some of the […]

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Most B2B marketing videos do not support the buyer’s journey because they are product-centric. They accompany product introductions, reside on product pages and are featured in product promotions. Most B2B videos are designed for the “awareness” phase of the buyer’s journey — that is, “Introducing (ta-da!) Cloud Security v.3.0!” These overview “explainer” videos are useful. […]

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