B2B CMOs may occasionally have challenges wrangling the staff on their marketing teams, but that’s nothing compared to the way a firm called Oribi has portrayed the various social media channels used to communicate with customers.
Based in San Francisco, Oribi offers a dashboard-like tool that is designed to track content from a company blog or social media in order to see which convert visitors into prospects to move through a marketing funnel. The technology also promises to help marketers understand how events affect each other — whether watching a video, for instance, leads someone to sign up on a landing page for more information.
In the 30-second video, which Oribi has begun promoting on channels like YouTube and Twitter, a hapless marketing manager is surrounded by a small army of superhero-like characters representing Facebook, Instagram, a blog and Google. While Facebook seems to be dancing with itself, Instagram (naturally) preens for an endless series of selfies, while the blog post makes the common content marketing mistake of simply throwing pages of content out and hoping they will attract an audience. Google, meanwhile, acts more like a schoolmarm, looking over her glasses at what’s going on.
Using Oribi brings all of the various channels into a sort of “ten-HUT!” orderly formation — presumably the kind of order that makes it easier for marketers to get more return from them:
While most B2B creative leads basic to fairly generic web sites, Oribi presents visitors with an unusual home page split into two sides. On one, a video animation shows a suited-up analyst nearly falling asleep, above the heading, “Analytics is for analysts” and a button that says “I love endless reports.” On the other side are a series of facing excitedly looking at the viewer (and presumably wowed by the Oribi dashboard) above an option that says, “Oribi is for everyone” and an “I hate complicated reports” button.”
Both will take you to a demo option, but if you’re among the minority who claim to love endless reports, you’ll be greeted with a message that says, “You also love wasting time?!?!?! You’ll love getting quick answers even more. Try Oribi for Free.”
