Storytelling can make you a better marketer if you remember these vital points. When my colleague Mark Johnson prepares clients to meet with B2B trade media editors at trade shows, he hammers them to create a story for ...
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How to Improve PPC Marketing at the Start of a New Fiscal Year Marketers at B2B companies can achieve stellar results with a robust Pay-Per-Click (PPC) advertising strategy, which includes search engines, YouTube and ...
About 110 million people around the world watched the Chiefs beat the 49ers in the Super Bowl yesterday. Some of us watched because we’re football fans; some watched just for the commercials.
The pace of change in marketing has always seemed fast-paced, but one imperative remains the same for marketers: find ways to improve the number of quality of sales-ready leads and quote requests to drive my company’s ...
Choosing the right keywords is the foundation of an effective B2B SEO strategy For B2B marketers, the success of their online presence hinges so much on one crucial element: Search Engine Optimization (SEO). It's the ...
AI Can Be A Great Tool for Writing B2B Content. Here’s How to Do It Right
Try These Simple Practices to Start Seeing Better Results from Your Marketing Efforts
You’ve Already Been Using Google AI, but Wait ‘Til You See What’s Coming Next
Launching Your Conversions to New Heights: How Better Landing Pages Can Propel Your B2B Marketing Strategy
It’s the basic test for any B2B marketer: can you show a direct connection from marketing to sales?
Follow These Simple SEO Best Practices to Get Your B2B Content to Rank
Carolanne brings 15 years of marketing and communications experience to the GGC team. Throughout her career, she has demonstrated a strong ability to lead, innovate and drive results. Carolanne is known for her ...
How Email Workflows Boosted MQLs to 33% of Leads for an Industrial Pump Manufacturer
How a B2B Marketing Audit Can Help Your Private Equity Firm Grow Portfolio Company Sales
How a Digital Marketing Revamp Increased Sales Qualified Leads and More for a Manufacturing Company As marketers, we are used to applying tactics as the situation demands. Sometimes it takes a lot more to achieve the ...
How often do you hear, "you need to create thought leadership content" or "you need to position yourself and the company team as thought leaders"? Chances are a lot. From your marketing agency to online marketing ...
Bennett is a business-driven SEO manager with 7+ years of marketing agency experience focused on driving consistent growth through organic search. He has focused on providing robust SEO marketing plans for enterprise ...
How a Marketing Campaign Achieved 8:1 ROI and Took Home a Gold Award A return on investment is never guaranteed, and the long sales cycle typical of B2B products can complicate matters. Learn how Goldstein Group ...
How We Doubled Website Leads for a Manufacturer of Scientific Equipment
Is AI a Friend or Foe to B2B Marketers? Will It Help Us or Replace Us?
As we celebrate our agency’s 30th anniversary, it’s tempting to wonder what marketing will be like 30 years from now. However, with people writing about Blockchain, the Metaverse and AI, marketing seems to move so ...
Reflections on 30 years of B2B Marketing and What It Means to Marketers Today
Do you know how to win at B2B media advertising? Take the quiz!
Goldstein Group announces the addition of Tina Golumbeski to its expert team as Paid Search Marketing Manager.
Goldstein Group Communications is Celebrating 30 years in Business by Giving Away 30 Tips for B2B Lead Generation
While it's hard to give SEO a short-ride elevator description, here’s a great one from GGC’s in-house SEO expert –
Time to Revisit Your New Target Audience: Marketing to Young Engineers
LinkedIn Makes a Great Addition to B2B Advertising Programs Because It Is Super Targeted
What Website User Experience Works Best When Marketing to Engineers
Joel Goldstein is president of Goldstein Group, a B2B agency that draws a straight line from marketing to sales to ROI.
Ben Bullock is a strategic thinker and has used data-driven decision-making to guide his 10+ years of marketing within the B2B industry. As a Marketing Manager for Goldstein Group Communications, he will be supporting ...
How to Optimize Your MQL-to-SQL Conversions
How to market to engineers by contributing technical articles to B2B industry magazines
Goldstein Group Communications announces the addition of Jeanne Turner to the team as its Technical Writer.
How writing B2B SEO Content for the Buyer's Journey Drives Visibility and Conversions
Read these 5 steps to turbocharge your social strategy, engage, and win
What marketers need to know about Google Universal Analytics changing to Google Analytics 4
How to use Google’s recent changes to its tools for better paid-search results
Yes, you can effectively market commodity products… if you know where to look
Why a content tree is the most effective way to develop B2B content
Hello sports and marketing fans, and welcome to the Goldstein Group “Big Game” Ad review. Full disclosure – GGC did not, and most likely will never, have a client ad in the big game. But we do feel that there are ...
What is Your Brand Saying to Your Customers? How to Tailor Your Brand Voice So Customers Will Listen
Today’s content heavy marketplace makes it challenging to break through the clutter. If your brand voice is not tailored to the needs of your target customers, then it’s falling on deaf ears. Your written content needs ...
We all know that in SEO, keywords drive visibility. The more we repeat a focus keyword in content, the higher your organic search results, right? Not exactly. Not only can this type of “keyword stuffing” get you ...
Laura is a results-driven Marketing Manager with 15+ years of experience throughout B2B, non-profit, and B2C industries in domestic and international markets. In her new role, she will be working with clients in digital ...
Do you remember the days when website and digital campaign successes were measured by views and visits? That would be similar to a car sales representative measuring success by the number of people walking around a ...
Better Web Performance and Visibility Depends on Core Web Vitals
A solid public relations, strategy should be at the core of every B2B sales and marketing plan. Selling to a business is different than B2C marketing – you have to showcase your technical depth and prove your expertise ...
At my first job after college, my manager groused, “You think you know how to proofread, but I’m going to teach you the right way, and everybody else is wrong.” He was like that, a curmudgeon, rigid and old-fashioned in ...
HubSpot, the marketing industry’s leading marketing automation software platform, has named B2B agency Goldstein Group Communications as a Diamond level Value Added Reseller. HubSpot has 5500+ VARs around the world, ...
As part of the agency’s continued growth strategy, GGC promoted a variety of team members to leadership positions within the agency.
Goldstein Group Communications is thrilled to announce the addition of Jed Davis as Web Development Manager.
How Healthy Is Your B2B Martech Innovation Stack? We’ve long held that the impact of technology plays a significant role in marketing impact. At this stage, every company has a website, a search program and email ...
Benjamin Franklin told us that the only things certain this world are death and taxes, but COVID has added something new to the list: uncertainty. That applies to every corner of B2B marketing and lead generation, of ...
Social distancing doesn't mean we get to put sales on hold. As with everything related to the virus, new patterns and behaviors are taking place, and it's likely to shape our method of sales and marketing in permanent ...
When many of our prospects are working from home and with many trade shows cancelled, it’s even more of a challenge to engage potential customers. Where will you find the sales leads you need to keep your pipelines ...
In a recent survey by IEEE Globalspec, 61% of B2B marketers reported they were re-allocating portions of their budget to digital marketing in response to the COVID downturn. It’s not surprising–purchase decision-making ...
During the past few weeks, some agency clients are continuing to do business uninterrupted, some are seeing declines in orders, some are even seeing increases if they’re tied to some product critical for combatting the ...
2020 was finally going to be the year for the new company website! Until the coronavirus came along. Many companies have put their new website development plans on hold, but the sales and marketing machine needs to ...
Carolyn Polanski has been promoted to become GGC’s Senior Account Director. In this role, Carolyn will serve as a member of the agency’s management team and lead the account service staff. In her new position, Carolyn ...
Sometimes customers say the darndest things. In our work with clients, we see companies struggle to include the customer’s voice in their messaging and even in their product development efforts. It’s quite a challenge, ...
You have a blog and you post at regular intervals. Great, lots of companies do. But oh, finding those topics … Probably the most difficult part of maintaining a B2B blog is finding appropriate topics. Everyone’s got a ...
Goldstein Group is proud to have taken home the Gold Rock, top honors, in the Technical Article category of the 2019 PRSA Cleveland Rocks Awards competition.
From CAN-SPAM to GDPR, B2B marketers are no strangers to privacy and data regulations. As technology evolves, so do consumer expectations regarding how and when they can be contacted by brands, as well as what those ...
Marketing is all about your message. How you say something is equally as important, if not more, than what you’re saying. That’s why you need to adapt your language and your tone to fit your audience. If you’re dealing ...
Personal assistants are becoming more popular on mobile devices and smart speakers, with people in every age group taking advantage of their ease of use. What you might not realize is that this trend affects your search ...
Today we are throwing it back to this summer when Scott McAfferty from WTWH Media visited our offices to talk about how companies are using AI and marketing automation to leverage marketing impact. Artificial ...
While most realize that engineers either make or influence the buying decision, manufacturers still struggle to engage with them. Specifically, they seem to struggle with how much content to provide engineers (spoiler ...
It’s our Halloween blog post, but we’ll keep our ideas here on the Treat side of Trick or Treat. The GGC community certainly enjoyed a Marketing Treat to remember when we invited Alan Gaffney, Vice President of Global ...
Happy Fall! We can't believe it's the end of October already and 2020 is right around the corner. We are busy preparing for the year ahead and looking back on everything we learned in 2019.
It’s hard to believe it's already Fall. Today we’re looking back on our second Annual GGC Marketing Summer Camp held at our office in August. It was so nice to welcome clients and friends alike, to catch up and learn a ...
Marketing today can be daunting. We see clients struggle with trying to figure out what works in digital marketing and how to boost their ROI. Everyone’s trying to draw that straight line from marketing to sales, and ...
Companies often struggle with the messaging that drives marketing. Getting the message right is hard, and all the precise execution in the world on the tactics won’t really take hold if the programs are built on a ...
As summer begins to wind down, we aren't quite ready to say goodbye and are excitedly preparing for our Marketing Summer Camp event. Working in marketing, we sometimes are the company department accused of having too ...
What do AI and summer camp have in common? A good question, which will be answered when you join us at the Goldstein Group Communications’ Summer Marketing Camp on August 21! To kick off the 2020 Marketing Planning ...
Goldstein Group Communications announces the promotion of Erin Klees to Director of Brand Impact, a newly created leadership position. In this role, Klees will drive the agency’s brand offerings and lead creative ...
If you subscribe to our GGC Newsletter, or our social media, or have even visited our offices recently, you have probably met some of our four-legged associates. We recently had the pleasure of having Plain Dealer ...
As a social media and content specialist at Goldstein Group Communications, I work alongside a lot of great Account Managers and other tech “hyper-specialists.” Anyone in B2B Marketing knows that it’s an ever-changing ...
Making choices shouldn’t be difficult, but we all know sometimes it’s easy to be overwhelmed by all the options. If you’re in the market for a marketing firm you’ve probably read a dozen articles about how to select an ...
A friend was beginning a search for a new marketing firm, and he asked me for criteria in picking the right agency. How to choose, he asked? What should I look for? Hiring an agency is EXACTLY like hiring an employee. ...
A client me asked recently to talk to his team about B2B marketing, and what’s changed. “What are other companies doing that we should be doing? I don’t know what I don’t know,” he said. Fair enough. Marketing today is ...
Goldstein Group announces the addition of Carolyn Polanski to its expert team as Marketing Manager. Carolyn is a performance-driven and innovative Marketing Communications Strategist with extensive experience and a ...
We love the metrics and analytics behind marketing. We’ve never been afraid of measuring the impact of our work, and in fact our tagline “Measurably Better Marketing” not only is a strong value for our clients, but also ...
Today we are bringing you something we covered in our recent GGC Marketing Momentum Newsletter. That's right, everyone's favorite topic - the BUDGET!
Was your 2018 a productive one? Marketing technology is ever-changing with new ways to give your campaigns a boost. Last year the Goldstein team deepened our knowledge in several aspects of digital marketing in order to ...
Well, not literally . . . but in case you missed our latest newsletter, we wanted to catch you up about some changes around here.
Well, we didn’t produce a teen slasher movie that turned into a successful franchise, but we did host a chilling event on a dark rainy afternoon. Now when I say chilling, I’m talking about groups of clients and vendors ...
It’s that time of year, when B2B marketers create their big ideas and big plans for market domination in 2019. And as every good marketer knows, next year’s plans begin with a review of this year: what campaigns worked ...
Goldstein Group Communications announces the addition of Rachel Kerstetter to its expert team as Marketing Manager. With more than seven years of business-to-business marketing communications experience, Kerstetter will ...
One of our primary practice areas is marketing to the technical buyer. So we’re passionate about learning how engineers look for information about new products and technologies, and just what captures their attention.
B2B marketers seem to spend so much time preparing for product launches – get the web page launched, fuss over the data sheet, and prepare for searchability. Then, we throw it over the transom to the salespeople, and ...
Much of our work involves helping manufacturers prepare their new products for launch. We’ll spend quite a bit of time crafting a message for a product, and then building a lead generation campaign to support it.
It all begins with the budget, and that’s where the confusion starts as well. Every CEO asks, how much should I spend on marketing? And every marketing VP asks, where will I get the most impact?
It’s hard to believe that Content Marketing World has come and gone for another year. It seems to fly by faster each year. But, as always, there was a ton of information packed into just a few days. It’s no wonder that ...
I’ll admit that I’m a fan of industry studies. Among my favorites are the surveys conducted by publishers to document how engineers learn about new products and where they go to buy them. In an era of growing ecommerce, ...
One of the common questions our agency is asked is what marketing automation software platform clients should choose. We think they’re all good tools, and certainly add a strong dose of measurability and analytics to ...
Everyone hates to do it, and in truth there are few people who are good at it. And even though an earlier blog post from us talked about the increasing difficulty in selling over the phone, particularly to younger ...
Can You Sell to Millennial Engineers on the Phone? Recently we’ve had some discussion here at the agency about the use of tele-sales, and whether that time has passed. Is it possible to reach people and sell on the ...
Tech Accelerators Will Win the Marketing Battleground I was stunned to read this: Gartner Group reported recently that the technology budget for the Chief Marketing Officer in 2017 will be bigger than the CIO’s tech ...
50% of Your Content Should be Video That was a surprising comment, made by one of the speakers at HubSpot’s recent Inbound 2016 event on digital marketing. It’s one of the better conferences on all things online, all ...
Great Ideas for Blogs Often, coming up with the idea for a blog is half the battle. Once we know what we want to write about, the rest has a way of following suit relatively quickly. Your most popular blogs – indeed, ...
Why is CRM So Hard? Sales Enablement is all the rage these days. The concept of getting more traction in sales and more alignment between sales and marketing is certainly not new. However, the spotlight on finally ...
If you’re in the market for a marketing firm, you’ve probably read a dozen articles about how to select an agency. After a while, they all sound the same: “we’re experts in digital marketing, we know b-to-b, we ...
Google Fred Update and What It Means to You Between the first and second week of March 2017, web marketers were scrambling to discover the meaning and far-reaching effects of the Google Fred Update. Understanding Google ...
Engineers are not like the rest of us. Or, perhaps, maybe they are? Many companies are confused about how to market to engineers. In fact, while there are similarities, the technical buyer and engineering community does ...
There are quite a few assumptions people make about the “right” way to reach engineers. In fact, at some recent focus groups on marketing to engineers conducted by two of our clients, there were a variety of surprises ...
CRM can be a powerful ally for senior managers or another frustrating software tool that fails to live up to its promises. We recently interviewed a wide variety of CEOs and marketing/sales VPs to uncover, after three ...
Goldstein Group Communications agency president Joel Goldstein spoke this week at the IT Expo 2017 technology conference in Fort Lauderdale, FL. The event is held annually for technology manufacturers, software ...
Goldstein Group Communications announced that it has added Kevin Hatgas as social media specialist to its team of marketing communications experts. Hatgas will focus on building client brand and industry exposure to ...
It’s a new year, so we’re all making big, big plans for 2017. But as we all know, any forward-looking plan has to take into account a look backward at what worked, and what didn’t. No news there. We all want to spend ...
It’s that time of year for b-to-b businesses - and there are a few things to consider before your company begins implementing your 2017 Marketing Budget. You’ve made your budget, but are your numbers good? According to ...
By now you’ve heard the word Millennial, and if you work in Marketing, you have probably heard it a lot. But, do you know how to speak Millennial? Or better yet, do you know how to hold a Millennial’s attention for more ...
Jennie Ford, Digital Marketing Manager for Goldstein Group Communications (www.ggcomm.com), was a featured panelist at the American Marketing Association event in Cleveland on October 6. The panel was one of a series of ...
Goldstein Group Communications announced that it has added Anastasia Fete as marketing manager to its team of marketing communications experts. Fete will focus on building brands and industry exposure for clients ...
Not so long ago a company could send a newsletter and have an 80% open rate, or post on social media and have copious amounts of impressions and clicks. Of course with today’s rapidly evolving online world, the phrase ...
How will this affect my Paid Search Campaigns? Last month, Google removed the familiar ads on the right-hand side of their search engine results page. Well, they didn’t really “re-move” them as much as just moved them. ...
Mobile is changing the world. Everyone over the age of 8 seems to have a smartphone, and everyone at work is tied to their phone between meetings, on the way to meetings, during meetings. So making sure you’re serving ...
Goldstein Group Communications announced that it has added Jennie Ford as digital marketing manager to its team of marketing communications experts. Ford will focus on content syndication and growing client exposure and ...
Extending a Happy Holidays greeting to someone doesn’t seem to be too “edgy” or a wild idea. At least I didn’t think so. But perhaps I’ve always been wrong, or perhaps the national narrative lately has changed how we ...
All of us at Goldstein Group Communications would like to wish you a Happy New Year. It has been our pleasure posting marketing tips throughout the year to help you reach your marketing goals. We wish you a prosperous ...
In a recently released research report on 26,000 websites, the average scores for SEO are just that bad! Want to learn how your website ranks? Use the amazing Website Grader (https://website.grader.com) powered by ...
Goldstein Group Communications, Inc. (GGC) was named the winner in the PR News’ Agency Elite Awards in the category of Content Marketing, in connection with the agency’s work for its client Littelfuse and its ...
Where should you spend your 2016 marketing budget? Where will you get the most impact? Our ebook walks through a few tips:
Lois Moncrief, host of the “BusinessOnlineBlastoff” podcast, interviewed Joel Goldstein about his insights on his career in marketing communications and tips for others interested in the business. He shares his ...
Not too long ago, I was working with a couple of hobby sites and realized that, while they would pull up in the top results on Google for the past several months for specific longtail keywords and even nonsensical ...
So much is changing about marketing that sometimes it’s hard to know what to prioritize. So turn for advice to the best place possible – your customers! They’re clear on telling us what works, and what doesn’t. Our ...
Disclaimer: Consult with your primary care physician before beginning any fitness program. The following recommendations are my own. Your results may vary. Oh, and your physician probably won’t have any valuable advice ...
We’ve all heard the following with regard to the project management triangle: “Price, quality or service – pick two.”
My colleague Tom Andel, one of our agency’s account managers, wrote recently about Native Advertising. That’s the increasingly popular practice of magazines, newspapers and websites running articles, video and ...
More than a half century ago, advertising guru David Ogilvy gave this sage advice:
I’ve seen a few research studies recently that underscore how we should think about B2B marketing and what customers are trying to tell you as a marketer.
We recently posted our firm’s core values. Some might think that a marketing agency’s core values should be whatever its clients say they are—“otherwise, shut up.” That might have been fine for Goldstein Group if it ...
Many companies live on “The Edge of Tomorrow.” That’s both a value judgment and a movie title tie-in. The movie, a Tom Cruise sci-fi adventure that died at the U.S. box office last year, was about a guy who, on a daily ...
A new site. A new logo. A new brand statement, “Measurably Better Marketing.” So what’s it all mean?
Blogs can be used as potent weapons, both offensive and defensive. This blog aspires to be neither. As a market content creator, Goldstein Group is devoted to helping clients build the reputation of their brands. If ...
Years ago, Intel struck gold with its “Intel Inside” campaign. This chip supplier found a way into more OEM equipment by going through the consumer. Going B2C turned into the perfect way to build on its already-strong ...
We all have guilty pleasures. Mine is getting up early in the morning and listening to the tail-end of Coast-to-Coast with George Noory. This is a forum for the weird. Everything from UFOs to vampires to shadow people ...
Welcome to our new site. If you’ve gotten to the “Our Talent” section, I hope you are as impressed as I was at the mix of capabilities we have here. Before accusing me of being an egomaniac (because mine is one of the ...
On April 21, 2015 Google started to incorporate the mobile friendliness of a website in their ranking algorithm. According to Google, "this change will have significant impact to search results." We want to ensure your ...
One of our most creative clients, Rhonda Stratton of Littelfuse, put together a campaign so tremendous, so inspiring and with so much impact that it quickly gathered the most awards of any program in our agency’s ...
Littelfuse, Inc., the global leader in circuit protection, has received a 2014 Platinum MarCom Award in the Marketing/Promo Campaign/Special Event category for the planning and promotion of the Speed2Design 2013 ...
10 SEO Questions You Should Answer before Posting Your Blog "If a tree falls in a forest and no one is around to hear it, does it make a sound?" may be a philosophical question about reality and our powers of ...
Are you thinking about a website re-design in 2015? If so, you will definitely want to read our "Killer Idea" eBook that will help kickstart some cool ideas for your website re-design. What new tech tools should you ...
Everybody has their own way to build a b-to-b marketing budget. Our newest eBook lists best practices from some of the most successful marketers we can find, and from several b-to-b industry analysts. The benchmark ...
Goldstein Group Communications earned Gold Level status as a Hubspot Value Added Reseller (VAR). Hubspot, a marketing automation software company, has more than 2000 VARs, but only 50 have reached Gold Level status to ...
It’s budget planning season for marketers. Now is the time of year when you look at what worked, what didn’t, and turn on the creativity after-burners to create that one awesome marketing campaign that will assure your ...
Who doesn't like the movie classic The Dirty Dozen? While it would be boastful to say our ownDirty Dozen Lead Generation Ideas will achieve the same classic status, there are some tremendous, proven nuggets of ideas ...
Thanks to Guerilla Marketing author Al Lautenslager, who shared this with us at a recent Entrepreneurs’ Organization event. We’ve always known that running an ad once doesn’t make much of an impact. Seems like that’s ...
In the last few weeks, it has been revealed that a huge security flaw exists in Wordpress l content management systems that could easily take down an entire site. Goldstein Group recommends that all clients and anyone ...
There’s no question about it: CASL is a new frustration for legitimate marketers. In Understanding the CASL Hassle, we’ve addressed a number of the FAQs related to the new Canada Anti-Spam Law. Now that you’re informed, ...
What is CASL? Canadian Anti-Spam Legislation took effect July 1, 2014 with new restrictions about what permissions – consent -- companies must obtain before they can email customers and prospects. While it was really ...
In the summer between high school and college I got a job doing social work in the inner city. The one bright spot in that devastated neighborhood was a corner restaurant that served delicious chili. I ate there often ...
Many are talking and blogging about Penguin and Hummingbird and every change to Google’s algorithm with a sky-is-falling tone. And it’s true that the changes Google is making are dramatically changing how SEO companies ...
Even with all the Google search algorithm changes, driving more high-quality organic traffic to your website remains a core priority for every marketer.
Our client Littelfuse faced an interesting challenge this recently when coming up with a campaign to replace its successful Speed2Design IndyCar promotion. The company created a racing-themed promotion the year before ...
For most companies, it’s not just about generating leads. Most of us can do that, pretty easily. It’s actually about generating OPPORTUNITIES. How do we find people who are “sales-ready,” who are closer to buying than ...
Paid search advertising on Google, Yahoo! Etc. has its fans and detractors. The big question for many is, are the clicks worth it? Is there a way to track which clicks matter, not just count clicks?
“People get hired for what they know, and fired for who they are.” That maxim for making the right employee hiring decisions holds true for making a good decision when hiring a b-to-b marketing agency today.
Yes, it’s tough keeping up with all the changes in online marketing. In our shop, we talk about how as marketers are jobs are changing every two years, with new tools and technologies to master.
We had a discussion in the office recently about whether to cut back on the number of news releases we do for clients. They were getting less magazine pickup than in the past, and the cost of the wire service ...
They’re admittedly new to b-to-b marketers, but sponsored tweets are just one of the new tactics we’re using to drive qualified visitors to client sites, drive higher social media engagement (important to Google and ...
The lead gen campaign you run today will be different than the one you ran 2 years ago.
Congratulations to our client Littelfuse for being a finalist in the PR NEWS Social Media Icon Awards. For the second year in a row, the Littelfuse Speed2Design campaign (www.speed2design.com) has distinguished itself ...
What’s the most successful lead generation campaign we’ve ever run? Without a doubt, it’s a tutorial handbook. Regardless of the industry or the client, customers and prospects love handbooks. If you’re looking for ...
Recently one of our clients, which makes something rather routine known as “dust collectors,” found that two of their demo videos had gone viral. They usually have a few thousand views, but for some reason one had ...
Maybe so. During a meeting with a client recently, he shared with me a question he uses whenever he interviews a job candidate: what chores did you do when you were growing up? He believes that those who grew up having ...
Ten years ago companies began installing CRM systems; today they’re more likely to be frustrated than fans of what they’ve put in place. Three years ago companies all opened their Facebook and Twitter pages as part of ...
When I was asked to be a semi-finals judge for our Entrepreneurs’ Organization’s Global Student Entrepreneur Award (EO GSEA) competition, I was excited to be a part of it. I’d certainly heard how impressive these ...
Have you set your 2014 objectives yet for marketing? Most of us have. But beyond publishing a list of campaigns and trade shows, have you identified the math behind your programs? Every meaningful business initiative ...
Email inboxes have become a true horror story for many of us. The flood continues, and it’s getting to be a daily chore to manage the flow of information. So that presents a problem for those of us who rely on email ...
The athletes in Sochi aren’t the only ones who perform at a high level – we all do as marketers. So if we all understand that proving ROI in marketing is senior management’s #1 concerns, which every study says is the ...
“Marketing is too important to be left to the Marketing Department.” David Packard, co-founder, Hewlett Packard Is David Packard saying marketing professionals don’t have anything to contribute? Of course not. He’s ...
As B2B marketers, we all have one thing in common: We suffer from TMI. Too. Much. Information. (Can I get an ‘Amen!’) I’m the first to admit, I too feel the pressure to keep up with constant changes and developments ...
The fast-paced world of digital marketing has made marketers’ lives easier. We have more options, tools, and resources to be better, faster, and stronger.
Grab me, entertain me, engage me, THEN teach me. It’s related to #11 and #12 above, but we have to find more creative and clever ways to talk to our engineering customers than just posting white papers. That’s still ...
Engineers like to laugh, too . A group of interns at NASA’s Johnson Space Center created a parody of the popular Gangnam Style video that has generated nearly 5 million views! It’s quite well done, but it’s also a great ...
Teach me something, but don’t make me read it. We’ve talked earlier about how time pressured our engineering customers are. They don’t have time any longer to read an eight-page white paper. Our trade magazines have ...
It’s the natural time of year to talk about how to spend marketing dollars. As we make our plans for next year, it’s common to look for new concepts, new trends and directions, and to pay attention to what others are ...
You know the in-your-face victory dance that you do in the end zone after you score the winning touchdown? Me neither. But I’ll bet you can imagine it and forgive me for celebrating a 2013 Gold MarCom Award for ...
I always thought the word “newsletter” in a subject line was a turn-off. Who, after all, really comes to work in the morning just hoping they can find more newsletters to subscribe to? And, now thanks to list rental ...
I collect marketing experiences. I love hearing stories about what works for companies, and what doesn’t, because everything’s changing so rapidly today that the list of “marketing must-haves” is quite a moving target ...
Allocating more budget to content creation . A friend began a marketing automation campaign, installed the software, was ready to go, and came to a screeching stop. “I didn’t realize,” he said to me later, “how much ...
Webcasts and custom eblasts are at the top for lead generation. Our agency buys all types of online and offline lead generation programs – banners, various email ads, directory programs, etc. However, two programs ...
Remarketing Banners ! Forget what I said in the previous blog post. There is one area where banners still generate a response, and that’s the relatively new technique of remarketing banners. These are banners that are ...
Think outside the boombox. We all know that banners aren’t the click machines they used to be. In fact, we don’t even buy top of the page leaderboard banners any longer because they’re just not noticed. But we do apply ...
More data on our customers . We can’t market to people based solely on name, company, and industry. We mentioned earlier that bulk blasting isn’t relevant or helpful enough to be noticed. We need to know more about ...
Conversations, not campaigns . We mentioned previously that response rates for bulk email blasts were declining. We also commented on the growth of social media for driving search. Those two concepts come together with ...
It’s coming – social and mobile. No, wait, it’s already here. Mobile’s long been a play for consumer marketing, but now it’s relevant for B-to-B as well. In fact, our own B-to-B client base saw the portion of tablet and ...
Google makes the rules; the rule is based on relevancy. Search is still the star, and the top of Page 1 has never been more coveted. Every few months, Google tweaks its secret algorithm to make it more complicated for ...
2. Coming back to face-to-face – and the value of top-of-mind branding! Surveys from UBM Publishing, MarketingSherpa, Hubspot, and our own research show a bit of a back to the future effect: face-to-face marketing, word ...
It’s planning time for many companies as they build their marketing programs for next year or at least begin to think about them. Our agency specializes in working with companies who have some degree of engineered ...
B-to-B companies today rely on their websites to generate a steady stream of qualified leads. But too many companies focus on improving their search engine rankings (which is certainly important!) without following ...