Inbound Marketing Checklist: 10 Things You Can’t Afford to Miss

Posted by Cyndi Friedel

Apr 1, 2014 2:12:00 PM

The lead gen campaign you run today will be different than the one you ran 2 years ago.Inbound Marketing Checklist

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Topics: Marketing, Inbound Marketing, 2014 ad planning, blog

2014 Marketing Goals: Move Behind Marketing Activities to Achieve Marketing Performance

Posted by Joel Goldstein

Feb 19, 2014 10:09:00 AM

Have you set your 2014 objectives yet for marketing?  Most of us have.  But beyondmarketing benchmarks publishing a list of campaigns and trade shows, have you identified the math behind your programs?  Every meaningful business initiative can always be translated into KPIs, or Key Performance Indicators, even marketing, especially marketing.  So what are your marketing KPIs?

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Topics: marketing strategy, 2014 ad planning, Goldstein Group Communications

A Valentine’s Day Message: Are we falling in love with email again?

Posted by Joel Goldstein

Feb 14, 2014 8:30:00 AM

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 marketing as an important lever of lead generation.  In fact, for the last few years, most companies have seen a steady decline in click through rates from a 6% overage to something more in the 3% range.

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Topics: Marketing, advertising, email marketing, 2014 ad planning, business-to-business

Are Your Marketing Programs Earning a Gold Medal?

Posted by Joel Goldstein

Feb 10, 2014 12:09:00 PM

The athletes in Sochi aren’t the only ones who perform at a high level – we all do asfree website audit from b2b marketing experts at the Goldstein Group marketers.  So if we all understand that proving ROI in marketing is senior management’s #1 concerns, which every study says is the case, it’s worthwhile to use the Olympic season as an opportunity to benchmark your own performance.  Would you score a 10 on your last trade show?  Is your website performing at the level of a true gold medalist?  Are your email rates stable or declining, and what’s typical?

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Topics: advertising, marketing strategy, 2014 ad planning, business-to-business

Marketing Priorities: A reminder from David Packard

Posted by Joel Goldstein

Feb 4, 2014 1:52:00 PM

“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 pointing to the underlying priority marketing must have throughout every fiber of a successful company. If marketing is thought to be the concern of only a portion of the company’s workforce, of just one department, that company will suffer an endless string of both missteps and missed opportunities.  As we all begin to plan for 2014, think about not just your activities, but how you embed the culture of marketing throughout your entire company.

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Topics: Marketing, 2014 ad planning, business

9 Useless Things to Cut From Your Marketing

Posted by Joel Goldstein

Jan 29, 2014 11:22:00 AM

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. 9 useless things to cut from your marketing

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Topics: technology, advertising, 2014 ad planning, Goldstein Group Communications, business-to-business

B-to-B Marketing: 13th Idea for 2014

Posted by Joel Goldstein

Jan 28, 2014 2:13:00 PM

Grab me, entertain me, engage me, THEN teach me. It’s related to #11marketing to engineers 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 important, but creating engaging and fascinating web environments in the new parallax animated web environment, creating infographics, constructing engineering calculators, producing animations of our products – those are all must-haves for technical marketers today.

    At the end of the day, if we help engineers do their jobs better, we’ll be valuable to them. But we have to get in front of them first, and we have to push our ideas to the clever, engaging side of what we produce rather than just packaging everything in text. Try new ideas. Approach your prospects from the left instead of the right for a change. The best part of marketing for 2014 is that, because so much of it is online, we can see what works in an instant. The analytics drive us to what works, with none of the guesswork of the past. It’s a great time to be in marketing!

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    Topics: 2014 ad planning, Goldstein Group Communications, business-to-business

    B-to-B Marketing: 11th Idea for 2014

    Posted by Joel Goldstein

    Jan 21, 2014 2:50:00 PM

    Teach me something, but don’t make me read it. We’ve talked earlier19 Ways to Brainstorm New Blog Content 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 responded as well with shorter articles – 1200-word pieces are far more common today than the 2000-to-2500-word features we used to write. It’s all about the pictures, videos and graphics we can use to tell our stories. Here’s an example: a client created a tremendous giveaway promotion for a behind-the-scenes trip to a NASA facility. One of our media partners wrote a few blog posts, inviting readers to “click here” to enter. The posts did fine, with each blog post generating 10–15 entries. However, one post generated 147 entries! What was the difference? The editor changed the “click here” link to a “click here” jpeg of a picture of the entry form! Engineers responded far more dramatically to that simple picture than to the words “click here.” Strange, but true.
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    Topics: marketing strategy, 2014 ad planning, Goldstein Group Communications, business-to-business

    Marketing Budgets for 2014: Where to Spend, What Drives ROI

    Posted by Joel Goldstein

    Jan 16, 2014 4:25:00 PM

    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 doing for clues about what’s working and what’s not.  That’s really the big challenge – marketing is so in-flux today, that the list of programs that always work is rapidly evolving and quite frankly different from company to company.  So we’re all paying close attention to what we can learn from others’ experiences and how to apply that to our own spending decisions.

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    Topics: social media, email marketing, 2014 ad planning, mobile marketing, Goldstein Group Communications, business-to-business, content

    7 Predictions For Driving Marketing ROI in 2014

    Posted by Joel Goldstein

    Jan 7, 2014 12:01:00 PM

    I collect marketing experiences.  I love hearing stories about what works for companies, andNew Call-to-Action what doesn’t, because everything’s changing so rapidly today that the list of “marketing must-haves” is quite a moving target today.

    So, as we move into 2014 and finalize our plans, here’s a few things we’re hearing from the front lines of some of our most clever client marketers and media partners:

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    Topics: Marketing, marketing strategy, 2014 ad planning

    About Us and this Blog:

    At Goldstein Group Communications, we believe passionately in the power of great ideas, coupled with the impact of measurable results. It’s a philosophy that delivers customers to the sales team, profits to the CFO, and sustainable growth to the CEO. Inspired ideas that are grounded in the real world demands of the market.

    We call it Measurably Better Marketing. 

     

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