How to pick a B2B marketing agency? 6 things you’re not likely to hear in an agency pitch

Posted by Joel Goldstein

Apr 19, 2017 1:26:42 PM

analysis-680572_640.jpgIf 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 specialize in your industry…”

Sounds like a broken record (if we still listened to records). I went for a run the other day, and it just started popping in my head: here are criteria you’ll never hear when hiring a marketing firm. It ties to the old marketing story about uncovering what people really want, by considering what people want when they’re shopping for a drill: people want to buy a hole, not the drill. Same thing for marketing firms: as a potential client, it’s nice to see the shelf full of awards or hear the presentations about the “creative process.” But, you really want to know how these guys are going to make you a star, and help you hit your revenue numbers.

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Topics: social media, advertising, digital marketing, 2017 Planning

How to market to engineers: Four focus group surprises on what engineers really want to hear.

Posted by Joel Goldstein

Mar 7, 2017 11:14:04 AM


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 that came up that, in the end, shouldn’t have been surprises at all.  But that’s the beauty of research – when you actually go outside the building instead of talking only to each other, customers in fact say the darndest things.

Here are several common themes, or “surprises,” we’ve been hearing from our engineering customer targets:

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Topics: advertising, marketing to engineers, content marketing

Don’t Let Bigfoot Walk Away with Your Messaging

Posted by Tom Andel

May 26, 2015 1:41:00 PM

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 are fair game for a national discussion among people with insomnia and a wild imagination—a scary but entertaining combination.

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Topics: advertising, PR, Public Relations, FLIR

Mission Accomplished: Littelfuse Speed2Design Wins Second Platinum MarCom Award

Posted by Loren Meck

Apr 2, 2015 2:05:00 PM

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 campaign. The company earned its second Platinum Award for creating a unique campaign that educated electronics engineers about the importance of circuit protection, while offering them a chance to win a behind-the-scenes ‘EXPLORATION & DISCOVERY’ experience at two NASA facilities.

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Topics: Littelfuse, advertising, Twitter, MarCom Awards

Multi-Touch Marketing: A Concept Invented Just a LITTLE BIT Before You Might Think

Posted by Joel Goldstein

Sep 18, 2014 10:43:00 AM

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 been common knowledge for quite a while!

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Topics: Entrepreneurs Organization, advertising, Goldstein Group Communications

Measuring Your Performance: Can You Beat IndyCar Racing With a Trip to Mars?

Posted by Joel Goldstein

Apr 24, 2014 1:27:00 PM

Our client Littelfuse faced an interesting challenge this past year when coming up with a campaign to replace its successful Speed2Design 2012 IndyCar promotion.  The company created a racing-themed promotion the year before to take engineers “behind the scenes” at four IndyCar races as a way to tie its circuit protection devices to high performance technology.  And you can’t get much more demanding in terms of engineering performance than IndyCar racing.

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Topics: Marketing, Littelfuse, social media, lead generation, brand building, advertising

Hiring an Agency: “The Dirty Dozen” Core Questions to Ask To Find a Fit That Lasts

Posted by Joel Goldstein

Apr 14, 2014 10:58:00 AM

“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-bNew Call-to-Action marketing agency today.

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Topics: Marketing, advertising, marketing strategy, business-to-business

Do Sponsored Tweets Campaigns on Twitter Work?

Posted by Joel Goldstein

Apr 3, 2014 12:33:00 PM

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 boosting search engine rankings), and to generate leads.

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Topics: advertising, sponsored tweets, Twitter

The Home Run of Lead Generation: Your Handbook

Posted by Joel Goldstein

Mar 19, 2014 9:31:00 AM

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 loveNew Call-to-Action handbooks.  If you’re looking for leads, look to the handbook.

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Topics: Marketing, lead generation, advertising

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

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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