- Our Approach
January 22, 2015
As a writer, you never forget the moments in your career when you make that potentially career-ending typo (think public but you left out the letter “l”). I’ve made plenty of mistakes, but the one that stands out the most was in a very important html email invitation...
January 15, 2015
The topic of marketing attribution continues to muscle its way into the B2B marketing mainstream as execs demand more and more evidence their marketing investments are working.
Of course, the term working likely means something different for every company. While it will...
January 13, 2015
In an earlier blog I encouraged you, the B2B marketer, to invest as much effort into your channel marketing plan as you do your end-user marketing. Effectively engaging distribution partners can be...
January 07, 2015
In the B2B marketing arena, we’re occasionally tasked with developing marketing strategies for products that are commodities at their essence. The big conundrum is: how do we effectively market a product that isn’t easily differentiated from its competitors in terms of features and...
December 23, 2014
With 2014 inching ever closer to 2015, I thought it was appropriate to showcase some of the B2B Marketing blogs worthy of rereads (because we both know that you read these the first time they were posted). Here are some of the authors, listed alphabetically, and the topics they covered...
December 12, 2014
When developing your marketing plan be sure not to overlook — or worse, take for granted — your channel partners. If you concentrate too much on the end user, you may lose focus on who’s closest to you: your dealers, distributors and reps.
Sure, you know how...
December 08, 2014
In a recent Wall Street Journal article, Steven Pinker, respected experimental psychologist and one of the world’s foremost writers on language, sounded off on the subject of bad writing. Please take five...
December 02, 2014
Have you ever noticed that a breakthrough idea often comes to you when you least expect it—for example, when you’re taking a shower, during your commute to work, while you are waking up or going to sleep, or just daydreaming. Sometimes it pops up while you’re busy working on...
November 25, 2014
I’m an engineer (by degree, anyway). I’ve been accused of being too even keeled — no big highs, no deep lows. Am I void of emotion? Hardly. You just don’t see mine easily.
I’ve probably described the majority of the technical and engineering types out...
November 18, 2014
There has been an onslaught of similar articles to this one recently, so this concept was no surprise to me. No doubt the tides are changing for information retrieval (typically in favor of apps over...