Just when you think you fully understand the buying influences and the right messages, think again. One thing that I’ve learned during my career is to routinely take a second or third look, after you think you’ve got a market all figured out. BtoB buying influences can easily allude the marketer or PR pro who […]Read more "Taking a New Approach to Reaching the Real Buying Influences"
Early in my career in the years “B.I” (Before Internet), I began experiencing first-hand the marketing power of pumping out useful, insightful content to the marketplace. My colleagues and I proved that we could magnify the perception of a very small company as a leader, by demonstrating what they know. Our Detroit-area agency did the […]Read more "Application Stories Fueled B2B Manufacturing-Tech Leadership"
Take a close look at what time-lapse could do for you – whether it be actual video footage or graphics.Read more "“Will It Blend” is the Ultimate Demo"
My workday adrenaline is fueled by the fact that business innovations are exciting, new technology enthralling. Likewise, B2B marcomm messaging should tap into new and engaging energies, rather than reverting to hyperbole and braggadocio. And why do we need to always be as serious as a funeral home? So, here’s my first in a series […]Read more "Borrow Best B2C Campaign Themes for B2B Messaging"
Authenticity is growing as a guideline on business websites, but it’s getting rarer on TV these days.
I recently went to a taping of Chelsea Lately, the rude, shallow but amusing gossip/talk show on the E network. I expected that an under-employed comedian would be warming up the small studio audience prior to the taping – what I didn’t expect was that it would be an obnoxious Laugh-Nazi.Read more "Have You Laughed at Chelsea Lately?"
Business cliches and over-used phrases are discussed in the new edition of David Meerman Scott’s business bestseller The New Rules of Marketing an PR.Read more "Exposing Business Cliche Over-Exposure"
I am now in the 4th stage of my career. This post begins a series on these stages, with some insights I have gained along the way. Stage I (below) was my “heavy-duty” period. The struggle of manufacturers during this deep recession to get support from banks for investments in new technology and capital improvements […]Read more "B2B Marketer’s Challenge: Cutting Through the Clutter to Persuade Top Management"