Branded Interviews: Your Pathway to "Enlightened" Thought Leadership
Traditional thought leadership – whether it’s delivered through owned media or earned media – most often involves showcasing your own...
How To Make Marketing An Invaluable Function
In its landmark 2018 Pulse Survey of 220 Chief Marketing Officers, the executive recruiting firm Korn Ferry reported that, although...
Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure
There are practical reasons diet companies and national gym chains spend most of their advertising budgets within two seasonal windows:...
Are Pitch Letters The Cinderella Of Content Marketing?
Great content can build brand stature and increase market awareness, but in my experience, neither of those achievements necessarily...
Should Marketing Automation Customers be Pre-Qualified?
For decades, the ONLY way to produce any type of printed material – ranging from sales & marketing brochures, to annual reports and...
Marketing Lesson from Ian McTavish: 7th Generation Scottish Bagpipe Maker
On a trip to Scotland in the 1980s, from my rented car on a road outside of Glasgow, I spotted a crude hand-painted sign nailed to a tree...
3.5 Reasons to Skip Industry Awards
For certain industries, such as financial services, that aggregate performance-related data – for example, in annual “league tables”...
Skip the Marketing Plan. Try this "Easy-Bake" Recipe Instead.
The first question we ask prospective clients is, “Do you have a Marketing Plan?” Most prospects sheepishly acknowledge that they don’t...
B2B Marketing Needs One Giant Step...Backwards
In the dark ages of B2B marketing communications, circa 1980, the goal was to get your snail-mailed communications past the office...
What Type of Marketing Cry-Baby are You?
When a client complained to me recently about the difficulty of competing against larger companies, I had a flashback to when my kids...
