The purpose of marketing has traditionally been to build awareness for brands, products, and services. That is still an important part of marketing, but it’s not enough. Good marketers know that they need to have a positive impact on their company’s bottom line—and be able to prove it. There’s a new way to measure marketing’s […]

Mention LinkedIn at a networking event and everyone will say they use it, but the truth is that not many people know how to get the most out of LinkedIn. LinkedIn can be a tremendously powerful tool for both individuals and businesses and thanks to my colleague and LinkedIn coach, Theresa Merrill, here are 9 […]

B2C marketers moved from a feature marketing approach to an emotional marketing approach a long long time ago. B2C marketers understand that they can sell more products if they package them inside an emotional appeal, rather than if they just list the features of the products. Despite the success this tactic has had in the […]

When you depend on a network of distributors, resellers, and other partners for your sales, sales enablement needs to be a top priority. While you know the ins and outs of your awesome product/service, your channel partners may not and they likely won’t care about your offerings as much as you do (especially if your […]

The mobile space grew exponentially in 2014 and is only going to continue to do so in 2015. If you’re looking to improve yourself this year and have some personal New Year’s resolutions, more power to you. If you’re a marketer though, your professional resolution should be take your mobile marketing to the next level. […]

The holidays are upon us! Thanksgiving has just past and Chanukah, Christmas, and New Year’s Eve are coming up on us like freight train in a tunnel. Besides a time to spend with families, the holidays are also a time for bad marketers to do awful holiday-themed marketing and annoy everyone. Don’t be that marketer—here’s […]

To be successful in marketing and in business in general, strategy is essential. Key to developing strategy is positioning. Strategic positioning—how an organization serves its customers and differentiates itself from the competition—is an often overlooked element of marketing. Without defined positioning, marketing lacks strategy and initiatives are ineffectively carried out piecemeal. Here are 5 Tips […]

Content marketers have it tough sometimes — creating all that content is no easy matter and staring down an empty editorial calendar with nary a tweet in hand is enough to give any content marketer pause. But it doesn’t have to be that way. Done judiciously, repurposing existing content can help fill in those gaping […]

Ever receive a gift that totally doesn’t fit who you are but makes you think “I know why you thought this was a good gift for me”? There is a fine line between a great gift and a bad gift and you really have to know the person well to know what would be a […]

I’ve talked before here about how important—and easy—it is to do things wrong quickly with digital marketing. That is, to try an idea out and then adjust it or even abandon it if it’s not working. One of the ways to do this is through A/B testing. Here are five tips:how to do A/B testing […]

I recently stumbled across an interesting website: Unroll.me. It’s a free service that helps people batch unsubscribe from email newsletters and subscriptions and in January, they gave out “awards” to the companies who lost the most email subscribers in 2013. 1-800 Flowers topped the list with a 52.5% unsubscribe rate. Yes, 1-800 Flowers lost over […]

There are many ways to learn about your customers—focus groups, surveys, etc.—but one method that doesn’t get a lot of attention is ethnography. This is too bad, because ethnography can be a very powerful tool for marketers. When marketers think about leveraging customer insights via non-traditional research, ethnography is likely to come up. Here is […]