Category Archives: B2B

New Recruitment Reality: Put Your Marketing Hat On


Treat job seekers like prospective customers Picture this: You are a nimble, creative marketer armed with data-driven methods to deliver personalized and relevant messaging right to the heart of a demanding and digitally discerning audience. You wouldn’t dream of using the old “spray and pray” strategy to reach your prospects. But right now, precious marketing…

What does health insurance mean to millennials?


By: A Millennial For many millennials, 26 is the next life-changing birthday after 21. Twenty-Six is when you get CUT OFF. Cut off from your parents’ cell phone plan? Perhaps. Cut off from your old college lifestyle? I would hope. Cut off from your parents’ health insurance? Without a doubt. As Account Director, Megan Jaffarian…

Making the Most of Your Agency Internship


Nowadays, it seems like just about every entry-level job requires a substantial amount of previous experience. As a college student, the best way to gain experience is to intern. And while internships aren’t always the easiest to obtain, applying for various internships—even ones that might not mirror your dream job or even be in your…

On the Bleeding Edge of Buzzwords in B2B


Calendarize. Diarize. Open the kimono. Deferred success. Air cover. Right-sizing. Buzzwords and jargon get a bad rap. And for the most part, it’s warranted. They’re overused, overly contrived, and often eye roll-worthy. The goal of advertising is to simplify a message to reach the point of utmost persuasive clarity. And that means keeping buzzwords to…

Reach the C-suite? Learn to swim with whales.

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Before you jump in and join the throngs of marketers searching to connect with C-levels, you need to do your homework first. Reaching the elusive audience known as the C-suite is one of the most sought after, targeted audiences in the business world—every business, salesperson, thought leader, content marketer, and subject matter expert wants something from the C-suite: attention, resources, approval, buy-in, mind share, and of course, budget….

Investing in Mental Health: Why It’s Important for Your Business


May, or Mental Health Awareness month, might be over, but that doesn’t mean we have to end the conversation. I’m not going to drone on about what you can do to improve your mental health—you know what you need to do—I’m going to take it a step further and talk about mental health as an…

Why Terrible Data Makes Terrible Communications (and What to Do About It)


Customer and prospect data can be a scary beast. Especially for large organizations, or those with many separate and inconsistent data sources. It’s still spring, so let’s talk about cleaning house. We all know that most customers expect personal attention. And we all roll our eyes at mass emailers and cold callers that give the…

Welcome to my brand campaign, [Fname].


People signed up to receive communications from your organization. Now what? According to Janet Choi from, you’ve got to write the perfect welcome email. Why welcome emails rock: They’re opened 4x more and clicked in 5x more than average promotional email rates. It’s all about first impressions, folks. That first correspondence determines how warm,…

Top 5 2017 Social Media Predictions—How do they shape up?


At the end of each year, experts in every industry take out their crystal balls to try to predict the biggest trends of the next year. But in the world of social media, things can change pretty rapidly. I wanted to check in on some of the top 2017 social media predictions and see how…

My keys to success: ignorance, persistence and dumb luck.


It’s not every day you get to talk to over a hundred professionals about how ignorant you are and get a hearty round of applause. But last Friday, I spoke to an audience of about 100 executive MBA graduates at the Rochester Institute of Technology’s annual “Sharpen the Saw” event. The annual day-long event is built on one…