Category Archives: B2B

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…

Advice to brand marketers: think like a kid again.


I’m firm believer that you should look for inspiration everywhere. Some of the best ideas come while you’re in the shower, cooking a feast or driving home from work. As a marketer, it’s your job to make connections between the life we live and the products that surround us. The world has lot to offer…

3 Simple Tips to Hire (and Retain) Outstanding Millennial Talent


Stereotype: A widely held but fixed and oversimplified image or idea of a particular type of person or thing. To the outside world, Millennials have a sense of entitlement—they’re lazy, don’t want to work, and switch jobs regularly (according to LinkedIn, Millennials job-hop four times in the first decade after graduation). But for the majority…

2017 B2B Marketing Predictions: Where Are They Now?


It feels like just yesterday we were closing out on 2016, toasting the ball drop and making improbable resolutions (speaking for myself). But with February coming to a close, it’s time to revisit some of the 2017 B2B marketing predictions that industry leaders made, think about what’s coming true, and plan for what’s coming next….

B2B & B2C: Balancing Both – Tips for using duality to your advantage


I like stuff, a lot. While I know this is not the most insightful introduction, it is true. As a consumer, customer, shopper, fan, and brand loyalist, I am certain that I am targeted by some very savvy B2C marketing professionals and am prime persona for some of these brands. Target and J.Crew definitely have…

Helping energy customers feel the love starts with healthy communication.


Communication is the key to any healthy relationship. We’ve all heard that before, right? Just tune in to the daytime talk shows, latest dating reality creation, or even pick up a paper and read an advice column (if those are still a thing). It’s a simple, common-sense sentiment that’s been accepted as fact when it…

Super Bowl Advertising: Red Zone to End Zone


What’s everyone at your office talking about this morning? That huge come from behind win by the Patriots? Mr. Clean’s new dance moves? Or whether the Snickers live commercial was an intentional disaster? The Super Bowl is one of the biggest annual events in American culture. Regardless, whether you love, hate or feel nothing towards…