Are you looking for new ways to connect with architects?

Do you market building materials to architects and specifiers?

Whether architects are your direct customers or major influencers in getting...

Part II of II.

You don’t have to over-think how you market to engineers. This is the second post with useful tips on how marketers should focus less on talking “at” engineers and instead focus on...

Part I of II.

Many have written about marketing to engineers. And everyone agrees: they’re a tough crowd. Nobody wants to be sold to. And most don’t like to be marketed to. Engineers often look...

The reason is because it works, and the smartest businesses – B2B and B2C – have embraced it. But before I explain why, I’ll explain why some B2Bs are slow to embrace “search.”

The No. 1 reason is...

What is the most interesting or creative B2B marketing campaign that’s caught your eye lately?

I don’t know that many have caught my eye as of late. But I do follow a number of companies who I...

This actually happened, not long ago. A lawyer representing a suburban car dealership met with legal representatives for PepsiCo, Chevrolet, NASCAR and the corporate sponsors of a leading NASCAR...

As I come up on ten years in the ad biz, I realized I’ve gotten around. I’ve worked in recruitment advertising, B2C, eCommerce and now B2B. All in all though, it’s pretty clear – advertising is...

In October I attended a 3-day Hyper Island Master Class (#himc) in New York City. It’s pretty much a boot camp to help marketers like me, who didn’t grow up on a computer, help catch up to the...