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Marketing to Engineers: Be Helpful!

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...

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5 Reasons I Hate Listicles, and What You Should Do About It

You probably started noticing them as a little kid waiting in the grocery store line with your parents. Ten fashion tips from your favorite stars! Twelve secrets for a flatter tummy! Twenty-five...

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Nobody Reads Anymore? Don’t Believe It.

I heard it yet again, just the other day, in a client meeting. Make that two times, from two different people, in two back-to-back meetings. It’s the same thing I’ve heard so many times before:...

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Why B2B Businesses Should Embrace Search Marketing

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...

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The New Rules of B2B Demand Generation

Things have certainly changed for B2B marketers. The advent of the Internet and all the associated sociological and technological revolutions, coupled with the severe economic downturn of the last...

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NBA, MLB, B2B: the Numbers Matter

I’ll admit it. A few weeks ago, I was avidly reading every article I could get my hands on about the NBA’s Boston Celtics hiring Butler University head basketball coach Brad Stevens. At the tender...

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E-commerce Will Continue To Drive Revenue Growth in B2B

Recent surveys show that B2B companies are increasingly relying on e-commerce to drive revenue growth. Due to lingering channel-conflict concerns, many B2B companies still don’t have an e-commerce...

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Commit to Delivering on Your Promise... or Commit to Fighting Relative Sameness

Last week I read an article about Coca-Cola’s new can that can be split in half so consumers can “share happiness.” Over the years, Coca-Cola has had big campaigns, all focused around its brand...

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Q&A with Ryan Mannion, VP/Account Dir, on Breaking Through Digital Clutter & March Madness

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...

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Six Steps to a Successful Product Launch

DENTSPLY is one of the largest dental-product manufacturers in the world and a longtime client. Symmetri recently collaborated on a fully integrated campaign to launch TPH Spectra, Caulk’s newest...

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