In 1980, I took a position as the advertising manager of Koch Engineering, a firm in New York City that manufactured industrial process equipment. The company used a small Madison Avenue ad agency, RSMK, and our account was handled by … Continue reading →

With the rapid evolution in marketing technology, today’s B2B marketers have become overly obsessed with finding the next big thing. Unfortunately, the next big thing often turns out to be nothing. Here are some of today’s top marketing trends and … Continue reading →

According to a study published by comScore, more than 55 percent of Americans are now smartphone users. There are more mobile phones on the planet than there are TVs. And 70% of all mobile searches result in action within 1 … Continue reading →

When I was starting out in marketing in the late 1970s, the standard response device in direct marketing was the business reply card (BRC). With the advent of pURLs (personalized URLs), use of the BRC declined dramatically. Many argued that … Continue reading →

Pinterest. Foursquare. Google Plus. Facebook. Twitter. LinkedIn. We’re so entranced by the possibilities of social networking that we risk forgetting the other kind of networking that can work so well – live, in-the-flesh human contact. Social networking can reach a … Continue reading →

There’s a lot of misinformation on many topics, and business-to-business marketing is no exception. There are two reasons for this. First, many B2B marketing practitioners prefer to make marketing decisions based on personal opinion and subjective judgment, rather than tested … Continue reading →

One of the worst things about growing older is that you risk becoming obsolete. I’m in that quandary right now. You would think the older you get, the more experience you have and therefore the more you know. It’s true … Continue reading →

The best piece of advice I ever got on marketing services was one word from the head of an IT consulting firm who said: Productize. Products are tangible and services are intangibles. Tangibles are easier to sell than intangibles. Therefore, … Continue reading →

We hear how e-mail is becoming obsolete and social networking is morphing into the medium of choice for online communication. But in the business-to-business community, it hasn’t happened yet. Seventy one percent of B2B firms use e-mail marketing. And e-mail … Continue reading →

In the good old days before CDs, I used to record speeches I gave on marketing and duplicate them audio cassettes. Whenever a prospect asked for information on my copywriting services, I’d send a brochure, client list, and samples of … Continue reading →