Carolyn Goodman

Carolyn Goodman

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

Marketing Awards: What Are They Good For?

When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always included a page about the many awards the agency had won — and the DMA ECHO Award was always front and center.

Best Practices Exist for a Reason, Part 3: Email Results Analysis

For many marketers, the bulk of their time is taken up with list selection, subject lines, email design and ensuring the email links to integrated landing pages. But not enough time is spent analyzing the results of those efforts in order to learn and apply it to the next campaign.

Best Practices Exist for a Reason, Part 2: Landing Pages

In my last post, I gave some specific and proven best practices for the creation of successful emails. In this post, I'll talk about Landing Pages—because now that you've been able to lure your target into opening your email and clicking on the embedded link(s), you want to continue to drive that prospect to your desired outcome.

Best Practices Exist for a Reason, Part 1: Email

I'm continually stunned when a client, art director, copywriter or any other strategist in the marketing industry insists on using a design or copy technique that directly contradicts proven best practices.

The Digital Mystique: All Smoke and Mirrors?

While it may be true that US adults spend 47 percent of their time interacting with digital (online, mobile or otherwise), that doesn't mean that marketers will be seeing their investment in digital pay off in the long run.

Mentoring: Give a Little, Get a Lot

Last summer, I heard that my alma mater was launching a mentoring program between graduates and enrolled Seniors. Even though I no longer reside in my college town, I quickly volunteered to be a guinea pig for remote mentoring

Must Love Dogs, and Other Content Marketing Advice

Content Marketing is a lot like dating. If you create your dating profile based on what you think potential life mates might be interested in, but don't accurately reflect who you really are, then your first date will probably be a short one.

Today’s B-to-B Marketing: It’s a Lot Like Shark Tank

As a marketer, I understand the challenge of reaching business decision makers like me in a fresh and meaningful way, but I will tell you that as a focus group of one, I despise the direction marketers seem to be headed:

How to Treat a Client

Over the holidays, I relocated my office a few doors down the hallway in order to accommodate some staff changes. While cleaning out a bookcase, I came across a 1991 edition of Courier, the in-house newsletter for Ogilvy & Mather Direct. I had saved it because it was chock full of great tips on Client Service and reminded me of how much I had learned during my days at OMD.

Mergers and Acquisitions: A Challenge to Brand Loyalty

In the late 1990's, I discovered ShareBuilder—an easy way to buy stocks (and even fractions of a single stock) through regular, automatic purchases online. Far from being a savvy investor, I found ShareBuilder to be the easiest and least stressful way to get involved in the stock market because, after all, how risky could a $5 or $10 weekly investment be to a neophyte like me?

Death of the Salesman

There's no question that the Willy Lomans of this world have been dying a slow, agonizing death—only instead of losing the fight to travel exhaustion, the opponent is the Internet ... And marketing

How (Not) to Run an Agency RFP

Over the last several years, I've noticed an alarming trend in the RFP process - and I'll boil it down to three words: Lack of respect

Do You Live Up to Your Brand?

As California suffers from one of the worst droughts in recent history, it was recently reported that the chairman of the board of the Metropolitan Water District of Southern California (MWD), was among some of the worst offenders in personal water consumption—yet he recently launched an advertising blitz to persuade 19 million people to save water.

Direct Marketing on a Shoestring Budget

Many business owners (or mid-sized business marketers) are always aghast at the budget required to market their products/services. In direct marketing in particular, ever-rising postal costs, printing and even data management sticker shock can stop a project in its tracks. The question is: How can you best use your precious marketing budget to accomplish the most? The answer is to work smarter, not harder:

Blogs: The Long and Short of It

Many marketers struggle over blog content—and that's never more apparent than when you stare blankly at your screen, hoping for inspiration. According to WP Virtuoso, there are over 152 MILLION blogs on the Internet and a new blog is created somewhere in the world every half second. Of course that translates into a mishmash of quality content, so I'd like to suggest a blog amnesty program