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Carolyn Goodman

The Power Punch

By Carolyn Goodman

About Carolyn

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.

 

The Integrated Email

Cyndie Shaffstall
The Problem With A/B Testing
Jan 26, 2015

This week we set up an elaborate A/B test on subject lines. I liked "How 1.75 Billion Mobile Users See...



Making Social Sell

Jeff Molander
Making LinkedIn Sales Navigator Work for You
Jan 23, 2015

LinkedIn Sales Navigator can be great investment. But recovering the money you invest means having an effective, repeatable way to...



Direct Mail for the Modern Marketer

Summer Gould
5 Tips for Effective Multichannel Campaigns
Jan 22, 2015

Your audience is in more than one place—you need to be too. Multichannel marketing means reaching your audience across more...



Reinventing Direct

Gary Hennerberg
5 Positioning Ideas When Leading With Price
Jan 21, 2015

What works best? Selling product benefits, then revealing the price? Or revealing the price, followed by selling benefits? There are...



Brand Matters

Andrea Syverson
Redefining the Art of Minding Your Ps and Qs
Jan 20, 2015

You know hospitality when you feel it, or as officially defined by dictionary.com it's "the quality or disposition of receiving...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Be a Good Data Scientist
Jan 15, 2015

I guess no one wants to be a plain "Analyst" anymore; now "Data Scientist" is the title of the day....



Marketing Sustainably

Chet Dalzell
Golden Nuggets: Advertising’s ‘Data’ Wave Has Arrived
Jan 19, 2015

When I look at the world of advertising, by way of my career path through the Direct Marketing Association and...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



IMM-Possible ROI

Stephanie Miller
3 IMM Trends to Watch in 2015
Jan 13, 2015

Happy New Year! As we look ahead this year with confidence in our ability to reach those aggressive goals and...



Ruthless B-to-B Marketing

Ruth P.  Stevens
Exciting New Tools for B-to-B Prospecting
Jan 12, 2015

Finding new customers is a lot easier these days, what with innovative, digitally based ways to capture and collect data....



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Setting SEO Strategies and Priorities for 2015
Jan 6, 2015

As you turn the calendar to 2015, it is time once again to revisit the SEO successes or unmet challenges...



The Data Athlete

Mike Ferranti
Data Athletes in Modern Organizations
Dec 16, 2014

Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Here's What Counts

Chuck McLeester
How Do You Spell ROI?
Nov 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



B-to-B Marketers Gone Wild!

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All text and no fun makes Jack a dull B-to-B marketer.

What's fun about shopping online is that B-to-C retail sites often use video to make their products look more interesting and provide more information than you'd see in a static picture.

Since B-to-B brands often sell a service, solution, or product that's not easily demonstrated in a video, there will be reams of product information to convey, white papers and/or case studies to read. And who declared they have to be all text and dull, dull, dull?

Whether you're targeting IT managers, security administrators, hospital executives or CFO's, no one asks you to present your information in the dullest way possible.

Let's look at 3 simple, but effective options:

  1. Design product sheets, white papers and case studies to be visually pleasing. Eye tracking studies prove that site visitors spend most of their time looking at visuals—faces in particular. And common sense tells us that when something is visually attractive, it will garner more attention. Which of these two B-to-B white papers would you rather read: All text or visually compelling?
  2. Use flash animation to liven up statistics and tell the story. Or if it's too complicated, use animation to "hit the highlights," then give readers a deeper understanding with a text/PDF option. Here are some fun examples to see flash in action.
  3. Add a simple involvement device to engage your site visitor: Online calculators let them see how much they could save, or determine what your product might cost given a few variables. For example, this is a simple but engaging one for college students to determine whether or not they should skip class today, while this data loss calculator demonstrates the negative financial impact an organization may face as a result of a data breach or theft of identity data. This one for a BtoB insurance product helps you see how much income is at risk if you became disabled, and ultimately helps calculate how much the insurance product might cost based on your age and other factors.

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