The Power Punch

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.

Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.

Ruth is a guest blogger at Biznology, the digital marketing blog. Email Ruth at, follow her on Twitter at @RuthPStevens, or visit her website,

I was prepping for a webinar on marketing when one question caught my eye: “What are some new marketing trends that leverage social media platforms?” I did a little deeper research on the topic and came across some innovative ideas worth sharing.

If you’ve read my blog before, you know I love Starbucks. When taking a road trip, I use Google maps to find the closest location when I need a little pick-me-up. When flying, I seek them out in airports. And while recently strolling down the street in Lima, Peru, I spied that familiar green logo and my husband immediately knew I’d have to stop in for my favorite latté.

As a marketer, how do you know that your work has made a difference in the world? It’s not whether you made an audience laugh, cry or remember the words to your jingle. It’s not because your brand name can evoke a Pavlovian response to make a purchase. For me, the most impressive result is when a smart strategy and innovative creative solution have a major impact on solving a business problem. I’m proud to report that this year’s ECHO entries were no exception.

It strikes me that many companies seem to be out of compliance with the CAN-SPAM laws and don’t make it easy to even find the unsubscribe link. And, when I finally locate it and click on it, I’m often presented with a survey — and one that you can’t ignore.

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