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.

Every brand is obsessed with gathering information about their customers — from demographic data to purchase behavior. Sophisticated marketers use that data to build loyalty programs, predictive models and determine lifetime value.

Now, after attending three different colleges, I’m impressed with some of the strategies colleges are deploying to make sure they’ve got your kid (and you!) hooked for a four to six year relationship. Some of these institutions have mastered both acquisition and retention efforts and I wouldn’t be surprised if they could teach a course on the subject.

If a CEO is responsible for overall company management and fiscal health, isn’t a CMO responsible for overall brand value and the health of their customer relationships? And if not the CMO, then who?

What I will never understand is why any business would invest their precious marketing budget to have a booth presence at a tradeshow, but fail to design and execute a strategy that will optimize booth traffic from its target audience.

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