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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.

 

Marketing Sustainably

Chet Dalzell
A Postal Wish List for 2015 - I Wish I Could Say I Am Thankful
Nov 24, 2014

We are amid the Holiday 2014 mailing season, based on my home address catalog count of 33 so far (since...



Making Social Sell

Jeff Molander
Sell Chief Executives With This Email/InMail Template (Part 3 of 3)
Nov 26, 2014

The "experts" say executive officers aren't open to being pitched via email and LinkedIn InMail. But they're wrong. You can...



Reinventing Direct

Gary Hennerberg
2 Tips to Write More Readable Copy
Nov 26, 2014

When was the last time you checked your copy's grade level reading scores? American's reading ability is declining. And you...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
If Your Site Is Not Mobile-Friendly—Fix It Now!
Nov 25, 2014

If you rely on search to assist new users in finding your site, you must now make sure that your...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail That Worked on Me
Nov 25, 2014

I admit that I am very interested in direct mail. So I like to look to my mail box both...



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...



Mobile-First Marketing

Greg Hoy
Tracking Mobile Ad Effectiveness With Real-Time Data
Nov 19, 2014

The volume of mobile data and the speed at which it is created continues to increase as the global population...



Muscle Marketing

Wendy Montes de Oca
The Power of Interstitials … Are You Using Them?
Nov 18, 2014

Whether your goal is cross-selling or lead generation, interstitials are a great way to get your website visitors' attention and...



The Integrated Email

Cyndie Shaffstall
Moving Upstream on Cart Abandonment
Nov 17, 2014

After speaking at a conference on the topic of email automation for your online store, I was approached by more...



Brand Matters

Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Dec 9, 2014

Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Not All Databases Are Created Equal
Nov 6, 2014

Not all databases are created equal. No kidding. That is like saying that not all cars are the same, or...



Ruthless B-to-B Marketing

Ruth P.  Stevens
What the Growth of Inside Sales Means to B-to-B Marketers
Nov 4, 2014

I heard an arresting comment at the LeadsCon conference in New York in August. The speaker claimed that inside sales...



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...



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  Read More >>

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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  Read More >>

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Hottest 2014 Marketing Tip for Small Business? Put Aside a Budget!

Over 50 percent of the working population (120 million) work in a small business, and that trend is growing. According to the SBA definition, there were nearly 28 million small businesses in 2013, and 6 million of those had employees beyond just the owner

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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.  Read More >>

One Size DOES NOT Fit All in B-to-B Marketing

Here's a painful truth: B-to-B lead generation takes a lot of hard work BEFORE you execute any marketing or sales program. Work smarter, not harder, and follow these six steps to make a real difference:  Read More >>

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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  Read More >>

Mistake or Clever Test?

As marketers, we know that consumers are accustomed to providing personal information in exchange for something free. As business-to-business marketers, we know that gated content is one of the best ways to build a database of prospects. So the email I received recently from MarketingSherpa really surprised me  Read More >>

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The Fun of Marketing Lexicons

The first time I heard Brad Pitt and Angelina Jolie referred to as "Brangelina," I admit I laughed out loud. Not only did it reflect the "mergement" of their individual brands and personalities, but it was the perfect way to describe the famous "let's-do-everything-together" couple  Read More >>

On LinkedIn, Who's the Boss of You?

I approached my employees and asked them how they'd feel if I asked them to revise their profiles and use "brand language" that I provided. For many, they felt the request was invasive, and it indicated that I was too controlling (there's a shocker). But if one of my company's goals is to present a unified brand front in every channel, how much responsibility should an employee take towards supporting that objective?  Read More >>

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Trickery Is Not a Marketing Strategy

Despite what some people may think, I was not born yesterday. But lately I feel like I've been duped by intentionally deceptive marketing practices everywhere I turn. When legitimate companies deliberately use misleading marketing tactics to try and entice you to respond, I wonder who, exactly, thought this was a good idea?  Read More >>

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I Am Fascinating - Even My Hotel Thinks So

You know that age-old scenario with the man stuck in the labyrinth, who can't find his way out? Well, there's an online version of that—it's the registration page that tells you there's an error and you cannot continue, except the error is not with you, it's with them  Read More >>

'Take This Catalog and Shove It!' - A Modern Customer Relations Parable

Somewhere within the bowels of Restoration Hardware, somebody got themselves a calculator and said to themselves, "Hey! I know how we can save a whole lot of money—let's print these babies all at once!" What they failed to take into account was the potential negative reaction of their customers  Read More >>

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The World Needs More Glennas

I've worn glasses since the seventh grade. And I celebrated a new level of euphoria when I purchased my first pair of contact lenses as a senior in college. But the fact remains, when I take out my contacts at night, I still need to wear glasses. So imagine how I suddenly got a pit in my stomach when I went to put on my glasses while spending the night in a NY hotel room, only to discover they were not in my suitcase  Read More >>

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The Complexities of Simplification

Remember when you were a kid and you learned how to fold a single sheet of paper into a little device that would allow you to tell fortunes? I was reminded of that device recently when my controller walked in carrying the latest direct mail package she received from FedEx. Being a good voyeur of marketing content, she brought it to my attention because she had inadvertently ripped one of the contents inside—and flung it down on my desk declaring it was "stupid"  Read More >>

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I'm a Black Widow ... What Spider Are You?

Over the last couple of months, I've noticed a growing Facebook trend—an increase in those annoyingly stupid quizzes. What flower are you? What actress would play you in the movie version of your life? What Rolling Stones song describes you? What else is surprising is that there is a marketing method behind this madness  Read More >>

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Responsive Design: This Changes Everything

Like many businesses, we put off making updates to our Web page because we were … um … well … simply too busy. And shame on us. As marketers, we know the critical role a website plays for any business. If a potential client, employee or business colleague wants to really understand who you are and what you do, they take two actions  Read More >>

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I Am the Judge of You

Pointing the finger has never been so easy ... and so anonymous. I suppose it's human nature to feel (and act on) the need to take pot shots at others—whether it's their point of view, their creations or their behavior. But to be able to do so without the fear of repercussion seems to be a growing trend. And as the owner of a product or service, it's never been more infuriating  Read More >>

Who Put the Techno Geeks in Charge?

Sometime in the last 10 years, we've allowed technology folks to make marketing decisions. And, not surprisingly, the fallout has been customer and prospect frustration with the brand. Take account passwords, for example. How many times have you been: Forced to register on a website before you can simply "take a look around"? Marketing in the digital age is hard enough, so why are the technology folks making it so damn hard to do business on the site?  Read More >>