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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.

 

Making Social Sell

Jeff Molander
LinkedIn Profile Makeover for Sellers
Apr 18, 2014

Are you appealing to emotional and tangible desires of buyers on your LinkedIn profile—in ways they cannot resist acting on?...



Reinventing Direct

Gary Hennerberg
Are Autoresponders Killing Email Marketing?
Apr 16, 2014

Two events in the same week have triggered an email unsubscribe flurry on my behalf. First, a change in my...



Here's What Counts

Chuck McLeester
What Are You Measuring and Why?
Apr 9, 2014

An account manager working on a pharmaceutical brand once asked me, "How should we code the various opt-in vehicles to...



Marketing Sustainably

Chet Dalzell
Beyond Data: Why 'Grit' May Matter More
Apr 14, 2014

This past month, I was reminded how vital it is to have grit to achieve success, that is "true grit."...



Brand Matters

Andrea Syverson
Verbify! Verbify! Verbify!
Apr 9, 2014

What's your brand verb? Yes, you read that right ... verb. Each and every day great brands are energized by...



The Integrated Email

Cyndie Shaffstall
Email Marketing: To Open or Not To Open ...
Apr 7, 2014

For many of us, choosing the from name is a simple task. We send it from the person to whom...



Ruthless B-to-B Marketing

Ruth P.  Stevens
How Many Leads Do You Need?
Apr 4, 2014

One key to successful B-to-B lead generation programs is to calculate exactly the right number of qualified leads to provide...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Why Model?
Mar 26, 2014

Why model? Uh, because someone is ridiculously good looking, like Derek Zoolander? No, seriously, why model when we have so...



Marketing Nuggets

Michael Lowenstein
Too Big to Fail - But Not Too Big to Suck
Mar 26, 2014

On a recent "Real Time With Bill Maher" show, Maher responded to the announcement that Time Warner Cable would merge...



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)...



Muscle Marketing

Wendy Montes de Oca
7 Magic Ways to Maximize Otherwise Boring Fulfillment and Collateral Pieces for Profit
Aug 7, 2013

Sure, fulfillment and inserts aren't as sexy as other forms of marketing, but they can be viable ways to bring...



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...



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...



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...



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...



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...



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....



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 >>

Is Safety Funny?

I've always liked the Virgin America brand: Quirky, entertaining and a little off-kilter. Their planes always seem newer, more modern and cleaner than most, and the dimmed lighting encountered upon boarding feels more like you're about to sit down and have a few cocktails than fly across the country. But on my most recent flight, there was a new safety video that really captured my attention  Read More >>

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Who’s Talking About Me Behind My Back?

Celebrities are masters at constantly keeping their names in the spotlight. Whether on purpose (think Kim Kardashian) or not (think Justin Bieber), these brands are constantly vying for attention through every marketing channel available. While most large businesses have a cadre of resources constantly tracking and controlling their brand image, the nearly 28 million U.S. small businesses are not so lucky  Read More >>

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Waiting for Justin

While watching The Grammy's on January 26, I became totally engaged with a new series of TV spots from MasterCard. In them, they suggest that a viewer may get a surprise visit from Justin Timberlake—a priceless surprise to be sure. Feeling optimistic, I quickly ran out to my front porch and made sure the light was on, the doorbell was working, and then I freshened up my lipstick 'cause hey, you never know.  Read More >>

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Your Company Does What, Exactly?

"We provide robust, enterprise-wide solutions to decision-makers at multi-location facilities across a broad set of vertical industries that are facing an overarching set of business challenges." I couldn't help myself—I broke out laughing before he finished the sentence
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Greed - With a Fear Chaser

We've all seen the TV ads: A man with a microphone and a bouquet of flowers walks up to a house and rings the doorbell. The adult who answers is handed a check that's bigger than the car in his driveway (both actually and figuratively) while lots of screaming family members leap up and down with excitement over the windfall. The Publisher's Clearing House Prize Patrol strikes again, only this time, I was caught in their trap  Read More >>

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Slapping Lipstick on It Doesn't Mean It's Content

Adding a forward-facing camera to a smartphone was truly one of those "tipping point" moments. So it was no surprise when the word "selfie" was proclaimed the "Oxford Dictionaries Word of the Year." In return, I'd like to nominate the word "content" as the "Marketing Word of the Year." But unlike the word "selfie," which can be somewhat self-explanatory, the word "content" seems to be completely misunderstood.  Read More >>

The Voice of Reason

I was completely taken aback by the voice on the other end of the line. He sounded weary—like he might be having a bad month. And he spoke slowly, as if he were having trouble gathering his thoughts. I was feeling impatient. It was the middle of the business day and I had answered my phone in between meetings.  Read More >>

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Assume Nothing

It's completely coincidental that the mayor of Las Vegas and I share the exact same name ... including our middle initial. But unlike me, that Carolyn G Goodman was elected to office and has a huge following in cyberspace. Unfortunately for her, I acquired the Twitter handle @carolyngoodman before she even discovered Twitter  Read More >>

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If You Build It, Will They Come?

In B-to-B marketing, decision makers (and influencers) are always gathering information about products before they take the next step in the sales cycle. So how do you make sure they have access to, and get, what they need and want? Many corporate websites are chock full of product information—but often located in disparate locations. For a cold prospect, landing on the website home page makes information gathering a daunting, time consuming task.  Read More >>

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The Complexity of Loyalty

When United Airlines created the first frequent-flyer program in 1972, I suspect they simply told their agency (Western Direct Marketing) to figure out a way to incent consumers to ask their travel agents to book them on United when making flight arrangements—and the concept of measuring and rewarding loyalty was born. But somewhere along the line, in the case of Delta Airlines, the simplicity of this concept got completely derailed  Read More >>

Please Move Over ... You're Blocking the Content

Have you ever clicked on a banner ad? According to Solve Media, you're more likely to survive a plane crash than click on a banner ad—but yet they are still a major part of many marketers' advertising budgets. Recently, we were hounded by a radio rep who wanted to know when we were going to take advantage of the "value added" bonus he was offering to our client. The value-add was in the form of a free digital banner on their site  Read More >>

Flag on the [Mobile] Play

If you're a regular reader of this column, you already know that I'm a cheapskate. So it should come as no surprise that I've always downloaded the free mobile apps and games. But recently I surprised myself by actually being captivated by a mobile ad from Buffalo Wild Wings and took the bait—only to be deeply disappointed by the lack of, what I like to call, experience management.
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Here's a Recommendation, You Cheap Bastard

What Travelocity knows is that every time I go to New York, I book a four-star hotel—and usually through them. When the email popped up and said "Recommended for you. The Jane." I was shocked to see an accompanying visual of the smallest hotel room known to man. It looked like a room on a train!
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Content Marketing on a Shoestring Budget

On July 10, 2013, Cyndie Shafstall (Founder and CEM of Spider Trainers) and I spoke at our second "Direct Marketing on a Shoestring Budget" webcast—this time we focused on the topic of Content Marketing. While you can still listen to the webcast, the event triggered many questions from participants, and I thought it might be helpful to address the most popular topics in this column.  Read More >>

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Don't Talk to Me. I'm in 'Stealth Mode.'

I recently returned from a two-week trek in Nepal. While we spent most of our time in the remote Upper Mustang region of the country, cut off from electricity, clean water and the Internet, I did spend several days in Kathmandu. And I left with a few wonderful marketing lessons—some good and some not so good. Hopefully you'll be able to recognize and leverage the good ones   Read More >>

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Packaging: A Conspiracy Among Dentists?

Regardless of what I buy lately, getting inside the package to the actual product is like breaking into Fort Knox. I recently purchased a pair of carbon fiber trekking poles from Costco. They were encased in plastic sturdy enough to survive wind, hail, sleet, snow and a 500-pound gorilla. But since I had no plans to take the poles with me while still inside the packaging, what was the point?  Read More >>

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