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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 Terms of Your Terms of Service
Apr 21, 2014

Most of us have a terms of service document on our websites, even if they're mostly contained within our privacy...



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...



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?...



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...



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....



Hello, Complaint Department? My Friends Are Listening

If it costs five times more to acquire a new customer than to keep one, why do brands continue to try and ignore customer complaints? For as long as there have been businesses selling goods and services, there have been complaint departments. And I'm guessing that as the number of sales increased, so did the number of complaints. So why did it take until the creation of the Internet and the popularity of social media for so many businesses to really start to address customer satisfaction...  Read More >>

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Help! I'm Being Stalked by a Bathtub!

As a marketing agency, we're always recommending different media channels to our clients depending on the product, the target audience demographics, marketing goals, etc. And, like many of you, I thought online retargeting was a clever way of "helping" to remind browsers that since they had been interested in a product/service at one point, they might still be interested in making a purchase from that site, so a little tap on the shoulder seemed like a clever way to stay top of mind. ...  Read More >>

The Meanness of Strangers

The link between sales and marketing is undeniable. So I think it's time that working adults accept that their communications behavior—whether in email, on the phone or online—is a direct reflection of the brand they're representing. And if you're rude to me, I don't want to do business with you—ever. I first noticed bad behavior in an email  Read More >>

DM 101: A Small Business Primer

Yesterday, Target Marketing hosted a webinar called "Direct Marketing on a Shoestring Budget." I was honored to be a speaker, along with Cyndie Shaffstall of Spider Trainers. Considering all the resources available for DM information, I was completely surprised when I learned that over 1,000 people registered. During the live event, we were deluged with questions and there wasn't enough time to answer them all, so I thought I'd dedicate this blog to trying to cover a few DM strategies that...  Read More >>

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Marketing: It Doesn't Have to Be Complicated

I love the new AT&T television campaign with the cute guy talking to the group of first graders. The guy poses a simple question to the kids, like "What's better? Doing two things at once or just one?" The kids pause for a moment, consider their options, and then all shout out "TWO! TWO!" with some thrusting two fingers into his face. "You sure?" he asks innocently to one little girl. "I am absolutely positive," she states decisively, flattening her hands on the table for emphasis. ...  Read More >>

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The LinkedIn Endorsement Smackdown

For years, I was a brand evangelist for LinkedIn. For me, it was an ideal way to stay on top of my business connections, meet new colleagues or learn more about individuals BEFORE engaging with them in any kind of email dialogue or face-to-face meeting. It definitely helped me establish my business presence for a larger audience, instead of carrying a long bio on our website. But I was surprised when they introduced the concept of "endorsements"  Read More >>

Hashtags: #smartnewmarketingtool or #riskymarketingmove?

Call me out of touch, but I really don't understand the fascination with hashtags. The hashtag gives Twitter the ability to collect all tweets about that topic into one collective location. That makes it easy for Twitter users to join the conversation by reading, retweeting and adding commentary. If enough people tweet and retweet about the hashtag word or group of words, it's considered a topic that is "trending" (i.e. it's popular).  Read More >>

Marketing Interns—The Uncle Sam Scam

Last summer, my college-age son was lucky enough to land a summer internship at a manufacturing company in Southern California. Considering there were over 100 applicants, he was thrilled to have been selected for a position where he could demonstrate his newly learned marketing skills. And as a college Junior, he was excited with the promise of full-time employment upon graduation. He started the job with relish, and 4 and a half months later went back to college feeling on top of...  Read More >>

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If Content Is King, Grammar Is Queen

Growing up in a household with highly disciplined parents, my grammar was always being corrected. Whether it was ending a sentence with a preposition, misplacing a modifier or splitting an infinitive, any conversation could be stopped, at any moment. Now that the marketing world has turned its sights to "content" as a key brand engagement device, I'm hopeful that the grammar police are reinforcing their troops for a ride along. Because from where I sit, brands could use a little disciplinary...  Read More >>

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If You Speak, Will They Listen?

Yesterday, I was one of two speakers at a webinar hosted by Target Marketing. During our prep call earlier in the week, the host advised us that over 1,000 people had signed up to attend this free event. Now I know from past experience that only 50 percent will likely attend, but another 10 percent to 20 percent will listen to the podcast after the fact. But despite providing case studies, facts and figures based on industry best practices, the disappointing reality is that very few...  Read More >>

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Help Me Connect the Dots! (A Buyer's Lament)

On Christmas morning, my oldest son was excited to receive a variety of electronic devices from family and friends. But while he was registering his various new toys online, he became increasingly frustrated as the instructions were NOT intuitive. After three or four of these complaints from him and his other two brothers, it became obvious that many sales and marketing departments get an "F" for their lack of helpfulness and logical thinking.  Read More >>

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Do Birthday Acknowledgements Build Brand Relationships?

Asking a customer for birth date information is a very intimate question, and one that I tell clients to consider carefully before including on any registration form. When I celebrated my birthday in early December, I received all sorts of interesting emails and direct mail wishes and offers from a variety of brands. So which ones left me feeling warm, fuzzy and loved, thereby achieving their objective of deepening my relationship with them, and which ones left me in the cold?  Read More >>

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Social Media Is a Waste of Time for B-to-B

There. I've said it out loud. Now let the crucifixion begin. But before you write a retaliatory remark, hear me through. While I strongly believe that B-to-B marketing strategies can leverage many different marketing channels, I don't think social media is at the top of my "things-I-must-do-to-help-drive-my-business-forward" list. Why? Because too many brands still need to get their act together in the basics, before spending precious resources chasing their tails on platforms that will...  Read More >>

Sales Follow Up: Persistent or Parasite?

Lately, I've been feeling a little like Dory in "Finding Nemo"—quickly darting among the coral and plankton shouting "Stop following me!" It seems that everywhere I turn there's some sales guy on my heels trying to hunt me down. I know cold prospecting is hard—so here are a few tips that might help folks from wasting their (and my) time  Read More >>

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Is Your Customer Service Killing Customer Loyalty?

As marketers, we spend a lot of time, money, energy and brain power designing and building programs that will drive inquiries, close sales or increase brand engagement. And once a sale is secured, we move into loyalty mode—lovingly nurturing that customer to buy more and buy more often in order to derive a long term revenue stream and ROI for the marketing investment. ... So what the hell is wrong with the customer service folks?

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Only Trust Professionals - and Other Lessons From the NFL

I'm not even a big football fan, but I could certainly relate to the pain felt by the Saints when that last minute touchdown call was ruled against them. Of course the problem was with the inexperienced referees, called in when the professionals went out on strike. The same blame game is used when a direct marketing campaign goes awry. The client's pointing its finger at the agency for its work/ideas, while the agency's pointing its finger at the client for its direction/changes.  Read More >>

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"Dear David ... Oops, I Mean Carolyn" - Blunders in Marketing Automation

Ah, the blunders of automation. In the "old" days, when direct mail personalization was the shiny new penny, there were critical quality control procedures in place to ensure the right personalization data was being ink-jetted/lasered onto the right creative package/offer. We made sure the address data in each record matched the personalized salutation and output on the order device. Now that the email world has collided with database automation, QC efforts seem to be non-existent. As a...  Read More >>

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Dancing Baby Fails and Other Digital Distractions

Why, in the seemingly sophisticated world of digital marketing, are there so many advertising disasters? Who told the marketing director that the first step in digital marketing was to shout and wave your arms to ensure no one misses your message? Or to be vague/coy to drive inquisitive millions to click, just to learn more?  Read More >>

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