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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.

 

Here's What Counts

Chuck McLeester
Sex and the Schoolboy: Predictive Modeling - Who’s Doing It? Who’s Doing it Right?
Feb 26, 2015

Forgive the borrowed interest, but predictive modeling is to marketers as sex is to schoolboys. They're all talking about it,...



Search Made Simple

Phil Frost
SEO 101: The 3 Keys to Rank No. 1 in Google
Feb 25, 2015

Mark Twain was only half joking when he said, "If you don't like the weather in New England, then wait...



The Data Athlete

Mike Ferranti
Omnichannel Customers Are 2X as Valuable – How to Make Them Yours
Feb 24, 2015

With so many trying to sort out an "omnichannel" marketing strategy, I thought it would make the most sense this...



The Integrated Email

Cyndie Shaffstall
LinkedIn as a Marketing Vehicle
Feb 23, 2015

In 2013, Spider Trainers created the "Great Big Book of Things Marketers Say" as an experiment in repurposing and the...



Making Social Sell

Jeff Molander
The 1 Simple Way to Sell via Your Webinar
Feb 20, 2015

Want to sell with your webinar? Actually go for the close at the end or generate an appointment for your...



Direct Mail for the Modern Marketer

Summer Gould
Consumers Like Direct Mail
Feb 19, 2015

For the past several years, direct mail has been bashed for being too old school and past its time. The...



Reinventing Direct

Gary Hennerberg
Creating a One-Word Brand Statement
Feb 18, 2015

What do your customers think of when they see your organization name and logo? Your public image is important and...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google Opens the Door to the Trusted Stores Program
Feb 17, 2015

Google has changed the requirements for its Trusted Stores program to make it easier for stores to join the program....



Brand Matters

Andrea Syverson
Take Heart: Send a Brand Valentine!
Feb 12, 2015

'Tis the season for valentines. What makes me smile in my professional life is finding companies that foster an intentional...



Marketing Sustainably

Chet Dalzell
A Welcome to the 74th Postmaster General and CEO Megan Brennan
Feb 16, 2015

Happy President's Day, and a warm welcome to the new USPS Postmaster General and Chief Executive Officer Megan Brennan. In...



IMM-Possible ROI

Stephanie Miller
3 Success Factors to Insights-Driven Automation
Feb 10, 2015

Most marketers do not have a technology problem. In fact, we've crossed the chasm of a few years ago, when...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 Thorny Data Problems That Vex B-to-B Marketers, and How to Solve Them
Feb 3, 2015

B-to-B marketers are plagued by data problems. Business data is complex and fast-changing. Customers interact with us through a variety...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Be a Good Data Scientist
Jan 15, 2015

I guess no one wants to be a plain "Analyst" anymore; now "Data Scientist" is the title of the day....



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



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...



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 >>

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 >>

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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