Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
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
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...



Making Social Sell

Jeff Molander
Social Selling on LinkedIn Doesn’t Require Thought Leadership (Part 2 of 3)
Nov 14, 2014

This social selling best practice is actually the worst—causing frustration and failure. I'm talking about "becoming a thought leader in...



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...



Direct Mail for the Modern Marketer

Summer Gould
What Can Variable Data Do for Your Direct Mail?
Nov 13, 2014

A direct mail piece is an effective way to reach out to your customers, putting your brand directly in their...



Reinventing Direct

Gary Hennerberg
How to Neutralize the Risk of Backfire
Nov 12, 2014

The mid-term elections are over, where widely divergent points-of-view are on display. The political campaign season (which one could argue...



Marketing Sustainably

Chet Dalzell
The 'Sustainability' of Giving Back: How Marketers Look After Their Own
Nov 10, 2014

Sustainability in business is often referred to as "the triple bottom line"—financial, environmental and social. This past week, I had...



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...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Giving Organic Search Credit
Oct 28, 2014

For many marketers, the end of the year marks the end of their budget cycle. It is certainly not revealed...



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...



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 >>

Companies Mentioned:

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 >>

Companies Mentioned:

Sections:

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 >>

Companies Mentioned:

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
 Read More >>

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 >>

Sections:

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 >>

Sections:

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 >>

Sections:

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.
 Read More >>

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!
 Read More >>

Companies Mentioned:

Sections:

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 >>

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 >>

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 >>

Companies Mentioned:

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 >>

Companies Mentioned:

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 >>