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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
Writing Effective InMail and Sales Emails: Don't Ask for the Appointment
Aug 22, 2014

Here's my best tip on writing effective sales emails or LinkedIn InMail messages: Don't ask for the appointment. Instead, earn...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Muscle Marketing

Wendy Montes de Oca
PPC Shockers and Secrets
Jul 29, 2014

Pay per click (PPC), particularly Google AdWords, is a marketing channel that can produce profitable results for your business, whether...



Direct Mail for the Modern Marketer

Summer Gould
Empower Your Direct Mail With Mobile
Aug 21, 2014

Direct mail marketing has been around for a long time; it's sometimes thought of as the "old goat" of marketing....



Brand Matters

Andrea Syverson
Season's Greetings!
Aug 21, 2014

Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...



Marketing Sustainably

Chet Dalzell
Should USPS Retrofit Facilities for E-commerce Fulfillment?
Aug 18, 2014

Three trends make me wonder if there's money to be found in U.S. Postal Service real estate. First, the Postal...



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...



Reinventing Direct

Gary Hennerberg
10 Storytelling-in-Content Marketing Lessons Learned
Aug 20, 2014

Storytelling lifts content marketing into more powerful messaging. Today we share 10 lessons learned as a result of a content...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Beyond RFM Data
Aug 14, 2014

In the world of predictive analytics, the transaction data is the king of the hill. The master of the domain....



Marketing Nuggets

Michael Lowenstein
When Viral Marketing Goes Too Far
Aug 12, 2014

A couple of years ago, our local newspaper, The Philadelphia Inquirer, ran a disturbing story about how a mortgage loan...



Mobile-First Marketing

Greg Hoy
How to Fast-Track Your Mobile Marketing Initiatives
Aug 11, 2014

Marketers are finally realizing the potential of adding mobile marketing to their overall strategies. According to Comscore, mobile commerce spending...



The Integrated Email

Cyndie Shaffstall
Wasted Personalization
Aug 11, 2014

Chatting with a friend about this article, he suggested I write about the most memorable email I've received. And while...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Is Your Content Fresh, Frequent and Unique?
Aug 5, 2014

Today, your content plays a much larger role in getting top search results than ever before; therefore, it may be...



Here's What Counts

Chuck McLeester
Use Market Research to Tie Brand Awareness and Purchase Intent to Sales
Jul 31, 2014

For years, I've been saying direct marketers are their own worst enemy when it comes to measurement. Direct marketers are...



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)...



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...



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....



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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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 >>

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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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