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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.

Last summer, I heard that my alma mater was launching a mentoring program between graduates and enrolled Seniors. Even though I no longer reside in my college town, I quickly volunteered to be a guinea pig for remote mentoring

With a strong outer envelope and equally impressive contents, Mills College beat out the other university efforts to be our “One to Watch” this month. A women’s college based in Oakland, Calif., it employs the same components of the later mailings discussed in “Highlights” above but to better effect (Archive code #596-712743-0711). First, the outer is designed to stand out and be opened. Tri-colored and including an inviting photograph of two young students smiling while studying together, it features the teaser line, “What you don’t know could help you. The 10 Secrets of smart women revealed.” Second, the letter inside hits on all the

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