The other day I went shopping with my 16-year old niece.  We have done this many times. She loves it because I am not her Mom, I am happy to have her friends along for the ride and she seems to value my opinion. But in this case, we never left the house, I never […]

Back in the day, when direct marketing (i.e., direct mail or today, derisively, “snail mail”) was a primary way to solicit customers, the very real costs of copywriting, design, printing, postage, managing the mailing etc. gave marketers pause. Typically, this meant that any new initiative would have started with an ROI calculation: x pieces to […]

Today’s B2B marketers have a lot of tools at their disposal.  However, not all tools are created equal.  And many marketers are confused by which strategies to employ.  Should they emulate B2C marketers or should they use very different approaches.  You will find that there is a little bit of truth to both of those. […]