A few of you have inquired about my friend who was trying to hire a marketing manager in December. I’m sorry to say, things are not going at all well for Theresa. You may recall that in this age of strategic HR departments, hiring managers are pretty much on their own when it comes to […]
Quick, Get a Lid on Those Eyes
Ask anyone who writes white papers for a living and they’ll tell you that sometimes the little buggers get out of control. What started out as a 12-pager on sprinkler flow testing best practices ends up at 25 pages without much warning. Sort of like that adorable alligator in the pet store. So when Kevin Lee […]
It’s Not A Petroglyph, It’s Our Marketing Plan
If you are old enough to have seriously considered a pair of Spanx, you are probably experienced enough to remember when marketing plans were documents instead of hockey cards. These were things of beauty, often. Dozens of pages long, sometimes more than a hundred, they had sentences, punctuation, legible tables, pretty charts. They told a […]
Why Marketers Need to Find the G-Spot
It was bound to happen. Sooner or later business marketers would need to pay attention to this often-ignored bit of the B2B buying anatomy. You’ve probably been there yourself a few times, and you almost certainly have one in your company: I’m talking, of course, about the special place in the company where things get […]
The Problem with Surveys is All Those Damn Questions
Have you ever met a marketer who didn’t just love surveys, feedback forms, focus groups and stuff like that? We love this stuff because it validates our often questionable contribution to the grander scheme and because it gives us reams of data we can stare at for months without actually doing anything.
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