Last week we talked about how to tell if you have a lousy B2B agency, and the many reasons for this. As with dryer fires and global economic collapse, the key is prevention. Here are five tips for not getting stuck with an agency that sucks at B2B. 1. Get a Seat at the Grown-Up […]
It’s Time to Kick the Creative Brief Habit
I have a new hero. His name is Frank and he had the best idea I’ve heard in years. Last Thursday morning I had the great privilege to speak at BtoB Magazine’s NetMarketing Breakfast in Boston. Frank Days from Novell was speaking and his topic, way more interesting than mine, was on the notion of applying Agile […]
Why Your Agency Sucks at B2B
Okay maybe your agency doesn’t suck at B2B marketing. If that’s the case, thank the deity of your choice and keep it to yourself. The chances are, however, that you and your agency are not quite seeing eye-to-eye on how to do things. If you work for a company that is also a consumer brand […]
OK, Who Outsourced our Corporate Soul — Again?
On a recent bender with some marketing buddies the subject of marcom (aka the marketing communications department) came up. And through our collective whining, I made a horrifying discovery. At some point in the three years since I was a marketing communications person, the skillset has gone away. Consider this: my friend needed a sell sheet created for a new product. […]
Five Sure-Fire Ways to Lose the Business
Pitching a new corporate account? Here are five ways to score an epic fail with your middle management champion.
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