IN DEFENSE OF SALESPEOPLE.

Sales may not be on your resume, but it’s part of every marketer’s job. I came to a couple of conclusions early in my career that have served me well. We’re all selling something. The best salespeople solve problems. Salespeople get a bad rap. They’re punch lines, the butt of jokes, and typically reduced to […]

Quick, what does your brand stand for?

If you have to stop and think, you’re in trouble. It’s important to continuously educate your organization about what makes your brand unique. Because the worst brand message is no brand message at all. Of course, you have a brand message. You know it by heart from all those conference room presentations you’ve made. But […]

Filling potholes in the customer journey.

The path from your brand to your customer must include your dealer’s brand. Manufacturer brands that sell through independent dealers often ignore those dealers. And in cases where the dealer isn’t completely ignored, they’re taken for granted—and treated as an in-house sales rep. Manufacturers and their dealers often end up fighting over customers like a divorced […]

Three ways to fill the holes in your digital strategy.

Three ways to fill the holes in your digital strategy.

Having a digital strategy is a good thing. But there’s a problem. We count on digital metrics to make an impact in the non-digital world. And frankly, they’re not enough. Most products exist in a form other than just pixels. They’re on a shelf, in a showroom, or on your porch in an Amazon box. […]

A few industry takeaways from a totally throwaway year.

I don’t know about you, but I’m still processing 2020. And that’s limiting the topic to just advertising and marketing––the public health, economic and social issues are way over my head. The experts say to write about what you know. So, here’s what I know. My rear-view-mirror look at 2020 reveals a pattern similar to […]

A little help for your in-house creative groups.

Team meeting of in-house creative department

As those of us in advertising and marketing busy ourselves with definitions of new norms, and point to trends we’ve observed during the current value-pack of crises, I’d like to focus on one of the fastest growing entities in the marketing world: in-house creative teams. Over the past few years, in-house creative—collectively the staff and […]

Dear marketer, be patient with yourself. We’re all figuring this out too.

Marketers are lost in a fog of confusion

Early in my journey of running an agency, an MBA type asked me, “What is the goal of a corporation?” Since he wore a suit every day I thought he was looking for an answer like “maximize shareholder value” or “establish a lasting competitive advantage.” Wrong. According to him, the goal of a corporation is […]

It’s hard to be engaging over Zoom. We can fix that.

Web meetings are hard under the best of circumstances. These days if you’re preparing content to share with internal or external stakeholders, the visual representation has to work a lot harder. You may be a great presenter in a conference room or on an event stage. But when you’re the size of a postage stamp […]

The world is changing and good marketing matters more than ever

For most B2B brands out there, the role of marketing has changed drastically during the COVID-19 crisis. Marketing, as we understood it a few short weeks ago, has fundamentally changed. My guess is it will continue to change for months to come. But more than even a few weeks ago, getting marketing right matters. Here […]

Helping Your Dealers Starts with Understanding Their Business

Heavy equipment and truck dealers manage a lot of competing priorities: Staffing, sales and marketing, evolving technology, and dealing with market forces. Brands often want to help, but many run into an obstacle that prevents them from making a difference. They just don’t understand the dealer’s business from the dealer’s perspective. Understanding that perspective means […]