Since I started working in marketing (far more years than I’d like to admit), content has been in high demand. Press releases, brochure copy, ad copy, case studies, packaging copy and annual reports – these are a few examples of must-have content. In today’s information age, you need web copy, blog posts, thought leadership articles,...Continue Reading
Most, if not all, companies would like to connect with their customers in hopes of creating more leads and building a loyal customer base. The more you know about them, the better you can better serve them, at least in theory. But sometimes this task can feel daunting. Like asking someone out on a date....Continue Reading
Late last year, a client prospect asked me to provide a proposal for a marketing plan and lead gen campaign (using their automation software). Two months, three conversations and two proposals later, the prospect says, “What I really need is more visibility on LinkedIn.” I don’t share this story to disparage the business owner; rather,...Continue Reading
Despite the proliferation of digital marketing, big data and new ways to measure the effectiveness of just about everything, marketing is still as much an art as a science. If you’re trying to reach healthcare decision makers, it takes a little of both – added together and multiplied by 10. Why is healthcare so daunting?...Continue Reading
Early in my career, I worked in Consumer Packaged Goods (CPG) marketing. A “classically trained marketer” was the term to describe these brand or product managers. Though times have changed considerably since those days, this business structure put the customer at the center of all decisions. As a product’s general manager, we viewed all engineering,...Continue Reading
What are “My Stories?”
War stories. Case studies. Opinion pieces. Writing samples.