Articles
Executive Personal Branding
The Validity of Buzz Words
Buzz Words. They are great for generating interest, piquing curiosity, driving SEO and SMO (search engine optimization and social media optimization, respectively), and showing that you know how to follow trends. Sometimes they can even help you close the deal and sign new clients! Great things buzz words are—ooh wait there is another side to this, accountability.
Just using and promoting buzz words does not mean that you are honoring or able to produce the value that they represent, it simply …The Management / Employee / Customer Gap
“Before selling an idea or product (any widget, or strategy for example), you must engag…
Tom Capizzi Jr.: Handcuffed to the Front Door
Tom Capizzi Jr., of Capizzi Home Improvement wrote one of three forewards for Contractors: Doing it Right Not Just Getting it Done. Here is his . . . Enjoy!
In the early to mid-1990’s I began to make a deliberate effort to lead our company culture in a direction that would allow me to not be “handcuffed to the front door” of our business inhibiting me from pursuing other interests. I had spent several years “handcuffed to the front door” of my business in which most of the day to day business a…Do You Want a Chief Marketing or Metric Officer?
How important do you think it is for a CMO to be creative?
Traditionally, a CMO is defined as Chief Marketing Officer. I saw an interview with a company that was seriously considering changing its definition to Chief Metric Officer. They felt measuring the metrics of campaigns was far more important than the creativity in today’s market.
When you look at recent economic events, let’s say over the last three years, and factor in that an average CMO remains in one job for only 18 months, to me…
Your Marketing Isn’t Broken. Your Expectations Are.
Most B2B companies aren’t failing at marketing because they’re doing the wrong things. They’re failing because they expect the wrong things. Let me explain.
The Pattern No One Wants to Admit
Here’s what marketing usually looks like inside a B2B company:
- You build a solid product or service
- You talk about that product…a lot
- You create content, collateral, and campaigns
- You test channels—ads, email, social, events
- You build a funnel and try to optimize conversions
- You invest time, mon…
Looking to Achieve Results-Here Are 8 Tips
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Small group/team meetings to provide new employees with lunch 'n learn style background, through discussion, of company values, culture, client overviews, competitor analyses, professional development skills training, etc.
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Quarterly or more frequent all-hands meetings in one location with video conferencing for remote staff.
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Internal listservs pushing out periodic information
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Internal e…
Christine Perkett Creates Virtual Work Before It Was Common Place
What started off as an interview with Christine Perkett of PerkettPR about social media, expanded to also include a discussion about the virtual world of PerkettPR and the things companies need to consider when deciding to take on social media. I found my conversation with her to be both enlightening and rewarding.
From the beginning she created her own way and has held true to her values. Creating a virtual company at a time when it was not common (the mid 90s) was not an easy task. Neither was…