I get a lot of my blog post ideas from interacting with clients. I was recently reminded again how important it is to approach brand management and marketing at a strategic level first before identifying and executing the supporting tactics. What are you trying to accomplish? Are you trying to increase brand awareness, change brand perceptions […]

Mistake #1: You set the wrong business goals Mistake #2: Your content does not reflect an understanding of the buyer’s journey This week, we’re going to discuss inquiries. Not all inquiries are created equal. Or, to paraphrase George Orwell in Animal Farm, some inquiries are more equal than others. Mistake #3: You treat all inquiries […]

Choosing a B2B PR agency can be a daunting task. How do you know if it’s a good fit for your company? You want a long-term relationship with this agency. Plus, it’s can be a major investment of your time and money. You need to make sure that it works before you sign that dotted […]

The holidays and online shopping are in full swing. Don’t let sips of eggnog distract you from perfecting that holiday campaign. Has your business optimized its internet marketing strategies to benefit from the increased holiday traffic? Have you thought about your search engine optimization (SEO)? It’s not a top priority for many businesses preparing for […]

I and most other brand consultants and especially brand identity experts talk about the importance of consistency in brand identity and execution. This is because a consistent identity is what leads to successful memory encoding and decoding. Any amount of inconsistency works against this process. Consistency in execution works because people have the assurance of […]

I usually write about timeless or evergreen brand management and marketing topics – the fundamentals that were true years ago and that are still true today, the topics and concepts that every brand and marketing manager needs to know to be successful.  But today, I am writing about what is new, what is current, and […]

  How can big data boost your B2B blogging efforts? It has long been an influential force in many industries. For example, it has helped airlines to more accurately predict ETAs. It has been used in the healthcare industry to predict illness and and determine the best course of treatment. B2B PR is no exception. Many predict that […]

Last week, I discussed how setting the wrong business goals [hyperlink to Part 1 blog] can be a stumbling block in a smart lead management program. This week, we’re going to take a look at content development, which brings me to Mistake #2. Mistake #2: Your content does not reflect an understanding of the buyer’s […]

When we conducted laddering research at Hallmark, we discovered that most product and brand benefits ultimately supported the underlying need to preserve self-esteem. (Laddering is a research technique that probes consumers to better understand underlying basic human values the brand addresses. It investigates benefits that underlie product attributes, consequences that result from the benefits, and […]

Before the Internet existed, we relied on board games for entertainment. While visiting my grandparents, I found myself gravitating towards the board games cabinet – and as I choked and coughed on decade-old dust, I spread out the games and looked at all the available options. With so many games, how did we choose? As […]

It’s the nirvana to which all marketers aspire: Guesswork-free marketing. The good news is, you can get there using fact-based, data-driven decisioning. Data-driven marketing delivers these key benefits: Improved ROI Faster speed to market Shortened learning curve Less trial and error More efficiency/less marketing waste Competitive advantage Equally important, it justifies your existence to your […]

The new year is upon us, and you’re probably re-examining company goals and re-evaluating strategies and budgets. Marketing should be a significant piece of that budget. Advertising is a growing industry, and many companies still think they can do all their marketing and advertising in-house. But if your sales have become stagnant with no new […]

I have now worked with more than 200 brands. In doing so, I have not only worked with the marketing teams but also the leadership teams. Each organization has a unique leader with a unique leadership style and a unique culture. One truth that is obvious to me having briefly embedded myself in many different […]

Nothing improves B2B public relations like a happy customer’s voice. Whether it’s a recorded interview or a printed quote, it’s another voice that speaks to your company’s prowess. Positive customer feedback translates into opportunities to boost your B2B PR, and get the attention you deserve. Once your customer has indicated he’s game, you can turn […]

Every company needs a solid B2B content strategy, including for social media. Why do we say that? Think of the millions of posts that are written and published every day around the world. This is the age of what social media marketing expert Mark Schaefer refers to as content shock — where there is so much content that […]

Adapting Your B2B Marketing Strategy for the Complex Prospect Journey Executive Summary Catalyst wanted to better understand the pre-sales engagement process: How research originates, who conducts it and which touch points make the most difference. We also wanted to identify the pain points that prospects encounter during this process to better understand the buyer’s journey, […]

B2B companies often invest a great deal of time and money in developing a lead management program. Unfortunately, too many make the same basic mistakes, resulting in a program that is doomed to fail. In this multi-part series, we’ll explore some of those mistakes and show you how to fix them. Mistake #1: You set […]

The marketing industry in the US is booming – it collected $180,000,000,000 in 2015 alone, and selling more advertising space has been a recent focus for Rochester, NY. The national forecast for marketing is exponential growth in coming years. So why do some ad agencies suck? If advertising is such a successful business, why do […]

Years of work, extensive resources, and loads of money go into the making of a strong brand. But in today’s super-connected economy, those brands can be taken down more easily than one might expect. Not by their top competitors, but by the average Joe behind a computer or smartphone. You may deliver impeccable service, but […]

In the B2B public relations sphere, it’s hard work to find a journalist to open your email, let alone cover your story. Why’s that? With layoffs continuing to dwindle their numbers down, journalists are racing to keep up with the busy pace of modern media. What does this mean for you? Don’t waste their time. Their […]

Diag| Polling feed [https://sandymardigian.com/feed/]
Diag| Considering item [http://sandymardigian.com/?p=261] "Do as I say…"
Diag| Considering item [http://sandymardigian.com/?p=256] "Even “traditional” media keeps changing.  Now more than ever you need a media professional to advise your company."
Diag| Considering item [http://sandymardigian.com/?p=252] "The Real Value of Sponsorships – Are you engaged?"
Diag| Considering item [http://sandymardigian.com/?p=250] "Inbox Zero!"
Diag| Considering item [http://sandymardigian.com/?p=247] "We’re still watching TV, still in the traditional way"
Diag| Considering item [http://sandymardigian.com/?p=241] "Mickey’s Medicine"
Diag| Considering item [http://sandymardigian.com/?p=236] "TV plus Social"
Diag| Considering item [http://sandymardigian.com/2012/02/10/do-you-click-on-facebook-ads-if-so-youre-not-alone/] "Do you click on Facebook ads?  If so, you’re not alone!"
Diag| Considering item [http://sandymardigian.com/?p=211] "Timing is everything"
Diag| Considering item [http://sandymardigian.com/?p=198] "“Stay hungry, stay foolish”"
Diag| Polling feed [http://catalystinc.com/feed/]
Diag| Considering item [http://www.catalystinc.com/?p=5342] "How to Make Your B2B Lead Management Program Fail – Part 3"
Diag| Considering item [http://www.catalystinc.com/?p=5328] "How to Make Your B2B Lead Management Program Fail – Part 2"
Diag| Considering item [http://science-soul.com/?p=117] "Taking the Guesswork Out of Marketing Decisions"
Diag| Considering item [http://www.catalystinc.com/?p=5298] "Cracking the Code"
Diag| Considering item [http://www.catalystinc.com/?p=5301] "How to Make Your B2B Lead Management Program Fail – Part 1"
Diag| Considering item [http://www.catalystinc.com/?p=5272] "Oil Brand Preference"
Diag| Considering item [http://www.catalystinc.com/?p=5257] "Leverage ABM to Improve Your Demand Generation Program"
Diag| Considering item [http://www.catalystinc.com/?p=5236] "Why Don’t Banks Talk to Their Customers About What’s Relevant?"
Diag| Considering item [http://www.catalystinc.com/?p=5214] "Banks Need to Become Financial Advisers, Not Product Pushers"
Diag| Considering item [http://www.catalystinc.com/?p=5192] "5 Ways to Improve Your Bank’s Customer Experience (CX)"
Diag| Polling feed [http://veraview.com/feed/]
Diag| Considering item [http://veraview.com/?p=1513] "Now Trending: Education Technology"
Diag| Considering item [http://veraview.com/?p=1507] "Unified Video Systems: Simple Design, Big Impact"
Diag| Considering item [http://veraview.com/?p=1471] "Office 365 – Skype for Business"
Diag| Considering item [http://veraview.com/?p=1441] "Office 365 – Yammer"
Diag| Considering item [http://veraview.com/?p=1436] "Office 365 – Delve"
Diag| Considering item [http://veraview.com/?p=1430] "Office 365 – Sway"
Diag| Considering item [http://veraview.com/?p=1416] "The Collaborative Work Space Experience"
Diag| Considering item [http://veraview.com/?p=1411] "Who Wants a Video Wall?"
Diag| Considering item [http://veraview.com/?p=1359] "The Different Forms of Streaming"
Diag| Considering item [http://veraview.com/?p=1351] "Why You Need a Systems Integrator"
Diag| Polling feed [http://b2bprblog.marxcommunications.com/b2bpr/rss.xml]
Diag| Considering item [http://b2bprblog.marxcommunications.com/b2bpr/right-b2b-pr-agency-for-you] "How to Pick the Right B2B PR Agency For You"
Diag| Considering item [http://b2bprblog.marxcommunications.com/b2bpr/b2b-blogging-big-data] "How to Improve B2B Blogging In the Era of Big Data"
Diag| Considering item [http://b2bprblog.marxcommunications.com/b2bpr/b2b-public-relations-engage-clients] "How to Engage Clients in Your B2B Public Relations"
Diag| Considering item [http://b2bprblog.marxcommunications.com/b2bpr/b2b-content-strategy-and-b2b-social-media] "5 Important B2B Content Strategy Lessons That Will Shape How You Use Social Media"
Diag| Considering item [http://b2bprblog.marxcommunications.com/b2bpr/best-b2b-public-relations] "Want the Best Pitch? The No-Fail Checklist For Improved B2B Public Relations"
Diag| Considering item [http://b2bprblog.marxcommunications.com/b2bpr/b2b-public-relations-pro] "26 Solid Pitch Ideas that Will Make You a B2B Public Relations Pro"
Diag| Considering item [http://b2bprblog.marxcommunications.com/b2bpr/startup-pr-strategies] "7 Startup PR Strategies That Will Bring You to the Top"
Diag| Considering item [http://b2bprblog.marxcommunications.com/b2bpr/b2b-company-thought-leadership] "6 Ways to Bring Your Behind-the-Scenes B2B Company to the Forefront with Thought Leadership"
Diag| Considering item [http://b2bprblog.marxcommunications.com/b2bpr/how-to-create-calls-to-action-that-convert] "How to Create Calls-to-Action that Convert"
Diag| Considering item [http://b2bprblog.marxcommunications.com/b2bpr/social-media-strategy-for-manufacturing-companies] "How to Show the Exciting Side of Manufacturing on Social Media"
Diag| Polling feed [http://www.theideadrawer.com/feed/]
Diag| Polling feed [http://websurgenow.com/feed/]
Diag| Considering item [https://websurgenow.com/?p=4000] "5 Tips to Increase Holiday Traffic"
Diag| Considering item [https://websurgenow.com/?p=3959] "How to Hire an Ad Agency"
Diag| Considering item [https://websurgenow.com/?p=3952] "5 Most Common Mistakes Ad Agencies Make"
Diag| Considering item [https://websurgenow.com/?p=3943] "What is a Full-Service Advertising Agency?"
Diag| Considering item [https://websurgenow.com/?p=3861] "Does Your Company Meet New NYS OGS Contract Requirements?"
Diag| Considering item [https://websurgenow.com/?p=3833] "How to Generate Online Traffic Despite SEO Challenges"
Diag| Considering item [https://websurgenow.com/?p=3819] "How to Write a Marketing Report that Makes a Splash"
Diag| Considering item [http://websurgenow.com/?p=3485] "What’s the Cost of Marketing in Rochester?"
Diag| Considering item [https://websurgenow.com/?p=3761] "How to Brainstorm for an Outstanding Web Design"
Diag| Considering item [http://websurgenow.com/?p=3675] "Is Your Marketing Strategy Not Working?"
Diag| Polling feed [http://paulinebartel.com/blog/feed/]
Diag| Considering item [http://paulinebartel.com/blog/?p=2356] "Local 100th Birthday Bash Celebrates Olivia de Havilland of Gone With the Wind"
Diag| Considering item [http://paulinebartel.com/blog/?p=2351] "100th Birthday Salute to Gone With the Wind’s Melanie: Olivia de Havilland"
Diag| Considering item [http://paulinebartel.com/blog/?p=2341] "Elegant, Memorable 5th Business Anniversary Campaign"
Diag| Considering item [http://paulinebartel.com/blog/?p=2318] "120th Anniversary of “The Stars and Stripes Forever”"
Diag| Considering item [http://paulinebartel.com/blog/?p=2310] "How Olivia de Havilland Won the Role of Melanie in GWTW"
Diag| Considering item [http://paulinebartel.com/blog/?p=2306] "Gone with the Wind Published 80 Years Ago Today"
Diag| Considering item [http://paulinebartel.com/blog/?p=2295] "30th Business Anniversary Kick Off for The Otsego County Chamber of Commerce"
Diag| Considering item [http://paulinebartel.com/blog/?p=2281] "76th Anniversary of Gone With the Wind’s Oscar Wins"
Diag| Considering item [http://paulinebartel.com/blog/?p=2274] "Selznick’s Best Picture Oscar is Missing!"
Diag| Considering item [http://paulinebartel.com/blog/?p=2261] "75th Anniversary of Bogart’s Classic Film"
Diag| Polling feed [http://www.rowedigital.com/feed]
Diag| Considering item [http://www.rowedigital.com/?p=564] "Passing Go: Get Your Startup’s Content On the Board with Influencer Outreach"
Diag| Considering item [http://www.rowedigital.com/?p=551] "How One Customer Can Have a Big Impact on a Company’s Online Reputation"
Diag| Considering item [http://www.rowedigital.com/?p=554] "Choosing an Online Reputation Management (ORM) Tool – Part 1: Why You Need BOTH Automated and Human Analysis"
Diag| Considering item [http://www.rowedigital.com/?p=556] "How to Help Yourself with Online Reputation Management"
Diag| Considering item [http://www.rowedigital.com/?p=548] "Search Engine Reputation 101"
Diag| Considering item [http://www.rowedigital.com/?p=391] "Leveraging Microsites and PPC to Test a New Startup Idea Before Launch"
Diag| Considering item [http://www.rowedigital.com/?p=396] "What’s So Special About Enterprise SEO?"
Diag| Considering item [http://www.rowedigital.com/?p=384] "The Ultimate SEO Checklist for Website Redesign: Part I"
Diag| Polling feed [http://www.brandingstrategysource.com/feeds/posts/default?alt=rss]
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-3395156065577240898] "Strategies before Tactics"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-8938570797489011842] "Brands and Consistency versus Surprise"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-6653593064953854329] "Leading-Edge Brand Management & Marketing"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-8823905462290934155] "Laddering Research"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-358376261053077335] "Customer-First Branding"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-3245483003572958690] "Favorite Branding Strategy Source Posts"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-767747784166727620] "Brand Management Issues"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-6940112685367761222] "Brands & Meaning"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-6443003492348231622] "Marketing & Common Sense"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-2562399879124633688] "How does it make you feel?"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-408553464356953210] "Defining Target Markets"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-7180770743510131762] "The Art of Persuasion"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-1389351284722904957] "Top 100 Branding Blog"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-5007821885538575684] "Under Amour Brand"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-9151971584464348181] "Personal Branding"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-2428864529236925330] "Focus Group Moderation"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-7313575776248669178] "Similar Product - Different Brand"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-2487124654696058378] "Business to Business Marketing"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-1109164425966721741] "Small Business Marketing Techniques"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-573866423837795833] "What Can Brands Sell?"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-1180976992219504923] "The Future of Brands"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-1029695041219986050] "Marketing is More than BS"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-7801707715544426449] "Brand Personality as a Point of Difference"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-1061318381910098103] "Numbers versus Feelings"
Diag| Considering item [tag:blogger.com,1999:blog-1693123081116518854.post-7644503987910449046] "Strategy Alignment in Support of Brand Quality Perceptions"
Diag| Polling feed [http://www.insightmrktg.com/feed/]
Diag| Considering item [http://www.insightmrktg.com/?p=2838] "Are Bad Reviews Always Bad for Business?"
Diag| Considering item [http://www.insightmrktg.com/?p=2829] "Spring is the Time to Clean Up Your Marketing – 6 Tips to Re-Engage Your Prospects"
Diag| Considering item [http://www.insightmrktg.com/?p=2819] "Paid Search vs. Organic Search or What am I clicking on when I run a Google search?"
Diag| Considering item [http://www.insightmrktg.com/?p=2809] "Where are Greatest Marketing Opportunities for 2016?"
Diag| Considering item [http://www.insightmrktg.com/?p=2788] "What is the Next “Big” Social Network for Businesses?"
Diag| Considering item [http://www.insightmrktg.com/?p=77] "Successful Marketing Begins With The End In Mind?"
Diag| Considering item [http://www.insightmrktg.com/?p=455] "The USP: Unique Selling Proposition is the Must-Have Essential For Business Growth"
Diag| Considering item [http://www.insightmrktg.com/?p=2698] "7 Classic Marketing Blunders that Cause Companies to Collapse"
Diag| Considering item [http://www.insightmrktg.com/?p=2692] "Declaration of Independence – July 4, 1776"
Diag| Considering item [http://www.insightmrktg.com/?p=2671] "Google: Mobile Is the Future, and the Future is Now"