B2B Success: Going Beyond What You Already Know

You’re constantly thinking about your potential customers. How old are they? Where do they live? What do they do? How much money do they make? What causes do they support? What are their pains, and what kinds of budgets do they have to address those pains? Here’s a quick exercise. Look at the following examples […]

You’ve Cat to be Kitten Me: A Quick Lesson on Cats in the Media

I recently switched desks, moving to another section of the office. As I broke a sweat hauling a bookshelf, client folders, pictures and knick-knacks to my new space, I realized how much of my stuff is cat-related. Cards. Cat butt magnets. My day-by-day tear-off calendar. A sticky note dispenser. (Mind you, these things were given […]

Big Game. Big Ads.

February in Boston. The Celtics are off to a great start. The Bruins are holding down third in the Eastern Conference. Sox pitchers and catchers report to Ft. Meyers in 10 days. But, this weekend, it’s all about football. For the seventh time since the 2001 season, the New England Patriots are in the championship game. […]

From Client to Partner: Tips to Create Lasting Relationships

Like many, I waited tables during college. I worked at a local fine dining establishment, which mostly catered to out-of-towners, but had a fair number of local regulars as well. I could have easily gone from shift to shift making good money, but I quickly realized that the job was far more enjoyable when I […]

The Value of Incentives

Potty training. Parents with children who have gone through this process, are going through it or will be going through it: you have my sympathy. When you really think about it, the idea of using a toilet is a foreign concept to a toddler. What’s the real value for them if they’ve been getting their […]

The Reason Why No One Follows You

Social media is not that different from dating. The reason why you have no followers (or start losing followers) is the same reason you’re not getting a second date. You’re selfish. OK, not everyone reading this falls into the self-serving category, but take a moment to think about your social presence. Be honest about how […]

What B2B Can Learn from Burt’s Bees – Shifting the Why of Your Business or Service

Burt’s Bees’ new campaign, “Uncap Flavor,” offers insight into how strong messaging can shift the reason for purchase in a customer’s mind. The campaign is highlighted in this New York Times piece, which explains how the lip balm industry has changed its marketing strategy from a functional message (curing chapped lips) to a message about […]

Beyond Ego – A Key Marketing Teaching

Our culture drinks heavily of the Cartesian Kool-aid, “I think, therefore I am.” In other words, we identify with our thoughts. This identification solidifies further in professions which reward us for thinking. Over time, we increasingly value our thoughts, which is reinforced as our employers and customers reward us for them. And yet, just as […]

13 Ways to Adjust Your Content Marketing Dial

If you are like me, every year you set good intentions with regard to your health (you know the drill: eat right, exercise, and drink water). What happens? Life gets in way. But don’t give up. While the calendar might read March, it isn’t too late to make changes. It’s 2013 and HB is blogging […]

The Marketing Time Capsule – What has a place in the future? What should remain buried in the past?

In middle school I was given the easiest homework assignment ever — write a letter to my future self. Years later, the summer before…