How to Use Empathy Marketing and Creating the Rules
Before Covid it was pretty common for us to treat our personal and professional lives as somewhat separate. B2B companies didn't use empathy marketing. Because of Covid, though, the overlap of home and office has grown a lot. If you're not embracing honest empathy...
Account-Based Marketing is a Shiny Object
One of the current hot business marketing fads is "account-based marketing," or ABM. On the surface, ABM sounds really cool and very, very smart. And some of the new jargon used by ABM providers is just techno-babble. It seems to almost as popular today as "pivot."...
3 More Lessons from the Red High Heels
Last week Steve shared and analyzed a campaign ad video that's gone viral. As of today, Kimberly Klacik's ad promoting her for Congress in Maryland has over 720,000 views on YouTube. (If you haven't seen it yet, go watch it before watching this week's video. CLICK...
Uncopyable Lessons from Red High Heels
NOTE: This is NOT a political commentary, nor is it support for any candidate. Any political comments, plus or minus, will be deleted. 621,051 views on YouTube 11.4 million views on Twitter 475,000 views on Instagram It doesn't matter who's side you're on in this...
When it comes marketing today you need these 3 things
Whatever the heck is happening right now, let's stop calling it the "new normal." There's nothing normal about this and we are a long way from settling into anything I think we can call "normal." Be that as it may, we are ALL working our butts off trying to generate...
How to be Uncopyable for Personal Branding
While Steve's Amazon #1 best seller, UNCOPYABLE: How to Create an Unfair Advantage Over Your Competition, is primarily aimed at small business, most of the strategies and tactics are also applicable to personal branding! Kate Strachnyi...
How to Profit From Content Marketing
Although Content Marketing seems to have appeared on the radar screen just in the last couple of years, in reality it's been around for a very long time. The problem with content marketing is organizations (in particular small B2B companies) sometime have a difficult...
Do NOT use this marketing secret for evil
The purpose of marketing is to be on the mind of the prospect when the prospect is ready to buy. But if we typically have a long sales cycle, we don't always know when that moment might happen! So how can we ensure when the lightning bolt comes out of the sky and our...
Do they remember you when they’re ready to buy?
In my opinion, the PURPOSE of Marketing is to be on the mind of the prospect when the prospect is ready to buy! We don't always know when that might happen, though, so how can we make sure to still be on their mind? In this episode, Steve shares one of the best tools...
The Law of Unintended Consequences
I did a my monthly IMTS (imts.com) webinar with Oisin Lunny this morning about supply chain issues in the new reality. During our conversation I remembered a very important law we all need to be very wary of no matter what industry you're in - the Law of Unintended...
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