Marketing

Real Phone Calls Trending for Savvy Marketing Teams

As an existing customer, I already receive emails, catalogs, and other mailings from these companies on a regular schedule. So why are more and more companies like these using real people to call their existing customers? Staying in touch by email marketing, direct mail, social media, and other vehicles can be highly effective, it keeps the name brand at top of mind, and can drive quote requests and sales leads. But it’s not enough anymore.

Paul August 25, 2026

I Clicked an Ad and I Liked It

The Carv marketing team likely counts me as a Facebook ad conversion, which is true, and some marketing professionals might be inclined to pour more budget into Facebook advertising. But more experienced marketers know this narrow view of metrics and analytics that relies heavily on last click attribution fails to explain my willingness to click or my confidence in signing up for the demo. Read more about accumulated exposure to a brand over time.

Paul April 29, 2026

Is Your Sales Team Prepared for the Obvious – or Are You Creating Fear and Uncertainty?

Thanks to your brilliant new product, your customers will most certainly cut costs and save time but it will also require they change their workflow. Did you figure out how to help resolve this predictable objection before going to market? A sales manager I know didn’t bother to try. If you are creating fear and uncertainty anywhere in the sales process then even a brilliant new product that’s likely to quantifiably save money and boost efficiency may be ultimately remembered as a great idea fumbled to what might’ve been.

Paul April 23, 2026

Ski Marketing Teams! Let’s Point Mountain Cams for Smarter Decision-Making

I’d invite ski resort managers to take a look at what’s being shown on their webcams and consider how much value each of those perspectives offers their guests. Then consider how the webcams might be moved or repointed to better answer the most frequently asked questions that resort staffers face day after day.

Paul January 20, 2026

Can Brilliant Marketing Sell A Product Nobody Really Wants?

“Yes, we’re getting a lot of serious leads and we’re quoting a lot and a number of people are testing, the lead generation has been great,” my client began. “But everyone who’s tested it so far has said no and their feedback has been very sensible – it’s just not a great product, no one really needs it.”

People often say a great product sells itself but can a poor product sell even if it’s supported by superior marketing and sales support?

Paul January 2, 2026

Google Analytics Direct Traffic Study Links Lead Generation to Offline Marketing

An informal Google Analytics study of Website traffic sources for a number of machinery manufacturers revealed the companies running consistent advertising and content marketing programs that blend digital and print media enjoyed serious increases in Website traffic – of course – but more specifically – increases in direct traffic. What’s direct traffic? These are the people who

Paul July 15, 2025

Expert Target Marketing Pros Don’t Wear Their Own Shoes

It’s easy for anyone to react and offer opinions based on his or her own perspective and life experience. “I’d be offended, better not.” Or, “That seems too expensive to me.” But experienced marketing professionals know better. Skilled, experienced marketing professionals know how to step into the shoes of their target audience to offer insights, guidance, and recommendations based on the perspective and life experience of the people expected to buy the product or service.

Paul June 18, 2024

All B2B Leads Are Not Created Equal

Anyone experienced in industrial sales knows a click isn’t necessarily a lead and a lead isn’t a sale. Look at these two emails or Website form submissions and think about which one you would rather get if you had to close the sale or else.

Paul February 8, 2024

We know who they are and they won’t buy…

When you get a phone call or email out of the blue from someone you don’t know from a company you don’t know selling something you’ve never heard of it isn’t very likely you’re going to give it much attention – you’re certainly not likely to buy anything. Wouldn’t it put you, the salesperson, in a stronger position if you could get the prospect to call you first?

Paul June 27, 2019

How to B2B marketing like top retailer

Manufacturers that deliver sales messages via multiple channels at the same time, all the time, enjoy higher name brand awareness, more leads and Website traffic, and greater sales opportunities than competitors. Retailer Tahoe Dave’s serves a potent lesson in how to launch an integrated marketing program.

Paul December 31, 2018