Tag Archives: marketing agency

marketing career advice

Career Advice for a Young Marketer

A few weeks ago I gave an informational interview to a local university student looking for advice on the best way to jump start his marketing career. The conversation was a handy excuse to catalog some of the lessons I’ve learned over 30 years in marketing, and to document what… Read More

what's working in B2B marketing

The Myth of “What’s Working” in B2B Marketing

In the agency business, clients look to us, naturally enough, for advice on what’s working in the marketplace, on the assumption that an agency’s collective experience, providing it aligns with a client’s market or product category, can bring real world insight to bear against important decisions relating to topics like… Read More

marketing agency references

Stop Asking Your Marketing Agency for Client References

First, a confession: I hate providing references. As one of the principals at a B2B marketing agency, I get asked for them frequently (though not always) by prospective new clients and, quite aside from the hassle of selecting (who have we not asked recently?), contacting, and requesting permission from the… Read More

bad copywriting

Bad Copy is Your Campaign’s Weakest Link

In the days of Mad Men, advertising clients wouldn’t dream of writing their own copy. Advertising was about big ideas, big concepts, and crafting that story was left to the professionals. In the digital age, all that has changed. With rare exceptions, “big idea” marketing is regarded as a quaint… Read More