Ideas@Work Blog

Factory-Processed or Custom-Crafted: Which Approach is Best for Your B2B Marketing Strategy and Website? – B2B Marketing Article

I’m asking you this question with the belief that most marketers should carefully craft their plan. That’s not to say there aren’t plenty of established templates and tools for building your marketing program but those will only take you so far. And you might be headed in the wrong direction. As a partner in a B2B Marketing Agency based in Atlanta, I’ve worked with dozens and dozens of clients and I can honestly say that no two were exactly alike…

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It’s Not All About Inbound Marketing – and Never Has Been – B2B Marketing Article

Sometimes when I’m talking with a younger client about their marketing budget – and these days, every client is younger than me – I want to tell them about the olden days. Once upon a time, for anyone to know about your business, you had to advertise. I’m not talking about “Mad Men – Madison Avenue” type advertising. I mean the basics. The Yellow Pages. You may not remember the Yellow Pages directories, but they were the internet before the…

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Atlanta B2B Marketing Agency Leader Learns Lessons from Pedaling Papers – B2B Marketing Article

I was a suburban paperboy in the late Sixties. Way back then there were no laptops or smart phones, and there was no internet or Google maps. For the homeowners on my paper route, I was the internet. It all started as a last-minute favor for a friend. His family was going out of town unexpectedly for the upcoming weekend, and he needed someone to deliver the Saturday and Sunday papers for him. He also offered to pay me enough…

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B2B Marketing Content Needs Creative Ideas and Execution for the Best Punch! – B2B Marketing Article

The purpose of this post isn’t to argue that B2B marketing requires outstanding content. I believe that any B2B marketing professional still doubting that is probably not open to the points I want to make… What I want you to think more about is why and how to add more creativity into your content development. Since I speak as a senior creative director, you may be surprised at how broadly I apply the word ‘creative’ to B2B marketing. I think every…

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