3 Direct Marketing Principles, Recast.

Hi. My name is Adriel, and I’m a recovering direct marketer.

I’ve been a direct marketer for 15 years. It started in college, writing letters and running online campaigns at The Direct Marketing Association. Soon I was direct-marketing my way through the dot-com wave and in and out of banking, non-profit, and technology companies.

“Segment your audience.”
“Put time-limits on your offers.”  Continue reading

Building the B2B Social Media Machine

A couple of days ago I found myself in Chicago. I went there to do my part in finally settling the age-long debate over dry-aged vs. wet-aged steaks. On Wednesday night at the Chicago Chop House, over two identical cuts of wonderfully cooked ribeye, only varying in their aging process, the jury was in.

90-day dry aged. All the way.

Since I was already in town for this ground-breaking research, I decided to stop by the Search Engine Strategies show to share what my team and I at SAP have been up to in social media. The interaction level at my session on Building the B2B Social Media Machine was fantastic, and a few people approached me after the show to thank me for the practical advice. Most impressively, I got through the entire thing without comparing the purchase funnel to dating or marriage once.

For those of you that weren’t able to join us in the windy city, below is a recap from my presentation. Continue reading

When you hear hoofbeats, don’t think zebras.

My wife said that to me the other day as I described a situation at work. If you’re in the medical field like she is, you’d know exactly what she meant. If you’re just a marketing guy like me, the exchange might have been closer to ours:

“When you hear hoofbeats, don’t think zebras.
“What the hell are you talking about?”
“When you hear hoofbeats, look for horses, not zebras.”
“Repeating it isn’t going to help me understand it any better, honey.”

So I did what any dumb marketing guy would do. I went to Wikipedia. Continue reading

Did Mobile Kill the Website Star?

If video killed the radio star, did mobile kill the website star?

I saw you on the Netscape back in ninety- two
At my desk intent on tuning in on you
Sixty mega-hertz didn’t stop you coming through…
Oh-a Oh

I’ll leave the rest of the spoof to the experts at collegehumor.com, and get back to my point. Continue reading

Does Marketing Today Start with a J?

One of my favorite books is The J-Curve: A New Way to Understand Why Nations Rise and Fall by Ian Bremmer.

Bremmer uses a simple J-shaped curve to show the relationship between a country’s economic and political openness and its relative stability as a nation.

The theory is genius in its simplicity. Continue reading

Is There a Social Media Double Standard?

“When people can count something, they usually want to.”

That’s the response I got from a panelist at a recent social media conference. Yes, marketers get together at expensive hotels and talk about Facebook, Twitter, LinkedIn, Youtube, Slideshare, even Pinterest. Yes, even Pinterest.  Continue reading

Everyone’s selling something. Don’t apologize for it.

“Everyone’s in sales. I want to hear someone argue they’re NOT in sales.”

An accountant told me that a few years ago as we were discussing what deductions to take. While the IRS might not agree with his broad interpretation of the profession (I can imagine a sanitation worker justifying car expense deductions by arguing he’s a traveling ‘recycling’ salesman), I found myself repeating it the other day to my wife. Continue reading