Marketing Fail: A Post-Mortem

Two direct mail campaigns, each comprised of several pieces, scheduled to arrive at regular intervals to a targeted audience. One gets stopped before it’s complete, written off as a failure. The other, with fewer pieces deployed, is such a success that it gets repeated to a new list. So what happened? Why did one work while the other Read More

News Flash: B2B = B2C

People talk about B2B and B2C as if they’re Venus and Mars — two completely different spaces. That leads to the assumption that the messaging for each has to be dramatically different. And that’s a mistake. Certainly, the sales process is different for each. But in every case — without exception — decision makers have Read More