TriComB2B Blogger - Chris Eifert
28
Sep
By Chris Eifert

A marketing New Year’s Resolution…something tells me this blog has been written before. But I’m feeling especially lucid today despite holiday over-indulgence. In fact, “my mind is a raging torrent, flooded with rivulets of thought cascading into a waterfall of creative alternatives” (credit to the late, great Harvey Korman and Mel Brooks, Blazing Saddles, 1974). Here goes…

If I was in...

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TriComB2B Blogger - Jack Lilienthal
28
Sep
By Jack Lilienthal

I’ve wanted to talk about proofreading for some time, but in the age of texting and tweeting I thought: to what avail? A recent subhead in a prestigious trade journal, however, revived my determination to do so. It read:

“Use this method to allogate (sic) limited maintenance resources to the most critical equipment.”

Now in the age of “ginormous” passing itself off as a...

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TriComB2B Blogger - Chris Eifert
28
Sep
By Chris Eifert

I just finished editing a research report we’ve been working on that explores several aspects of the considered purchase process. We surveyed hundreds of decision makers from a variety of B2B markets. Because we spend the majority of our time in the “communications” segment of the marketing discipline, we asked the obligatory questions about preferred and trusted information sources. We let...

TriComB2B Blogger - Chris Eifert
28
Sep
By Chris Eifert

In my experience, B2B marketers have proven to be excellent collaborators. We constantly share best practices, tactical preferences, measures of efficacy, and budget spending trends through a variety of media, whether we’re responding to research requests or sharing ideas across social marketing channels. I’m a huge fan of groups like Marketing Sherpa and MarketingProfs, and rely on their...

TriComB2B Blogger - Jack Lilienthal
16
Sep
By Jack Lilienthal

Perhaps the single greatest impediment to clear communications is the argot. Without doubt, the greatest offenders (outside government bureaucrats, of course) are B2B marketing communicators. The argot (silent “t’) is an insider’s slang (i.e., code words and phrases) created to obfuscate the simple in hope of making it more complex to those outside their limited (and often inconsequential)...

TriComB2B Blogger - Chris Eifert
09
Aug
By Chris Eifert

Well, crap. Here we go again. It doesn’t seem too long ago that the first credit crisis hit and now, although the causes are quite different, we face another round of serious uncertainty. Last week, after watching the S&P 500 drop seven percent in a day, one financial pundit suggested the U.S. must take its “… medicine of debt destruction or restructuring on a grand scale.” Unfortunately,...

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