How to create attractive, memorable marketing

When you market your business just like your competitors, you fade into the background. You lack impact. You become predictable and easy to forget.

For example:

  • Over the years, I must have had thousands of pushy strangers hand me their business card. How many of them can I remember? None of them.
  • Every day I receive impersonal marketing emails from people. How many can I remember? None of them.

That’s because superficial interactions wash over us. They leave no lasting imprint.

The human touch

What we do remember, are the people who sincerely reach out to us with something meaningful to share. We remember the people who recommend us to their contacts and friends. We remember the handwritten notes. We remember the people who respond, when we need feedback or support.

Business is all about people. If you want people to remember you, do something useful and memorable. Something that touches them. Something that requires thoughtfulness.

Hint: You can’t do this with copycat marketing or by automating your business relationships.

Recommended reading – How to make your business more human and far more successful too.


Jim Connolly   April 8th, 2014

Teradata Integrates Its Marketing Automation Acquisitions for Enterprise Marketers

Last year’s biggest marketing automation acquisitions were products for consumer marketing: ExactTarget by, Neolane by Adobe, and Responsys by Oracle. But it would be wrong to see these as expanding the industry to a new set of users. Consumer marketers have had their own, highly sophisticated marketing automation systems for years. Products like Unica (now IBM), Teradata Customer Interaction Manager, and SAS Marketing Automation were introduced before the earliest B2B marketing automation systems and B2C email products. They’ve continued to grow their client bases, which are concentrated among large enterprises. As new entrants explore the world of B2C marketing automation, it’s important to recognize that the territory is already occupied.

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David Raab   March 18th, 2014

Understanding Relationships Within the Marketing Technology Landscape

Scott Brinker, a.k.a. chiefmartec*, last week published a terrific Marketing Technology Landscape Supergraphic organizing nearly 1,000 vendors into 43 categories and six major classes. As Scott modestly writes, his classes present “a semblance of meaningful structure” with Internet and Infrastructure providing the foundations, Marketing Backbone platforms (major channel systems) managing most interactions, Marketing Middleware (including Customer Data Platforms) providing a connective layer, and Marketing Experiences and Marketing Operations systems offering specialized capabilities. Here is his diagram:

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David Raab   February 26th, 2014

Marketing automation is not marketing strategy

Too often, these days, I am hearing B2B marketers mouth claims like “We got this new [fill in the brand] automation tool, so now we can reduce headcount.” Or, “Once this automation system is installed, it will take our marketing to the next level.” This worries me. Marketers sometimes see automation as a silver bullet. But it’s only a tool. Marketing automation doesn’t identify your best target audiences. It can’t develop value propositions. No way will it make the tough decisions among competing investment options. I’m reminded of Mike Moran’s great book title, Do It Wrong, Quickly. In other words, marketing automation doesn’t work without strategy.

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Ruth Stevens   February 4th, 2014

The Surprising Places Marketers Plan to Increase Budgets in 2014

Marketers are evidently enthusiastic heading into 2014….about everything.

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Jay Baer   January 14th, 2014

Influence Marketing Vendors Are Letting Influencers and Clients Down

Back in 2009, social media was just starting to become popular for marketers and brands to work with social media power users to promote their services and products.

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Danny Brown   December 16th, 2013

Are marketers underestimating the pace of technological change?

I speak and consult with clients frequently about the pace of technological change. I believe that all of us consistently underestimate how fast things are changing. I think that’s because the pace of change continues to increase–that means that changes don’t just continue to happen, but that the rate of change is actually getting faster. More things are changing this year than last year. In that type of environment, our feeble human brains (and mine often seems more feeble than most) have trouble adapting because we don’t know what to hold onto and what we can just not worry about. I found that out myself recently. I was staying in a hotel and got my wake-up call on how fast things are changing.

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Mike Moran   November 25th, 2013

Instagram Ads and What it Means for Brands

A few weeks ago, Instagram announced that users would soon start seeing ads in their feeds. This announcement was met with some concern that the platform that’s known for organic content would be flooded with irrelevant, spam-like ads from brands. Instagram is hoping to keep the same natural look but give brands a way to expand their reach and engage with potential customers. It is important for both users and marketers to understand what they can expect from Instagram ads, how they will be targeted and what it means for brands.

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Vanessa Williams   October 29th, 2013

Content marketing requires a sound foundation

Two words I’ve heard mentioned a lot recently are “content marketing.”

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Neville Hobson   October 1st, 2013

NitroMojo and Marketing Advocate Specialize in Marketing Automation for Channel Partners

As I noted in a post last year, there is a universe of specialized marketing automation systems for companies that sell through channel partners. These products address several interrelated challenges: distributing leads to partners without losing track of performance; distributing partner-customized versions of company-created content; and helping partners run their own marketing campaigns. Here are two more vendors with related offerings:

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David Raab   September 3rd, 2013