Laura Patterson Articles by: Laura Patterson

Don’t Fall Victim to the Tempting Allure of Shiny “Toys”

Don’t Fall Victim to the Tempting Allure of Shiny “Toys”
By October 4, 2017 Marketing

Marketing, particularly the promotion of Marketing, has certainly come a long way since sellers hawked their wares in the marketplace or from a traveling wagon. Chasing the next shiny toy seems to be a long tradition in Marketing. There has been a continuous flow of new channels and technologies for over 250 years! Read more ›

How Valuable is Creating Customer Value?

How Valuable is Creating Customer Value?
By September 13, 2017 Customer Experience, Marketing

Wouldn’t it be nice if you were the only game in town? Unfortunately, for most companies, when it comes to purchasing a product or a service, your customers have plenty of choices. Customers need to see value as the key deliverable from your business to be motivated to purchase. That doesn’t mean being the least expensive. Price is only a small part of the value.   Read more ›

How to Go Integrated in a Specialty Marketing World

How to Go Integrated in a Specialty Marketing World
By August 2, 2017 Marketing

It’s hard to believe that it was almost three decades ago to the day that my work title was “Integrated Marketing Manager.”  Our product group was a small team of about 40 people comprised of design and product engineers, production control/operations, manufacturing, customer service, and marketing personnel. We were bringing an 8-bit microcontroller to the market in a new technology that embedded unique memory and peripherals. We were in pursuit of category ownership and market dominance.
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How to Employ a Marketing Caddie to Crush the Competition

How to Employ a Marketing Caddie to Crush the Competition
By May 31, 2017 Marketing

In a recent article we suggested that like golf, marketers need to be proficient with all 12 clubs in their bag. To further extend the metaphor, we also highly recommend marketers leverage the value of a good caddie. Why? Because caddies play a critical role in the success of a player’s game. In fact, research published by Loughborough University found that there is a clear link between the “golfer-caddie relationship and performance success” and concludes that the right caddie can make a difference of “30% or more.” What marketer or for that matter any business professional wouldn’t want to have that kind of improvement to their business game? Read more ›

How You Can Network Your Way to Marketing Expertise

How You Can Network Your Way to Marketing Expertise
By May 3, 2017 Marketing

A number of years ago, IDC shared how B2B companies allocate their Marketing talent across the various Marketing capabilities. Many SMEs and specialized divisions within larger companies only have headcount for 1-3 people. With such low numbers, their lean internal Marketing teams rarely have all the needed skills. The investment to fill all of these roles with people internally is prohibitive for many Marketing organizations, especially small to mid-sized enterprises (SMEs). Read more ›

How to Learn From a Marketing Campaign That Strikes Out

How to Learn From a Marketing Campaign That Strikes Out
By April 5, 2017 Marketing

You’re full swing into the year and are cranking out marketing campaign after marketing campaign. You’ve completed your homework and know which messages are flowing into which channels to resonate with which personas. You’ve tested your subject, your headlines, and your copy. You’ve even set a performance target for each campaign. Everything is already teed up in your campaign automation system so that you can conscientiously monitor the results. Read more ›