Matthews on Marketing

Matthews on Marketing

Building a Reason to Care

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You told me the what, but not the so-what.  You have probably heard this before. It’s often delivered as an admonishment to a salesperson or marketer by a customer or prospect. Maybe someone has said it to you. If we’ve all heard it, why are we not delivering a reason to care more often? Because it’s hard. As marketers, we all know better than just stating the what, but getting to the so-what takes a lot of work. Sometimes it just takes time for a market to emerge or for customers to fall in … [Read more...]

B2B Marketer Fails, Part 3 – Website Conversion Optimization 

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You have spoken to your buyer in terms that they find compelling. You have written helpful and authoritative content that has won their trust. Now you look to set the hook with an offer. Your email or Google ad sends them to a landing page. But has it been optimized? This oversight is a common fail.  What’s a pity is that optimizing landing pages and websites is so easy. What’s a crime in ignoring optimization is that it’s so effective. Small changes in color, copy or imagery can have … [Read more...]

B2B Marketer Fails, Part 1 – You Sell to People, Not Companies

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Note: I don't know why, but the pandemic and WFH seemed to sap my creativity and shut out the muse. Only after realizing it had been over six months since my last post did I give myself a kick in the rear to get back at it. Every month, hundreds of millions of dollars are spent by B2B marketers trying to entice buyers from various businesses to inquire about their products. It pales in comparison to the half-trillion a year spent on ads to convince consumers like all of us to buy soda, cars, … [Read more...]

Marketingspeak: What is ‘Ducking’?

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With the rise of content marketing, more and more terms from broadcasting and publishing are finding their way into marketing conversations. We just launched a podcast at my current company, and during the production we found ourselves unequipped to give direction to our freelance audio engineer. Podcasts have a jargon all their own. Which is how we came to learn a new term, ducking. Ducking, in audio recording, is a technique that assures that the host's or guest's voice can be heard clearly … [Read more...]

The Five Benefits of Curiosity in Marketing

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If you are reading this post, my guess is that you are a curious person. The kind of person who is inquisitive by nature. A life learner. I’ve written before about the traits that make up a good marketer. Curiosity was top of the list. And I’m not the only marketer who values the quality. Here’s what Seth Godin had to say: “If you are not curious, you are not going to learn.” I think learning is the point. It’s not just asking a lot of questions. That just makes you nosey. It’s seeking a … [Read more...]