Author: Rich Carango

Fresh ideas and best practices from our team of B2B digital marketing experts

By Rich Carango | 26 April 2016

What The Presidential Race Can Teach Us About Choosing The Right Marketing Agency

The United States presidential race is the greatest quadrennial marketing blitz in the world. Every four years we are bombarded with radio ads, television ads, email campaigns, posters, bumper stickers, news stories and more all in the quest to get your vote. Every candidate shows off flashy websites, tells wonderful success stories, and promises that your life…

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By Rich Carango | 16 March 2016

3 Ways To Use LinkedIn For B2B Marketing

Social media can be a great tool to generate leads and enhance your SEO and inbound marketing performance. In particular, studies have shown that B2B marketers generate more leads on LinkedIn than on any other social media platform. (Image Source: Business2Community) Here are 3 ways to turn your company’s LinkedIn profile into a revenue-generating, lead conversion…

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By Rich Carango | 4 November 2015

Lies, damned lies, and statistics! What to make of the 2016 B2B Content Marketing Report.

Forgive my indulgence in a bold title. It draws from a favorite quote of mine attributed to Mark Twain. He said, “There are lies, damned lies and statistics.” The statement is an attempt to capture the persuasive—but often confusing—power of numbers to make a point or convince an audience. I don’t mean to imply that…

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By Rich Carango | 24 June 2015

“What exactly does your company do?” The Importance of USP in High-Tech Marketing

What makes you stand out from the pack? What makes your customers ignore your competitors and come back to you again and again? It all starts with identifying your unique selling proposition (USP). Your USP may be your most valuable marketing asset, especially because your products and services are complex. Your prospects need to understand…

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By Rich Carango | 22 May 2015

Unique Selling Proposition – A Little Dab’ll Do Ya

If you keep your mind open to it, marketing lessons can come when you least expect them. Here’s my most recent example… I was at a client meeting, and it was my turn to write on the white board. As I walked to the front of the room, my client tossed me the bottle of…

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By Rich Carango | 4 April 2015

Love Your List: 4 Creative Ways to Build Direct Marketing Lists for B2B Campaigns

Most B2B marketers are drawn to practices that are simple and proven to work. In a deadline-driven, fast-paced world, marketers need to rely on proven techniques to avoid paths that might cause them to stumble. This is especially true when it comes to building direct marketing lists, whether it is for a calling campaign, direct…

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By Rich Carango | 5 August 2014

B2B marketing buyer personas and me – A love story

After 20 years in the B2B marketing business, I have developed an affinity for what works. I don’t worry about being fancy or trendy. I’m just looking for the stuff that makes sense and helps my team do a great job for our clients. That’s why I love marketing buyer personas. Buyer personas are prototypical character…

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By Rich Carango | 15 January 2014

Humanizing Your B2B Brand through Social Media

Everyone loves Flo. She’s helpful, quirky and infectious. She presents a likable human quality for Progressive, the insurance giant she represents. But Progressive’s famous branding recently took a major hit during a social media battle about its role in a fatal automobile crash. Responding in a spam-like manner on Twitter compromised Progressive’s sense of empathy….

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By Rich Carango | 21 October 2013

What a Brand Is – and Is Not

Brands disappear every year. Some of them are good, but most of them are not. Some are memorable — E.F. Hutton, General Foods, RCA — while others not so much. Anyone who grew up in the Philadelphia area, as I did, will remember long-gone company brands like Lit Brothers and Strawbridge’s (department stores), Schmidt’s (beer), and Gino’s…

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By Rich Carango | 24 June 2013

Are your arms too long?

Despite all the tools and tactics that have evolved over the years, most deals are closed because there is personal chemistry between the parties. The buyer simply likes the seller. Yes, even in the “sterile” and prolonged B2B buying cycle, closing deals usually comes down to the personalities of the individuals involved. So why, then,…

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