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@Joe - putting effort into every step, every contact, every interaction would make such a difference! General Mills, P&G, etc. those are the companies that made marketing an art and a science.

@Mike - the more I think about marketing, the more I know there are two separate issues (1) marketing done well still works (2) the tactics are tainted because they are not done well.

@Stephen - "ability to engineer each separate element of the interaction" is where it's at. For it to be a conversation, there needs to occur one every step of the way. You'd be surprised at the times I go back to one of your posts to learn and gain an insight ;-)

Valeria: thanks for your very kind words and glad this post still resonates --

I find the biggest opportunity with B2B marketing is the ability to engineer each separate element of the interaction, piece by piece, so that response rates are in the double digits and every stakeholder involved is excited about something. It takes time, effort, and the desire to eliminate "check the box" thinking.

Both B2B and B2C marketing require creativity, discipline and execution -- both rely on carefully developed and persuasive arguments -- where one motivates a reader to move the conversation along, and the other to drop it in the shopping cart.

Amen! and Amen!

The customer defines relevance!

And relevance is a moving target!

Loved the post...is it obvious?

Keep creating...a brand worth raving about,

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