What’s New
Podcast: Linda Popky appears as a guest expert on Technically Speaking to outline your steps to launching and promoting your book! - Listen
Podcast: Linda Popky and Dan Weedin (Shrimp Tank Podcast) talk with Brett Clark from BC Fitness about the importance of staying active and doing resistance training to slow down muscle loss as we age. - Listen
SAC® Press Release: "Companies Eye Innovation and Disruption in Volatile Economy" – Read Release.
Video: Just a Moment for Marketing: One-minute marketing tip videos. – View over 100 videos.
eBOOK: Top of Mind: 101 Insights to Transform Your Business
Purchase PDF or ePub book.
Subscribe to the Top of Mind Thursday Newsletter
Free articles download with sign up
Marketing Above the Noise
Introducing Dynamic Market Leverage™, an approach to help cut through the clutter, stand out, and effectively build business.
Available in Hardcover and eBook formats
Top of Mind Thursday March 21, 2019: Nowhere to Hide
A week ago today, a gunman opened fire in two mosques in Christchurch, New Zealand, killing 50 people and injuring 50 others.
The gunman, captured alive, published a lengthy manifesto outlining his hatred of Muslims, as well as his white supremacist philosophies. He then started livestreaming video of his massacre on Facebook and other social media.
This was the first time a terrorist attack of this type has occurred in New Zealand, a quiet island country in the South Pacific with a total population of less than 5 million people. It shocked the world and shattered the sense of security New Zealanders have enjoyed till now.
Sadly, attacks of this type have become common place in many other countries. In the US, there were over 300 mass shootings in 2018. This included a synagogue in Pittsburgh, a bar and grill near Los Angeles, and the Parkland School shooting in Florida, among others. We seem to go from one deadly event to another, without breaking out of our daily routines.
Not so in New Zealand. People of all faiths came together to protect Muslim worshippers throughout the country. Media refused to name the shooter, thereby depriving him of the fame and glory he likely had envisioned. And yesterday, Prime Minister Jacinda Ardern took decisive action to ban all assault weapons in the country.
Does this mean there will never be another horrific attack in New Zealand? Possibly not. But it sends a strong message to would-be gunmen that it is not business as usual in Kiwiland. There will be nowhere to hide for perpetrators of crimes like this in New Zealand. That’s a model the rest of the world would do well to emulate.
Are your customers being served? How sure are you about that? Read my article.
Join me for the free online video interview series The Inspired Leadership Show: Discovering Secrets to Being an Effective Leader Through Communication, Positive Influence and Sustainable Productivity. My episode is live NOW!
Contact me to find out how to get heard above the noise.
Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Too Much Data? How Marketers Can Be More Effective in Today’s Noisy B2B Marketplace
Wayne Cerullo
Chief Prospect Officer
B2P Partners
www.b2ppartners.com
Wayne Cerullo founded B2P Partners to help business to business (B2B) companies more effectively and enjoyably serve the people who are their clients. B2P has been working with many fast-growing Software as a Service (SaaS) innovators for the last 15 years. Previously, Wayne shaped marketing messaging worldwide for such tech giants as IBM, Microsoft, and Intel. He is the author of two books on the power of buyer awareness to turn around and make businesses flourish, including his latest RePossibility.
In this podcast, Wayne discusses the key findings from his research into the state of B2B marketing, including the realization that in today’s ABM-focused world, marketers need to refocus from quantity to quality. He talks about why it’s so important that B2B marketers shift from a Martech focus to buyer enablement, and explains why personas can be both the problem and the path to the solution.
Listen to this podcast.
Top of Mind Thursday March 14, 2019: The Best Education Money Can Buy
As a parent, you help your high school student study for the SATs. Maybe you even sign them up for a test prep class, or to work with a tutor. You encourage them to get good grades, be involved in extracurricular activities, and excel in sports. Then they apply to college and you cross your fingers and wait, right?
Evidently not. Yesterday, the FBI arrested nearly 50 people who have been perpetuating a complex multimillion dollar scheme to buy places for their kids in some of America’s most prestigious colleges.
This has been going for for more than 7 years, during which time nearly $25 million was paid to the “college counselor,” who set this up. The list of those accused includes venture capitalists, entrepreneurs, coaches, college athletic directors, and Hollywood celebrities. The parents were willing to spend as much as $6.5 million to get their kids into the right college; the coaches and athletic directors were willing to accept bribes to look the other way when fake applications were submitted.
Rich families have been buying their way into college for generations–endowing chairs and donating money for buildings. But this new wrinkle involves cheating, bribery, and fraud to an extreme degree.
Every college spot that was fraudulently purchased prevented a legitimately qualified student from attending that college.
Did these parents really think what they were doing was acceptable? Or did they think they would never get caught? What lessons are they teaching their children: don’t bother working hard, you can buy what you want with a bribe?
Now instead of using their wealth to buy Junior’s admittance to Yale or Stanford or USC, these parents will be handing over that money to defense lawyers. If they thought buying college admissions was expensive, just wait till they see how much this scandal will cost in terms of legal fees, reputation, and maybe even their freedom.
Read my article on how Boeing dropped the ball on the 737 MAX 8 issue.
Join me for the free online video interview series The Inspired Leadership Show: Discovering Secrets to Being an Effective Leader Through Communication, Positive Influence and Sustainable Productivity. My episode is live NOW!
Contact me to find out how to get heard above the noise.
Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Top of Mind Thursday March 7, 2019: What Part of This is Not Clear?
Picture this. You make a reservation for a rental car on a Hawaiian island from a major car rental firm. When you arrive on time at the rental car area, you wait not one but two full hours to get through the line to get your car. And you’ve paid in advance, too.
Budget knew how many people had reservations that day and when their flights were due. Why didn’t they staff their operation properly? The few agents who were there made token gestures, which did nothing to soothe the frustrated crowd. People with health conditions standing in the line were feeling the effects. Everyone else was beyond frustrated.
There are times when travel delays are unavoidable–weather is an ongoing issue, as are mechanical problems or other airline-related delays. But what is the excuse when none of these things happen?
X number of reservations should automatically translate into Y personnel on staff to serve customers. Plain and simple. One-quarter Y or one-fifth Y = one full mess. If this was an effort to save money, it backfired. We found out this happens with Budget on a regular basis.
Customers don’t like change, which means companies can mess up a little and still be forgiven. But in a case like this where other choices are available with low to no switching costs, it’s a good bet many of those affected will no longer come back to Budget. Unhappy customers tell 10 times as many people as happy ones do. What part of this is not clear?
There’s no excuse for this to happen–to Budget’s customers, or to yours.
Join me for the free online video interview series The Inspired Leadership Show: Discovering Secrets to Being an Effective Leader Through Communication, Positive Influence and Sustainable Productivity, starting next Wednesday, March 13th.
Contact me to find out how to get heard above the noise.
Limited time to devote to marketing? Check out our weekly Just a Moment for Marketing videos. They only take a minute.
Check out our marketing thought leadership podcasts.
Check out the new video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com