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Welcome to Ohio, the Eye of the Political Advertising Storm

If you live in a solidly red or blue state, you may be seeing very little political advertising this presidential year. But here in the Buckeye State, we are drowning in political ads for the presidential campaign and the U.S. Senate race between Sherrod Brown and Josh Mandel. How bad is it? Here’s a snapshot of what life is like in Ohio and other swing states this election season – and some thoughts about whether this massive media buy is a smart marketing strategy....

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Getting Started with B2B Marketing: The First 5 Steps

Companies that sell to businesses often rely on referrals to find new customers. But the day may come when referrals aren’t enough. New competitors, new technologies, new types of customers, or new sales territories can create new challenges for your business. To achieve your goals – and capitalize on your opportunities – you need marketing. If you’ve relied primarily on word of mouth to promote your business and you haven’t done much marketing, where do you begin? Here’s advice on the first five things to do to create a smart business-to-business (B2B) marketing...

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Marketing Insights: How the Class of 2016 Sees the World

If you sell to college students, the annual Beloit College Mindset List is a must-read. Each year, Beloit’s researchers profile the cultural touchstones that shape the lives of students entering college. It’s a critically important tool for marketers who sell to this influential demographic. Here are some insights from the 2016 Beloit Mindset List for your smart marketing strategy....

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11 Ideas for Using White Papers in a B2B Marketing Strategy

If you’re a business-to-business (B2B) marketer, white papers can be a powerful way to demonstrate your expertise and differentiate your company from competitors. In part three of a three-part series, here are 11 ideas for using white papers as marketing tactics in a smart B2B marketing strategy....

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How to Create a Great White Paper: 10 Tips for Success

White papers are one of the best ways to market a business or professional services company. But there's more to developing an effective white paper than just writing about what you know. To create a white paper that supports a smart marketing strategy by establishing your credibility as an expert in your marketplace and positioning your company as a preferred solution provider, you need to plan carefully and think strategically. In part two of a three-part blog post, here are 10 tips for creating a great white paper from my...

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