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March 29, 2018

When do trade show T-shirts make sense?

I once witnessed a spirited debate between a campaign strategist and a marketing agency presenter. The presenter was one of the best direct marketing minds at perhaps the greatest agency of that time. (I won’t name names, but the agency’s founder wrote the book on “being direct.”) The subject of the debate was offer repetition. (Nerd alert.) The question: should every direct marketing touch contain an offer?

March 2, 2018

5 Things Every Resume Should Say -- And 3 Things They Shouldn't

This post originally appeared at as a guest blog for a careers firm that is entirely focused on SAP staffing. It became their most-read blog from 2017.

What matters to SAP recruiters and hiring managers? What do you know of SAP technology and how well do you know it? Ultimately, it’s your case to make, but here are five ideas for doing so in the most compelling way – as well as a few pitfalls to avoid along the way.

ROI @ QBR: Tactics vs. Campaigns

Marketing ROI discussions are de rigueur at quarterly business reviews (QBRs). And the parade of pundits is close behind, alternatively equipping and lashing marketers with knowledge, opinions, and analyses on how to measure and improve ROI. For example: