Points of view

 

Insights

Sudden Impact Marketing

How I learned to love B2B telemarketing

Telemarketing remains one of the most effective B2B marketing tools...as long as it’s used right.
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Insights

Sudden Impact Marketing

How not to use your messaging platform

It’s important to know what your messaging platform isn’t.
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Insights

Sudden Impact Marketing

If you only get to ask one marketing question, make it this one

When seeking razor-sharp marketing message clarity, there’s one question that helps strip away noise and ensure resonance.
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Insights

Sudden Impact Marketing

5 in 5: What I learned in five years at a marketing agency

Here are my top takeaways since coming to Sudden Impact.
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Insights

Sudden Impact Marketing

What to do when brainstorming goes bad

Ideafluenza. Conceptitis. Imaginationache. OK, maybe it doesn’t have a witty name. But there’s a definite condition that infects the brainstorming process and leads to ideas that don’t move anyone’s needle.  
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News

Marketing Insider Group

99 Amazing content marketing hubs

Connected Futures makes Marketing Insider Group’s list of leading digital hubs.  
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News

Chief Marketer

Sudden Impact named Chief Marketer B2B top shop

We’re thrilled to be featured on Chief Marketer’s list of the Top 50 B2B marketing agencies.  
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News

Columbus Business First

Sudden Impact office named one of Columbus’ coolest

It's flattering to have our humble abode included on this list.  
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Guest Blog

Columbus CEO

Marketing your business

The best communicators are excellent listeners. They hear what their audiences say. They listen before responding. Then they deliver value that is based on...  
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Guest Blog

Columbus CEO

Database strategy for B2B companies

Every business has a finite target audience from which customers can be cultivated. Instead of an intensive focus to set strategy to penetrate this target audience, many organizations maintain a cyclical rhythm of same or similar marketing activities year over year...  
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Columns

American Marketing Association

How to leverage telemarketing in your B2B campaign

In B2B marketing, direct phone initiatives possess the potential to produce greater opportunities than any other marketing activity...  
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News

Columbus Business First

How Sudden Impact virtual-conferenced workers in 50 countries

At 4 a.m. Ohio time on May 21, a 3D online virtual world created for an international employee conference of tech giant ABB Group switched from “testing” mode to “live.”...  
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Columns

American Marketing Association

In search of substance

I don’t think that I’m alone in the way that I behave as a consumer. If I immediately sense that I’m being sold more than I’m being told, I’ll turn tail and run. I’m looking for substance...  
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Columns

Direct Marketing News

Don't get off the ride

By nature, marketing professionals like shiny objects. Account managers want to lead the next big project. Creatives want to write or design the next cool thing. And clients want to keep their programs looking fresh and new...  
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Columns

Direct Marketing News

Short-term gains, long-term wins

Direct marketing purists will almost always default to cost-per-lead and cost-per-sale as the critical metrics in any campaign. That said, today's marketing programs are more multifaceted than ever before—and beauty (in terms of success measures) is in the eye of the beholder...  
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Columns

Direct Marketing News

Why everyone hates telemarketing, but shouldn't

It's easy to dislike telemarketing. We don't like getting calls at home, so why would B2B marketers want to use telemarketing with their audience? Because it may just be the most effective marketing tool you can use—as long as it's used correctly...  
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Columns

Chief Marketer

Breaking down silos to build a better marketing team

How do you build a strong marketing team? The key to developing better individual marketers is to expose them to various sub-disciplines that strengthen their overall knowledge and create an understanding of the process dynamics...  
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Columns

Direct Marketing News

Marketing automation: miracle or myth?

Marketing automation is all the rage, but is it right for you? Figuring that out is a matter of assessing your goals and capabilities—and making sure marketing automation will be a boon, not a burden. Ask yourself these 10 questions as you explore how marketing automation could fit into your organization...  
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News

Advertising Age

A little humor can be effective when marketing to CEOs

Marketing is no laughing matter. It's both science and art, and is subject to increasingly sophisticated measurements of the impact a campaign has and the return on investment it brings an organization...  
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News

Advertising Age

Experts weigh in on effective b2b lead gen

It's by far the most important element in assuring success in any lead-generation campaign. It begins in the planning stages...  
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Columns

Chief Marketer

Key metrics for determining your marketing ROI

As inevitable as death and taxes, we all endure budget season. We are required to submit plans which we know will probably be sideways by Q2 and ask for dollars hoping we can get half of what we are asking for...  
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Columns

Advertising Age

Co-marketing: Where 1+1>2

What do your clients need most? What are the hot topics, biggest challenges and critical business problems in your market space? What other companies do a great job providing complementary products and services to solve these problems? Are you working together? Perhaps you should be...  
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News

Columbus Business First

Sudden Impact’s founder called to marketing

At Sudden Impact Marketing, the company’s understanding of the value of some old-school tools coupled with its appreciation of technology innovations allow the small firm to pack a punch...  
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News

Chief Marketer

Cisco, Intel parter on tech-focused b2b magazine

A joint B2B publishing venture called Unleashing IT is helping Cisco and Intel build brand and reach prospects for core business lines...  
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Columns

American Marketing Association

Saying more with less

It’s near the end of a project when someone invariably exclaims, “But wait, we didn't say anything about this!” One of the most pervasive hazards I've come across in my role as a marketing strategist is “message creep.” There may be marvelous attributes and functions of the specific product or service...  
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Columns

Advertising Age

Send your database to boot camp

Nearly all B2B companies wrestle with database issues. Database fitness, or a lack thereof, becomes readily apparent when marketing campaigns are launched. Poor results can generally be tracked back to database issues...  
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