Rebekah Donaldson

Rebekah ("Red") has worked in B2B marketing for 21 years and writes articles that reflect: 1) That she was in marketing directors' shoes for years before becoming a consultant 2) That her academic training was, fundamentally, about doing critical thinking, and 3) She thinks professionals and companies must earn trust in order to be successful.
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Recent Posts

Protecting veterans

Posted by Rebekah Donaldson on 11/17/15 9:51 AM

Note: I've been moved by Peter Shankman's recent comments on Facebook about responding to the Paris attacks; Craig Newmark's posts leading up to Veteran's Day; and Paul Reickhoff's all-around badassness.

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Topics: Ethics, Leadership

Cynicism squared

Posted by Rebekah Donaldson on 11/15/15 9:00 AM

A while back (I don't see a publish date on it now) I read a post by Sonia Simone titled "The First Rule of Copyblogger." It took my breath away then. It inspires and depresses me now. It gets me thinking about why, as a content marketer, I don't eek by with crappy content.

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Topics: Performance, Writing

Pitting intuition vs. real-world lead gen

Posted by Rebekah Donaldson on 10/22/15 1:14 PM

I often pit my intuition against the real world at Which Test Won. One recent conversion optimization test on a lead generation form yielded results with a twist.

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Topics: Lead Generation, Design, Conversion Optimization

Here's what I say when asked how to pick images for LinkedIn articles*

Posted by Rebekah Donaldson on 7/22/15 8:00 AM

Everyone who contributes articles to LinkedIn can put a 700x400 image at the top of their piece. The image accompanies the article title everywhere. But around 60-90% of articles contributed have images that are more liability than asset.

Below are the nine tests I subject stock images to, an example of a top contributor running particularly effective images; and a custom link for those with little time or experience choosing stock.

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Topics: Design, Writing, LinkedIn

135,000 Horsepower In 469 Words

Posted by Rebekah Donaldson on 5/15/15 12:10 PM

A client is poised for launch... into the record books.

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Topics: Performance, Writing

Why the Executive Editor of LinkedIn Changed His Headline

Posted by Rebekah Donaldson on 4/2/15 12:56 PM

Like alot of B2B marketers, I used to write headlines with numbers in them whenever possible — thinking they work the best. Here's what made me change my mind.

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Topics: Performance

Guesses, fibs, and reports

Posted by Rebekah Donaldson on 10/7/14 9:46 AM

In the late 90s I joined a Silicon Valley PR agency* that launched business to business technology companies. One of the job requirements was detailed end-of-month reporting. So after 300-400 hours of delivering client services each month, I spent one to three working days preparing reports. The goal: cost-justify retainer dollars.

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Topics: Performance

Ethics: When a Client's Wrong, How Much Dissent is Right? [Infographic]

Posted by Rebekah Donaldson on 9/28/14 2:56 PM

I recently struggled with where to draw a line between giving advice to a client contact and escalating an issue in order to make sure that the client organization got the best results. Input welcome.

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Topics: Performance, Design

Mailbag: Accept or Ignore LinkedIn Invitations from Unknowns?

Posted by Rebekah Donaldson on 9/12/14 1:38 PM

Connecting with smart, ethical pros is rewarding. Connecting with creeps is not. Here’s how I filter requests before clicking ‘accept’ or ‘ignore’.

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Topics: Technology, Performance, Fun, Lead Generation

What's Cookin'? Plenty, If You Have All The Right Tools

Posted by Rebekah Donaldson on 8/26/14 9:17 AM

Think of platforms such as HubSpot and Volusion as well-equipped kitchens 

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Topics: Performance, Lead Generation, Design