Red on Marketing Blog

B2B Website Design Checklist

I always experience stress when about to hit 'publish' on a B2B website redesign. Sometimes alot, sometimes a little. Managing that led to making a mental checklist, which you'll find below. It's intended to help those directing or approving the redesign, to check whether a site really is going to do its job. In my experience, if I can enthusiastically answer 'yes!' to all 9 of these questions, we are good to go.

Topics: Performance Lead Generation Design

Content & Ethics: Why quality control isn't just a practical matter

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.

Topics: Performance Writing

Ethics: When a client's wrong, how much dissent is right?

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.

Topics: Performance Design

135,000 Horsepower In 469 Words


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

Topics: Performance Writing

Why the Executive Editor of LinkedIn Changed His Headline


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.

Topics: Performance

Guesses, Fibs, & Reports: The 2 glaring problems with end-of-month reporting

At a Silicon Valley PR agency where I used to work, end-of-month reports were a giant combination of legitimate (albeit pretty late) information, guesses, and fibs. At B2B Communications, clients view results directly, as often as they want.

Topics: Performance

Mailbag: Accept or Ignore LinkedIn Invitations from Unknowns?

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

Topics: Fun Technology Lead Generation Performance

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

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

Topics: Design Lead Generation Performance

A Great Web Platform Doesn't Guarantee Great Design

HubSpot provides excellent services and technology, but it doesn't build websites.

Topics: Design Performance

Tales From Blunderland: Failure To Call A Halt

It's important to respect the law of diminishing returns when revising marketing material.

Topics: Design Lead Generation Performance