So why did the chicken cross the road? Legend says it was to get to the other side. But, was there an even bigger objective?

I don’t want to burst your bubble, Binky, but execution of brilliantly strategic integrated b2b marketing programs is still a monumental mess.

I’ve been hearing some discussion recently among CMOs that b2b integrated marketing communications (IMC) is no longer as relevant as it used to be.

ROI is not a chicken dance! The speaker at the recent BMA Chicago luncheon was talking about using data to make better marketing decisions and thus, get a better return on investment.

It is easier than ever to sleuth out what your competitors are doing – marketing-wise.  There’s a whole list of not-so devious ways

I don’t want to burst your cyber bubble, Bucky, but it’s not. At least, I hope for all our sakes it’s not.

photo via the 5th ape on flickr There are only two laws of survival in the integrated jungle. If you don’t want to be eaten alive, blend in. If you want to attract a mate, stand out.

Every once in a while a client or a business associate asks what I think integrated marketing communications really is.  In a way, it’s sorta like one of those extra large egg cartons

So what does this photo of the draft beer taps at the Goose Island Brewery in Chicago have to do with integrated b2b branding and communications?

The CEO comes into your office and says, “We need a new print ad, a radio spot and a brochure to announce our new revolutionary widget to the marketplace.”  Suddenly, you are faced with one of marketing’s moments of truth.