W. Edward Pierce, ITA Communications It isn’t surprising to any Chief Marketing Officer who might deal with a CEO or CFO as a peer, but most executives are focused on the black, as in the profits, the bottom line. Yes, they can distinguish red, like a bull sees red. Little wonder then that marketing people… Read More

By Ed Pierce, ITA Communications Companies can be so eager to keep up with the latest technologies and marketing fads that they forget to take into account whether the ideas truly fit the mission. Annie Zelm of Kuno Kreative recently wrote about marketing fads, and I’d like to share some of her caveats about getting… Read More

By Ed Pierce, ITA Communications While brand marketers for consumer companies exploit the new web-created opportunities to capture buyers’ attention, B2B marketers have had good reason to wait. The general consensus is that digital marketing comprises corporate website and repetitive corporate messaging placed in banner advertising and in social media posts, tweets and photos. As… Read More

W. Edward Pierce, ITA Communications As any great sales per­son will tell you, sales is not about a great prod­uct or ser­vice, it’s about the customer’s per­cep­tion of value. For corporate buyers, value is help­ing to max­i­mize the con­tri­bu­tion of his or her area of responsbility to the company’s strate­gic goals and/or the sav­ings derived… Read More

This is the first in a series of blogs focused on effective marketing, written by branding and marketing authority, W. Edward Pierce, expressly for executives who want to to do the best possible job in connecting and influencing targeted decision-makers. Having just eclipsed 40 years of marketing on both the agency and corporate sides, I… Read More