Between a Funnel and ABM

Between a Funnel & the ABM Pyramid: The Case for Hybrid Marketing

Scott Dieckgraefe Insight

Historically, B2B sales and marketing strategy has been based on the funnel model: awareness constitutes the wide end of the funnel, gradually narrowing down to consideration, then intent, then, finally, conversion (a sale). However, the digital age has seen the increased adoption of account-based marketing (ABM), an approach in which sales and marketing teams work together to identify and target …

Positive or Negative News

PR Lessons: When Is Bad Publicity Good For A Company?

Scott Dieckgraefe Insight

By Scott Dieckgraefe, Studio/D Founder and President It’s often been stated that, “there’s no such thing as bad publicity,” and a recently released study appears to  back-up this claim. Seth Arenstein (an author with PR News) cited an Onclusive study in June 2022 that found negative portrayals of brands actually drove greater website traffic than positive stories, seeming to affirm …

Visual Context of Flight

Positioning With Content and Context

Scott Dieckgraefe Insight

Ted Turner understood content and how it shapes opinions. In 1990, he banned the word “foreign” from CNN newscasts, stating that the word implied something unfamiliar, misunderstood, or divisive. He recommended using “international” in its place to denote a sense of unity. In the intervening 32 years, the news media has become increasingly polarized, using these sorts of nuances to …

Buyer's Journey

Light the way for buyers

Scott Dieckgraefe Insight

Marketers often talk about the buyer’s journey, those steps that a potential customer takes as they move from awareness, through consideration, to a final decision, and to (hopefully) becoming a brand advocate. These four key steps can be further broken down to include aspects specific to a particular industry or market, but the core principle is the same: prospects move …

Develop 3D Vision Superpowers

Develop Your Marketing “3D Vision” Superpower

Scott Dieckgraefe Insight

By Scott Dieckgraefe, Studio/D Founder and President I’ve always appreciated how great architects think in 3-dimensional space, visualizing how one action interacts with other elements that are behind walls or on other floors. I have the same appreciation for talented chefs who pair flavors, textures and aromas to maximize impact and appeal. Each artist understands how one aspect of their …

Post-Dispatch Masthead

Prop R: Great Promise, Unclear Delivery

Scott Dieckgraefe Insight

Letter to the Editor: St. Louis Post-Dispatch (dated December 9, 2021) Now more than ever the St. Louis region needs the fruits of our community colleges. The recently passed Prop R offers an opportunity to properly educate and train tomorrow’s workforce for our region’s major employers, including well-paying careers in manufacturing and trades. While an Oct. 21 report from the …

Marketing's Role in Hiring

How Marketing Can Help Mitigate the Manufacturing Jobs Dilemma

Scott Dieckgraefe Insight

Marketing agencies that serve manufacturers can help their clients with worker shortage issues by employing the same strategies and tactics they provide on behalf of promoting their clients’ goods and services.  A good mar-com agency digs deep into its clients’ mission, culture, and reason for being to provide a unique voice for the promotion of their goods and services.  This …

Demonstrating Empathy

Building a Corporate Culture with Empathy

Scott Dieckgraefe Insight

In today’s tight labor market, companies can attract workers based on their corporate culture and the care they demonstrate for employees. Much of a company’s culture is personified through their leaders, yet sadly over the past week there have been several high profile examples of company leaders who failed to empathize with their teams. Example #1 – Firing 900 workers …

How Manufacturers Benefit from Email Marketing

Scott Dieckgraefe Insight

Industry analysts with Salesforce estimate a return on investment of $38 for every $1 spent on email marketing – with other sites pushing the return up well over $40.  With so much bang for buck power, email marketing continues to be a dependable driver of demonstrable results – specifically, elevating awareness and increasing leads.  A periodic email newsletter can inform …