The Train Has Left the Station It doesn’t take a crystal ball to understand that the pandemic has changed the world forever — and impacted every part of society. Though vaccines are expected to ease some of the restrictions of 2020, in 2021, our world and the things...

Unpacking VOC What is VOC? Voice of the Customer (VOC) is a marketing research technique used to solicit feedback from customers to determine perceptions, needs, and expectations. When is VOC necessary? Product development project As a next step after completing an...

Why Include Your Customer Service Team? Customer service teams are more than product or service troubleshooting experts. They take orders, handle complaints, and solve any problem the customer encounters. Ultimately, customer service is more than customer support....

Social Media Marketing Perplexes B2B Marketers Social media has profoundly and permanently changed the way we communicate. Nobody would argue that it’s caused dramatic shifts in how we interact with each other socially as well as professionally. The use of smart...

Frequency vs. Fatigue Having just lived through the election season, we all understand the principle of frequency as it relates to advertising. The more an ad is repeated, the more likely you are to remember it. Political advertising takes frequency to the extreme,...

Marketing Food Safety Tests and Food Fraud The Food Safety Modernization Act of 2011 (FSMA) was the biggest update to U.S. food safety laws since the 1930s, and basically placed the onus of compliance with federal regulations on the shoulders of food producers. The...

Beverages Are Big Money In our thirst for marketing food safety testing products to the beverage industry, consider the ubiquitous nature of beverages. Because of their portability and stability, beverages are everywhere. All beverages come out of a pipe in the...

Cannabis Testing: The Current State in the US The drug of choice for many, cannabis has grown up into a mature industry. The product has reached impressive levels of sophistication in terms of production, packaging, and marketing to consumers, resulting in exponential...

Brands and Brand Equity B2B purchases are based on performance and differentiation from the competition. The challenge is to create and amplify differentiation so that your brand is preferred over competitor brands. According to a new marketing report from The CMO...

There can’t be more than 10 commandments in the 10 Commandments of Marketing, so let's call this the first amendment: “Thou shalt not covet thy competitors’ marketing.” It’s a real issue, because as a marketer, how often do you see a good idea, kick yourself, and...