Author: Sandra

Perfect Disabled Newborn – She Persisted

I have been thinking of this blog post for a number of years. In honor of Mother’s Day, I thought it was time to publish it. Every day, perfect newborns are brought home. Every day, disable or special needs newborns are brought home. Neither is more or less joyous. But if truth be told one requires more effort, persistence, and determination in the early years than the other.  Imagine for a moment being a mom to two healthy boys that are now 9 and 6 years old. You are pregnant with your third, almost 2 weeks overdue and you...

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Research-Based Marketing Can Deliver Breakthrough Results

I have been using Research-based content marketing for more than 10 years. Sounds boring right? What if I told you that following this 7 step approach got results such as… a 4X increase in earned media, a 13% positive shift in perception, a 10X increase in active engagement or an almost 1.5X increase in funnel conversion or 2X increase in deal size? Not so boring after all? What is Research-Based Marketing? Let me start with what it is not. This is not about curating content. This is not about putting forward an opinion. This is not about building an online...

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Salary Research Websites could do better! #EqualPayDay

In recognition of #EqualPayDay, I wanted to bring to light how Salary research sites could do a much better job educating job seekers and employers on the #paygap. Whether you use Glassdoor.com, Salary.com, Payscale.com, or the Salary feature on LinkedIn – there will be a gap in the information that you get. Let me explain, based on my quick research Payscale is the only one that explicitly asks gender as a means of comparison – but their results actually don’t use that information. Whether you select female or male the salary comparison is the same. What a wasted opportunity....

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“I have worked with Sandra for over 10 years; initially as a client and subsequently as a principal consultant for my company. Sandra has a unique ability to consistently and quickly bring Marketing Strategy to life and into the market. She is one of the strongest operational marketing people I have ever known. She understands the intricacies of strategy, structure, information sources, people, culture and decision processes.  If you are looking for a communications strategist, B2B Marketer and an exceptional leader that delivers business results – I highly recommend her for an executive role in your organization.” AL SCHARER PRESIDENT, FILIGREE CONSULTING...

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Lead Nurturing Faux Pas

As a Strategic Marketing advisor, I am in a position to research, review, qualify, propose and ultimately select various types of Marketing Technology. I am not a proponent of Marketing email spam. I DO advocate for relevant and compelling content that is developed and delivered to suspects, prospects, leads and clients who have pro-actively opted-in AND provided detailed areas of interest. If you use Marketing Technology that supports lead nurturing, there is one very important “no-no” or as the French say “Faux Pas”. Let me explain. Below is an email that I received from a Marketing Technology company. I...

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