The Marketing Minute

October 14, 2026

The Marketing Minute: Marketing Is a Team Sport

Last week, my colleagues and I traded our desks and daily responsibilities for a team-building scavenger hunt in Schaumburg, Illinois. Armed with clues, we spent the afternoon in small groups tracking down local landmarks, taking ridiculous, posed photos, and working together to complete challenges that had very little to do with our actual jobs. Or so I thought.

---

September 08, 2026

The Marketing Minute: When Everyone Is a Thought Leader, No One Is

There is no shortage of expertise in the electronics industry. If you spend just a few minutes talking with someone who has been designing circuit boards, running a manufacturing facility, or troubleshooting assembly lines for 20 or 30 years, you will likely walk away knowing something you didn't know before. Yet, somehow, much of the electronics industry’s marketing fails to highlight that expertise.

---

August 12, 2026

The Marketing Minute: Why I Wrote 'Marketing in 17 Minutes'

This month, I'm excited to release my first book, "Marketing in 17 Minutes: A Guide to Marketing in the Electronics Industry." After writing 17 (and more) Marketing Minute columns and working with electronics companies, I realized I was repeatedly answering similar marketing questions. Rather than leaving those lessons scattered across a year's worth of columns, I brought them together into one practical guide. 

---

July 08, 2026

The Marketing Minute: The Tyranny of the Dashboard

For years, I treated my health like a dashboard. I tracked my steps, calories, protein intake, sleep score, and resting heart rate. If a number could be attached to it, I wanted to optimize it, and I got pretty good at it. But the dashboard wasn't telling the whole story, and that was a problem. I could hit every target and still feel exhausted. I could achieve every metric while ignoring stress, recovery, and whether I actually felt healthy. Eventually, I realized I'd become less interested in my health than in producing good numbers. I had become a slave to the dashboard.

---

June 10, 2026

The Marketing Minute: AI Is Watching Your Marketing Habits

Last summer, I decided I wanted to get better at skateboarding. I had no aspirations of becoming the next Tony Hawk; I simply wanted to feel more comfortable on the board. Like many people learning a new skill, I wanted progress to happen fairly quickly. It didn't. For weeks, every ride felt awkward. Then one day, I realized I wasn't thinking as much. I had better balance, and I felt more natural on the board. Progress had been accumulating through repetition. I've been thinking about that lesson recently because it reminds me of marketing, particularly as generative AI begins to change how customers discover companies and products.

---

May 13, 2026

The Marketing Minute: If Your Marketing Budget Gets Cut in Half, Then What?

Hypothetically, let’s say your marketing budget gets cut in half tomorrow. (I’m stressed just thinking about it!) But here’s the real question: Would your actual marketing strategy change, or just the amount of money behind it? Because those are not the same thing. Markets go up and down. Budgets can tighten. If your entire marketing approach depends on the biggest, flashiest, most expensive options available, that’s not really a strategy. It’s just spending. A strong marketing strategy should remain consistent regardless of spending levels.

---

April 08, 2026

The Marketing Minute: Your Metrics Aren’t Telling the Full Story

In digital marketing, we tend to rely on the same set of metrics: Average read time. Bounce rate. Session data. For years, these metrics have been the default for gauging marketing success, so it makes sense to rely on them. But in today’s privacy-first B2B environment, they’re becoming less reliable and often misleading. You’re missing part of the picture.

---

March 11, 2026

The Marketing Minute: Your Marketing Funnel Has a Memory Problem

Many marketing teams work incredibly hard to generate attention. They launch campaigns. Announcements go out. New content is published, and digital promotions are pushed across multiple channels. For a short period, engagement spikes, website traffic rises, and the leads come rolling in. For sales, it all feels so promising. But then traffic returns to normal levels, engagement softens, and the sales team finds itself restarting conversations that never fully developed. When this happens, companies often assume they have a lead problem.

---

February 11, 2026

The Marketing Minute: Blink and You'll Miss It … and Other Problems With One-shot Marketing

One ad. One social post. One podcast episode. One interview. For some companies, marketing means picking one of these, doing it once, and calling it done. The problem is that this approach no longer reflects how audiences actually consume information, especially in technical industries. Attention spans are short, feeds move fast, and newsletters stack up. It’s a universal truth in advertising and marketing that seeing something once is rarely enough to register, let alone remember. Yet marketing efforts are still often treated as if one appearance should do the job.

---

January 14, 2026

The Marketing Minute: Same Trade Show, Stronger Story

Every year, many companies attend the same trade shows, set up the same booths, hand out the same giveaways, and hope to meet new customers and make new sales. This approach begs the question: Is using the same trade show strategy working for you?

---

December 17, 2025

The Marketing Minute: New Year, New Marketing Momentum

Every January, we all make the same promises: "This is the year I get in gear. This is the year I move more. This is the year I stop coasting and start doing things with intention." Well, here’s a thought: If you’re putting energy into a “new you,” your marketing could use the same treatment.

---

November 19, 2025

The Marketing Minute: Get Out of Your Lane—Electronics Marketing Needs Bold Moves

I started skateboarding recently. It’s an unexpected hobby for someone who spends most of her day in marketing meetings, analytics dashboards, and editorial calendars. It’s awkward, humbling, and wildly out of my lane, but that’s exactly why it’s been so energizing: It forces me to redefine what I think I’m capable of.

---

October 15, 2025

The Marketing Minute: Marketing With Layers

Marketing to a technical audience is like crafting a multilayer board: Each layer serves a purpose, from the surface story to the buried detail that keeps everything connected. At I-Connect007, we’ve learned that the best marketing campaigns aren’t built linearly; they’re layered. A campaign might start with a highly technical resource, such as an in-depth article, a white paper, or a podcast featuring an engineer delving into the details of a process. That’s the foundation, the substance that earns credibility.

---

September 17, 2025

The Marketing Minute: Cracking the Code of Technical Marketing

Marketing is never a one-size-fits-all endeavor, but the challenges are magnified for highly technical industries like electronics. Products and processes are complex, audiences are diverse, and the stakes are high, especially when your customers are engineers, decision-makers, and global partners who depend on your expertise.

---

August 20, 2025

The Marketing Minute: Staying Positive When the Market Isn’t

In today’s volatile electronics market, buffeted by tariffs, supply-chain shifts, and squeezed margins, it’s tempting to tighten belts and cut your marketing budget. But history shows us that the quietest brands get forgotten fastest. Staying visible is not a luxury; it’s a competitive advantage.

---

July 16, 2025

The Marketing Minute: The First Step to More Sales—Marketing

In today’s competitive B2B landscape, marketing is no longer just a support role; it’s the starting line. Before a PO is ever submitted, marketing has already laid the foundation for the sale. These days, buyers are more informed, selective, and self-guided than ever, and marketing is how they find, evaluate, and build trust in your company.

---

June 18, 2025

The Marketing Minute: A Brand Visibility Playbook—Get Seen, Heard, and Remembered

In the competitive world of electronics, recognition isn’t given—it’s earned. With so many companies vying for attention, how do you ensure your brand voice stands out and stays top-of-mind? This month, I’m focusing on building recognition using three high-impact tools: social media, paid advertising, and thought leadership.

---

May 21, 2025

The Marketing Minute: Wired for Trust

When it comes to marketing, people aren’t looking for a sales pitch. They want useful insights from someone they trust. That’s where ethos, or credibility, plays a key role. In classic rhetoric, ethos is all about credibility, or how much trust and authority you bring to the table. In modern marketing, it’s still the secret sauce. The best part? You don’t have to be a celebrity or a Fortune 500 brand to earn it.

---

April 17, 2025

The Marketing Minute: Strategic Short-form Content Builds Brand Momentum

Last month, I shared how long-form content—like white papers, technical articles, and thought leadership pieces—can establish your company as a knowledgeable, trusted voice in the electronics industry. Long-form content is powerful, but it’s only half the equation. If long-form is the foundation, short-form content is the fuel that keeps your brand top-of-mind and your message moving.

---

March 26, 2025

The Marketing Minute: Go Big or Go Home—Long-form Content Is Your Brand’s Best Friend

In a world of 280-character posts and blink-or-you’ll-miss-it social media content, long-form content might seem outdated. But if you want to build a brand people trust—not just recognize—you need depth. The key is producing longer content—articles, white papers, and books.

---

February 19, 2025

The Marketing Minute: Trade Shows—The Investment That Keeps on Giving

Think trade shows are only about shaking hands, swapping electronic business cards, and collecting an alarming number of free pens? Think again. In the electronics industry, trade shows are marketing goldmines that can supercharge your brand—before, during, and long after the event ends. It’s more than just showing up; it’s about showing off (strategically, of course).

---

January 16, 2025

The Marketing Minute: Building Connections in the Electronics Industry

Welcome to the first edition of The Marketing Minute. As someone deeply immersed in the electronics industry, I’ve seen how this field is not just about circuits and semiconductors; it’s about connections—between components, ideas, and people. Marketing in this niche requires the same principles: building authentic and powerful connections.

---