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Suggested Items

It's Only Common Sense: See Your Marketing as a Discipline, Not a Department

04/27/2026 | Dan Beaulieu -- Column: It's Only Common Sense
What does marketing mean to you? Is it a corner office with cool posters on the wall? Is it the person running your LinkedIn page or the trade show booth with the shiny graphics and the bowl of candy? Yes, marketing is those things, but it’s more than that. It’s a discipline, and if you treat it like a department, you’re already losing.

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

04/08/2026 | Brittany Martin -- Column: The Marketing Minute
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.

It’s Only Common Sense: Quoting Is Marketing, So Treat It That Way

04/06/2026 | Dan Beaulieu -- Column: It's Only Common Sense
Most companies think marketing is what happens before the quote. They rely on their website, trade show booth, LinkedIn posts, clever taglines, and email campaigns. But when the RFQ shows up, the marketing suddenly disappears, and math takes over.

I-Connect007 Editor’s Choice: Five Must-Reads for the Week

03/13/2026 | Nolan Johnson, I-Connect007
Cue up “The Final Countdown, the monster ’80s hit song by Swedish band Europe, because it’s almost APEX EXPO week. Side note: When it comes to rock anthems, I’m more of an “Eye of the Tiger” man, myself. Some folks are already arriving in Anaheim, as standards development committee work starts as early as tomorrow. The show continues through Thursday, March 19.

Finding Your Marketing Niche in a Crowded PCB Industry

03/10/2026 | Richard Nichols, GreenSource Engineering
I recently made a flippant comment on LinkedIn, “All marketing and no trousers,” hinting that marketing campaigns often do not have a tangible product to market and the campaign is marketing a concept or a gut feeling. For PCB and IC substrate manufacturers, this poses a great risk for unsuccessful campaigns and the opportunity to innovate in an increasingly competitive and global landscape.
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