Marketing Craftmanship

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7 Signs that You’re NOT a Thought Leader

Marketing Craftmanship

Thought Leadership is perhaps the most widely used and consistently abused strategy in professional services marketing. There’s diverse opinion regarding what it is, and fuzzy expectations with respect to its benefits. Our simple definition is that Thought Leadership is a content marketing strategy designed to leverage intellectual capital as a means to engage target audiences.

Peter Drucker on “The Four Roles of the CFO”

Marketing Craftmanship

In the early 1990s, Highlander Consulting was engaged by Phibro Energy to help introduce energy derivatives to Chief Financial Officers at corporations with substantial exposure to fluctuations in oil, gasoline and jet fuel prices. As part of an integrated marketing strategy, management legend Dr. Peter F. And this is a function which is not, bluntly, on your professional agenda today….

Your Marketing Content: Is it Fake News?

Marketing Craftmanship

The marketing profession has a reputation for sometimes using less than reliable market research to promote a point of view. And this marketer has been guilty of that sin. Years ago, our insurance company client was introducing a new Directors & Officers liability insurance policy, and asked us to raise market awareness. And over the years we’ve lost client work as a result of that position.

How WebMD Has Changed B2B Marketing Forever

Marketing Craftmanship

Many B2B companies, and professional services firms in particular, do not succeed at marketing for two major reasons: Failure to understand that the vendor selection process has fundamentally changed. In this new WebMD World of B2B Marketing , making the short list of potential vendors relies heavily on being visible and appearing smart in appropriate online channels on a consistent basis.

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Lead Generation Checklist

Thought Leadership Merchandising: Rising Above the Noise

Marketing Craftmanship

Thought Leadership Programs Must be Accountable for Business Outcomes. Thought Leadership is one of the most widely used terms in B2B marketing. But there’s a range of opinion regarding what Thought Leadership is, and fuzzy expectations with respect to its tangible benefits. And we wonder why the marketing discipline is held in such low regard. Merchandising Strategy Precedes Content Development.

Why Public Relations Does Not Sit at the Senior Management Table

Marketing Craftmanship

If the Edward Bernays era is considered the profession’s starting point, then public relations has had nearly a century to earn its seat at senior management’s table. But there are two major reasons – involving credentials and values – why PR still does not, and may never, sit there. PR’s Plan to Earn a Seat at the Table.

Stop the Insanity. Fire Your PR Firm in 2014.

Marketing Craftmanship

The attribution is unsupported, but Albert Einstein is often credited with the quote: “Insanity is doing the same thing over and over again, and expecting different results.” Its source notwithstanding, the axiom applies perfectly to the great number of companies that retain PR firms, year after year, to generate publicity that will have little or no impact on tangible business outcomes. and “2.

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Hedge Fund Marketing: From Oxymoron to Best Practices

Marketing Craftmanship

Published in January 2015 Edition. This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act. Peppercom’s research paper begins with the statement that, “The private world of hedge funds is looking more like Madison Avenue.” Very few funds have Twitter accounts. In a business where an S.E.C.

B2B Marketing Trends for 2016

The Herb Schmertz Era: When Public Relations Had Some Balls

Marketing Craftmanship

The recent passing of Rawleigh Warner, Jr., former Chairman and CEO of Mobil Oil Corp., brings to mind what many consider to be a golden age for Public Relations; the period from the mid-60s to mid-80s, when the PR profession had the mandate, the skills and the balls to stand up to criticism leveled against the organizations and people whom they represented. Herb Schmertz was no reckless PR cowboy.

Three Myths and Realities of Client Newsletters

Marketing Craftmanship

Client newsletters are the most widely used, often abused and hotly debated marketing tactic for professional services firms of any size. Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. MYTH #1:        Your B2B Firm Needs a Client Newsletter. Blowing your own horn can also backfire.

The 2 Most Deadly Sins of B2B Marketing

Marketing Craftmanship

There are two major reasons why marketing is failing at your small- or medium-sized B2B firm: You view marketing as business triage. Your company applies a collection of tactics (often labeled as a “marketing campaign”) only in response to a problem; typically involving the loss of a key client, or decline in revenue. When business is good, little or no time is invested in marketing. lways. B….B

Tennyson Delivers Skyfall’s British Bulldog Moment

Marketing Craftmanship

To strive, to seek, to find, and not to yield. In her 7th and final role playing “M” in Skyfall – the latest in a series of 23 James Bond movies produced over the past 50 years – Dame Judi Dench appears before Britain’s Intelligence and Security Committee to defend her record as head of MI6 – the government agency which supplies Her Majesty’s Government with foreign intelligence. Reil, Jr.’s

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Make Your Corporate Anniversary Worth Celebrating

Marketing Craftmanship

B2B firms that have flourished for 20, 30 or 50 years are understandably proud of their longevity, particularly having endured the most recent decade’s harsh economic conditions. But many of those companies do not leverage their achievement, by failing to capture the attention, interest and engagement of the internal and external audiences that will determine their continued success.

PR Playbook: Earning Your Seat at the Senior Management Table

Marketing Craftmanship

While waiting for the PR profession-at-large to earn a place at the senior management table, current practitioners should develop their own company-specific strategies that will enable them to rub shoulders on an equal basis with their counterparts in finance, legal, marketing, operations or technology. The timeworn adage, “Think globally, act locally,” applies very well here.

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Five Life Lessons from Doc Martin

Marketing Craftmanship

Entertainment Craftsmanship: What’s Missing from American Television. Although a similar-sounding name brings footwear to mind for most Americans, “Doc Martin” is a British television series that follows the fictional life of Dr. Martin Ellingham, a brilliant but extremely grumpy (dog-hating) vascular surgeon whose medical career is sidelined after he develops a fear of blood.

Confucius Say: Your Case Studies are Worthless

Marketing Craftmanship

The most noteworthy article on B2B selling was published in a 1966 Harvard Business Review article (#66213). In “How to Buy /Sell Professional Services,” author Warren J. Wittreich explains the differences between extrinsic and intrinsic selling. Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers.

The B2B Demand Gen Marketing Playbook

An End to B2B Social Media Madness

Marketing Craftmanship

Rapid, lemming-like adoption of social media tools by small and medium-sized B2B firms – fueled by an army of self-proclaimed social media experts – has resulted in wasted dollars, missed opportunities and heightened distrust of the marketing function in the C-suite. As if CMOs needed another cause for termination. This is the online mother ship of your brand. Blog Correctly, or Don’t Have One.

Page’s Seven Principles of Public Relations Management

Marketing Craftmanship

Arthur W. Page (1883 - 1960). Although Edward Bernays is often characterized (largely through self-promotion) as the “father of public relations,” most serious PR practitioners consider Arthur W. Page to be the first and most influential apostle of modern-day public relations and corporate communications. Prove it with action. Listen to the customer. Manage for tomorrow. Generate goodwill.

Finding Elmer in Hurricane Sandy

Marketing Craftmanship

This is where I found Elmer, the Volunteer Craftsman. One week ago today, my wife and I spent most of the night in total darkness lying on a mattress we had dragged into the front hallway: the location we determined to be the safest in the house…other than the basement, which we considered our retreat of last resort. On the other side of our front door, Hurricane Sandy lived up to expectations.

My Life in Jellyfish Bay: The Things We Say and Do to Kids

Marketing Craftmanship

There’s no shortage of Catholic school horror stories based on cruel and twisted treatment of grammar and high school kids taught by nuns, back in the days when these “Brides of Christ” wore black & white Medieval wardrobes featuring rosary beads long enough to hang by the neck any wise-acre who brought a Duncan yo-yo to class or tried to peek into the girls’ bathroom. Mistreatment

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A Content Formula for Complex B2B Organizations

Should PRSA Sanction Public Relations Practitioners?

Marketing Craftmanship

In his most recent bi-weekly column on customer service, “The Haggler,” New York Times writer David Segal addressed a long-standing and well-founded gripe that many journalists have against public relations practitioners who send out press releases and other solicitations in wholesale fashion; regardless of the content’s relevance or likely interest to the journalists they’re pitching.

A Road Rage Lesson from my Dad

Marketing Craftmanship

Faster is not always better. Yesterday I buried my Dad: 87 years-old, of Scottish descent, first generation American, decorated war hero, husband of two deceased wives, sibling to two brothers he outlived, father of 4, grandfather of 16, great-grandfather of 7, Cubmaster, Scoutmaster, hospital administrator, sail-boater, dog lover, cigar smoker and certified duffer. Why were you brake-checking me?!

Client Newsletters: Empty Suit of the B2B Marketing Mix

Marketing Craftmanship

Most Client Newsletters Deliver No Tangible Business Value. Client newsletters are the most widely used, often abused and hotly debated B2B marketing tactic for professional services firms of any size. Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. Blowing your own horn can also backfire.

The Dirty Secret Behind Sir Richard Branson’s Attack on the Suit and Tie

Marketing Craftmanship

Joseph Stalin Refused to Wear a Tie. For Sir Richard Charles Nicholas Branson – the English business magnate known for his Virgin Group of more than 400 companies, his daredevil exploits, his humanitarian deeds, and his estimated net worth of $4.2 billion – nothing is more important than brand image. He’s in London snipping off $125 silk ties from people he meets.

Six Key Steps to Successful Marketing Automation Adoption

Is Your B2B Firm REALLY Marketing? - Marketing Craftsmanship

Marketing Craftmanship

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Brochureware Is Not a Dirty Word

Marketing Craftmanship

Brochureware is the term used, often with derogatory marketing implications, to describe websites consisting entirely of static pages that promote a company’s products and services, people and value proposition. Most brochureware websites contain no content that requires updating, and other than perhaps a “Contact Us” form, no interactive capabilities.

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Investment-Related Publicity: How Clueless is Your Fund?

Marketing Craftmanship

According to BNY Mellon’s most recent survey of Investor Relations (IR) practices worldwide, fewer than half of the nearly 700 respondents are using media relations to support their IR goals. More significantly, only 6% of that group included media exposure as a top IR goal. media relations strategy driven by volume rather than substance is an expensive, zero-sum game.

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Is it Ethical to Edit Online Customer Reviews?

Marketing Craftmanship

Marketers Can Leverage Knowledge of Online Behavior. In other words, people are more likely to try a new restaurant that has well-written customer commentaries, regardless of the reviewers’ opinions. So regardless of any online reviewer’s advice, positive or negative, the restaurant is likely to be a “safe bet” in terms of food, service and ambiance.

8 Ways to Create More Effective Lead Generation Programs

PR Lesson from the Lolo Jones / New York Times Controversy

Marketing Craftmanship

Did Jere Kill Lolo’s Mojo? On August 4 th , New York Times sportswriter Jére Longman – who has been covering the Olympics under an “Inside the Rings” column – wrote an article on American hurdler Lolo Jones that was considered by many readers to be overly harsh and entirely unnecessary. Olympic athletes and instead they just ripped me to shreds. He might have eaten a bad hot dog that day.

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Why Your B2B Marketing Isn’t Working

Marketing Craftmanship

Inconsistency Kills Most B2B Marketing Strategies. There are two major reasons why marketing is ineffective at B2B firms, regardless of size or industry: Marketing is viewed as triage. The company applies a collection of tactics (often labeled as a “marketing campaign”) only in response to a problem; typically involving the loss of a key client, or decline in revenue. Gain Senior Level Commitment.

Did Reader’s Digest Flunk Its Own Trust Test?

Marketing Craftmanship

…and I have a highly rated TV show. In an effort to goose newsstand sales, the June issue of Reader’s Digest features a cover story entitled, “The 100 Most Trusted People in America Today.” According to the survey: Americans trust doctors, especially if they’re on TV. The top four people on the list are all actors: Tom Hanks, Sandra Bullock, Denzel Washington and Meryl Streep. Doctors, 2.

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Did Reader’s Digest Flunk Its Own Trust Test?

Marketing Craftmanship

…and I have a highly rated TV show. In an effort to goose newsstand sales, the June issue of Reader’s Digest features a cover story entitled, “The 100 Most Trusted People in America Today.” According to the survey: Americans trust doctors, especially if they’re on TV. The top four people on the list are all actors: Tom Hanks, Sandra Bullock, Denzel Washington and Meryl Streep. Doctors, 2.

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Why B2B Content Strategies Are Paramount for Generating Quality Leads