Marketing Craftmanship

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B2B Blogging 101 – What You Need to Know About Effective B2B Blogging

Marketing Craftmanship

Many B2B blogs lack strategic focus; wasting time, money, and opportunities to engage with target audiences. Is it time to rethink your blog? Let us know if you’d like us to help.

B2B 130
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Why Most B2B Firm PR Strategies Fail to Deliver Tangible Results

Marketing Craftmanship

Unfortunately, most B2B firms fail to achieve a return on their PR investment, for 3 reasons: Most B2B firms are focused on the quantity, rather than the quality, of their media placements. Most B2B firms are seeking the WRONG kind of earned media. It should be the most important metric.

PR 130
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To Win New Clients, Your B2B Firm Needs to Understand “Career Risk”

Marketing Craftmanship

In a perfect world, the most experienced and qualified B2B firms always win the business. To address career risk, and to win clients, your top marketing priority is to position your B2B firm as a safe choice. But in our real world, prospects apply a very different selection factor. Qualifications are far less important.

B2B 130
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Client Newsletters for B2B Firms Is Content that’s Dead on Arrival

Marketing Craftmanship

Client newsletters are one of the most widely used, and often abused marketing tactic for B2B firms of any size. MYTH #1: Your B2B Firm Needs a Client Newsletter Marketers want you to believe that your firm needs a newsletter. Chances are that no one will.

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Why Most B2B Companies Don’t Use Earned Media (Public Relations)

Marketing Craftmanship

Most B2B company websites, across all industries, contain some combination of self-produced “owned media” content, including blog posts, case studies, white papers, podcasts, archived webinars, and event calendars. There are 3 reasons why most B2B companies do not pursue earned media: They fear the lack of editorial control.

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How to Grow Your B2B Firm by Making Every Employee a Sales Rep

Marketing Craftmanship

Providing all employees with basic marketing and sales skills can help your B2B firm to grow and succeed. Many B2B firms – in legal, accounting, technology, financial services and consulting disciplines – employ at least one rainmaker, typically a founding member, who brings in the lion’s share of new business.

B2B Sales 130
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Two Reasons Why Marketing Fails at Small and Medium B2B Firms

Marketing Craftmanship

There are two reasons why marketing fails most often at small- and medium-sized B2B firms. Most importantly – with apologies to Glengarry Glen Ross – B2B firms must commit to: A….Always. Either or both of these failings may apply to your situation: You view marketing as business triage. for the discipline to be effective.