Marketing Craftmanship

JUNE 19, 2015

More importantly, the experience provided some valuable insights about “making the short list” that continue to have direct application to our B2B marketing business. Making the short list” in B2B marketing means that your firm has been chosen by a prospective client as a candidate for an assignment.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

OCTOBER 14, 2014

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. Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers. No leap of faith required.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

MARCH 24, 2011

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

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

JUNE 5, 2016

Before making a decision about anything –buying a car, hiring a plumber, investing in a fund, and even sizing up a potential love interest – people communicated directly with friends, family and business associates, seeking their opinions and guidance. We check out Edmunds.com before we buy a car.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

AUGUST 14, 2015

Here’s a very short list marketing essentials for B2B and professional services firms: 1. A Device that Helps People Remember You: The key marketing goal for most service-related businesses is top-of-mind awareness, which means getting people to remember you, and to reach out to you when they’re ready to buy whatever you’re selling.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

OCTOBER 9, 2016

Step 1: Determine why customers should buy your product / service. Step 2: Learn why customers are buying from your competitors. The most successful marketers know everything about (and closely monitor) current competitors, to gain insight into why customers buy from them.

Planning 100

Planning Marketing Plans Work Management Marketing Management 100

Marketing Craftmanship

DECEMBER 12, 2011

Here are a few Levitt gems: “What most managements want to buy today is the accomplishment of specific substantive corporate / institutional goals… So that is what you must sell. ” If you can find a copy of Lee’s book, buy it and read it. But once the prospect is primed to talk, it is your job to shut up and listen.

PR 100

PR Public Relations Tips Marketing Management 100