Marketing Craftmanship

OCTOBER 25, 2023

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.

Public Relations 130

Public Relations Paid Search Agency Companies Media 130

Marketing Craftmanship

JANUARY 16, 2013

Is Your B2B Marketing a Tactical Hodge Podge? B2B firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value. When this situation exists, a B2B firm is not marketing; it’s simply making Tactical Soup. Schedule ongoing maintenance of the activity.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

FEBRUARY 5, 2013

B2B companies – professional service firms in particular – can benefit by creating a culture similar to the Marine Corps; training all employees with basic marketing & sales skills that can help the firm to grow and succeed. Semper Fi.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

JUNE 11, 2015

To wean our B2B clients off their shoe fetish, we apply a “Marketing Diagnostic” planning tool, consisting of 10 simple questions. Some tactics can be measured in terms of direct business outcomes, such as lead generation. Here are the first two questions it asks: 1. Does your firm have a written marketing plan?

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

SEPTEMBER 18, 2020

In marketing as well, we often establish lofty goals — whether they involve lead generation, revenue growth or new accounts — that require a level of investment or period of time that far exceeds actual resources. Regardless of our body shape, age and metabolism, we typically seek chiseled six-pack abs and movie-star good looks.

Enterprise Management 147

Enterprise Management Planning Work Management Marketing Management 147

Marketing Craftmanship

AUGUST 18, 2017

Garbage out, garbage in. · Align Marketing & Sales – This is the toughest hurdle, because it’s cultural.

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 100

Marketing Craftmanship

APRIL 8, 2011

The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other expressions of thought leadership.

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100