Marketing Craftmanship

OCTOBER 14, 2014

The most noteworthy article on B2B selling was published in a 1966 Harvard Business Review article (#66213). Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers. In “How to Buy /Sell Professional Services,” author Warren J. No leap of faith required.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

JULY 1, 2013

Thought Leadership is one of the most widely used terms in B2B marketing. To the consternation of CXOs, some marketers employ Thought Leadership as though it embodied some mystical higher purpose; as a tactic that’s not held accountable for increasing leads, clients or revenue.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 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

NOVEMBER 17, 2011

Sales cycle management is particularly challenging for B2B firms, and for professional services firms in particular, where top-of-mind awareness (getting people to remember you) is a critical part of business development. The Key to Making the Short List.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 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). Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers. In “ How to Buy /Sell Professional Services ,” author Warren J.

Work Management 100

Work Management Validation B2B Sales Marketing Management 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

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

FEBRUARY 14, 2013

My Blog and I would create beautiful leads together. Few people visited, only employees commented on posts, and there were no leads in sight. I made a personal commitment to post regularly. It was a great love affair…at least for a while. After a few months, my Blog started demanding more of my time.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

AUGUST 18, 2017

· Produce Exceptional Content – If a company can’t or won’t consistently produce relevant, interesting, non-self-serving content, then Marketing Automation will fail. 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

FEBRUARY 16, 2017

Sometimes lightning actually does strike: you’ll make a connection at a conference that eventually leads to new business. But most of the time, putting your company’s logo on a lanyard, participating in a panel discussion, or sponsoring a mid-morning coffee break will lead to absolutely nothing.

Conference 100

Conference Lead Scoring Lead Ranking Guerilla Marketing 100

Marketing Craftmanship

DECEMBER 22, 2015

Three months later, the Marketing Department grows tired of hounding would-be content contributors, and management is not seeing the expected increase in lead generation or even website traffic. Posting frequency drops from weekly to monthly to quarterly.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

FEBRUARY 6, 2016

Sales reps don’t know how to convert their leads. Cry-Baby: This marketer is convinced that the cards are stacked against him. There’s never enough money in the budget. The competition can’t be beaten. Management doesn’t understand marketplace dynamics. That’s Just Not Fair!” Cry-Babies are either afraid to fail, or afraid to succeed.

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

JULY 5, 2016

solicitation can resonate in the prospect’s corner office, and often initiate conversations that lead to engagements where your firm is viewed as a hero simply for providing a level of service that the client deserves. Thanks to internet transparency, these “abused client” opportunities can be easy to identify if you look for them.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

MARCH 27, 2013

Have Marketers Killed This B2B Golden Goose? The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. Increasingly, registration barriers lose more leads than they generate.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

APRIL 19, 2012

High Street Partners (HSP) is the leading professional advisory firm in the international expansion space. We simplify the management and control of international operations, empowering our customers to capitalize on their growth opportunities in foreign markets.”.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

MARCH 16, 2012

Other than a pile of press clippings or some online content for their website’s “In the News” section, business owners are hard-pressed to draw a connection between their publicity campaign and tangible business results, such as lead generation or increased revenue.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

JANUARY 13, 2017

If you ask smart questions, take notes, and focus on understanding their business and personal circumstances (instead of seeking to walk out with a signed contract), you’ll establish the foundation for a relationship that might lead to revenue at some point. View Selling as a Numbers Game.

RFP 100

RFP Lead Scoring Lead Ranking Tactics 100

Marketing Craftmanship

FEBRUARY 16, 2013

The fruits of their labors will be self-evident in tangible business metrics, ranging from lead generation to high search engine page rankings.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100