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. Put every marketing tactic under the microscope.

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

AUGUST 14, 2015

Here’s a very short list marketing essentials for B2B and professional services firms: 1. A LinkedIn Profile that Mirrors Your Website: LinkedIn has become an important market research and due diligence tool for all industries. And if all this sounds like too much work, then skip to Item #3 below.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

AUGUST 31, 2018

For most B2B companies, there’s no reliable way to predict when a prospective client will purchase their product or engage their services, regardless of what their “marketing automation” expert promises. Or ideally, as the only firm under consideration.) If you’re not on the short list, you’re not in the game.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

JULY 1, 2013

Thought Leadership is one of the most widely used terms in B2B marketing. A great way to accomplish this, is on LinkedIn.” Thought Leadership Programs Must be Accountable for Business Outcomes. But there’s a range of opinion regarding what Thought Leadership is, and fuzzy expectations with respect to its tangible benefits.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

JUNE 11, 2015

LinkedIn and Twitter Accounts…check / check. To wean our B2B clients off their shoe fetish, we apply a “Marketing Diagnostic” planning tool, consisting of 10 simple questions. Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. White Paper…check. Client Newsletter…check.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

JULY 12, 2012

LinkedIn is the most popular social media site among Fortune 500 CEOs, with 26% on the network, compared to just 20.15% of the U.S. Of that group, ten Fortune 500 CEOs have more than 500 LinkedIn connections, while 36 CEOs have 1 LinkedIn connection or none. In comparison, more than 50% of the U.S. general public.

PR 100

PR Social Media Linkedin Comparison 100

Marketing Craftmanship

AUGUST 29, 2017

For starters, they should be published on LinkedIn, both on your personal profile (as a long-form blog post like this one), and as an “Update” on your firm’s corporate LinkedIn page. Another way to increase readership of your blog is by re-purposing its content, in whole or part, in places where it’s likely to be seen.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

FEBRUARY 24, 2016

For starters, they should be published on LinkedIn, both on your personal profile (as a long-form blog post), and as an “Update” on your law firm’s corporate LinkedIn page. Another way to increase readership of your blog is by re-purposing its content, in whole or part, in places where it’s likely to be seen.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

AUGUST 18, 2017

. · Work from a Written Marketing Plan – Here’s the acid test: if your marketing plan is not written down, then you don’t really have a plan…because there’s no accountability. · Create Effective Public-Facing Assets – Most websites are outdated, unappealing and incompatible with mobile devices.

Marketing Automation Services 100

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

Marketing Craftmanship

JUNE 5, 2016

However…If you’re still not convinced, good luck with your Rolodex-based marketing strategy.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Marketing & Strategy 100

Marketing Craftmanship

MARCH 16, 2012

For example, if you’ve scored a bylined article in an industry trade publication, initiate a discussion on the article’s topic within appropriate LinkedIn user groups, and attach a link to the published piece. These efforts should supplement, rather than serve as an alternative for, your internal merchandising discipline.

Merchandising 100

Merchandising PR Press Lead Scoring 100