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. And we wonder why the marketing discipline is held in such low regard. But there’s a range of opinion regarding what Thought Leadership is, and fuzzy expectations with respect to its tangible benefits. A great way to accomplish this, is on LinkedIn.”

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

JUNE 11, 2015

Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. But marketing strategy is not akin to packing for a trip. To wean our B2B clients off their shoe fetish, we apply a “Marketing Diagnostic” planning tool, consisting of 10 simple questions. White Paper…check.

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

…and How Marketing Can Support Its Effectiveness. 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.

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

SEPTEMBER 18, 2020

On their journeys, they also must overcome self-imposed obstacles, and in my opinion, three of those are the same reasons marketing fails at most companies. Similarly, some companies are always seeking a marketing tactic or gimmick in hopes of generating immediate results. ” Some companies do have a written marketing plan.

Enterprise Management 147

Enterprise Management Planning Work Management Marketing Management 147

Marketing Craftmanship

AUGUST 18, 2017

For decades, the ONLY way to produce any type of printed material – ranging from sales & marketing brochures, to annual reports and informational flyers – involved a multi-step, time / people-intensive, costly process requiring a copywriter, graphic designer, a typesetter and a printing press.

Marketing Automation Services 100

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

Marketing Craftmanship

FEBRUARY 14, 2013

Here’s a sad letter from the Marketing Craftsmanship mailbag: Dear Marketing Guy, I’ve fallen out of love with my Blog and I need your advice. It would complete my marketing. My Blog and I would create beautiful leads together. Few people visited, only employees commented on posts, and there were no leads in sight.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 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

FEBRUARY 16, 2017

But the conference sponsor is typically not at fault for the lack of return on this marketing investment. Here are three issues marketers should address, in advance of investing in a conference of any kind: Do I understand the inherent marketing value of conferences?

Conference 100

Conference Lead Scoring Lead Ranking Guerilla Marketing 100

Marketing Craftmanship

DECEMBER 22, 2015

When pressed to explain why their company has a blog, many CEOs will admit they were either pushed by marketing counsel to create one, or believed they needed a blog because their competitors have them. You don’t have a well-defined content marketing strategy, or you’re unwilling to stick to it.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

FEBRUARY 6, 2016

Over the course of my business career, I’ve run into several grown-up “Marketing Cry-Babies.” Whenever they start to whine about marketing-related challenges, I’m always tempted to begin singing the “babies on the bus” verse, but career risk and loss of client revenue serves to made me think twice. I want it NOW!” It’s All about ME.”

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

JULY 5, 2016

But to leverage pedigree as a marketing asset, you first need to understand why it’s important to your target audience, and decide what type(s) of pedigree will have the greatest influence on them. But the inherent 3rd party marketing value of these events is directly related to the credibility of the sponsoring organization.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

APRIL 19, 2012

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

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

MARCH 16, 2012

For starters: There are too many distractions within traditional print, broadcast and digital media channels to ensure that target audiences will notice your company’s brand exposure, remember seeing it, or be influenced by the coverage; Many types of media exposure have very little marketing value. Slice and dice for additional ROI.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 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.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

JANUARY 13, 2017

Here are 5 of the many lessons that we’ve learned about how to use this powerful marketing tactic properly: The Secret Sauce is NOT the Pitch Letter. For every pitch letter we send out, my firm invests at least an hour or two researching the target company. View Selling as a Numbers Game.

RFP 100

RFP Lead Scoring Lead Ranking Tactics 100