Marketing Craftmanship

SEPTEMBER 2, 2014

Many B2B companies, and professional services firms in particular, do not succeed at marketing for two major reasons: Failure to understand that the vendor selection process has fundamentally changed. At the upper limit, the responses ran as high as 70%. Failure to respond properly to the new vendor selection process.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

JULY 1, 2014

For B2B marketers who are too busy to keep up-to-date on every marketing trend and buzzword, here are a few thoughts on all the current noise about the Attention Web : Attention as a marketing asset is not a new concept: Top-of-mind awareness has always served as a cornerstone of effective B2B marketing.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

MARCH 16, 2013

Rapid, lemming-like adoption of social media tools by small and medium-sized B2B firms – fueled by an army of self-proclaimed social media experts – has resulted in wasted dollars, missed opportunities and heightened distrust of the marketing function in the C-suite. Forget Facebook, Twitter and Google+. Build Your LinkedIn Presence.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

DECEMBER 2, 2011

It wasn’t Emma’s tweet that caused the high-profile controversy.

PR 100

PR Twitter Guidelines Press 100

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

APRIL 21, 2011

Co-sponsored by the Financial Times and Doremus, this survey of more than 500 senior-level business executives suggests that if you’re attempting to reach corporate decision-makers, you may want to want to re-consider Twitter as a marketing tactic. Fewer than 10% use Twitter at work, and only about 20% use Twitter at home. .

Tactics 100

Tactics Webcast B2B Marketing Twitter 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