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Marketing Craftmanship

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Re-Thinking the “Best B2B Advertisement of the 20th Century”

Marketing Craftmanship

that 41 years later, in 1999, was named the “Best Business-to-Business Ad of the 20th Century” by Advertising Age’s Business Marketing magazine. Quite an achievement. The iconic print display ad featured an executive in a bow tie hunched forward in a swivel chair, scowling into the camera.

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Hedge Fund Marketing: From Oxymoron to Best Practices

Marketing Craftmanship

In that regard, other vertical industries may eventually point to hedge funds as examples of best practices in branding and marketing. Hedge funds have the luxury of being able to design and implement their marketing programs incrementally, and to focus on doing a limited number of things very well. They are simply late bloomers.

Practices 100
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To Win New Clients, Your B2B Firm Needs to Understand “Career Risk”

Marketing Craftmanship

A prospect’s career risk management strategy will always be to select the “safe choice,” (usually the largest or best-known candidate) when picking an outside advisor. Taking the blame for a selection that wastes time, money, and opportunity can affect their career advancement, their salary & bonus, and even result in termination.

B2B 130
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Social Distancing: Marketing’s New Strategic Mandate

Marketing Craftmanship

The sales team rationalizes the significant investment of time and expense for these events by claiming the company “would be conspicuous by its absence,” or that they are a cost-effective way to meet face to face with many of the best clients.

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Client Newsletters for B2B Firms Is Content that’s Dead on Arrival

Marketing Craftmanship

But traditional newsletters – containing commentary ranging from client alerts on tax legislation, to “best of” awards, or who’s joined the firm – are not a marketing necessity. MYTH #1: Your B2B Firm Needs a Client Newsletter Marketers want you to believe that your firm needs a newsletter.

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How to Grow Your B2B Firm by Making Every Employee a Sales Rep

Marketing Craftmanship

Sell Intrinsically – The “inside guys” who deliver services and solutions are best prepared to demonstrate to prospects and clients your firm’s capacity to add value, which is its most powerful sales tactic.

B2B Sales 130
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Three Law Firm Marketing Shortcomings…and How to Avoid Them

Marketing Craftmanship

Hard-wired to follow apparent industry “best practices” (mostly based on mimicking competitors), law firms of all sizes continue to miss opportunities to increase clients and revenue. That evolution notwithstanding, most law firms and younger practitioners remain stuck in neutral, in terms of marketing sophistication.