Marketing Craftmanship

AUGUST 29, 2017

All of the hours devoted to blogging, at some of the nation’s largest and smartest companies, does not appear to be time well spent…if the goal of a blog and other forms of content marketing is to generate new business. You don’t blog consistently. In fact, if your last blog post is more than 2 or 3 months old, it’s a brand liability.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

JUNE 5, 2016

For generations, human interaction served as the primary validation process in decision-making. But limiting your marketing strategy to this finite group is short-sighted at best, and represents a lost opportunity to establish awareness and generate interest among an unlimited universe of prospective customers.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

FEBRUARY 24, 2016

Clearly, all of the hours devoted to blogging, at some of the nation’s largest and smartest law firms, does not appear to be time well spent…if the goal of a blog and other forms of content marketing is to generate new business. You don’t blog consistently. Your blog content is not optimized.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

FEBRUARY 16, 2017

Conference sponsors do their best to prevent this type of guerilla marketing.). Simply enjoy the camaraderie, the golf / tennis / beach, and the nightlife…and hope for the best. Leverage your participation to showcase intellectual capital with a wider audience.

Conference 100

Conference Lead Scoring Lead Ranking Guerilla Marketing 100

Marketing Craftmanship

DECEMBER 22, 2015

CEOs and their marketers are best served, and their blog is most likely to succeed, if senior management understands its function, benefits and limitations, and is 100% committed to a very long relationship. Posting frequency drops from weekly to monthly to quarterly.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

APRIL 2, 2015

You also need to create a detailed communications strategy – tailored for each event – that addresses how you intend to: Share intellectual capital associated with the event (either generated by you or someone else), and how to. Conference sponsors do their best to prevent this type of guerilla marketing.).

Conference 100

Conference Tactics B2B Marketing Planning 100

Marketing Craftmanship

APRIL 4, 2017

I’m the 7th generation of bagpipe makers in me clan, and I make the best pipes in Scotland. Then, if I think ye play the chanter good enough…ye tell me how much money ye want to spend, and I’ll make ye the best set of bagpipes that yer money can buy anywhere.”. “OK,” So good day.”. But I only make me pipes to be played.”.

Generation 100

Generation Marketing & Strategy Paper High Quality Lead 100

Marketing Craftmanship

OCTOBER 26, 2011

” which is the best explanation and counsel you will find on this topic. ” The acid test, he claim, is that, ”Stunts can be elaborate or simple but their importance is the news interest and awareness they generate for the concept/ product/ service being marketed.” Horton, entitled “Publicity Stunts.

Public Relations 100

Public Relations PR Advertising Agencies Profiling 100

Marketing Craftmanship

FEBRUARY 13, 2015

Your website will generate investor interest by allowing visitors to draw their own conclusions about the firm and its potential to help them achieve their goals. Notably, institutional advertising is expensive, requires a long-term commitment to be effective, and is very difficult to measure or generate a market response.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

FEBRUARY 5, 2013

Every practitioner should play an active role in that process by generating relevant content – in the form of blog posts, bylined articles, case studies, industry updates, slide presentations, etc. that can be merchandised by the firm to keep the firm in play.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

JANUARY 5, 2012

The demise of this scruffy first generation of workplace gripe sites gave way to an even more powerful and credible second generation of professionally managed, sophisticated sites like Glassdoor.com, backed by private equity investment, and fueled by business models that ensure their long-term existence.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

SEPTEMBER 21, 2011

Reality : At most organizations, the top 20% of producers generate little more than 50% of all sales revenue. Lesson: Your best sales reps may not be as valuable as they think, but it may be worthwhile not to de-bunk the 80/20 myth.

Rules 100

Rules Loyalty Training Act-On 100

Marketing Craftmanship

NOVEMBER 18, 2013

Despite PRSA’s best efforts, its APR designation does not carry the same weight as MD, JD, CPA, CFA, an MBA degree, or even a Six Sigma belt. The delta between the PR function and revenue generation eliminates that rationale from consideration as a means to argue inclusion of public relations at the management table.

Public Relations 100

Public Relations Work Management PR Ethics 100

Marketing Craftmanship

JANUARY 25, 2012

Generate goodwill. But when a crisis arises, remember, cool heads communicate best. Keep top decision makers and other employees informed about public reaction to company products, policies and practices. Manage for tomorrow. Anticipate public reaction and eliminate practices that create difficulties.

Public Relations 100

Public Relations PR Paid Search Agency Opinions 100

Marketing Craftmanship

NOVEMBER 30, 2014

Best practices established by individual PR professionals – not PRSA lobbying, or PR courses in MBA curricula – represent the profession’s most valuable resource in its effort to move public relations from the management farm team to the big leagues.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

SEPTEMBER 15, 2013

Philanthropy – Rather than hosting an expensive celebration or social event, a charitable tactic may generate greater client goodwill and provide opportunities to promote the firm’s anniversary (and underlying values.) These tactics might include scholarships, research grants, sponsorships, named donations, fundraisers, etc.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

AUGUST 7, 2011

Take the High Road First – If your company has made mistakes or fallen short of expectations, it’s best to man up quickly. The most effective way to reduce and offset brand sabotage is to consistently generate online content that positions your company in a positive manner. Here’s a list of them.

Branding 100

Branding Brand Identity Viral Marketing Opinions 100

Marketing Craftmanship

MARCH 27, 2013

Some B2B publications, marketing consulting firms and other 3 rd parties with a vested interest in promoting the use of white papers are capable of citing surveys, focus group results and case studies to support the tactic as an effective lead generation and lead nurturing device. White paper supporters need only be patient.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

FEBRUARY 16, 2013

Lacking that discipline, your time may be best spent building an effective distribution capability, in advance of seeking additional publicity.). Extreme examples of this error include companies that issue a press release, or generate Twitter and Facebook postings to announce, for example, that their CEO has been profiled in Inc.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100