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Marketing Craftmanship

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

Marketing Craftmanship

Here are three myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. 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.

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

Marketing Craftmanship

Providing all employees with basic marketing and sales skills can help your B2B firm to grow and succeed. 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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Make the Short List…Or Die Trying

Marketing Craftmanship

PROCESS CONSISTENCY — B2B firms often start out with the best intentions to communicate regularly with target audiences, but lose momentum for two reasons: they’ve not assigned adequate resources, or they are not truly committed to the program. Senior management must make CRM discipline a priority.

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3.5 Reasons to Skip Industry Awards

Marketing Craftmanship

At best, awards may address the personal needs of some decision-makers who are more concerned with protecting their job (should your firm fail to deliver), rather than selecting the most qualified service provider. Judging is always highly subjective, and never an accurate reflection of the best idea or solution.

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Why Clients Don’t Value Your Ability

Marketing Craftmanship

This does not include your performance / activity reports; news that touts your firm’s “Best of [fill in the blank] Award;” its recently hired employees; or the results of last month’s employee 5k mud run. It should include viewpoints and guidance that’s not self-serving, and helps your clients to succeed.

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Industry Conferences and Seminars: How to Extract their Real Business Value

Marketing Craftmanship

Possessing a list of conference attendees, either before or after the conference, is helpful, but of lesser importance. 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.

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Two Words That Can Make or Break Your Career

Marketing Craftmanship

A few years ago, a former business associate asked if I would set up a “networking interview” for his best friend’s daughter, who was a recent college graduate exploring career opportunities in marketing. It was a double whammy that left me wondering why I bothered to help. Thank you” can be the two most powerful words in your career.

Course 100