Marketing Craftmanship

NOVEMBER 17, 2011

PROCESS CONSISTENCY – 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 a priority. They believe their putt will drop.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 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. Content creation will be an internal group effort, with people / departments taking turns contributing blog posts on a regular basis.

Allocation 100

Allocation Terms and Conditions Paid Search Agency 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. Ask for Referrals – This is a tough task for most account practitioners.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 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. Armed with objective evidence that supports the inclusion of PR as a best practice of corporate governance, the profession will have a solid platform that resonates with CXOs.

Public Relations 100

Public Relations Work Management PR Ethics 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

FEBRUARY 13, 2015

Ideally, your website should express institutional values, explain investment processes, showcase human capital, provide examples of thought leadership and include inherent 3 rd party endorsements. In that regard, other vertical industries may eventually point to hedge funds as examples of best practices in branding and marketing.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

MARCH 27, 2013

Increasingly, prospective customers do not believe white papers will be helpful or credible, and as a result, they no longer play a critical role in their decision-making process for purchasing products or services. And there are still many companies that produce legitimate white papers containing helpful, objective information.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

MARCH 7, 2016

Sales Process: If you think this means endlessly sending out emails and making phone calls, you’ve flunked this part of the quiz as well. All of the combined reasons, rational or dumb, for why hedge funds don’t use social media may best be summarized in this way: as an “industry,” alternatives are simply not ready to use the tactic.

Social Media 100

Social Media Work Management Marketing Management Media 100

Marketing Craftmanship

NOVEMBER 9, 2017

For the sake of this discussion, brand equity is best defined as the sum total of market perceptions, customer loyalty and employee engagement. Communication with business partners may best be managed through personal phone calls from their company contact. Brand equity is what people believe the company is.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 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.). Avoid “Hey, look at me!” self-promotion – Pickup in a media source with high masthead value provides some reason for high-fives internally, but it should not serve as a platform for self-promotion.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100