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. Blog Correctly, or Don’t Have One. Build Your LinkedIn Presence.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Increasingly, B2B firms are learning that simply having all the online visibility tools – company blog, Twitter account, Facebook page, LinkedIn profile, etc. And this chart explains why: The online world makes it easy to obtain information, but extremely difficult to gain attention over all the noise.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

JULY 1, 2014

The good news for B2B marketers is that there are now editorial analytic tools that can provide attention and engagement metrics and insights. Those online channels should be considered a secondary, rather than the primary means, of generating attention and engagement through content.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

JULY 12, 2012

LinkedIn is the most popular social media site among Fortune 500 CEOs, with 26% on the network, compared to just 20.15% of the U.S. Of that group, ten Fortune 500 CEOs have more than 500 LinkedIn connections, while 36 CEOs have 1 LinkedIn connection or none. In comparison, more than 50% of the U.S. general public.

PR 100

PR Social Media Linkedin Comparison 100

Marketing Craftmanship

AUGUST 14, 2015

To make matters worse, business owners often engage ad agencies, PR firms and outside (and internal) marketing “experts” who are always ready to prescribe a long list of tactical solutions (white papers, blogs, newsletters, publicity, social media, direct mail, conferences, advertising, etc.)…all

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JUNE 11, 2015

LinkedIn and Twitter Accounts…check / check. Blog…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.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

FEBRUARY 13, 2015

Harness the market reach of LinkedIn. LinkedIn has become an important due diligence tool for investors, intermediaries and the financial press. Most hedge funds understand this, and either provide a very basic firm profile, and / or allow its employees to post their personal profiles on LinkedIn.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100