Marketing Craftmanship

JUNE 11, 2015

Blog…check. To wean our B2B clients off their shoe fetish, we apply a “Marketing Diagnostic” planning tool, consisting of 10 simple questions. If you’d like a complete copy of our 10 question “Marketing Diagnostic” planning tool for B2B firms, just shoot me an email through LinkedIn, or to gordon at andrewselikoff dot com.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

AUGUST 31, 2011

The origins of the press release are unclear, but in the not too distant past, this communication tool was called a “News Release.” But the news release has lost its franchise as a communication tool, for two reasons: Thanks to technology, news releases became an anachronism. Self-serving Press Release Content Has Killed PR.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

MARCH 16, 2012

Companies seeking to leverage publicity to drive business results in a cost-effective manner need to play a very different game, using the following rules: Generate credibility tools, not placements. More bluntly, if your publicity doesn’t make your firm’s sales collateral more believable, it’s a wasted effort. Seek only high-value exposure.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

JULY 4, 2011

Multi-channel customer experience research by RightNow / Loudhouse showed that consumers are open to using social media to post opinions, but when it comes to interaction, 50% of consumers want to use online self-service tools, phone (18%), or email (19%). Social media will not reduce the marketing burden.

Social Media 100

Social Media Social Marketing Word of Mouth Media 100

Marketing Craftmanship

APRIL 8, 2011

If the brand police were to issue citations for website content-related abuse, some of the most common violations might include: Vagrancy – If your most recent press release, example of news pickup, or last blog posting is more than two months old…website visitors will wonder “Are these guys still is business?”

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

MARCH 24, 2011

The B2B marketer’s task is to equip the sales force with methodologies and tools that help initiate and facilitate intrinsic selling. Create Simple Tools to Engage Prospects. Would a company ever publish examples of its past work that were not portrayed as highly successful?).

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

FEBRUARY 5, 2013

Regardless of their title, job description or capacity to work the room at a social event, every B2B executive should be given training, tools and ongoing support that empowers them to: Manage Their Personal Brand – Clients hire individuals, rather than a firm, to help them. 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

JULY 1, 2013

Researching the term “Thought Leadership” yields everything from a sterile Wikipedia definition, to blog posts featuring marketing insights similar to this online gem: “It doesn’t matter if you’re an entrepreneur, an employee, or a student – your ability to become a thought leader will catapult your success.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 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

FEBRUARY 13, 2015

LinkedIn has become an important due diligence tool for investors, intermediaries and the financial press. Facebook is simply not an appropriate channel for hedge funds, and posting comments on independent blogs or online publications will not yield meaningful results. Harness the market reach of LinkedIn.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JANUARY 10, 2015

This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

MARCH 27, 2013

White papers gained significant adoption as a content marketing tool concurrent with the rapid growth of new technologies that often required explanation or context for non-technical buyers. Marketers, in turn, are finding white papers to be far less effective as a demand generation tool.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

NOVEMBER 9, 2017

Anyone with Facebook, a Twitter account or a blog — including employees, customers, competitors, short sellers or dedicated troublemakers — can erode (or bolster) brand perceptions. Apply Listening Tools & Respond Immediately. Restructurings provide perfect opportunities for those opinions to be heard and considered.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100