Marketing Craftmanship

JULY 1, 2013

Thought Leadership Programs Must be Accountable for Business Outcomes. Application — How should the content be applied to drive tangible business outcomes? Creating any Thought Leadership content before fully addressing these two questions is akin to building a large sailboat in your basement.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

FEBRUARY 13, 2015

To survive and prosper in a marketplace where transparency and trust are now valued by investors and promoted by regulators, hedge funds will be increasingly required to build a rational and risk-averse approach to external communication. Here’s a marketing roadmap designed to achieve that objective: Build your brand strategy first.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JANUARY 10, 2015

Despite the research study’s sugar-coating (for example, “…mid-sized funds…are beginning to understand the importance of a website.”), hedge fund resistance to marketing is unlikely to abate anytime soon. In a business where an S.E.C. She warned them, “It’s always the quiet ones that you need to keep your eye on.”

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

SEPTEMBER 15, 2013

These traditional corporate anniversary tactics may yield a few congratulatory notes, but will not deliver what might have been achieved – in terms of confirming core values, building corporate culture, and reinforcing brand presence – if the company had approached the opportunity in a strategic manner.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

NOVEMBER 30, 2014

Get Quantitative – The nature of PR tactics can make it difficult to demonstrate a direct correlation between that activity and tangible business outcomes. Making PR an essential element in line function strategies can build internal support as well as career longevity.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

DECEMBER 28, 2016

For certain industries, such as financial services, that aggregate performance-related data – for example, in annual “league tables” ranking investment banks by the number or size of M&A transactions they’ve underwritten – there is some logic, as well as an objective basis, on which firms can claim to have outperformed their competitors.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

FEBRUARY 7, 2017

And firms that understand this market dynamic, and work to build a marketing strategy to address the underlying human issues, can gain market acceptance and compete effectively against larger and better-known competitors. The old adage, “No one was ever fired for hiring IBM,” still rings true in every industry.

Paid Search Agency 100

Paid Search Agency Companies B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

MARCH 16, 2012

Companies of all sizes believe that more publicity is always better, as a means to raise brand awareness and drive business results. 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.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

APRIL 8, 2016

And that’s the fundamental marketing challenge for fund managers: building investor trust through clear and consistent communication, regardless of whether their performance meets, exceeds or falls short of benchmarks. Your fund’s goal is to do business with the people who believe the same things that you believe.

Allocation 100

Allocation Cross-Selling Marketing Management Validation 100

Marketing Craftmanship

JUNE 11, 2015

What specific business goals / benchmarks are we seeking to accomplish? Do all of your marketing tactics have measurable goals linked to business outcomes? Some tactics can be measured in terms of direct business outcomes, such as lead generation. What is our target market and who are the decision-makers?

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

MAY 7, 2015

Whether its reluctance to proactively pursue publicity (also called “earned media”) is based on cost, control, or misunderstanding of the function, the investment industry is failing to take advantage of one of the most powerful means to build investor awareness, third-party endorsement, and assets under management.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

MARCH 24, 2011

The most noteworthy article on the subject of B2B selling was published in a 1966 Harvard Business Review article (#66213). Would a company ever publish examples of its past work that were not portrayed as highly successful?). …and How Marketing Can Support Its Effectiveness. Create Simple Tools to Engage Prospects.

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

APRIL 8, 2011

For many firms, “build it once & fill it with stuff” is considered effective website management. or “Is this how they will keep up with my needs?” If a company can’t produce and maintain a fresh inventory of content, then it’s better off from a brand perspective without having any content at all.

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

NOVEMBER 9, 2017

If those three factors drive a company’s revenue, then building and protecting brand equity must be a strategic priority, particularly when the enterprise undergoes any change or event that may negatively influence those factors. The overall impression will be that the company is in trouble or going out of business.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

FEBRUARY 16, 2013

The Wall Street Journal , for example, has high masthead value; the Wall Street Transcript… not so much. For example, physicians are likely to assign the New England Journal of Medicine greater masthead value than the Journal or Times on topics relating to clinical care of patients. Masthead value can be relative.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100