Marketing Craftmanship

AUGUST 14, 2015

A Device that Helps People Remember You: The key marketing goal for most service-related businesses is top-of-mind awareness, which means getting people to remember you, and to reach out to you when they’re ready to buy whatever you’re selling. Your potential to help them. Your intellectual capital. Your credibility.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

OCTOBER 9, 2016

So rather than badgering and shaming the “No Marketing Plan” companies, we should help them focus exclusively on the critical components of marketing that will help them succeed. Work backwards to build a marketing strategy. To justify its existence as a corporate function, marketing must help produce tangible business outcomes.

Planning 100

Planning Marketing Plans Work Management Marketing Management 100

Marketing Craftmanship

OCTOBER 14, 2014

Instead, it engages the prospect in a meaningful dialogue that (1) addresses their specific situation; (2) demonstrates — on an immediate, first-hand basis — the seller’s understanding of the situation; and (3) validates the seller’s ability to help the potential buyer.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 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

DECEMBER 28, 2016

Instead of hoping that your prospects will be impressed by your industry awards (if they happen to visit your website), build awareness and brand equity among target audiences with content that consistently showcases your firm’s intellectual capital in a non-self-serving manner. Reason #3.5: The Award Selection System is Stacked Against You.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

NOVEMBER 30, 2014

Making PR an essential element in line function strategies can build internal support as well as career longevity. Corporate PR practitioners who adopt an agency mindset – treating each operational function as an outside PR agency might manage a client – can build internal support across the organization.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

NOVEMBER 17, 2011

Overlooking or taking shortcuts in what admittedly is a tedious task will submarine any effort to build top-of-mind awareness. Content based on intellectual capital, showcasing insight, experience and opinion, and providing helpful ideas or guidance, will be read and remembered. Senior management must make CRM a priority.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

JANUARY 10, 2015

But 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, risk-averse approach to external communication.Here is a roadmap designed to address that marketing challenge: Build your brand strategy first.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

JULY 5, 2016

These suggestions might help you hack your way through the pedigree jungle: Understand the fear factor in selection of an outside advisor. is still one of the most powerful ways to build credibility. The old adage, “No one was ever fired for hiring I.B.M.” still rings true.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

MARCH 24, 2011

Instead, it engages the prospect in a meaningful dialogue that (1) addresses their specific situation; (2) demonstrates – on an immediate, first-hand basis — the seller’s understanding of that situation; and (3) validates the seller’s ability to help the potential buyer.

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

AUGUST 7, 2011

Negative posts are opportunities to showcase your company’s integrity and to build goodwill. The solution is simple: swallow your pride, and ask for help from your fan base. Solicit at least one positive post every month, and don’t forget to thank those who take the time to help you.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

APRIL 4, 2017

I had long wanted to play the bagpipes, and in a heartbeat decided that bringing home an authentic set of Scottish bagpipes might help to cross that item off my bucket list. Although it had no signage, the other building had a single, large dirty window, and appeared more likely to be the bagpipe maker’s showroom. “My So good day.”.

Generation 100

Generation Marketing & Strategy Paper High Quality Lead 100

Marketing Craftmanship

NOVEMBER 9, 2017

Brands help customers understand what a company knows, what it stands for, what it will deliver and why they should trust it. If a company lacks channel-specific expertise in social media, engaging outside help is essential. Why Brand Equity Matters. A brand is the promise a company makes to its customers.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100