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

OCTOBER 9, 2016

Step 1: Determine why customers should buy your product / service. Work backwards to build a marketing strategy. Compared with some of the overly ambitious, non-productive Marketing Plans that we’ve seen over the years, it’s also likely to produce a much tastier outcome. The Practical Ingredients. Bon appetit.

Planning 100

Planning Marketing Plans Work Management Marketing Management 100

Marketing Craftmanship

AUGUST 14, 2015

Business owners across all industries and professions start companies because they have a specific expertise or interest – whether it involves trading currency futures or replacing car mufflers – and eventually discover that selling their product or service is neither in their wheelhouse, nor something they enjoy doing.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

NOVEMBER 17, 2011

For most companies, there is no way to predict when a prospect will purchase their product or engage their services. Overlooking or taking shortcuts in what admittedly is a tedious task will submarine any effort to build top-of-mind awareness. The Key to Making the Short List. Senior management must make CRM a priority.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

OCTOBER 14, 2014

Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers. Conversely, intrinsic selling does not require a prospective client to base its selection of a seller based on work done for others. No leap of faith required.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

MARCH 16, 2013

But your video products must be sophisticated, professionally produced, and no longer than 3 minutes. Resist the temptation to include sloppy, home-made productions, or hour-long webinar presentations. Build Your LinkedIn Presence. They reflect poorly on your brand, and few people will watch them.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

SEPTEMBER 21, 2011

Lesson: Build your sales force with people who are focused on customer service, not simply on making the sale. Myth: Sales productivity can be improved by teaching the successful techniques of the top 20% performers to the rest of the sales team. Reality : Training lower performers only yields an additional 5% gain.

Rules 100

Rules Loyalty Training Act-On 100

Marketing Craftmanship

AUGUST 19, 2011

Brochureware is the term used, often with derogatory marketing implications, to describe websites consisting entirely of static pages that promote a company’s products and services, people and value proposition. Based on first impressions, that prospect is already looking at his watch.

Thought Leadership 100

Thought Leadership Paper Press Case Study 100

Marketing Craftmanship

MARCH 24, 2011

Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers. Having demonstrated Phibro Energy’s potential value in tangible terms, the sales rep was no longer viewed by the CFO as someone simply pushing products or services.

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. This does not simply mean pumping out a press release every time your company introduces a product, wins an industry award, or appoints a new vice president.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

MARCH 16, 2012

Your media exposure must shine a light on your company’s value proposition (addressing why people should buy your products or services) in order for that publicity to serve as an effective credibility tool. Build an internal merchandising system.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

APRIL 4, 2017

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. At the end of the dirt road there were two simple stucco structures, each one about the size of a detached two-car garage. There was no vehicle, no barking dog, or any sign of human life.

Generation 100

Generation Marketing & Strategy Paper High Quality Lead 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. Brand equity has always mattered to companies.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

FEBRUARY 16, 2013

Originally a seafaring term relating to the brass plate attached to a ship’s mainmast that memorialized its owners and builders, a publication’s masthead lists the members of its current editorial and production staff. The Wall Street Journal , for example, has high masthead value; the Wall Street Transcript… not so much.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100