Marketing Craftmanship

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What Your Doctor Can Teach You About Business Growth

Marketing Craftmanship

Regardless of whether your professional field is medicine, law, technology or finance, that same ranking applies to how you are valued by clients, particularly in B2B businesses. Although client communication is at least as important as actual performance in most service businesses, companies seldom give that task the attention it deserves.

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Industry Conferences and Seminars: How to Extract their Real Business Value

Marketing Craftmanship

Instead, it’s based on what you do, both before and after the conference, to reach, influence and engage the 1,000+ or 2,000+ decision-makers who were either too busy or too important to attend the event. Sometimes lightning actually does strike: you’ll make a connection at a conference that eventually leads to new business.

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Are Journalists in the Misinformation Business?

Marketing Craftmanship

Can Journalists Survive the Internet Age? Do mainstream journalists – trained to present both sides of an issue they’re reporting – contribute to the public’s interest in and acceptance of information that’s known to be wrong?

Business 100
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To Win New Clients, Your B2B Firm Needs to Understand “Career Risk”

Marketing Craftmanship

In a perfect world, the most experienced and qualified B2B firms always win the business. Providing solutions to challenges and opportunities that “safer” competitors can’t deliver To learn how to position your B2B firm as a safe choice (and other capabilities you need to grow your business), here’s a link to a complimentary webinar.

B2B 130
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Why Most B2B Companies Don’t Use Earned Media (Public Relations)

Marketing Craftmanship

Despite the erosion of public trust in “fake news” (mostly related to political and world news reporting), business and industry trade media sources continue to have a high degree of credibility and influence.

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How to Grow Your B2B Firm by Making Every Employee a Sales Rep

Marketing Craftmanship

Many B2B firms – in legal, accounting, technology, financial services and consulting disciplines – employ at least one rainmaker, typically a founding member, who brings in the lion’s share of new business.

B2B Sales 130
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Is Your Firm a “Safe Choice”? for Prospective Clients?

Marketing Craftmanship

The hard reality is that — regardless of your firm’s ability to add value — decision-makers at every level are unwilling to risk their career or reputation on selection of an outside advisor or firm may fail to meet expectations, or even harm their business.

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