Marketing Craftmanship

JANUARY 5, 2020

But before they put you on their short list of candidates for consideration, they first will need some assurance that your company is a “safe choice.” Enthusiasm: Does your firm appear genuinely enthusiastic about its business, and its communication with target audiences? Do clients identify themselves by name and company?).

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

SEPTEMBER 18, 2020

There are practical reasons diet companies and national gym chains spend most of their advertising budgets within two seasonal windows: in advance of the new year, when people make their annual resolutions, and in springtime, when beachgoers face the prospect of wearing a bathing suit in public. Setting Unrealistic Expectations.

Enterprise Management 147

Enterprise Management Planning Work Management Marketing Management 147

Marketing Craftmanship

MARCH 12, 2020

But over the past 25 years, unsolicited pitch letters have served as my firm’s only method of generating new business, other than referrals. Notably it: • Allows us to be selective about the types of companies we would like to have as clients. Most often, that’s the CEO, managing partner or owner of the business.

Work Management 130

Work Management Marketing Management Content Marketing Blast Campaigns 130

Marketing Craftmanship

JANUARY 8, 2021

In its landmark 2018 Pulse Survey of 220 Chief Marketing Officers, the executive recruiting firm Korn Ferry reported that, although financial results were the most important factor in their performance-based compensation, “52% of CMOs say they cannot make a direct and obvious correlation between marketing efforts and company performance.”

Work Management 264

Work Management Marketing Management Lead Scoring Lead Ranking 264

Marketing Craftmanship

MAY 13, 2020

Many companies have abused email to such a great extent — bombarding clients, prospects and referral sources with email blasts, self-serving newsletters and other useless information — that it’s now extremely difficult to get noticed or gain meaningful traction. Direct Communication. Less is more, if it’s well written. Industry Events.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

OCTOBER 22, 2019

Regardless of whether your professional field is medicine, law, technology or finance, that same ranking applies to how you will be valued by clients, particularly in B2B businesses. Insurance companies, for example, report that doctors who admit their mistakes and apologize to patients are rarely sued. No detail is unimportant.

Ad brokers 127

Ad brokers Opinions Marketing Management Loyalty 127

Marketing Craftmanship

DECEMBER 11, 2014

In 1958, Gilbert Morris – an account executive at the Fuller Smith & Ross ad agency – created the, “I don’t know who you are,” business-to-business advertisement for McGraw-Hill Publishing Co. I don’t know your company. I don’t know your company’s product. Quite an achievement.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B Thought Leadership 100

Marketing Craftmanship

JULY 8, 2019

Either or both of these failings may apply to your situation: You view marketing as business triage. Your company uses a collection of tactics (often labeled as a “marketing campaign”) only in response to a problem; typically involving the loss of a key client, or decline in revenue. You expect marketing to deliver immediate results.

Advertising Mediums 100

Advertising Mediums B2B Marketing B2B Thought Leadership Planning 100

Marketing Craftmanship

JANUARY 25, 2016

In manager selection, most investors will look beyond your fund’s track record and give weight to organizational factors that provide them with confidence that the business is well-managed and likely to succeed long-term. According to Fast Company magazine co-founder, William C.

Work Management 100

Work Management Enterprise Management Marketing & Strategy Marketing Strategy 100

Marketing Craftmanship

MARCH 13, 2021

The headline of the business section read: AMEX OFFICIAL ADMITS CBOE SUPERIORITY. While representing a major chain of food stores as outside PR counsel, I brought in a Forbes reporter in hopes of having her write a company profile. The reporter had nothing positive to say about my client’s company.

Media 147

Media PR Press Advertising Agencies 147

Marketing Craftmanship

NOVEMBER 12, 2015

In new business development efforts, B2B firms of all types are often challenged by prospective clients with this question: “Do you have any experience working for companies in my industry?”. Because most companies believe their situation and the challenges they face are unique, suggesting otherwise usually will end the sales process.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership B2B 100

Marketing Craftmanship

MAY 22, 2017

Any business founder / owner whose surname serves as their company’s brand name has a unique challenge. If (s)he’s built a successful business that relies on the efforts of its employees, the founder of an eponymous business eventually will need to address brand transition; particularly if it’s a B2B or professional services firm.

Enterprise Management 100

Enterprise Management Work Management Marketing Management B2B Thought Leadership 100

Marketing Craftmanship

AUGUST 18, 2017

Introduction of this new technology called “Desktop Publishing” rocked the business world. It not only changed how companies produced printed materials; it also changed who was responsible for producing them. The error of many companies using Marketing Automation? And that created a different problem.

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 100

Marketing Craftmanship

OCTOBER 14, 2014

The most noteworthy article on 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?). A prospective client needed to understand exactly how energy derivatives would benefit his company.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

AUGUST 31, 2018

For most B2B companies, there’s no reliable way to predict when a prospective client will purchase their product or engage their services, regardless of what their “marketing automation” expert promises. The effort to generate top-of-mind awareness is a means to an end, not the goal. Or ideally, as the only firm under consideration.)

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

NOVEMBER 27, 2018

Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. For every pitch letter we send out, my firm invests at least an hour or two researching the target company. Timing is every in life, including business development. View Selling as a Numbers Game.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

Marketing Craftmanship

MAY 11, 2016

There are two major reasons why marketing is failing at your small- or medium-sized B2B firm: You view marketing as business triage. Your company applies a collection of tactics (often labeled as a “marketing campaign”) only in response to a problem; typically involving the loss of a key client, or decline in revenue. M arketing.

B2B Marketing 100

B2B Marketing Planning B2B Thought Leadership B2B 100

Marketing Craftmanship

OCTOBER 9, 2016

There are several good and bad reasons why companies (of all sizes) don’t create a Marketing Plan. After decades of watching companies either earnestly struggle to create a Marketing Plan, or strenuously avoid creating one, we recently had an epiphany. We realized that most companies should SKIP the Marketing Plan altogether.

Planning 100

Planning Marketing Plans Work Management Marketing Management 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. This effort requires that a company either engage an outside PR agency or employ dedicated staff members who are skilled at pitching stories and nurturing press coverage.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

MARCH 16, 2013

The past decade’s social media debacle is akin to introduction of desktop publishing in the early 1980s, when personal computers arrived in the business world. New software programs enabled companies, for the first time, to design and produce their own graphic materials in-house. Blog Correctly, or Don’t Have One.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

JANUARY 20, 2017

Years ago, our insurance company client was introducing a new Directors & Officers liability insurance policy, and asked us to raise market awareness. What this new world of content integrity means to companies is more complex : Assume that the “research-based” content that you produce is a reflection of your brand’s integrity.

Paid Search Agency 100

Paid Search Agency High Quality Lead Content Press 100

Marketing Craftmanship

JUNE 5, 2016

Surprisingly, a significant number of professional services firms continue to resist building online brand visibility as a business development strategy. The excuses we hear from them most often include: “We’re in a relationship business.”. Our business is driven exclusively by referrals.”.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

MAY 31, 2012

For Sir Richard Charles Nicholas Branson – the English business magnate known for his Virgin Group of more than 400 companies, his daredevil exploits, his humanitarian deeds, and his estimated net worth of $4.2 He’s on CNN, with his toothy smile, explaining why it’s impossible to be creative while wearing a business suit.

PR 100

PR Work Management Sample Marketing Management 100

Marketing Craftmanship

JULY 12, 2012

Do CEOs need charm school, rather than business school? According to a new study sponsored by Domo and CEO.com , CEOs at Fortune 500 companies are participating in social media channels significantly less than the general public. The study claims that 70% of them have absolutely no presence on social media.

PR 100

PR Social Media Linkedin Comparison 100

Marketing Craftmanship

AUGUST 29, 2017

All of the hours devoted to blogging, at some of the nation’s largest and smartest companies, does not appear to be time well spent…if the goal of a blog and other forms of content marketing is to generate new business. In most cases, this means working smarter, and not necessarily harder, on your company’s blog.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

MARCH 1, 2015

The company applies a collection of tactics (often labeled as a “marketing campaign”) only in response to a problem; typically involving the loss of a key client, or decline in revenue. When business is good, little or no time is invested in marketing. When business (inevitably) takes a dip, marketing becomes a priority.

B2B Marketing 100

B2B Marketing B2B Thought Leadership Planning B2B 100

Marketing Craftmanship

DECEMBER 22, 2015

When pressed to explain why their company has a blog, many CEOs will admit they were either pushed by marketing counsel to create one, or believed they needed a blog because their competitors have them. Is associated with measurable business goals. Engages target audiences. Strengthens brand stature. Just take it down.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

SEPTEMBER 15, 2013

But many of those companies do not leverage their achievement, by failing to capture the attention, interest and engagement of the internal and external audiences that will determine their continued success. that are related to the firm’s business or mission. Framing the core messages that will be expressed through the program, and.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Many B2B companies, and professional services firms in particular, do not succeed at marketing for two major reasons: Failure to understand that the vendor selection process has fundamentally changed. At the upper limit, the responses ran as high as 70%. Failure to respond properly to the new vendor selection process.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

JANUARY 5, 2012

For many of the 65,000 companies it currently covers, Glassdoor.com can be a PR nightmare waiting to happen. For example, Texas-based Beryl Health (formerly Beryl Companies) is well-known for its employee-focused culture, and is a “Best Place to Work in Healthcare” according to Modern Healthcare magazine.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

JANUARY 16, 2013

If there’s no tangible connection between a current marketing tactic and bona fide business results, throw it out. Be ruthless in your tactical assessment and focus on marketing initiatives that demonstrate a direct correlation between activity and a measurable business outcomes.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

JULY 1, 2014

For B2B marketers who are too busy to keep up-to-date on every marketing trend and buzzword, here are a few thoughts on all the current noise about the Attention Web : Attention as a marketing asset is not a new concept: Top-of-mind awareness has always served as a cornerstone of effective B2B marketing.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

AUGUST 14, 2015

Unfortunately, there are no DNA tests to validate marketing as a legitimate member of the CXO family of business functions. But there are some unscientific ways to accomplish that goal within your company: Clarify Marketing’s Role – The most pragmatic answer to “What is marketing?”

Paid Search Agency 100

Paid Search Agency Enterprise Management Lead Ranking Work Management 100

Marketing Craftmanship

JANUARY 27, 2015

Years ago, our insurance company client was introducing a new Directors & Officers liability insurance policy, and asked us to raise market awareness. What this new world of content integrity means to companies is more complex : assume that the “research-based” content that you produce is a reflection of your brand’s integrity.

Research 100

Research Content Marketing Work Management Paid Search Agency 100

Marketing Craftmanship

JUNE 23, 2014

And yet, the events that really determine the success of business do not happen on the inside…So CFOs have a big job ahead: bringing together information channels, and learning an accounting system that’s going to be very different. The CFO as Productivity Manager: “There is a third CFO function, which is managing money for the business.

Allocation 100

Allocation Thought Leadership Work Management Consulting 100

Marketing Craftmanship

JUNE 11, 2015

Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. Marketers often throw far too many shoes into their suitcase, either because they see competitors wearing them, or they wish to avoid explaining why their company lacks the trendiest footwear. White Paper…check. Blog…check.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

NOVEMBER 30, 2014

While waiting for the PR profession-at-large to earn a place at the senior management table, current practitioners should develop their own company-specific strategies that will enable them to rub shoulders on an equal basis with their counterparts in finance, legal, marketing, operations or technology.

PR 100

PR Enterprise Management Work Management Marketing Management 100