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

JUNE 28, 2016

As a result, today’s B2B marketers are failing to capture opportunities to connect with prospects through physical materials, in a business environment where the arrival of personalized, first-class mail is often a unique event; prompting most gatekeepers to ensure that it’s delivered to the intended target.

B2B Marketing 100

B2B Marketing B2B Paper Work Management 100

Marketing Craftmanship

DECEMBER 19, 2012

In the days of Ink on Paper, marketers reviewed press proofs; they hand-delivered advance copies of newly printed materials to their CEOs, and measured ROI based on Business Reply Card volume. Craftsmen in any field are quick to embrace new tools and methods that enhance their results and professional satisfaction.

Paper 100

Paper Press Sample Paid Search Agency 100

Marketing Craftmanship

NOVEMBER 9, 2017

With rare exception, companies assign very little planning or resources to proactively managing the effects of a restructuring on its brand equity. A brand is the promise a company makes to its customers. Brands help customers understand what a company knows, what it stands for, what it will deliver and why they should trust it.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100