Marketing Craftmanship

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

Marketing Craftmanship

A significantly smaller number of those websites, however, contain any publicity (earned media) that showcase the company’s intellectual capital, success stories, products and services, or people. There are 3 reasons why most B2B companies do not pursue earned media: They fear the lack of editorial control.

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How To Make Marketing An Invaluable Function

Marketing Craftmanship

” At small and mid-sized businesses, the heads of marketing rarely receive performance-based compensation related to financial results or related to any quantitative metrics directly associated with company performance. For example, spend a half-day every month listening in on calls that come into your customer service center.

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Are Pitch Letters The Cinderella Of Content Marketing?

Marketing Craftmanship

For example, if a few ducks are hit by their initial shotgun blast — perhaps by clicking on a blog post link — the marketer can then identify and attempt to take down those particular ducks with another more targeted round or two. Most often, that’s the CEO, managing partner or owner of the business. Don’t pontificate.

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Confucius Say: Your Case Studies are Worthless

Marketing Craftmanship

The most noteworthy article on B2B selling was published in a 1966 Harvard Business Review article (#66213). Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers. Would a company ever publish examples of its past work that were not portrayed as highly successful?).

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The Road to Hedge Fund Transparency: Marketing Essentials and Potential Pitfalls

Marketing Craftmanship

Ideally, those plans will also avoid many of the non-productive tactics that marketers are known to promote. No plan = lots of wheel-spinning + no tangible business outcomes. But this is a high-risk tactic because reporters have agendas, can make mistakes, and are not in business to make your firm look good.

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Avoid the Carnival Barker Approach to Publicity

Marketing Craftmanship

Companies of all sizes believe that more publicity is always better, as a means to raise brand awareness and drive business results. Companies seeking to leverage publicity to drive business results in a cost-effective manner need to play a very different game, using the following rules: Generate credibility tools, not placements.

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How to Sell to Companies that are Out of Your League

Marketing Craftmanship

Bona fide thought leadership does not promote your firm, or attempt to sell its products or services. For example, your quarterly outreach to target audiences (referenced above) might feature interviews with respected industry leaders, or with well-known subject matter experts.