Marketing Craftmanship

FEBRUARY 13, 2015

An upfront articulation of the firm’s value proposition serves as the cornerstone of a written marketing plan that should include: tangible business goals, appropriate marketing strategies and tactics, calendarized activity, budgets and accountabilities. No plan = lots of wheel-spinning + no tangible business outcomes.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions. does not guarantee marketplace attention.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 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. Forget Facebook, Twitter and Google+. Build Your LinkedIn Presence. LinkedIn is 3x more effective for demand generation than either Facebook or Twitter.

Social Media 100

Social Media Media Merchandising B2B 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. Posting it on Twitter makes sense only if you (or your firm) have a reasonable number of Twitter followers.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

FEBRUARY 24, 2016

More importantly, of those firms that blog, only 1/3 are able to associate their blogging with new business; the other 2/3rds either can’t, or are unsure of any new business connection. Posting it on Twitter also makes sense if you (or your firm) have a reasonable number of Twitter followers.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

JANUARY 10, 2015

Two-thirds of the largest hedge funds have a LinkedIn presence, but only 10 of those funds post any meaningful content on that social media site. Very few funds have Twitter accounts. In a business where an S.E.C. Harness the market reach of LinkedIn.

Practices 100

Practices Planning Enterprise Management Transparency 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