campaign Marketing Related Topics 
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.”
Marketing Craftmanship
SEPTEMBER 18, 2020
On their journeys, they also must overcome self-imposed obstacles, and in my opinion, three of those are the same reasons marketing fails at most companies. If there is no benchmark data from prior campaigns, companies are more likely to succeed if they begin with very low (or even zero) performance expectations.
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Marketing Craftmanship
MARCH 12, 2020
Great content can build brand stature and increase market awareness, but in my experience, neither of those achievements necessarily delivers the type of market engagement that results in new accounts or revenue growth. Pull-based content marketing is a shotgun approach. They’re the Cinderella of content marketing.
Marketing Craftmanship
JULY 8, 2019
There are two reasons why marketing fails most often at small- and medium-sized B2B firms. Either or both of these failings may apply to your situation: You view marketing as business triage. When business is good, little or no time is invested in marketing. You expect marketing to deliver immediate results.
Marketing Craftmanship
JUNE 28, 2016
In the dark ages of B2B marketing communications, circa 1980, the goal was to get your snail-mailed communications past the office gatekeepers (a/k/a “executive assistants”), and onto the desks of your targeted decision-makers. No marketing communications program is truly integrated without high quality print collateral.
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.
Marketing Craftmanship
MARCH 1, 2015
Inconsistency Kills Most B2B Marketing Strategies. There are two major reasons why marketing is ineffective at B2B firms, regardless of size or industry: Marketing is viewed as triage. When business is good, little or no time is invested in marketing. When business (inevitably) takes a dip, marketing becomes a priority.
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