Marketing Craftmanship

MARCH 1, 2015

This classic behavior is depicted in the “Sales / Service Volatility Curve” chart above. Direct and easy access to your company’s clients, prospects, referral sources and opinion leaders is essential. Self-serving white papers and client case studies have very limited appeal. Connect with the Sales Force.

B2B Marketing 100

B2B Marketing B2B Thought Leadership Planning B2B 100

Marketing Craftmanship

APRIL 8, 2011

The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other expressions of thought leadership.

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

MARCH 27, 2013

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White papers jumped the shark when they became paid content.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100