Marketing Craftmanship

SEPTEMBER 12, 2016

Our simple definition is that Thought Leadership is a content marketing strategy designed to leverage intellectual capital as a means to engage target audiences. Without getting overly theoretical, here’s what we mean by that: “Extrinsic selling” occurs when a seller’s credibility relies heavily on work they’ve performed for other customers.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

Marketing Craftmanship

OCTOBER 9, 2016

Step 1: Determine why customers should buy your product / service. Step 2: Learn why customers are buying from your competitors. The most successful marketers know everything about (and closely monitor) current competitors, to gain insight into why customers buy from them. You need to nail this step. Bon appetit.

Planning 100

Planning Marketing Plans Work Management Marketing Management 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. And there are still many companies that produce legitimate white papers containing helpful, objective information.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

NOVEMBER 9, 2017

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. For the sake of this discussion, brand equity is best defined as the sum total of market perceptions, customer loyalty and employee engagement.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100