Marketing Craftmanship

OCTOBER 25, 2023

They don’t know how to generate positive coverage. In ways that really matter for companies, notably lead generation, market engagement and revenue generation, no other type of marketing content compares with earned media exposure. They don’t appreciate the power of earned media.

Public Relations 130

Public Relations Paid Search Agency Companies Media 130

Marketing Craftmanship

JUNE 28, 2016

Most often, however, the sheer volume of first-class mail processed every morning by office gatekeepers made it more likely that your personalized pitch letter and costly sales brochure would end up, unopened, in the garbage can. Dead on arrival.

B2B Marketing 100

B2B Marketing B2B Paper Work Management 100

Marketing Craftmanship

JULY 5, 2016

The most effective tactics involve generating either direct or indirect 3rd party endorsements that support your firm’s credibility. If your firm doesn’t possess a strong traditional pedigree, there are several ways you can reduce decision-making risk for prospective clients. is still one of the most powerful ways to build credibility.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

AUGUST 14, 2015

all of which may be more likely to generate distractions and invoices than new accounts or revenue growth. Use first-class, consistent photography for people’s portraits. Include contact information; not a generic response form. Take advantage of Search Engine Optimization (SEO) tactics. Avoid being overly self-promotional.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

SEPTEMBER 8, 2023

The generation of attorneys who still consider any type of “marketing” to be unprofessional is diminishing, concurrent with the increase of “Emeritus” partners listed on law firm websites. This earned media exposure generates an inherent 3rd party endorsement from an objective, credible source.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

MARCH 27, 2013

The outcome of widespread abuse of white papers – driven by marketers grasping for new ways to put lipstick on a pig, or too lazy to produce rigorous research that might empower customers to draw their own conclusions – is that the tactic has lost its franchise as an effective B2B marketing asset class.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100