Marketing Craftmanship

article thumbnail

Why Most B2B Companies Don’t Use Earned Media (Public Relations)

Marketing Craftmanship

Most B2B company websites, across all industries, contain some combination of self-produced “owned media” content, including blog posts, case studies, white papers, podcasts, archived webinars, and event calendars. There are 3 reasons why most B2B companies do not pursue earned media: They fear the lack of editorial control.

article thumbnail

How to Sell to Companies that are Out of Your League

Marketing Craftmanship

They either focus exclusively on quantitative characteristics of their firm (and refuse to acknowledge the human side of decision-making)…or they never attempt to solicit companies considered to be “out of their league” (either for lack of inertia, or for fear of failure.). Associate with Established / Trusted Brands.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

Should Companies Manage Their Employees’ LinkedIn Profiles?

Marketing Craftmanship

LinkedIn has become an important business channel, not only for individuals to showcase their professional credentials, but also for companies seeking to promote their value proposition and to establish or manage brand awareness. High Street Partners provides international business services to companies operating overseas.

article thumbnail

Why Marketing Content Will Continue to Suck in the Age of Artificial Intelligence (A.I.)

Marketing Craftmanship

White papers lost their credibility many years ago, because so many companies turned them into self-promotional sales brochures. Using ChatGPT to create a 500-word blog post may provide your company with the appearance of thought leadership, and remove some or all of the burden of drafting your own content.

article thumbnail

How to Grow Your B2B Firm by Making Every Employee a Sales Rep

Marketing Craftmanship

From the front desk to the corner office, “Every Employee a Sales Rep” should be fully ingrained as part of your company’s operating culture. Business contacts are often included in the firm’s CRM system, and may receive quarterly newsletters or other communications issued by the company.

B2B Sales 130
article thumbnail

Branded Interviews: Your Pathway to “Enlightened”? Thought Leadership

Marketing Craftmanship

In other words, you must put ego aside, and acknowledge that your “internal” intellectual capital can be worth less than credible outside voices that you deem to be worth hearing, and whose message supports and validates your company’s value proposition.

article thumbnail

How To Make Marketing An Invaluable Function

Marketing Craftmanship

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.”