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
AUGUST 18, 2017
Introduction of this new technology called “Desktop Publishing” rocked the business world. It not only changed how companies produced printed materials; it also changed who was responsible for producing them. The error of many desktop publishers? The error of many companies using Marketing Automation?
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Marketing Craftmanship
MAY 13, 2020
Many companies have abused email to such a great extent — bombarding clients, prospects and referral sources with email blasts, self-serving newsletters and other useless information — that it’s now extremely difficult to get noticed or gain meaningful traction. Direct Communication. Less is more, if it’s well written.
Marketing Craftmanship
MARCH 13, 2021
A misquote can sink a company’s stock price. An insensitive comment on camera can spark a customer boycott. While representing a major chain of food stores as outside PR counsel, I brought in a Forbes reporter in hopes of having her write a company profile. The reporter’s 2-hour interview with the CEO went very well.
Marketing Craftmanship
OCTOBER 14, 2014
The most noteworthy article on B2B selling was published in a 1966 Harvard Business Review article (#66213). Would a company ever publish examples of its past work that were not portrayed as highly successful?). A prospective client needed to understand exactly how energy derivatives would benefit his company.
Marketing Craftmanship
DECEMBER 11, 2014
In 1958, Gilbert Morris – an account executive at the Fuller Smith & Ross ad agency – created the, “I don’t know who you are,” business-to-business advertisement for McGraw-Hill Publishing Co. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for.
Marketing Craftmanship
SEPTEMBER 15, 2013
But many of those companies do not leverage their achievement, by failing to capture the attention, interest and engagement of the internal and external audiences that will determine their continued success. These 2 – 3 minute videos can be posted on the corporate website, and on the company’s social media sites.
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