Marketing Craftmanship

DECEMBER 28, 2016

But for most industries – lacking any quantitative basis or objective means on which to base relative performance of its individual companies – there are several reasons why participation in industry award competitions intended to recognize superiority or “excellence” can be a waste of resources, as well as a brand liability. Reason #3.5:

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

NOVEMBER 12, 2015

In new business development efforts, B2B firms of all types are often challenged by prospective clients with this question: “Do you have any experience working for companies in my industry?”. Because most companies believe their situation and the challenges they face are unique, suggesting otherwise usually will end the sales process.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership B2B 100

Marketing Craftmanship

JUNE 5, 2016

In the pre-internet world, personal relationships, referrals and endorsements played a significant role in the decision-making process. For generations, human interaction served as the primary validation process in decision-making. A consistent online presence helps to drive top-of-mind awareness that keeps you high on their list.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

FEBRUARY 5, 2013

B2B companies – professional service firms in particular – can benefit by creating a culture similar to the Marine Corps; training all employees with basic marketing & sales skills that can help the firm to grow and succeed. that can be merchandised by the firm to keep the firm in play.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

FEBRUARY 5, 2015

As the limitations of a virtual marketplace continue to reduce most B2B firms to commodities, it’s become increasingly important to communicate not just what your company does, but to generate interest in what your enterprise stands for. Acid Test: Do credible media sources cover the company? never succeeds.

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Branding Brand Identity 100

Marketing Craftmanship

NOVEMBER 30, 2014

While waiting for the PR profession-at-large to earn a place at the senior management table, current practitioners should develop their own company-specific strategies that will enable them to rub shoulders on an equal basis with their counterparts in finance, legal, marketing, operations or technology.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

NOVEMBER 29, 2013

As a result, effective public relations involves pushing a company’s or client’s agenda (or products and services) without being a pest, and ideally, by being helpful to reporters who are in a position to reciprocate with media coverage. What was once a painstaking research process now involves a few keystrokes.

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

NOVEMBER 17, 2011

For most companies, there is no way to predict when a prospect will purchase their product or engage their services. Content based on intellectual capital, showcasing insight, experience and opinion, and providing helpful ideas or guidance, will be read and remembered. The Key to Making the Short List.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

AUGUST 14, 2015

Business owners across all industries and professions start companies because they have a specific expertise or interest – whether it involves trading currency futures or replacing car mufflers – and eventually discover that selling their product or service is neither in their wheelhouse, nor something they enjoy doing. Your credibility.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 10, 2015

Any firm that operates without a formal plan (which should be simple, and not require a lengthy process to create), eventually becomes a victim of “trust me it’s working” marketing. Your website will generate investor interest by allowing visitors to draw their own conclusions about the firm and its potential to help them achieve their goals.

Practices 100

Practices Planning Enterprise Management Transparency 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

APRIL 12, 2011

I often pose this question to prospective B2B clients when they ask me if I can generate exposure for their company in Forbes , Fortune , the Wall Street Journal , CNBC or some other influential media source. The assumption: if Forbes has covered your company, it must be legitimate. …what will you do with that exposure?

Merchandising 100

Merchandising Verticals Press Marketing Prospects 100

Marketing Craftmanship

JULY 6, 2011

I can tell you that my colleagues coast to coast and border to border have condemned this whole process of lawyers getting on television to talk about cases they don’t know a damn thing about,” Mr. Mason said. Read Bill Moyers “ Is the Fourth Estate a Fifth Column?

Television marketing 100

Television marketing Aggregators Fulfillment Opinions 100

Marketing Craftmanship

NOVEMBER 9, 2017

With rare exception, companies assign very little planning or resources to proactively managing the effects of a restructuring on its brand equity. 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.

Branding 100

Branding Brand Identity Urgency Marketing Enterprise Management 100