Marketing Craftmanship

NOVEMBER 29, 2013

Database companies, notably Cision and Vocus, empower PR people to create enormous lists of journalists in a matter of minutes. In his column, New York Times’ David Segal reports that he has removed his contact information from the 5 leading media database companies. It will remain a business function, nothing more. Any other ideas?

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

JANUARY 16, 2013

For example, a 25-person CPA firm with an emerging practice among medium-size, privately held businesses sought to add a pharmaceutical company to its client list. On its own, publication of the article was unlikely to generate any viable, near-term new business prospects.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 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.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JUNE 21, 2011

Although few companies have the resources or courage to produce “old media” advertising on this scale, IBM’s Centennial insert embodies several important lessons for marketers at companies of all sizes and industries. issues of the Wall Street Journal, the New York Times and Washington Post.

Advertisements 100

Advertisements Advertising Marketing Budget Paid Search Agency 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. Semper Fi.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

MARCH 16, 2012

Companies of all sizes believe that more publicity is always better, as a means to raise brand awareness and drive business results. This effort requires that a company either engage an outside PR agency or employ dedicated staff members who are skilled at pitching stories and nurturing press coverage.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 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

FEBRUARY 16, 2013

Not to be confused with “The Wall Street Transcript” Many companies will invest considerable effort seeking positive publicity in influential media sources, and then fail to benefit from the masthead value of that exposure. The Wall Street Journal , for example, has high masthead value; the Wall Street Transcript… not so much.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100