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Marketing Craftmanship

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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
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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.

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Why Clients Don’t Value Your Ability

Marketing Craftmanship

Insurance companies, for example, report that doctors who admit their mistakes and apologize to patients are rarely sued. Although client communication is at least as important as actual performance in most service businesses, companies seldom give that task the attention it deserves. How else can we add value to our relationship?

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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.”

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PR’s “Big Lie” is Alive and Well

Marketing Craftmanship

Nearly 5 years ago, I wrote a LinkedIn blog post ( The PR Industry’s Dirty Little Secret ) that called out PR practitioners who use their “close relationships” with journalists – along with the implication that those relationships will generate media coverage – to sell their services to prospective clients.

PR 100
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The Death of Rolodex Marketing

Marketing Craftmanship

The excuses we hear from them most often include: “We’re in a relationship business.”. In the pre-internet world, personal relationships, referrals and endorsements played a significant role in the decision-making process. We scan profiles on Match.com to evaluate candidates for a life-long relationship.

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What Your Doctor Can Teach You About Business Growth

Marketing Craftmanship

Insurance companies report that doctors who admit their mistakes and apologize to patients are rarely sued. Although client communication is at least as important as actual performance in most service businesses, companies seldom give that task the attention it deserves. How else can we add value to our relationship?