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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

Providing all employees with basic marketing and sales skills can help your B2B firm to grow and succeed. Many B2B firms – in legal, accounting, technology, financial services and consulting disciplines – employ at least one rainmaker, typically a founding member, who brings in the lion’s share of new business.

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How To Make Marketing An Invaluable Function

Marketing Craftmanship

With or without the help of the sales department, find ways to stay on top of customer sentiment. That relationship can be strengthened over time if marketing finds ways to be helpful without encroaching too far onto sacred sales territory. Or it may result in a mutual agreement regarding the definition of a qualified lead.

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Confucius Say: Your Case Studies are Worthless

Marketing Craftmanship

Instead, it engages the prospect in a meaningful dialogue that (1) addresses their specific situation; (2) demonstrates — on an immediate, first-hand basis — the seller’s understanding of the situation; and (3) validates the seller’s ability to help the potential buyer. I see…and I remember.

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Peter Drucker on “The Four Roles of the CFO”

Marketing Craftmanship

In the early 1990s, Highlander Consulting was engaged by Phibro Energy to help introduce energy derivatives to Chief Financial Officers at corporations with substantial exposure to fluctuations in oil, gasoline and jet fuel prices. As part of an integrated marketing strategy, management legend Dr. Peter F. Drucker Phibro Energy'

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3.5 Reasons to Skip Industry Awards

Marketing Craftmanship

reasons why your __ (law, graphic design, accounting, management consulting, public relations, engineering, financial planning, advertising, technology, healthcare, beauty, payroll, etc.) But the easiest tactics, like award recognitions, are not always the most effective or enduring ways to help your business grow. Yes, they do exist.)

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What the US Marines Can Teach Your B2B Firm about Marketing and Sales

Marketing Craftmanship

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.

B2B Sales 100
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Make the Short List…Or Die Trying

Marketing Craftmanship

This is particularly challenging for professional services firms – legal, accounting, investment advisory, technology, management consulting, recruiting or marketing – where top-of-mind awareness (getting people to remember you) is a critical part of business development.