Marketing Craftmanship

AUGUST 14, 2015

If you’re a B2B marketer, one picture you might want to create is making the “short list;” which means being contacted consistently by prospective (or existing) clients as a candidate for assignments. That’s a picture your CEO understands and appreciates, because it can lead directly to revenue.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 100

Marketing Craftmanship

NOVEMBER 17, 2011

To succeed, firms must communicate with target audiences at least on a quarterly basis, and that contact should not be postponed, skipped or stopped. Content based on intellectual capital, showcasing insight, experience and opinion, and providing helpful ideas or guidance, will be read and remembered. They believe their putt will drop.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

SEPTEMBER 1, 2015

Consistency and Speed of Communication Matter: The cornerstone of your client communication strategy should involve regularly scheduled contact; ideally on a quarterly basis, and provide content that’s of genuine interest to them. It should include viewpoints and guidance that’s not self-serving, and helps your clients to succeed.

Ad brokers 100

Ad brokers Business Loyalty Opinions 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.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

MARCH 21, 2014

Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. The intrinsic purpose of tactics that communicate with clients, prospects and referral sources is to reinforce the perception that your firm is smart, trustworthy and prepared to help.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

AUGUST 14, 2015

Here are three simple ways to help you achieve that distinction: 1. You’ll need to create an internal discipline that ensures meaningful and consistent contact (ideally on a quarterly basis) with existing and prospective investors, as well as those who influence them.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

APRIL 29, 2013

Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. The intrinsic purpose of tactics that communicate with clients, prospects and referral sources is to reinforce the perception that your firm is smart, trustworthy and prepared to help.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 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. It’s a dance that both sides understand.

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

JUNE 19, 2015

I served as a busboy for two months before I earned a job as a waiter, which helped to pay my bills. Or you can hire me as a busboy right now, and I’ll clear tables and wash dishes for as long as it’s necessary, if you promise to give me the first waiter position that becomes available.”.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

JANUARY 10, 2015

Peppercom’s research shows that: Nearly all of the largest funds have a website, but most of those websites have no marketing value, and consist of little more than a logo and contact information. Two-thirds of the largest hedge funds have a LinkedIn presence, but only 10 of those funds post any meaningful content on that social media site.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

MARCH 27, 2013

Unfortunately, what began as a legitimate and sometimes helpful marketing tactic has morphed into poorly disguised sales promotion, packaged in a plain vanilla wrapper. And there are still many companies that produce legitimate white papers containing helpful, objective information. White paper supporters need only be patient.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

NOVEMBER 9, 2017

Brands help customers understand what a company knows, what it stands for, what it will deliver and why they should trust it. Communication with business partners may best be managed through personal phone calls from their company contact. Why Brand Equity Matters. A brand is the promise a company makes to its customers.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100