Marketing Craftmanship

SEPTEMBER 2, 2014

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions. At the upper limit, the responses ran as high as 70%. Failure to respond properly to the new vendor selection process.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

MARCH 16, 2013

But if you are unable or unwilling to generate meaningful content on a consistent basis (at least twice a month), or to merchandise your blog content properly (which means taking specific steps to promote the content with target audiences), then do not start a blog.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

JANUARY 10, 2015

This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

AUGUST 14, 2015

Include contact information; not a generic response form. Not require a user name and password to gain access to white papers or other content that showcases your firm’s intellectual capital. will be ready to make decisions, your firm must create an internal discipline and content to remind them of: Your existence.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JUNE 5, 2016

Online research is rapidly replacing human interaction as the primary validation process in all decision-making. Their personal reputation is always at risk when your contacts make a referral, and their comfort level is increased when their recommendation is validated by online content that is consistent with their opinion of you.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

SEPTEMBER 15, 2013

Based on that strategic groundwork, a company is well-prepared to identify appropriate tactics, make well-informed decisions regarding budgetary allocations, assign responsibilities for tactical implementation, and to build a program calendar. .; Framing the core messages that will be expressed through the program, and.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

AUGUST 18, 2017

For decades, the ONLY way to produce any type of printed material – ranging from sales & marketing brochures, to annual reports and informational flyers – involved a multi-step, time / people-intensive, costly process requiring a copywriter, graphic designer, a typesetter and a printing press.

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 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. White papers jumped the shark when they became paid content. Research Report? Executive Review? Market Analysis?

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

NOVEMBER 27, 2018

The simple truth is that properly researched, well-crafted pitch letters are probably the most effective way for any type of professional services firm to build its client base and grow revenue. For every pitch letter we send out, my firm invests at least an hour or two researching the target company. View Selling as a Numbers Game.

Effectiveness 124

Effectiveness Business RFP Lead Ranking 124

Marketing Craftmanship

JANUARY 13, 2017

The simple truth is that properly researched, well-crafted pitch letters are probably the most effective way for any type of professional services firm to build its client base and grow revenue. For every pitch letter we send out, my firm invests at least an hour or two researching the target company. View Selling as a Numbers Game.

RFP 100

RFP Lead Ranking Lead Scoring Tactics 100

Marketing Craftmanship

MARCH 7, 2016

The latest round of blather regarding why and how asset managers (in this case, hedge funds) should use social media can be found in this month’s publication of a research study conducted by the respected marketing firm, Peppercomm. It’s a lot of work, and few funds have the experience or the resources to managing social media properly.

Social Media 100

Social Media Work Management Marketing Management Media 100

Marketing Craftmanship

APRIL 17, 2011

As online access to information and insight into a broad range of professional and technical skills becomes more widely available, will “knowledge worker” craftsmanship become an anachronism? For decades, medical schools have told students that patients want the Three As: Accessibility, Affability and Ability… in that order.

Transparency 100

Transparency Cost per Acquisition CPA Ad brokers 100