Marketing Craftmanship

AUGUST 31, 2018

Inappropriate Follow-up: These companies will send the firm’s standard “package” of sales and marketing materials, and then plug prospects into a mailing list to receive whatever information the marketing department generates…regardless of its relevance to a prospect’s specific needs. Consistent application is critical.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

SEPTEMBER 12, 2016

Our simple definition is that Thought Leadership is a content marketing strategy designed to leverage intellectual capital as a means to engage target audiences. Your editorial content is self-serving. Thought Leadership is perhaps the most widely used and consistently abused strategy in professional services marketing.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

Marketing Craftmanship

AUGUST 29, 2017

All of the hours devoted to blogging, at some of the nation’s largest and smartest companies, does not appear to be time well spent…if the goal of a blog and other forms of content marketing is to generate new business. You don’t merchandize your blog content. Your posts are too long. Fewer than 500 words is even better.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

JANUARY 5, 2020

Consistency: Is all your information kept up-to-date, and relevant to current market conditions? Acid Test: What’s the frequency and quality of content generation, as well as the number of direct and indirect “touches” with target audiences?).

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

DECEMBER 22, 2015

The intranet is a graveyard of dead company blogs, representing well-intentioned, half-baked and underfunded efforts to benefit from content marketing. Content creation will be an internal group effort, with people / departments taking turns contributing blog posts on a regular basis. Engages target audiences.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

JULY 1, 2014

There is now hard evidence that shows the number of clicks, comments, and shares are not indicative of how much time people spend engaged with the actual content. Initial inquiries and longstanding relationships are not nurtured by bombarding target audiences with aggregated content from 3 rd parties.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

MARCH 8, 2018

Here’s one example of how the credibility game is played: At considerable expense, a PR firm will earn their client a spot as a Subject Matter Expert (SME) on a respected journalist’s list of sources, which may eventually yield a relevant quote in a published story.

SME 100

SME PR Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Unfortunately, many B2B companies that understand the new dynamics of vendor selection have responded in knee-jerk fashion, by saturating every possible online / digital channel and social media platform with content that neither reaches nor resonates with decision makers in their target audiences.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing B2B 100

Marketing Craftmanship

AUGUST 23, 2017

Consistency: Is all information kept up-to-date, and relevant to current market conditions? Acid Test: What’s the frequency of content generation, and the number of direct and indirect “touches” with target audiences?). ( Acid Test: How much digging is required to gain a basic understanding? ).

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

AUGUST 19, 2011

Most brochureware websites contain no content that requires updating, and other than perhaps a “Contact Us” form, no interactive capabilities. Brochureware simply sits online, like a printed brochure sits on a coffee table. This company doesn’t really care what clients and prospects think of them.

Thought Leadership 100

Thought Leadership Paper Press Case Study 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

AUGUST 14, 2015

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. Include contact information; not a generic response form. Your credibility.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

SEPTEMBER 8, 2023

Law firms and attorneys would be better served by not playing the rankings game, and investing whatever time and attention is required to create substantive content that showcases their intellectual capital in their areas of expertise, and by having that content published under their byline in respected business or industry publications.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

NOVEMBER 17, 2011

RELEVANT CONTENT – Some firms do a great job on CRM and contact consistency, and then hurt their brand by pushing content that’s overly self-serving or of little interest to their targets. Consistent application is critical.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

JUNE 23, 2014

His remarks before more than 200 CFOs appear to be as relevant now as when he spoke to them nearly 25 years ago. Drucker, then serving as a professor at Claremont Graduate School, was engaged to serve as keynote speaker at the Phibro Energy Risk Management Forum , held at The Metropolitan Club in New York City. These are manageable risks.”.

Allocation 100

Allocation Thought Leadership Work Management Consulting 100

Marketing Craftmanship

JANUARY 16, 2013

Blogs and newsletters demand original, timely content; not canned information. LinkedIn, Twitter and Facebook must be updated regularly to stay relevant. Schedule ongoing maintenance of the activity. Unfortunately, many B2B marketing tactics are often one-off or plug-and-play solutions. THE PAYOFF.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

MAY 7, 2015

Not All Publicity is Created Equal: High-value media exposure puts an exclusive spotlight on your fund’s intellectual capital, underlying values or narrative, and typically allows you to control all or most of the content.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

FEBRUARY 5, 2015

Consistency: Is all information kept up-to-date, and relevant to current market conditions? Acid Test: What’s the frequency of content generation, and the number of direct and indirect “touches” with target audiences?). ( Acid Test: How much digging is required to gain a basic understanding? ).

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

AUGUST 18, 2017

Garbage out, garbage in. · Align Marketing & Sales – This is the toughest hurdle, because it’s cultural.

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 100

Marketing Craftmanship

FEBRUARY 7, 2017

– Bona fide thought leadership: This self-generated content showcases your firm’s intellectual capital, which builds confidence in its potential to succeed. The information you send to those target audiences must be relevant and of interest to them. Associate with Established / Trusted Brands.

Paid Search Agency 100

Paid Search Agency Companies B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

FEBRUARY 5, 2013

Every practitioner should play an active role in that process by generating relevant content – in the form of blog posts, bylined articles, case studies, industry updates, slide presentations, etc. that can be merchandised by the firm to keep the firm in play.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

MARCH 16, 2012

Other than a pile of press clippings or some online content for their website’s “In the News” section, business owners are hard-pressed to draw a connection between their publicity campaign and tangible business results, such as lead generation or increased revenue.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

FEBRUARY 16, 2013

The key is to showcase the media exposure in a relevant context (you may need to create this), to make the media placement secondary to the underlying content (such as the reasons why your CEO was profiled in Inc.) Rank graphics over content, in terms of impact – Most people are surface readers.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100