Marketing Craftmanship

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Is Your B2B Firm REALLY Marketing…Or Simply Making Tactical Soup?

Marketing Craftmanship

For example, a 25-person CPA firm with an emerging practice among medium-size, privately held businesses sought to add a pharmaceutical company to its client list. B2B firms can avoid the pitfalls of tactical soup by being selective in the type and volume of marketing tactics they apply.

Tactics 100
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Why Public Relations Does Not Sit at the Senior Management Table

Marketing Craftmanship

Despite PRSA’s best efforts, its APR designation does not carry the same weight as MD, JD, CPA, CFA, an MBA degree, or even a Six Sigma belt.

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One Way Smart B2B Marketers Work Backwards

Marketing Craftmanship

This CPA firm’s follow-up marketing effort, which combined the bar association’s implied third-party endorsement with its managing partner’s thought leadership in practice management, resulted in new relationships with three law firms that had not attended the seminar.

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Will Internet Transparency Devalue Craftsmanship?

Marketing Craftmanship

If motivated, you can learn as much as your CPA knows about arcane tax laws, as much as your lawyer knows about divorce agreements, or as much as your real estate broker knows about mortgage lending. As the client, would you prefer to be schmoozed by your CPA, or to have him increase your tax refund by $1,500?