Process - B2B Marketing Zone

Should Marketing Automation Customers be Pre-Qualified?

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

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead

How To Make Marketing An Invaluable Function

Marketing Craftmanship

JANUARY 8, 2021

Their compensation and tenure are often based on fuzzy or subjective factors, including the ability to generate earned media, maintain an effective website, produce relevant content for social media or score highly in brand awareness or customer satisfaction surveys. Gain a firsthand understanding of the sales process.

Work Management

Work Management Marketing Management Lead Scoring Lead Ranking

Are Pitch Letters The Cinderella Of Content Marketing?

Marketing Craftmanship

MARCH 12, 2020

How can you use content in a more strategic manner to turn more ducks into customers? Both requirements are addressed by unsolicited pitch letters, which is the only genre of content marketing that delivers tailored content through a personalized solicitation process. Trade Your Shotgun For A Rifle. How Unsolicited Pitch Letters Work.

Work Management

Work Management Marketing Management Content Marketing Blast Campaigns

Webinars

How to Leverage Behavioral Science Insights for Direct Mail Success

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Skip the Marketing Plan. Try this “Easy-Bake” Recipe Instead.

Marketing Craftmanship

OCTOBER 9, 2016

We call this process the “Easy-Bake Marketing Cake Recipe.”. Step 1: Determine why customers should buy your product / service. Step 2: Learn why customers are buying from your competitors. They also work to anticipate new competitors, and explore potential customer solutions that could disrupt the entire category.

Planning

Planning Marketing Plans Work Management Marketing Management

How WebMD Has Changed B2B Marketing Forever

Marketing Craftmanship

SEPTEMBER 2, 2014

Many B2B companies, and professional services firms in particular, do not succeed at marketing for two major reasons: Failure to understand that the vendor selection process has fundamentally changed. Failure to respond properly to the new vendor selection process. At the upper limit, the responses ran as high as 70%.

B2B Thought Leadership

B2B Thought Leadership WOM B2B Marketing Thought Leadership

Social Distancing: Marketing’s New Strategic Mandate

Marketing Craftmanship

MAY 13, 2020

Marketers have always used targeted, efficient means of reaching and influencing large groups of current and potential customers — most often through webinars and other online forums that leverage technology. If the process yields any new customers, the event is considered a success.

Blast Campaigns

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking

Should Companies Manage Their Employees’ LinkedIn Profiles?

Marketing Craftmanship

APRIL 19, 2012

We simplify the management and control of international operations, empowering our customers to capitalize on their growth opportunities in foreign markets.”. LinkedIn also is no longer just a digital marketplace for consultants, freelancers and agencies seeking new clients.

Enterprise Management

Enterprise Management Work Management Marketing Management Ideal Customer Profiles

The Death of Rolodex Marketing

Marketing Craftmanship

JUNE 5, 2016

In the pre-internet world, personal relationships, referrals and endorsements played a significant role in the decision-making process. For generations, human interaction served as the primary validation process in decision-making. We check out Edmunds.com before we buy a car. We join Angie’s List to find a reliable plumber.

Validation

Validation Ideal Customer Profiles Thought Leadership Network Marketing

Survival Skills for the Hedge Fund Apocalypse

Marketing Craftmanship

APRIL 8, 2016

Building trust through communication in any profession – whether you’re selling accounting services, running for public office, or managing a hedge fund – means establishing and managing customer expectations. It’s a rationalization of why (most often bad) things happened, and provides no real perspective on the manager’s thought process.

Allocation

Allocation Cross-Selling Marketing Management Validation

Time to Kill Your Company’s Zombie Blog?

Marketing Craftmanship

DECEMBER 22, 2015

The Marketing Department will manage the content creation process, suggesting topics and prompting individuals to contribute their posts according to a schedule. Content creation will be an internal group effort, with people / departments taking turns contributing blog posts on a regular basis.

Allocation

Allocation Terms and Conditions Paid Search Agency Enterprise Management

Should PRSA Sanction Public Relations Practitioners?

Marketing Craftmanship

NOVEMBER 29, 2013

What was once a painstaking research process now involves a few keystrokes. Standard PR procedure at most firms and agencies is based on “shotgun” tactics designed to reach as many media sources as possible, relevance or interest notwithstanding. Conversely, more schools are pumping out graduates with PR degrees.

Public Relations

Public Relations PR Blast Campaigns Press

PR Playbook: Earning Your Seat at the Senior Management Table

Marketing Craftmanship

NOVEMBER 30, 2014

Over time, as more practitioners gain seats, including PR in the corporate decision-making process is likely to become standard practice, rather than the exception. Speak Their Language – It’s not necessary to understand all the technicalities, issues or nuances related to various corporate functions, but you need to know what’s important.

PR

PR Enterprise Management Work Management Marketing Management

White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

MARCH 27, 2013

White paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers. White papers gained significant adoption as a content marketing tool concurrent with the rapid growth of new technologies that often required explanation or context for non-technical buyers.

Paper

Paper Paid Search Agency Advertorials Allocation

Preserving Brand Equity in a Corporate Turnaround

Marketing Craftmanship

NOVEMBER 9, 2017

A brand is the promise a company makes to its customers. Brands help customers understand what a company knows, what it stands for, what it will deliver and why they should trust it. For the sake of this discussion, brand equity is best defined as the sum total of market perceptions, customer loyalty and employee engagement.

Brand Identity

Brand Identity Branding Urgency Marketing Enterprise Management

B2B Marketing Zone

Marketing Craftmanship

Should Marketing Automation Customers be Pre-Qualified?

How To Make Marketing An Invaluable Function

Webinars

Trending Sources

Are Pitch Letters The Cinderella Of Content Marketing?

Webinars

Skip the Marketing Plan. Try this “Easy-Bake” Recipe Instead.

How WebMD Has Changed B2B Marketing Forever

Social Distancing: Marketing’s New Strategic Mandate

Should Companies Manage Their Employees’ LinkedIn Profiles?

The Death of Rolodex Marketing

Survival Skills for the Hedge Fund Apocalypse

Time to Kill Your Company’s Zombie Blog?

Should PRSA Sanction Public Relations Practitioners?

PR Playbook: Earning Your Seat at the Senior Management Table

White Papers are Not Dead. They’re on Life Support.

Preserving Brand Equity in a Corporate Turnaround

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