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%.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

MAY 13, 2020

Many companies have abused email to such a great extent — bombarding clients, prospects and referral sources with email blasts, self-serving newsletters and other useless information — that it’s now extremely difficult to get noticed or gain meaningful traction. If the process yields any new customers, the event is considered a success.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

MARCH 13, 2021

An insensitive comment on camera can spark a customer boycott. My clients were elated at the prospect of being featured in such a respected, widely read column. Media relations (or press relations) involves risks and consequences that can quickly derail any career, either as a corporate executive or PR agency rep.

Media 147

Media PR Press Advertising Agencies 147

Marketing Craftmanship

MARCH 24, 2011

Extrinsic selling occurs, according to Wittreich, when a B2B seller relies on successful work that’s been performed for other customers, as a means to validate the seller’s capabilities and potential ability to perform for a prospective customer. Create Simple Tools to Engage Prospects.

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

FEBRUARY 6, 2016

Cry-Baby: This marketer believes clients and prospects have a genuine interest in her company’s ideas, experience, success, etc. Lots of time is devoted to winning industry recognition; far less time is invested in managing the customer experience or supporting the sales force. The “It’s All About ME.” It’s All about ME.”

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

APRIL 8, 2016

Although there are exceptions (which include those funds most likely to fare well over the long term), hedge funds are notoriously inept at expressing to prospective and current investors the “what, why and how” of their value proposition. Here are three ways your fund can accomplish that goal: Explain what you believe in.

Allocation 100

Allocation Cross-Selling Marketing Management Validation 100

Marketing Craftmanship

JANUARY 25, 2016

Like all types of business, your fund’s organizational strength is based on tangible and intangible factors related to the quality of its leadership, the consistency of its operational disciplines and the depth of its customer focus. Depth of Customer Focus: Investors Need to Like You.

Work Management 100

Work Management Enterprise Management Marketing & Strategy Marketing Strategy 100

Marketing Craftmanship

JUNE 5, 2016

But limiting your marketing strategy to this finite group is short-sighted at best, and represents a lost opportunity to establish awareness and generate interest among an unlimited universe of prospective customers.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

DECEMBER 22, 2015

If your company has already created a Zombie blog, and is unwilling to take the steps necessary to bring it to life, then it’s time to drive a stake through its heart.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

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 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

SEPTEMBER 15, 2013

Client / Employee Gifts – If it’s deemed appropriate to give an anniversary gift to long-time clients, employees or suppliers, these gifts should be personalized and delivered in a very personal manner; either presented individually and in person, or accompanied by a customized letter from the CEO, managing partner or owners.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

APRIL 8, 2011

Admittedly, it’s often a battle to convince a CEO or Sales VP that your company needs to produce content that enables prospects to draw their own conclusions…but pursuit of this cause is well worth the effort, if only in terms of professional self-respect.

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

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 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

APRIL 17, 2011

Rather than studying IRS rulings, is your accountant better served, in terms of business development and retention, by inviting clients and prospects out for a round of golf, dinner and drinks? So keep your former CPA’s phone number, because your TurboTax customer service rep will not be helpful at a tax audit with the IRS.

Transparency 100

Transparency CPA Cost per Acquisition Ad brokers 100