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Marketing Craftmanship

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Branded Interviews: Your Pathway to “Enlightened”? Thought Leadership

Marketing Craftmanship

The strategic selection and solicitation of guests, the development of relevant questions, the interview logistics, the conversion of an interview transcript to concise written responses, and the approval process, all take time and finesse.

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Make the Short List…Or Die Trying

Marketing Craftmanship

For most B2B companies, there’s no reliable way to predict when a prospective client will purchase their product or engage their services, regardless of what their “marketing automation” expert promises.

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Should Marketing Automation Customers be Pre-Qualified?

Marketing Craftmanship

That longstanding production method was made obsolete over a 5-year period, with development of “ What You See Is What You Get ” screen technology, combined with the invention of laser printers and graphic design software such as PagerMaker. As an industry, Marketing Automation is in trouble for that reason.

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Debunking the 80/20 Rule…and 4 Other Sales Force Myths

Marketing Craftmanship

Lesson: Sales force training and development has a tangible ROI. Myth: Sales productivity can be improved by teaching the successful techniques of the top 20% performers to the rest of the sales team. Myth: The Pareto Principle suggests that 80% of a company’s revenue is produced by the top 20% of the sales force.

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Making the Short List: How to Drive Top-of-Mind Awareness

Marketing Craftmanship

For most companies, there is no way to predict when a prospect will purchase their product or engage their services. Sales cycle management is particularly challenging for B2B firms, and for professional services firms in particular, where top-of-mind awareness (getting people to remember you) is a critical part of business development.

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How to Sell to Companies that are Out of Your League

Marketing Craftmanship

Solely from the standpoint of marketing skills development, and regardless of the outcome, pitching your firm to tougher prospects will increase its effectiveness in those leagues where it is “entitled” to play. Bona fide thought leadership does not promote your firm, or attempt to sell its products or services.

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Is Your Firm a “Safe Choice”? for Prospective Clients?

Marketing Craftmanship

Here are some tangible and intangible factors that, on an individual and combined basis, can drive marketplace opinion on whether you or your firm is a “safe choice”: Transparency: Is information regarding your firm’s philosophy, products / services, processes and people available and easily accessible?

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