Marketing Craftmanship

OCTOBER 25, 2023

A significantly smaller number of those websites, however, contain any publicity (earned media) that showcase the company’s intellectual capital, success stories, products and services, or people. There are 3 reasons why most B2B companies do not pursue earned media: They fear the lack of editorial control.

Public Relations 130

Public Relations Paid Search Agency Companies Media 130

Marketing Craftmanship

JANUARY 8, 2021

In my experience, the sales team typically forgets to ask prospects how they’ve learned about the company or product. Marketing and sales will always view the world through a different lens, so simply acknowledging that you don’t have all the answers is a necessary starting point for effective teamwork.

Work Management 264

Work Management Marketing Management Lead Scoring Lead Ranking 264

Marketing Craftmanship

OCTOBER 9, 2016

Why confuse them more? · It’s easier to just keep trying different marketing tactics, to see what works. Step 1: Determine why customers should buy your product / service. Compared with some of the overly ambitious, non-productive Marketing Plans that we’ve seen over the years, it’s also likely to produce a much tastier outcome.

Planning 100

Planning Marketing Plans Work Management Marketing Management 100

Marketing Craftmanship

AUGUST 18, 2017

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. And that created a different problem.

Marketing Automation Services 100

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

Marketing Craftmanship

DECEMBER 11, 2014

I don’t know your company’s product. But if Gilbert Morris were writing ad copy in 2014, his advertisement would likely reflect very different marketing obstacles for B2B companies. To promote the practical value of corporate advertising, the ad’s body copy read: “I don’t know you. We’ve got all that.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B Thought Leadership 100

Marketing Craftmanship

JUNE 23, 2014

And yet, the events that really determine the success of business do not happen on the inside…So CFOs have a big job ahead: bringing together information channels, and learning an accounting system that’s going to be very different. The CFO as Productivity Manager: “There is a third CFO function, which is managing money for the business.

Allocation 100

Allocation Thought Leadership Work Management Consulting 100

Marketing Craftmanship

OCTOBER 14, 2014

Wittreich explains the differences between extrinsic and intrinsic selling. Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers. The most noteworthy article on B2B selling was published in a 1966 Harvard Business Review article (#66213). No leap of faith required.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100