Marketing Craftmanship

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Are Pitch Letters The Cinderella Of Content Marketing?

Marketing Craftmanship

Differentiates my firm from competitors in terms of marketing sophistication. But over the past 25 years, unsolicited pitch letters have served as my firm’s only method of generating new business, other than referrals. The tactic has worked very well for several reasons.

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Making the Short List: Get into the B2B Game or Go Home

Marketing Craftmanship

Your B2B firm must find meaningful ways to differentiate itself and showcase tangible assets. There are many ways to differentiate yourself in a competitive marketplace, but most often they require some original thought, clever packaging and elbow grease. Put Your Firm into a Position to Make the Short List.

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Why Clients Don’t Value Your Ability

Marketing Craftmanship

Applying tactics that reinforce their firm’s value proposition and differentiation. But for firms that understand the business impact of client communication, and have made a commitment to pay more than lip service to the discipline, the most significant challenges involve: Finding the proper communication frequency, channels and content.

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The Attention Web: What B2B Marketers Need to Know

Marketing Craftmanship

The most successful B2B firms only associate their brand with highly relevant content, most often home-grown, that supports their value proposition, stakes out intellectual territory, avoids self-serving claims and truly differentiates their company from competitors. Less can be more, when it comes to B2B content.

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Stop the Insanity. Fire Your PR Firm in 2014.

Marketing Craftmanship

PR firms often justify their value by the sheer volume of media exposure they generate…regardless of whether it stakes out intellectual territory, supports a client’s value proposition, or differentiates them in the marketplace.

PR 100
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The Road to Hedge Fund Transparency: Marketing Essentials and Potential Pitfalls

Marketing Craftmanship

A hedge fund’s intellectual capital represents its most powerful market differentiator, and can be showcased without giving away any proprietary information or methodologies. Harness the market reach of LinkedIn. LinkedIn has become an important due diligence tool for investors, intermediaries and the financial press.

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What Your Doctor Can Teach You About Business Growth

Marketing Craftmanship

Applying tactics that reinforce their firm’s value proposition and differentiation. But for firms that understand the business impact of client communication, and have made a commitment to pay more than lip service to the discipline, the most significant challenges involve: Finding the proper communication frequency, channels and content.