Marketing Craftmanship

JULY 5, 2016

These suggestions might help you hack your way through the pedigree jungle: Understand the fear factor in selection of an outside advisor. The most effective tactics involve generating either direct or indirect 3rd party endorsements that support your firm’s credibility. The old adage, “No one was ever fired for hiring I.B.M.”

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

FEBRUARY 13, 2015

Your website will generate investor interest by allowing visitors to draw their own conclusions about the firm and its potential to help them achieve their goals. Investor conferences are high-cost tactics that can be effective for hedge funds. Leverage your firm’s intellectual capital. Merchandise conference participation.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

AUGUST 31, 2018

B2B firms that are most successful in consistently making the short list apply the following disciplines: STRONG CRM — Effective database management is essential for firms that are serious about communicating with clients, prospects and referral sources. If you’re not on the short list, you’re not in the game.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

MARCH 21, 2014

Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. The intrinsic purpose of tactics that communicate with clients, prospects and referral sources is to reinforce the perception that your firm is smart, trustworthy and prepared to help.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 10, 2015

Good Reason: Marketing Confusion: Regulators and marketers share equal responsibility for the widespread misunderstanding about what’s considered permissible and effective marketing for hedge funds. Investor conferences are high-cost tactics that can be effective for hedge funds. Most often, that means doing nothing.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

OCTOBER 9, 2016

So rather than badgering and shaming the “No Marketing Plan” companies, we should help them focus exclusively on the critical components of marketing that will help them succeed. To justify its existence as a corporate function, marketing must help produce tangible business outcomes. Marketing is not a religion.

Planning 100

Planning Marketing Plans Work Management Marketing Management 100

Marketing Craftmanship

OCTOBER 14, 2014

Instead, it engages the prospect in a meaningful dialogue that (1) addresses their specific situation; (2) demonstrates — on an immediate, first-hand basis — the seller’s understanding of the situation; and (3) validates the seller’s ability to help the potential buyer. Create Tools to Engage Prospects.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

APRIL 29, 2013

Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. The intrinsic purpose of tactics that communicate with clients, prospects and referral sources is to reinforce the perception that your firm is smart, trustworthy and prepared to help.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

JUNE 19, 2015

I served as a busboy for two months before I earned a job as a waiter, which helped to pay my bills. Over the long haul, your B2B firm must communicate directly, consistently and effectively with its clients, prospects, referral sources and employees.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

NOVEMBER 17, 2011

Firms that are most successful in consistently making the short list apply the following disciplines: STRONG CRM – Effective database management is essential for firms that are serious about communicating with clients, prospects and referral sources.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

AUGUST 14, 2015

Here are three simple ways to help you achieve that distinction: 1. Effective 3rd party endorsements – embodied within media coverage of your firm, a video featuring an investor, or highlights of your presentation at an industry seminar – provide your target audiences with information that appears objective and believable.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

AUGUST 14, 2015

How to quantitatively measure the effectiveness of your short list strategy. And you’re more likely to make the short list by providing content that’s interesting and helpful to them, and not simply touting your own credentials. How you stack up against other firms seeking a place on the short list.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 100

Marketing Craftmanship

JULY 19, 2013

When life gives you lemons…make lemonade” is a cliché, but its underlying lesson helps to maintain one’s sanity in a world we often can’t control. Although Doc Martin is not always effective in enforcement of his own rules, there’s never any question about what he expects from people. Set Clear Expectations. Find an Meaningful Outlet.

Television marketing 100

Television marketing Public Relations Thought Leadership Blogger 100

Marketing Craftmanship

AUGUST 14, 2015

A Device that Helps People Remember You: The key marketing goal for most service-related businesses is top-of-mind awareness, which means getting people to remember you, and to reach out to you when they’re ready to buy whatever you’re selling. Your potential to help them. Your intellectual capital. Your credibility.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

APRIL 8, 2016

There’s no short-term marketing panacea to offset what may be a rough road ahead for hedge funds, which is a storm that hedge funds have helped to create. Small and medium sized funds are likely to be hardest hit as the asset class falls out of favor.

Allocation 100

Allocation Cross-Selling Marketing Management Validation 100

Marketing Craftmanship

MARCH 24, 2011

…and How Marketing Can Support Its Effectiveness. The B2B marketer’s task is to equip the sales force with methodologies and tools that help initiate and facilitate intrinsic selling. The most noteworthy article on the subject of B2B selling was published in a 1966 Harvard Business Review article (#66213).

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

AUGUST 7, 2011

The solution is simple: swallow your pride, and ask for help from your fan base. Solicit at least one positive post every month, and don’t forget to thank those who take the time to help you.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

FEBRUARY 8, 2017

One very effective means of counteracting negative media exposure is to address the matter in head-on fashion by taking opposing viewpoints directly to target audiences. The traditional “Letter to the Editor” is often the least effective means of expressing an opposing viewpoint. Que Sera, Sera.

Media 100

Media Press Paid Search Agency Mobile Advertising 100

Marketing Craftmanship

MARCH 27, 2013

Unfortunately, what began as a legitimate and sometimes helpful marketing tactic has morphed into poorly disguised sales promotion, packaged in a plain vanilla wrapper. And there are still many companies that produce legitimate white papers containing helpful, objective information.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

MARCH 7, 2016

” Apparently, there is now a “butterfly effect” in marketing, where an individual hedge fund’s failure to use social media can handicap the entire asset class. At that point, fund managers rather than marketers will drive the interest and discussion regarding ways that social media can help them.

Social Media 100

Social Media Work Management Marketing Management Media 100

Marketing Craftmanship

NOVEMBER 9, 2017

With rare exception, companies assign very little planning or resources to proactively managing the effects of a restructuring on its brand equity. Brands help customers understand what a company knows, what it stands for, what it will deliver and why they should trust it. Why Brand Equity Matters. Centralize All Communications.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100