experience Personalization Related Topics 
Marketing Craftmanship
JULY 10, 2023
More importantly, this business development model fails to leverage your firm’s “inside guys,” whose individual and collective business relationships, skills, experience and credibility should be harnessed to drive consistent revenue growth and to scale the company.
Marketing Craftmanship
OCTOBER 22, 2019
For better or worse, your clients judge you (or your firm) primarily on a personal, visceral basis. Your actual performance (“Ability”) will always be judged by clients on a relative basis, compared with their own knowledge of your craft, and their past experience with other providers in your field. No detail is unimportant.
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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. The degree of mutual cooperation between marketing and sales depends largely on the personalities involved, and how well they like and respect each other. Build trust and partnership in small, meaningful ways.
Marketing Craftmanship
JANUARY 5, 2020
Prospective clients certainly want to know if you have the experience and skills they need. To make matters worse, prospective clients will decide to include or exclude you from their short list long before they talk with you, or meet you in person. Are white papers just poorly disguised sales collateral?).
Marketing Craftmanship
MARCH 13, 2021
Some Reporters Have Personal Agendas. That experience taught me that you can never count on positive coverage. Offsetting this unpleasant incident, I’ve also had experiences with well-known journalists, including Dan Rather, who’ve kept their positions and egos from affecting their professionalism. Then she hung up.
Marketing Craftmanship
JANUARY 25, 2016
Ego and attitude can be brand liabilities for any business, and fund managers who display those personality traits risk losing out to competitors who may be less talented, but far more likeable and marketable in the eyes of investors. Orient your thinking on customers’ journeys, even when the organization cares about individual interactions.
Marketing Craftmanship
MARCH 12, 2020
Great content can build brand stature and increase market awareness, but in my experience, neither of those achievements necessarily delivers the type of market engagement that results in new accounts or revenue growth. My firm’s experience is that the prospect will either respond to a pitch letter quickly or not at all.
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