Marketing Craftmanship

MAY 22, 2017

understand that its value proposition is based on the collective talents and experience of all the people who work there; not solely or largely on the individual whose name is on the front door. The brand transition strategy goal is to have a company’s stakeholders – including clients, prospects, referral sources, vendors, etc.

Enterprise Management 100

Enterprise Management Work Management Marketing Management B2B Thought Leadership 100

Marketing Craftmanship

JUNE 19, 2015

More importantly, the experience provided some valuable insights about “making the short list” that continue to have direct application to our B2B marketing business. For a B2B firm, making the short list is always a priority, and here’s what my restaurant experience taught me on the subject: Provide Good Reasons to be on the Short List.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

SEPTEMBER 12, 2016

Without getting overly theoretical, here’s what we mean by that: “Extrinsic selling” occurs when a seller’s credibility relies heavily on work they’ve performed for other customers. Conversely, intrinsic selling does not require a prospective client to base their selection on work done for others. You’re unwilling to work hard.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

Marketing Craftmanship

AUGUST 31, 2018

Excessive Follow-up: These companies subject prospects to a constant barrage of email, direct mail and telephone contact that makes their firm appear desperate for work, and often kills any chance of their being hired. The effort to generate top-of-mind awareness is a means to an end, not the goal.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

AUGUST 14, 2015

For Chief Marketing Officers, the outcome of this juicy scandal might provide some hope that hard work and determination can help them to legitimize the often maligned marketing function, and perhaps increase their stature and length of tenure at the senior management table.

Paid Search Agency 100

Paid Search Agency Enterprise Management Lead Ranking Work Management 100

Marketing Craftmanship

JUNE 28, 2016

It’s a sensory experience that communicates on human terms, and that cannot be replicated by a flimsy PDF reprint created on a laser copier. But a much smaller number of those professionals understand the importance of sticking with, or adapting, existing tactics that work well. They open the cover and turn its pages.

B2B Marketing 100

B2B Marketing B2B Paper Work Management 100

Marketing Craftmanship

NOVEMBER 30, 2014

Keep the pom-poms in the file cabinet, but don’t be shy about discussing what’s working, as well as what’s not and why. This experience also broadens your career horizons, sharpens your professional capabilities and can be personally rewarding and fun. Be Fearless – You must serve as the PR function’s ambassador within your company.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

FEBRUARY 5, 2013

Every Employee a Sales Rep” should be fully ingrained across a company’s work force, from the front desk to the corner office. Like a good marine, every employee should know their firm’s “elevator pitch,” and be prepared to recite it whenever someone asks, “So…who do you work for?”.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

MAY 1, 2014

Mistreatment by Catholic school nuns produced such a wealth of stories – some funny, others not-so-much – that successful books, board games and Broadway shows have been built around the shared experiences of former kids who survived the ordeal. Like Vietnam vets, but with no medals for valor.

Class 100

Class Education Features Positioning 100

Marketing Craftmanship

DECEMBER 19, 2012

It’s a sensory experience that communicates on human terms, and that cannot be replicated by a PDF downloaded and created on a laser copier. They also understand the importance of sticking with tactics that work well. Ink on Paper places something physical into a person’s hands. They open the cover and turn its pages.

Paper 100

Paper Press Sample Paid Search Agency 100

Marketing Craftmanship

MARCH 7, 2016

It’s a lot of work, and few funds have the experience or the resources to managing social media properly. And the intern (or full-time marketing associate) will not be entirely to blame, because most funds that attempt social media won’t have formal content standards, a tight approval process, or monitored implementation.

Social Media 100

Social Media Work Management Marketing Management Media 100

Marketing Craftmanship

FEBRUARY 10, 2012

He works ON his business, not AT his business – Dalio understands that intellectual capital, enterprise experience and operational systems & processes must be captured, documented and integrated into the day-to-day decision-making of a firm. And, quite frankly, I never found them very rewarding.

Enterprise Management 100

Enterprise Management Work Management Transparency Marketing Management 100

Marketing Craftmanship

APRIL 17, 2011

Google, Twitter and TurboTax notwithstanding, as a knowledge worker, I take some solace in having seen that information and tools are often no substitute for experience. Two months later, the CEO engaged me again, to help his marketing director make the plan actually work.

Transparency 100

Transparency Cost per Acquisition CPA Ad brokers 100

Marketing Craftmanship

NOVEMBER 9, 2017

A company of any size, without a deep bench of internal talent, and lacking specialized communications experience, can preserve the brand equity it has worked so hard to establish. To accomplish this goal, advance planning is more critical than good intentions.

Branding 100

Branding Brand Identity Urgency Marketing Enterprise Management 100