Marketing Craftmanship

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How WebMD Has Changed B2B Marketing Forever

Marketing Craftmanship

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions. does not guarantee marketplace attention.

WOM 100
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3 Ways Social Media Will Fail Marketers

Marketing Craftmanship

Research by Keller Fay for Google shows that 94% of word of mouth conversations occur offline, and most often, those conversations are sparked by information found on the internet and television…and not on Facebook, Twitter or other social networking sites. Social media will not drive customer experience.

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Are Journalists in the Misinformation Business?

Marketing Craftmanship

Do mainstream journalists – trained to present both sides of an issue they’re reporting – contribute to the public’s interest in and acceptance of information that’s known to be wrong? In that mainstream media coverage: More than 60% abstained from calling the death panels claim false.

Business 100
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An End to B2B Social Media Madness

Marketing Craftmanship

Forget Facebook, Twitter and Google+. LinkedIn is 3x more effective for demand generation than either Facebook or Twitter. If you already have a blog and you’re not meeting those goals, then shut the blog down. It’s a brand liability. Unfortunately, few companies take full advantage of LinkedIn’s social media potential.

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

Marketing Craftmanship

If a hedge fund is unwilling to provide on its website essential information related to its capabilities and credibility, then the firm is not really serious about market communication. Twitter can be a great information source, and most hedge funds should use it exclusively for that purpose: to listen rather than to speak.

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Is Your B2B Firm REALLY Marketing…Or Simply Making Tactical Soup?

Marketing Craftmanship

Blogs and newsletters demand original, timely content; not canned information. LinkedIn, Twitter and Facebook must be updated regularly to stay relevant. Schedule ongoing maintenance of the activity. Unfortunately, many B2B marketing tactics are often one-off or plug-and-play solutions. THE PAYOFF.

Tactics 100
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Finding Elmer in Hurricane Sandy

Marketing Craftmanship

As I sat in my dark, cold kitchen using limited laptop battery life, it annoyed me to see Facebook friends who had not been affected by the hurricane conduct their usual online banter. Elmer was there simply to talk to people, to put their situation into perspective, to offer support and to provide helpful information if he could.

Cable 100