Marketing Craftmanship

JANUARY 5, 2020

Acid Test: What’s the frequency and quality of content generation, as well as the number of direct and indirect “touches” with target audiences?). ( Acid Test: How much digging is required to gain a basic understanding of your value proposition? ).

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

MAY 13, 2020

Although most company CEOs or owners would never consider operating without a website — which serves as the modern-day storefront — many of them over the years have confessed to me that they see no tangible connection between their website or social media and tangible business outcomes, such as lead generation, increased sales or new accounts.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

AUGUST 7, 2011

At the very least, all companies should use Google Alerts to keep track of what’s being said about them online. The most effective way to reduce and offset brand sabotage is to consistently generate online content that positions your company in a positive manner.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

SEPTEMBER 8, 2023

The generation of attorneys who still consider any type of “marketing” to be unprofessional is diminishing, concurrent with the increase of “Emeritus” partners listed on law firm websites. This earned media exposure generates an inherent 3rd party endorsement from an objective, credible source.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

MARCH 16, 2013

At the risk of generating a firestorm of debate from social marketing gurus armed with clicks, likes, re-tweets and other forms of meaningless ROI validation, and based on the social media casualties we’ve seen or treated first-hand, the following guidelines are suggested for small and medium-sized B2B firms: Focus on Your Website.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

AUGUST 14, 2015

all of which may be more likely to generate distractions and invoices than new accounts or revenue growth. Add all the content you generate to a “Thought Leadership” section of your website, so that it gains broader exposure and longer shelf-life. Make it readable, and skip the complex charts.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 5, 2012

The demise of this scruffy first generation of workplace gripe sites gave way to an even more powerful and credible second generation of professionally managed, sophisticated sites like Glassdoor.com, backed by private equity investment, and fueled by business models that ensure their long-term existence.

PR 100

PR Social Media Tools Media 100