Marketing Craftmanship

MARCH 16, 2012

For starters: There are too many distractions within traditional print, broadcast and digital media channels to ensure that target audiences will notice your company’s brand exposure, remember seeing it, or be influenced by the coverage; Many types of media exposure have very little marketing value. Seek only high-value exposure.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

NOVEMBER 30, 2014

You may be surprised at the depth of misunderstanding that exists within your organization regarding your activity and its value. To make PR indispensible within your organization, focus on activities that are valued by senior management. These are typically tactics that make the phones ring, or move the revenue needle.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

JANUARY 16, 2013

B2B firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value. Calculate the value received from the marketing activity. Webinars and public forums entail lead qualification and follow-up with prospects.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

NOVEMBER 12, 2015

For example: Recast Your Value Proposition : Take an inventory of your firm’s experience and capabilities, and identify those elements that are likely to address the current needs and opportunities of the industry you’re seeking to break into.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership B2B 100

Marketing Craftmanship

DECEMBER 30, 2013

Its source notwithstanding, the axiom applies perfectly to the great number of companies that retain PR firms, year after year, to generate publicity that will have little or no impact on tangible business outcomes. Publicity generates revenue. The more publicity, the better. If we gain that exposure, what will we DO with it?”

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

APRIL 2, 2015

Here are three issues you should address, in advance of investing in a conference of any kind: Do I understand the inherent marketing value of conferences? The real marketing value of participation in any conference agenda is not based on what you say to the 100 attendees during your 15 minutes on the podium.

Conference 100

Conference Tactics B2B Marketing Planning 100

Marketing Craftmanship

AUGUST 31, 2011

And its sole purpose was to provide the press with information likely to be of interest to the public; containing what journalists still call “news value.”. If journalists find no practical need for flacks, organizations will likely follow their lead. The internet delivered news faster, and this was a good thing.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

FEBRUARY 5, 2013

Articulate the Firm’s Value Proposition – Many employees, even at the senior level, do not have a clear understanding of what makes their firm different from the competition, and are at a loss to provide a compelling reason why someone should engage them. that can be merchandised by the firm to keep the firm in play.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

DECEMBER 22, 2015

Few CEOs understand the purpose of a blog, and most members of that small group are not convinced that their blog delivers any tangible value. Three months later, the Marketing Department grows tired of hounding would-be content contributors, and management is not seeing the expected increase in lead generation or even website traffic.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

JULY 5, 2016

The most effective tactics involve generating either direct or indirect 3rd party endorsements that support your firm’s credibility. But the inherent 3rd party marketing value of these events is directly related to the credibility of the sponsoring organization. is still one of the most powerful ways to build credibility.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

JULY 1, 2013

To the consternation of CXOs, some marketers employ Thought Leadership as though it embodied some mystical higher purpose; as a tactic that’s not held accountable for increasing leads, clients or revenue. It’s important to note that Thought Leadership should not be limited to pushing one’s own viewpoint.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

NOVEMBER 27, 2018

Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. We review all of the target’ s public facing information to understand its value proposition, competitive landscape, leadership, reputation, marketing & sales sophistication and apparent resources.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

Marketing Craftmanship

JANUARY 13, 2017

Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. We review all of the target’ s public facing information to understand its value proposition, competitive landscape, leadership, reputation, marketing & sales sophistication and apparent resources.

RFP 100

RFP Lead Scoring Lead Ranking Tactics 100

Marketing Craftmanship

MARCH 27, 2013

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. Marketers, in turn, are finding white papers to be far less effective as a demand generation tool.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

FEBRUARY 16, 2013

Not to be confused with “The Wall Street Transcript” Many companies will invest considerable effort seeking positive publicity in influential media sources, and then fail to benefit from the masthead value of that exposure. The Wall Street Journal , for example, has high masthead value; the Wall Street Transcript… not so much.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100