sales-lead 
Marketing Craftmanship
JANUARY 8, 2021
Their compensation and tenure are often based on fuzzy or subjective factors, including the ability to generate earned media, maintain an effective website, produce relevant content for social media or score highly in brand awareness or customer satisfaction surveys. The Holy Grail of Sales and Marketing Alignment.
Marketing Craftmanship
OCTOBER 25, 2023
The intrinsic value, as well as the inherent risks, related to earned media – whether the coverage is solicited by the company, or in response to a media inquiry – is that bona fide journalists from respected media sources are expected to deliver fact-based, objective reporting and / or opinions.
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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.
Marketing Craftmanship
AUGUST 18, 2017
For decades, the ONLY way to produce any type of printed material – ranging from sales & marketing brochures, to annual reports and informational flyers – involved a multi-step, time / people-intensive, costly process requiring a copywriter, graphic designer, a typesetter and a printing press. The error of many desktop publishers?
Marketing Craftmanship
NOVEMBER 12, 2015
Because most companies believe their situation and the challenges they face are unique, suggesting otherwise usually will end the sales process. Chances are that this work will eventually generate insights, discussions and relationships that foster tangible business engagements in that industry.
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.
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.
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