Marketing Craftmanship

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How To Make Marketing An Invaluable Function

Marketing Craftmanship

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. Gain a firsthand understanding of customer needs and issues.

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Why Most B2B Companies Don’t Use Earned Media (Public Relations)

Marketing Craftmanship

They don’t know how to generate positive coverage. In ways that really matter for companies, notably lead generation, market engagement and revenue generation, no other type of marketing content compares with earned media exposure. They don’t appreciate the power of earned media.

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Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure

Marketing Craftmanship

In marketing as well, we often establish lofty goals — whether they involve lead generation, revenue growth or new accounts — that require a level of investment or period of time that far exceeds actual resources. Similarly, some companies are always seeking a marketing tactic or gimmick in hopes of generating immediate results.

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

Marketing Craftmanship

Webinars and public forums entail lead qualification and follow-up with prospects. On its own, publication of the article was unlikely to generate any viable, near-term new business prospects. When this situation exists, a B2B firm is not marketing; it’s simply making Tactical Soup.

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Should Marketing Automation Customers be Pre-Qualified?

Marketing Craftmanship

In the hands of people lacking those communications skills, desktop publishers generated materials that, at best, were ineffective, and often hurt their company’s brand reputation and sales efforts. The error of many desktop publishers?

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Social Distancing: Marketing’s New Strategic Mandate

Marketing Craftmanship

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.

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Checklist Marketing: Too Many Shoes in Your Suitcase?

Marketing Craftmanship

The classic complaints against marketing sound like this: “We’ve attended the XYZ conference for 3 years, and it hasn’t generated any new clients.” Some tactics can be measured in terms of direct business outcomes, such as lead generation.

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