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Marketing Craftmanship
JANUARY 8, 2021
In its landmark 2018 Pulse Survey of 220 Chief Marketing Officers, the executive recruiting firm Korn Ferry reported that, although financial results were the most important factor in their performance-based compensation, “52% of CMOs say they cannot make a direct and obvious correlation between marketing efforts and company performance.”
Marketing Craftmanship
OCTOBER 25, 2023
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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Marketing Craftmanship
MAY 13, 2020
This will likely have a lasting impact on our global society, on how people communicate with each other and on how marketers will reach and influence people in the future. But marketers who know how to craft an enticing subject line, and who can write effective copy, can break through the clutter. Direct Communication. Industry Events.
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
SEPTEMBER 18, 2020
On their journeys, they also must overcome self-imposed obstacles, and in my opinion, three of those are the same reasons marketing fails at most companies. Similarly, some companies are always seeking a marketing tactic or gimmick in hopes of generating immediate results. ” Some companies do have a written marketing plan.
Marketing Craftmanship
FEBRUARY 14, 2013
Here’s a sad letter from the Marketing Craftsmanship mailbag: Dear Marketing Guy, I’ve fallen out of love with my Blog and I need your advice. It would complete my marketing. My Blog and I would create beautiful leads together. Few people visited, only employees commented on posts, and there were no leads in sight.
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.
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