Marketing Craftmanship

JULY 10, 2023

To showcase their credentials, every client-facing employee should maintain a complete and up-to-date biographical profile on the company’s website and on LinkedIn. Employees who possess the firm’s intellectual capital should play an active role in generating relevant content that can keep the firm in play.

B2B Sales 130

B2B Sales Cross-Selling Work Management B2B 130

Marketing Craftmanship

FEBRUARY 21, 2023

The strategic selection and solicitation of guests, the development of relevant questions, the interview logistics, the conversion of an interview transcript to concise written responses, and the approval process, all take time and finesse. The editorial process is an opportunity to build brand awareness and business relationships.

Thought Leadership 130

Thought Leadership B2B Thought Leadership Brand Identity Branding 130

Marketing Craftmanship

AUGUST 14, 2015

all of which may be more likely to generate distractions and invoices than new accounts or revenue growth. Here are some ways to make this process simpler and more effective: Create a repeatable format, such as an interview series, a partner letter, or hypothetical (or real) case studies. Make it readable, and skip the complex charts.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JUNE 11, 2015

LinkedIn and Twitter Accounts…check / check. 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. White Paper…check. Client Newsletter…check.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

FEBRUARY 13, 2015

Ideally, your website should express institutional values, explain investment processes, showcase human capital, provide examples of thought leadership and include inherent 3 rd party endorsements. Harness the market reach of LinkedIn. It’s not a sales pitch or report card. Hold off on Twitter and other social media sites.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

AUGUST 31, 2018

Inappropriate Follow-up: These companies will send the firm’s standard “package” of sales and marketing materials, and then plug prospects into a mailing list to receive whatever information the marketing department generates…regardless of its relevance to a prospect’s specific needs. Senior management must make CRM discipline a priority.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

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