Marketing Craftmanship

SEPTEMBER 18, 2020

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.

Enterprise Management 147

Enterprise Management Planning Work Management Marketing Management 147

Marketing Craftmanship

MAY 7, 2015

Even if your fund generates piles of press clippings, however, there are too many distractions within print, broadcast, and digital media channels to ensure that target audiences will ever notice, or be influenced by, any of those mentions. Plan Media Solicitations Last: Most media exposure is pursued in a haphazard, opportunistic manner.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

AUGUST 18, 2017

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? The error of many companies using Marketing Automation?

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 100

Marketing Craftmanship

FEBRUARY 24, 2016

Clearly, all of the hours devoted to blogging, at some of the nation’s largest and smartest law firms, does not appear to be time well spent…if the goal of a blog and other forms of content marketing is to generate new business. You don’t blog consistently. Your blog content is not optimized.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 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

Marketing Craftmanship

MARCH 16, 2012

Although they may succeed in generating some media exposure over a 6-month or one-year period, many companies eventually drop the tactic altogether. Your goal is to generate media exposure that will yield a credibility tool for your business; telling clients, prospects and referral sources that you are a “safe choice.”

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

AUGUST 14, 2015

all of which may be more likely to generate distractions and invoices than new accounts or revenue growth. Include contact information; not a generic response form. Not require a user name and password to gain access to white papers or other content that showcases your firm’s intellectual capital.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100