Marketing Craftmanship

FEBRUARY 6, 2016

Over the course of my business career, I’ve run into several grown-up “Marketing Cry-Babies.” Whenever they start to whine about marketing-related challenges, I’m always tempted to begin singing the “babies on the bus” verse, but career risk and loss of client revenue serves to made me think twice. I want it NOW!” It’s All about ME.”

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

NOVEMBER 22, 2023

PR (or “earned media”) is the most powerful form of content marketing, because of its potential market reach, online visibility, and inherent 3rd party endorsement. If your firm would like to learn how to improve the return on its PR investment, let us know how we can help.

PR 130

PR B2B Marketing & Strategy Sales Cycle 130

Marketing Craftmanship

AUGUST 14, 2015

To make matters worse, business owners often engage ad agencies, PR firms and outside (and internal) marketing “experts” who are always ready to prescribe a long list of tactical solutions (white papers, blogs, newsletters, publicity, social media, direct mail, conferences, advertising, etc.) Your potential to help them.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

AUGUST 14, 2015

This has put new demands on fund marketers, who must re-think how they communicate with target audiences, if they intend to overcome short attention spans and digital amnesia. So, within an existing competitive landscape of funds that are absolutely clueless when it comes to marketing, your fund can be exceptional.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

JULY 5, 2016

But to leverage pedigree as a marketing asset, you first need to understand why it’s important to your target audience, and decide what type(s) of pedigree will have the greatest influence on them. These suggestions might help you hack your way through the pedigree jungle: Understand the fear factor in selection of an outside advisor.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

AUGUST 14, 2015

The tenacity of Nan Britton and her family helped to prove that America’s 29th president fathered more than the Teapot Dome corruption scandal. Unfortunately, there are no DNA tests to validate marketing as a legitimate member of the CXO family of business functions. may be: “Whatever your employer (or client) needs it to be.”

Paid Search Agency 100

Paid Search Agency Enterprise Management Lead Ranking Work Management 100

Marketing Craftmanship

JULY 10, 2023

Providing all employees with basic marketing and sales skills can help your B2B firm to grow and succeed. Drive Top-of-Mind Awareness – The marketing challenge for most B2B firms is making the short list of candidates called in for an assignment.

B2B Sales 130

B2B Sales Cross-Selling Work Management B2B 130

Marketing Craftmanship

AUGUST 14, 2015

. “You cannot connect the dots looking forward; you can only connect them looking backwards… For B2B marketers, this “rear view mirror” approach to connecting the dots in your tactical tool kit makes great sense. The dots have no assigned numbers to follow. – Steve Jobs.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 100

Marketing Craftmanship

MARCH 21, 2014

Client newsletters are the most widely used, often abused and hotly debated B2B marketing tactic for professional services firms of any size. Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. Newsletters are one-way conversations.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

FEBRUARY 5, 2015

And it’s a corporate asset that needs to be marketed. So how does a B2B firm market its brand integrity through online and offline channels? Consistency: Is all information kept up-to-date, and relevant to current market conditions? never succeeds. Acid Test: How much digging is required to gain a basic understanding? ).

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

JANUARY 10, 2015

This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

FEBRUARY 13, 2015

Ideally, those plans will also avoid many of the non-productive tactics that marketers are known to promote. Here’s a marketing roadmap designed to achieve that objective: Build your brand strategy first. In an online world, websites are the mother ship of market transparency. Harness the market reach of LinkedIn.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

NOVEMBER 22, 2023

Let us know if you’d like us to help. Many B2B blogs lack strategic focus; wasting time, money, and opportunities to engage with target audiences. Is it time to rethink your blog?

B2B 130

B2B Effectiveness B2B Marketing Marketing Strategy 130

Marketing Craftmanship

FEBRUARY 5, 2013

B2B companies – professional service firms in particular – can benefit by creating a culture similar to the Marine Corps; training all employees with basic marketing & sales skills that can help the firm to grow and succeed. Semper Fi.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

JANUARY 5, 2020

Unfortunately, simply telling target audiences — in your public-facing marketing assets — that your company is smart, honest, unique, innovative, creative, cutting-edge, trusted, etc. Consistency: Is all your information kept up-to-date, and relevant to current market conditions? rarely succeeds.

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

OCTOBER 22, 2019

But the intrinsic marketing value of any opinion survey – regardless of the questions or response rates – is that it lets clients know you care about them. It should include viewpoints and guidance that’s not self-serving, and helps your clients to succeed. How else can we add value to our relationship?

Ad brokers 127

Ad brokers Opinions Marketing Management Loyalty 127

Marketing Craftmanship

AUGUST 31, 2018

For most B2B companies, there’s no reliable way to predict when a prospective client will purchase their product or engage their services, regardless of what their “marketing automation” expert promises. PATIENCE — In golf, the best putters are those who envision the path of the ball to the hole, and then commit to that line.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

OCTOBER 14, 2014

Instead, it engages the prospect in a meaningful dialogue that (1) addresses their specific situation; (2) demonstrates — on an immediate, first-hand basis — the seller’s understanding of the situation; and (3) validates the seller’s ability to help the potential buyer. I see…and I remember.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

MARCH 8, 2018

Wall Street Journal columnist Jason Zweig recently called out “marketing services specialist” Clint Arthur for selling speaking opportunities at the Harvard Faculty Club and the West Point Club, as a means for his paying clients to leverage the credibility associated with those two respected institutions.

SME 100

SME PR Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

DECEMBER 28, 2016

For large firms with deep pockets and low levels of marketing ROI accountability, award competitions can provide some level of validation for those executives looking to impress their CEO. But the easiest tactics, like award recognitions, are not always the most effective or enduring ways to help your business grow. Yes, they do exist.)

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

FEBRUARY 16, 2017

But the conference sponsor is typically not at fault for the lack of return on this marketing investment. Here are three issues marketers should address, in advance of investing in a conference of any kind: Do I understand the inherent marketing value of conferences?

Conference 100

Conference Lead Scoring Lead Ranking Guerilla Marketing 100

Marketing Craftmanship

DECEMBER 22, 2015

A few years ago, a former business associate asked if I would set up a “networking interview” for his best friend’s daughter, who was a recent college graduate exploring career opportunities in marketing. It was a double whammy that left me wondering why I bothered to help.

Course 100

Course Network Marketing Personalization Positioning 100

Marketing Craftmanship

APRIL 29, 2013

Client newsletters are the most widely used, often abused and hotly debated marketing tactic for professional services firms of any size. Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

MARCH 11, 2019

But in Whack-a-Mole fashion, the Big Lie popped up again last week in a discussion with a prospective client, which went like this: Prospect: Do you have relationships with influential reporters that can help us get coverage? Prospect: But if they already know you, won’t that help our chances of getting the story published?

PR 100

PR Linkedin Media Contacts 100

Marketing Craftmanship

JUNE 23, 2014

In the early 1990s, Highlander Consulting was engaged by Phibro Energy to help introduce energy derivatives to Chief Financial Officers at corporations with substantial exposure to fluctuations in oil, gasoline and jet fuel prices. As part of an integrated marketing strategy, management legend Dr. Peter F. Drucker Phibro Energy'

Allocation 100

Allocation Thought Leadership Work Management Consulting 100

Marketing Craftmanship

SEPTEMBER 1, 2015

But the intrinsic marketing value of any opinion survey – regardless of the questions or response rates – is that it lets clients know you care about them. It should include viewpoints and guidance that’s not self-serving, and helps your clients to succeed. How else can we add value to our relationship?

Ad brokers 100

Ad brokers Business Loyalty Opinions 100

Marketing Craftmanship

NOVEMBER 12, 2015

By re-casting your public facing materials, or creating new marketing collateral and thought leadership that’s focused on your target industry, you can establish a baseline level of credibility that serves to offset the lack of actual client work in that field.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership B2B 100

Marketing Craftmanship

JUNE 19, 2015

I served as a busboy for two months before I earned a job as a waiter, which helped to pay my bills. More importantly, the experience provided some valuable insights about “making the short list” that continue to have direct application to our B2B marketing business. Increase Your Odds of Making the Short List over the Long Haul.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

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. The Marketing Guy. Can This Blog Affair Be Saved? My sad story: It was love at first sight. It would drive SEO. Establish thought leadership.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

APRIL 8, 2016

There’s no short-term marketing panacea to offset what may be a rough road ahead for hedge funds, which is a storm that hedge funds have helped to create. Contrary to what’s reported in the Wall Street Journal , hedge funds are not helpless victims of volatile markets, poor performance or high fees.

Allocation 100

Allocation Cross-Selling Marketing Management Validation 100

Marketing Craftmanship

NOVEMBER 30, 2014

While waiting for the PR profession-at-large to earn a place at the senior management table, current practitioners should develop their own company-specific strategies that will enable them to rub shoulders on an equal basis with their counterparts in finance, legal, marketing, operations or technology.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

JULY 19, 2013

When life gives you lemons…make lemonade” is a cliché, but its underlying lesson helps to maintain one’s sanity in a world we often can’t control. Doc Martin is a dauntless spirit whose determination was shaped by a mother who did not want him and a father who had no time for him. Set Clear Expectations. Find an Meaningful Outlet.

Television marketing 100

Television marketing Public Relations Thought Leadership Blogger 100

Marketing Craftmanship

MARCH 24, 2011

…and How Marketing Can Support Its Effectiveness. The B2B marketer’s task is to equip the sales force with methodologies and tools that help initiate and facilitate intrinsic selling. The most noteworthy article on the subject of B2B selling was published in a 1966 Harvard Business Review article (#66213).

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

APRIL 19, 2012

We simplify the management and control of international operations, empowering our customers to capitalize on their growth opportunities in foreign markets.”. In fact, we have recently added some additional suggestions regarding LinkedIn profiles, which you may find helpful. Thanks for your support on this important issue.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

NOVEMBER 17, 2011

Content based on intellectual capital, showcasing insight, experience and opinion, and providing helpful ideas or guidance, will be read and remembered. Canned newsletters, boring white papers or news items announcing the firm’s new senior partner or service offering do not drive interest or top-of-mind awareness.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

NOVEMBER 29, 2013

As a result, effective public relations involves pushing a company’s or client’s agenda (or products and services) without being a pest, and ideally, by being helpful to reporters who are in a position to reciprocate with media coverage. It’s a dance that both sides understand.

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

APRIL 2, 2016

During that period of my life – which included some significant disruption and personal turmoil – Frank was always there for me, with his big smile, happy otter tail and horrible breath – to help put my problems into perspective. Because they don’t ask us for help with math homework. Dogs are children that never grow up.

Demand 100

Demand Communities Tips Spending 100