Marketing Craftmanship

DECEMBER 28, 2016

Fundamentally, awards are a form of extrinsic selling, and demonstrate your firm’s ability to do good work. Awards require prospects to make a leap a faith; to believe that your work for them will match or exceed your work for your other clients. And for some prospects, that’s a leap too large to take.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

NOVEMBER 9, 2018

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. Client newsletters are the most widely used, often abused and hotly debated marketing tactic for professional services firms of any size.

Newsletter 113

Newsletter Work Management B2B Thought Leadership Marketing Management 113

Marketing Craftmanship

NOVEMBER 12, 2015

In new business development efforts, B2B firms of all types are often challenged by prospective clients with this question: “Do you have any experience working for companies in my industry?”. Chances are that this work will eventually generate insights, discussions and relationships that foster tangible business engagements in that industry.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership B2B 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. Keep the pom-poms in the file cabinet, but don’t be shy about discussing what’s working, as well as what’s not and why. Harding, was recently vindicated by new DNA testing.

Paid Search Agency 100

Paid Search Agency Enterprise Management Lead Ranking Work Management 100

Marketing Craftmanship

AUGUST 31, 2018

Excessive Follow-up: These companies subject prospects to a constant barrage of email, direct mail and telephone contact that makes their firm appear desperate for work, and often kills any chance of their being hired. The effort to generate top-of-mind awareness is a means to an end, not the goal.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

AUGUST 23, 2017

Are there tangible signs that employees are valued, have a unified vision and enjoy working together? Thought Leadership: Are efforts made to share / promote your firm’s intellectual capital in a helpful manner that’s not directly self-serving? Do clients identify themselves by name and company?).

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

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. Both of those obstacles to increasing account penetration can be addressed with proper tools and training.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

AUGUST 14, 2015

A Device that Helps People Remember You: The key marketing goal for most service-related businesses is top-of-mind awareness, which means getting people to remember you, and to reach out to you when they’re ready to buy whatever you’re selling. Your potential to help them. Your intellectual capital. Your credibility.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

MARCH 24, 2011

Extrinsic selling occurs, according to Wittreich, when a B2B seller relies on successful work that’s been performed for other customers, as a means to validate the seller’s capabilities and potential ability to perform for a prospective customer. In “ How to Buy /Sell Professional Services ,” author Warren J.

Work Management 100

Work Management Validation B2B Sales Marketing Management 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.

Allocation 100

Allocation Thought Leadership Work Management Consulting 100

Marketing Craftmanship

MARCH 21, 2014

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. The intrinsic purpose of tactics that communicate with clients, prospects and referral sources is to reinforce the perception that your firm is smart, trustworthy and prepared to help.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 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. Many B2B firms believe that simply doing great work for existing clients will drive all the referrals and word-of-mouth recommendations necessary to put them on short lists, or allow them to avoid having to compete at all.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

JULY 19, 2013

Importantly, despite his lowbrow patients (compared with his London practice) he continues to study his craft and works to improve it. 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. Overcome Obstacles. Set Clear Expectations.

Television marketing 100

Television marketing Public Relations Thought Leadership Blogger 100

Marketing Craftmanship

APRIL 29, 2013

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. The intrinsic purpose of tactics that communicate with clients, prospects and referral sources is to reinforce the perception that your firm is smart, trustworthy and prepared to help.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

FEBRUARY 5, 2015

Are there tangible signs that employees are valued, have a unified vision and enjoy working together? Leadership: Are efforts made to share / promote your firm’s intellectual capital in a helpful manner that’s not directly self-serving? Acid Test: Other than the annual mud run photo, do employees appear to be engaged as a team?).

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

AUGUST 14, 2015

Here are three simple ways to help you achieve that distinction: 1. If all of this sounds like too much work, you will likely find greater comfort and continued anonymity simply by hoping that investors take interest in your fund the old-fashioned way…solely through its track record and word-of-mouth recommendations.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 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

NOVEMBER 30, 2014

Keep the pom-poms in the file cabinet, but don’t be shy about discussing what’s working, as well as what’s not and why. Speak Their Language – It’s not necessary to understand all the technicalities, issues or nuances related to various corporate functions, but you need to know what’s important.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

FEBRUARY 13, 2015

Any firm that operates without a formal plan (which should be simple, and not take months to create), eventually becomes a victim of “trust me it’s working” marketing. Your website will generate investor interest by allowing visitors to draw their own conclusions about the firm and its potential to help them achieve their goals.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

APRIL 19, 2012

In fact, we have recently added some additional suggestions regarding LinkedIn profiles, which you may find helpful. This company description is located on Page 3 of our Employee Handbook. Thanks for your support on this important issue. If you have any questions or concerns on this topic, please let me know. Your Friendly CMO.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

JANUARY 10, 2015

Any firm that operates without a formal plan (which should be simple, and not require a lengthy process to create), eventually becomes a victim of “trust me it’s working” marketing. Your website will generate investor interest by allowing visitors to draw their own conclusions about the firm and its potential to help them achieve their goals.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

APRIL 4, 2017

I had long wanted to play the bagpipes, and in a heartbeat decided that bringing home an authentic set of Scottish bagpipes might help to cross that item off my bucket list. As I jumped to attention, a large, bearded man appeared from a back room, wearing a kilt, black tee shirt and work boots. He repeated his question, louder.

Generation 100

Generation Marketing & Strategy Paper High Quality Lead 100

Marketing Craftmanship

MARCH 7, 2016

For disaster to strike, all it takes is a summer college intern, who wants to be helpful by posting or tweeting an item or comment that hasn’t been cleared, or that gets garbled while he’s also texting a friend to meet him for lunch. It’s a lot of work, and few funds have the experience or the resources to managing social media properly.

Social Media 100

Social Media Work Management Marketing Management Media 100

Marketing Craftmanship

APRIL 17, 2011

Two months later, the CEO engaged me again, to help his marketing director make the plan actually work. So keep your former CPA’s phone number, because your TurboTax customer service rep will not be helpful at a tax audit with the IRS.

Transparency 100

Transparency Cost per Acquisition CPA Ad brokers 100

Marketing Craftmanship

NOVEMBER 9, 2017

Brands help customers understand what a company knows, what it stands for, what it will deliver and why they should trust it. If a company lacks channel-specific expertise in social media, engaging outside help is essential. Why Brand Equity Matters. A brand is the promise a company makes to its customers.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100