Marketing Craftmanship

NOVEMBER 9, 2018

Each issue involves a frustrating hunt for timely information of genuine interest. Understanding that all people are self-interested can make you a better marketer. But traditional newsletters – containing commentary ranging from tax legislation to new technology, or who’s joined the firm – are not a marketing necessity.

Newsletter 113

Newsletter Work Management B2B Thought Leadership Marketing Management 113

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.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

SEPTEMBER 18, 2020

In both cases, companies can mistakenly believe that producing and sharing content, or consistently emailing information to prospects, is a guaranteed fast track to higher market response and business growth.

Enterprise Management 147

Enterprise Management Planning Work Management Marketing Management 147

Marketing Craftmanship

AUGUST 23, 2017

Here are 10 tangible and intangible factors that, on an individual and combined basis, can drive market opinion regarding your company’s brand integrity: Transparency: Is information regarding your company’s mission, core values, processes and people available and easily accessible?

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

AUGUST 14, 2015

Business owners across all industries and professions start companies because they have a specific expertise or interest – whether it involves trading currency futures or replacing car mufflers – and eventually discover that selling their product or service is neither in their wheelhouse, nor something they enjoy doing.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

FEBRUARY 5, 2015

As the limitations of a virtual marketplace continue to reduce most B2B firms to commodities, it’s become increasingly important to communicate not just what your company does, but to generate interest in what your enterprise stands for. Consistency: Is all information kept up-to-date, and relevant to current market conditions?

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Branding Brand Identity 100

Marketing Craftmanship

NOVEMBER 29, 2013

Standard PR procedure at most firms and agencies is based on “shotgun” tactics designed to reach as many media sources as possible, relevance or interest notwithstanding. In his column, New York Times’ David Segal reports that he has removed his contact information from the 5 leading media database companies.

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

SEPTEMBER 15, 2013

But many of those companies do not leverage their achievement, by failing to capture the attention, interest and engagement of the internal and external audiences that will determine their continued success. Earned Media – Press releases announcing corporate anniversaries are of little interest to most journalists.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Thought Leadership Ideal Customer Profiles 100

Marketing Craftmanship

SEPTEMBER 12, 2016

If you’re unwilling to provide insights, information and recommendations without making yourself the hero, or without directly plugging your firm’s products / services, then you’re not really practicing Thought Leadership. You lack original or interesting ideas.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions. does not guarantee marketplace attention.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing WOM Thought Leadership 100

Marketing Craftmanship

JUNE 5, 2016

Before making a decision about anything –buying a car, hiring a plumber, investing in a fund, and even sizing up a potential love interest – people communicated directly with friends, family and business associates, seeking their opinions and guidance.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Marketing & Strategy 100

Marketing Craftmanship

AUGUST 31, 2011

And its sole purpose was to provide the press with information likely to be of interest to the public; containing what journalists still call “news value.”. The origins of the press release are unclear, but in the not too distant past, this communication tool was called a “News Release.” And over time, it will make you irrelevant.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

SEPTEMBER 1, 2015

Cutting through the vast amount of information that clients receive each day. You can measure client sentiment on an informal basis, similar to Ed Koch; but you’re more likely to yield meaningful results if you conduct a formal survey either online and / or by telephone. No detail is unimportant. .

Ad brokers 100

Ad brokers Business Loyalty Opinions 100

Marketing Craftmanship

FEBRUARY 6, 2016

Cry-Baby: This marketer believes clients and prospects have a genuine interest in her company’s ideas, experience, success, etc. White papers and editorial content are poorly disguised sales pitches, and offer no helpful information or insights. It’s All about ME.”

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

MARCH 21, 2014

Each issue involves a frustrating hunt for timely information of genuine interest that has not already been provided to clients by another news source. Understanding that all people are self-interested can make you a better marketer. In fact, at many firms their client newsletter is a marketing albatross.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

FEBRUARY 13, 2015

If a hedge fund is unwilling to provide on its website essential information related to its capabilities and credibility, then the firm is not really serious about market communication. Twitter can be a great information source, and most hedge funds should use it exclusively for that purpose: to listen rather than to speak.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

APRIL 29, 2013

Each issue involves a frustrating hunt for timely information of genuine interest. Understanding that all people are self-interested can make you a better marketer. But traditional newsletters – containing commentary ranging from tax legislation to new technology, or who’s joined the firm – are not a marketing necessity.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

JUNE 6, 2011

Do mainstream journalists – trained to present both sides of an issue they’re reporting – contribute to the public’s interest in and acceptance of information that’s known to be wrong? Can Journalists Survive the Internet Age? The larger question raised by the study is whether traditional journalism can survive the internet age.

Business 100

Business Case Studies Curation Validation 100

Marketing Craftmanship

JANUARY 16, 2013

Blogs and newsletters demand original, timely content; not canned information. Schedule ongoing maintenance of the activity. Unfortunately, many B2B marketing tactics are often one-off or plug-and-play solutions. White papers and case studies become quickly outdated.

Tactics 100

Tactics B2B Marketing Cost per Acquisition CPA 100

Marketing Craftmanship

MAY 1, 2011

.” New Jersey loves its bad PR, and has no interest in improving its reputation. But you didn’t get that information from me. Bad PR means fewer people to discover New Jersey’s prime fly fishing locations, more blanket space on its pristine beaches, and available tee times at its world-class golf courses.

PR 100

PR Class Impressions Traffic 100

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.

Marketing Automation Services 100

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

Marketing Craftmanship

FEBRUARY 7, 2017

The information you send to those target audiences must be relevant and of interest to them. . – Top-of-mind awareness: To maintain familiarity with your brand in the marketplace, your firm will need to pro-actively reach out to its current and prospective clients and referral sources, ideally on a quarterly basis.

Paid Search Agency 100

Paid Search Agency Companies B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

JANUARY 10, 2015

Peppercom’s research shows that: Nearly all of the largest funds have a website, but most of those websites have no marketing value, and consist of little more than a logo and contact information. Twitter can be a great information source, and most hedge funds should use it exclusively for that purpose: to listen rather than to speak.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

AUGUST 7, 2011

There are scores of sophisticated social media monitoring solutions, tailored to meet your budget and level of interest. Don’t tell them what to say, but do provide them with the specific information (or send a page link) they will need to post their positive opinions where it will have the greatest impact. Here’s a list of them.

Branding 100

Branding Brand Identity Viral Marketing Opinions 100

Marketing Craftmanship

MARCH 27, 2013

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. And there are still many companies that produce legitimate white papers containing helpful, objective information.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

NOVEMBER 27, 2018

We review all of the target’ s public facing information to understand its value proposition, competitive landscape, leadership, reputation, marketing & sales sophistication and apparent resources. But the only thing that’s of interest to prospects is what you can do for them.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

Marketing Craftmanship

JANUARY 13, 2017

We review all of the target’ s public facing information to understand its value proposition, competitive landscape, leadership, reputation, marketing & sales sophistication and apparent resources. But the only thing that’s of interest to prospects is what you can do for them.

RFP 100

RFP Lead Ranking Lead Scoring Tactics 100

Marketing Craftmanship

DECEMBER 11, 2014

Erosion of journalism’s mandate has accelerated with the growth of “brand journalism,” which is content specifically created to promote commercial interests, very often in a non-transparent manner. So is there a price to be paid for the loss of a free and independent press? Read Bill Moyers “ Is the Fourth Estate a Fifth Column?:

Advertorials 100

Advertorials Pricing Price Branding 100

Marketing Craftmanship

MARCH 7, 2016

Entitled “ Everyone’s Tweeting About Hedge Funds, Except for Hedge Funds ,” here are some of that study’s “key findings” and recommendations ( …complete with my sidebar commentary ): Mentions of hedge funds on social media in 2015 were up 46% over the prior year (… and I’m at a loss to understand why this information has any value.).

Social Media 100

Social Media Work Management Marketing Management Media 100

Marketing Craftmanship

JULY 6, 2011

Their reward is not to help fulfill the social compact embodied in the notion of “We, the people,” but to manufacture news and information as profitable consumer commodities.” Read Bill Moyers “ Is the Fourth Estate a Fifth Column?: Corporate media colludes with democracy’s demise ” in its entirety.].

Television marketing 100

Television marketing Aggregators Fulfillment Opinions 100

Marketing Craftmanship

NOVEMBER 9, 2017

What has changed over the past decade, primarily as a result of the internet, is a company’s loss of control over information related to its brand and the democratization of influence. A single individual should be responsible for implementation and keeping the team informed of progress and problems at all times.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

SEPTEMBER 4, 2015

News and information often took days and weeks to reach the first president; now it’s delivered almost as it happens, and Americans expect immediate solutions from its chief executive. In a world that Jefferson, Adams and Hamilton would no longer recognize, America has outgrown the office of the presidency they designed.

Television marketing 100

Television marketing Ad Agencies Opinions Act-On 100