Marketing Craftmanship

JULY 1, 2014

In their 2001 book, The Attention Economy , social scholars Thomas Davenport and John Beck proposed that in today’s information-flooded world, the most scarce resource does not involve ideas, money or talent.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

AUGUST 14, 2015

Include contact information; not a generic response form. The two necessary component are an up-to-date database (or CRM system), and interesting, relevant content to send to them on a quarterly basis. Better yet, bring in a professional photographer and provide all staff members with high quality photos for their LinkedIn profiles.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 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. Consistent application is critical.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 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

MARCH 16, 2013

Build Your LinkedIn Presence. LinkedIn is 3x more effective for demand generation than either Facebook or Twitter. LinkedIn has become an essential part of the business world’s due diligence process, and your company is conspicuous by its absence. They reflect poorly on your brand, and few people will watch them.

Social Media 100

Social Media Media Merchandising B2B 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

JANUARY 16, 2013

Blogs and newsletters demand original, timely content; not canned information. LinkedIn, Twitter and Facebook must be updated regularly to stay relevant. Schedule ongoing maintenance of the activity. Unfortunately, many B2B marketing tactics are often one-off or plug-and-play solutions. THE PAYOFF.

Tactics 100

Tactics B2B Marketing Cost per Acquisition CPA 100