Marketing Craftmanship

JUNE 5, 2016

In the pre-internet world, personal relationships, referrals and endorsements played a significant role in the decision-making process. Here’s why it makes sense to nurture your personal and business relationships through an online presence: Referral sources have many choices. Referral Sources Require Nurturing and Validation.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

JUNE 28, 2016

Most often, however, the sheer volume of first-class mail processed every morning by office gatekeepers made it more likely that your personalized pitch letter and costly sales brochure would end up, unopened, in the garbage can. The volume of information is unlimited, and no intellectual commitment is required of viewers.

B2B Marketing 100

B2B Marketing B2B Paper Work Management 100

Marketing Craftmanship

FEBRUARY 7, 2017

Their personal welfare – notably, keeping their job – will always be far more important to them than selecting the most qualified firm. They may be unhappy with their current provider and are seeking a change, or their new strategy may involve hiring a smaller that can provide a more personalized level of service.

Paid Search Agency 100

Paid Search Agency Companies B2B Thought Leadership Thought Leadership 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. And that requires personal (or enterprise) discipline. 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 WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

FEBRUARY 5, 2015

Here are 10 tangible and intangible factors that, on an individual and combined basis, can drive marketplace opinion on brand integrity: Transparency: Is information regarding your firm’s philosophy, products / services, processes and people available and easily accessible? Are white papers just poorly disguised sales collateral?).

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

SEPTEMBER 15, 2013

Based on that strategic groundwork, a company is well-prepared to identify appropriate tactics, make well-informed decisions regarding budgetary allocations, assign responsibilities for tactical implementation, and to build a program calendar. .; Framing the core messages that will be expressed through the program, and.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles 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. Most hedge funds understand this, and either provide a very basic firm profile, and / or allow its employees to post their personal profiles on LinkedIn.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

MARCH 16, 2013

The past decade’s social media debacle is akin to introduction of desktop publishing in the early 1980s, when personal computers arrived in the business world. These are primarily personal and B2C social media platforms, and there are few good reasons why most B2B firms should be investing any time or resources there.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

JANUARY 16, 2013

Blogs and newsletters demand original, timely content; not canned information. For example, a 25-person CPA firm with an emerging practice among medium-size, privately held businesses sought to add a pharmaceutical company to its client list. Schedule ongoing maintenance of the activity.

Tactics 100

Tactics B2B Marketing Cost per Acquisition CPA 100

Marketing Craftmanship

DECEMBER 19, 2012

Personality – The range of creative expression using pixels is limited by the fixed dimensions of a flat glass screen. The volume of information is unlimited, and no intellectual commitment is required of viewers. They can scribble notes in the margin, or rip out a photo.

Paper 100

Paper Press Sample Paid Search Agency 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 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

AUGUST 7, 2011

Thanks to search engines and social media, anyone with a computer and a personal agenda can now inflict substantial, long-term damage to the reputations of institutions that may or may not be deserving of their viral sabotage. The solution is simple: swallow your pride, and ask for help from your fan base.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 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. For every pitch letter we send out, my firm invests at least an hour or two researching the target company.

Effectiveness 124

Effectiveness Business RFP Lead Ranking 124

Marketing Craftmanship

FEBRUARY 8, 2017

Electronic data retrieval systems, which store nearly every piece of print or broadcast information, now ensure that a news story, regardless of its accuracy, will have a life of its own. On the other hand, silence can be viewed as tacit approval of what has been reported, and misinformation no longer simply fades away. Que Sera, Sera.

Media 100

Media Press Paid Search Agency Mobile Advertising 100

Marketing Craftmanship

JULY 15, 2011

Although there’s no direct reference to the practice of using accurate information to disparage a competitor’s reputation in the PRSA’s Code of Ethics , it certainly can be classified as a bare knuckles strategy that most companies would not attempt. Convince the other party that you have the ability to disseminate that information credibly.

Classified Ads 100

Classified Ads Press Ideal Customer Profiles Ethics 100

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. For every pitch letter we send out, my firm invests at least an hour or two researching the target company. View Selling as a Numbers Game.

RFP 100

RFP Lead Ranking Lead Scoring Tactics 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. Communication with business partners may best be managed through personal phone calls from their company contact. Anticipate Unpleasant Surprises.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

SEPTEMBER 4, 2015

Those deliberations – shaped by political intrigue and diverse personal agendas – included creation of the government’s executive branch. 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.

Television marketing 100

Television marketing Ad Agencies Opinions Act-On 100