Marketing Craftmanship

MAY 13, 2020

Many companies have abused email to such a great extent — bombarding clients, prospects and referral sources with email blasts, self-serving newsletters and other useless information — that it’s now extremely difficult to get noticed or gain meaningful traction. Direct Communication.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

SEPTEMBER 12, 2016

This requires the prospective customer to make a leap of faith; to believe the service provider can match or exceed what’s been done for others. Conversely, intrinsic selling does not require a prospective client to base their selection on work done for others. It’s a “trust me” sales approach.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

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

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 7, 2017

Small firms can exclude themselves from consideration by large prospects in two ways. Although it would be reckless to devote all or most of your firm’s marketing efforts to “low probability” prospects, excluding them altogether represents an opportunity loss. Associate with Established / Trusted Brands.

Paid Search Agency 100

Paid Search Agency Companies B2B Thought Leadership Thought Leadership 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

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. 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

AUGUST 14, 2015

Here are two reasons why: The volume of information available is staggering: we now create as much information every two days as we did from the dawn of man through 2003. The impact of information overload on modern man is that we now have a significantly shorter attention span.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

JUNE 28, 2016

As a result, today’s B2B marketers are failing to capture opportunities to connect with prospects through physical materials, in a business environment where the arrival of personalized, first-class mail is often a unique event; prompting most gatekeepers to ensure that it’s delivered to the intended target.

B2B Marketing 100

B2B Marketing B2B Paper Work Management 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

APRIL 29, 2013

Each issue involves a frustrating hunt for timely information of genuine interest. 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. MYTH #2: People Want to Learn About Your Firm’s Success.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

AUGUST 14, 2015

Include contact information; not a generic response form. Because you can never know when your target audiences (current and prospective clients, intermediaries, referral sources, etc.) Use first-class, consistent photography for people’s portraits.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 16, 2013

Unless your firm has accomplished something truly noteworthy—like discovering your profession’s equivalent of cold fusion—then the likelihood of your clients, prospects and referral sources actually noticing the media exposure and doing something about it, such as visiting your firm’s website or requesting an introductory meeting, is probably low.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

FEBRUARY 5, 2015

Prospective clients not only want to know what makes your firm unique; before they put you on their short list for consideration, they also want assurance that your company is a “safe choice.” Consistency: Is all information kept up-to-date, and relevant to current market conditions?

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 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

JUNE 5, 2016

The most significant aspect of society’s rapid adoption of the internet is that we’ve raised nearly two generations of young people who have increasingly less direct social interaction with humans, and who rely almost exclusively on electronic devices to supply the information they need to make decisions about everything.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

APRIL 8, 2011

For a host of political and practical reasons, inappropriate and ineffective web content gets posted; sorely outdated content is granted lifetime tenure; and assorted layers of information…in WORD documents, PDFs, YouTube videos, podcasts, webinars…all obscure the company’s core messages and brand positioning goals.

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 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

NOVEMBER 27, 2018

Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. 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.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

Marketing Craftmanship

JANUARY 13, 2017

Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. 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.

RFP 100

RFP Lead Scoring Lead Ranking Tactics 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

APRIL 12, 2011

I often pose this question to prospective B2B clients when they ask me if I can generate exposure for their company in Forbes , Fortune , the Wall Street Journal , CNBC or some other influential media source. …what will you do with that exposure? They typically respond, “Isn’t just being there in Forbes (or wherever) the goal?”.

Merchandising 100

Merchandising Verticals Press Marketing Prospects 100

Marketing Craftmanship

APRIL 17, 2011

As online access to information and insight into a broad range of professional and technical skills becomes more widely available, will “knowledge worker” craftsmanship become an anachronism? For decades, medical schools have told students that patients want the Three As: Accessibility, Affability and Ability… in that order.

Transparency 100

Transparency CPA Cost per Acquisition Ad brokers 100

Marketing Craftmanship

FEBRUARY 16, 2013

Based on how people gather information, simply typing, “from The New York Times ,” or a similar attribution, is about 75% less effective than actually depicting the New York Times logo. For formats that supply current information, extend the shelf-life of each placement by not including its publication date.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100