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

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. Hold off on Twitter and other social media sites. Create a bona fide website, not a proxy. Harness the market reach of LinkedIn.

Transparency 100

Transparency Thought Leadership Planning Enterprise 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

JULY 4, 2011

Research by Keller Fay for Google shows that 94% of word of mouth conversations occur offline, and most often, those conversations are sparked by information found on the internet and television…and not on Facebook, Twitter or other social networking sites. Social media will not drive customer experience.

Social Media 100

Social Media Social Marketing Word of Mouth Media 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. Very few funds have Twitter accounts. Hold off on Twitter and other social media sites. Create a bona fide website, not a proxy.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

MARCH 16, 2013

Forget Facebook, Twitter and Google+. LinkedIn is 3x more effective for demand generation than either Facebook or Twitter. If you already have a blog and you’re not meeting those goals, then shut the blog down. It’s a brand liability. Unfortunately, few companies take full advantage of LinkedIn’s social media potential.

Social Media 100

Social Media Media Merchandising B2B 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.”. Twitter, blogs and other social media-based “pull” tools may eventually replace the press release. Public Relations, as a profession and a function, will simply cease to exist.

Public Relations 100

Public Relations Press PR Content 100