Marketing Craftmanship

AUGUST 31, 2018

RELEVANT CONTENT — Some firms do a great job on CRM and contact consistency, and then hurt their brand by pushing content that’s overly self-serving or of little interest to their targets.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

MARCH 11, 2019

I know what journalists want, and I know how to present it to them in a way that increases the likelihood that they will be interested. Me: I would only pitch a reporter if I had a story that was worthy of their consideration. That’s my value proposition. Me: Not necessarily.

PR 100

PR Linkedin Media Contacts 100

Marketing Craftmanship

JANUARY 5, 2020

Persona: Does your firm appear to be run by interesting human beings, or hide its personality behind an opaque, institutional veneer? ( Acid Test: Do other opinion leaders reference your firm’s ideas or contributions? Are white papers just poorly disguised sales collateral?).

RFP 165

RFP Thought Leadership Opinions Validation 165

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 Ideal Customer Profiles Thought Leadership 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

AUGUST 14, 2015

Gaining the attention and interest of investors and their advisors has always been a challenge. Attempting to impress investors with technical jargon and lengthy explanations only serves to shift their attention and interest somewhere else. The goal is to make your firm memorable, in a world where remembering is no longer a necessity.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 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. According to Segal, hundreds of thousands of these unsolicited pitches – or “P.R. Spam,” as he calls it – “belly flop into the email systems of journalists every day.”.

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

MARCH 13, 2021

The food chain had been doing very well, had an interesting story, and there was no negative news associated with the company. While representing a major chain of food stores as outside PR counsel, I brought in a Forbes reporter in hopes of having her write a company profile. The reporter’s 2-hour interview with the CEO went very well.

Media 147

Media PR Press Advertising Agencies 147

Marketing Craftmanship

SEPTEMBER 18, 2020

But those two tactics will never deliver meaningful outcomes unless the company produces content that’s of interest to target audiences, and unless it defines and monitors the metrics it wants its marketing automation to achieve. Neither of those initiatives are quick fixes. Lacking A Meaningful Plan.

Enterprise Management 147

Enterprise Management Planning Work Management Marketing Management 147

Marketing Craftmanship

JULY 8, 2019

Generate content that validates your company’s intellectual capital, that’s easy to read, and focuses on timely topics that people have a genuine interest in. Self-serving, long-winded white papers and research reports have very limited appeal. These topics do not include how great your firm is. Allow people to draw their own conclusions.

Advertising Mediums 100

Advertising Mediums B2B Marketing B2B Thought Leadership Planning 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 Network Marketing 100

Marketing Craftmanship

DECEMBER 29, 2014

What I wanted was to have an interesting, diverse life filled with lots of learning—and especially meaningful work and meaningful relationships. Investment firms with the talent and discipline required to generate consistent risk-adjusted returns are entitled to investor interest on that basis.

Enterprise Management 100

Enterprise Management Work Management Brand Identity Branding 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. Are white papers just poorly disguised sales collateral?).

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

FEBRUARY 24, 2016

Select blog topics that are of immediate or continuing interest to your target audiences, and cover them in a unique manner. You don’t provide an interesting point of view. Avoid topics that have been (or are likely to be) covered by other firms, or topics that may be considered old news by the time your post is published.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

OCTOBER 9, 2016

Standard “all about us” newsletters are boring, so provide content that’s meaningful and of interest to your readers. But for the vast majority of businesses who don’t have the time or interest to create a bona fide Marketing Plan, this “Easy-Bake Marketing Cake Recipe” should more than suffice.

Planning 100

Planning Marketing Plans Work Management Marketing 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. Cry-Babies don’t appreciate that clients and prospects are most interested in how you can help with their particular problem or opportunity. The “It’s All About ME.” It’s All about ME.”

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

AUGUST 23, 2017

Persona: Does your firm appear to be run by interesting human beings, or hide its personality behind an opaque, institutional veneer? ( Acid Test: Do other opinion leaders reference your company’s ideas or contributions? Are white papers just poorly disguised sales collateral?).

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

APRIL 8, 2016

And unfortunately for fund managers, it’s those right-brain-related communications skills that can have the most significant influence on investor interest and loyalty. The medical profession provides an interesting corollary that demonstrates the potential benefit of communicating bad news.

Allocation 100

Allocation Cross-Selling Marketing Management Validation 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

JULY 19, 2013

If you’re unfamiliar with the show, you’re missing several things that American television has long been lacking, including great scriptwriting and acting, sophisticated humor and genuinely interesting characters. Worldwide followers of the series eagerly await Season 6, set to begin this fall, which is purportedly its last. Know Your Stuff.

Television marketing 100

Television marketing Public Relations Thought Leadership Blogger 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

OCTOBER 26, 2011

” The acid test, he claim, is that, ”Stunts can be elaborate or simple but their importance is the news interest and awareness they generate for the concept/ product/ service being marketed.” ” On that basis, PETA’s lawsuit succeeds as a publicity stunt. The flip side of the “Why Do Stunts?”

Public Relations 100

Public Relations PR Advertising Agencies Profiling 100

Marketing Craftmanship

MAY 11, 2016

Generate content that validates your company’s intellectual capital, that’s easy to read, and focuses on timely topics that people have a genuine interest in. Self-serving, long-winded white papers and research reports have very limited appeal. Drive Top-of-Mind Awareness.

B2B Marketing 100

B2B Marketing Planning B2B Thought Leadership B2B 100

Marketing Craftmanship

NOVEMBER 12, 2015

Once you overcome the “clients just like me” hurdle, the prospect will be more interested in how you intend to address their specific problem or opportunity. What’s important to remember is that, regardless of the target industry, your credentials are only one part of the sales process.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership B2B 100

Marketing Craftmanship

NOVEMBER 17, 2011

RELEVANT CONTENT – Some firms do a great job on CRM and contact consistency, and then hurt their brand by pushing content that’s overly self-serving or of little interest to their targets.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

OCTOBER 22, 2019

Focus on Consistency and Speed of Communication: The cornerstone of your client communication strategy should involve regularly scheduled contact; ideally on a quarterly basis, and provide content that’s of genuine interest to them.

Ad brokers 127

Ad brokers Opinions Marketing Management Loyalty 127

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.”

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

JANUARY 16, 2013

The firm’s mailing included a hard copy, personalized cover letter to those targets, offering to provide a pro bono analysis of the prospect’s SOX exposure, which was followed by a courtesy phone call designed to measure levels of interest and to schedule an introductory meeting.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

MARCH 1, 2015

Generate content that validates your company’s intellectual capital, on topics that target audiences have a genuine interest in. Self-serving white papers and client case studies have very limited appeal. Drive Top-of-Mind Awareness.

B2B Marketing 100

B2B Marketing B2B Thought Leadership Planning B2B 100

Marketing Craftmanship

SEPTEMBER 2, 2014

The firms benefitting most from the new WebMD World of B2B Marketing apply traditional marketing disciplines: they stake out intellectual territory that supports their brand with insights that are relevant and interesting to clients, prospects and referrals sources; they drive top-of-mind awareness (and new business inquiries) by ensuring that those (..)

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

JUNE 21, 2011

Although the body copy was 1,888 words in length, the ad’s layout accommodated those quick-scan readers with eye-catching and interesting graphics, and also cleverly footnoted each graphic element as a means to draw readers into the main text.

Advertisements 100

Advertisements Advertising Marketing Budget Paid Search Agency 100

Marketing Craftmanship

SEPTEMBER 12, 2016

You lack original or interesting ideas. 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.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

Marketing Craftmanship

JULY 18, 2012

Yesterday, after a two-year evaluation of its current policy, the Boy Scouts of America reaffirmed its position to exclude openly gay individuals from membership; stating that “it remains in the best interest of Scouting.”.

Paid Search Agency 100

Paid Search Agency Positioning Organization Spending 100

Marketing Craftmanship

MARCH 20, 2012

If The New York Times was genuinely interested in presenting its readers with a balanced viewpoint – traditionally a fundamental responsibility of the Fourth Estate – would it not have given Goldman Sachs an equal editorial platform to present the firm’s response to Mr.

Opinions 100

Opinions Viral Marketing Profiling Advertisements 100

Marketing Craftmanship

DECEMBER 30, 2013

It can include appearances on network and cable TV…if the topics have a short shelf-life, or are unlikely to be of interest to target audiences. The “worthless media” category can include one-off quotes or mentions in round-up stories that also reference your competitors…if you’ve gained no unique mindshare.

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

AUGUST 14, 2015

And you’re more likely to make the short list by providing content that’s interesting and helpful to them, and not simply touting your own credentials. Distribution Capability: This need not be an expensive or complicated CRM system.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 100

Marketing Craftmanship

FEBRUARY 14, 2013

I need interesting ideas, not sales promotion,” my Blog would scream. But my Blog wasn’t living up to expectations. Few people visited, only employees commented on posts, and there were no leads in sight. My disappointment grew, but my Blog demanded even more content. “I We grew further apart. Now, my blog and I are the office joke.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100