Marketing Craftmanship
OCTOBER 25, 2023
In ways that really matter for companies, notably lead generation, market engagement and revenue generation, no other type of marketing content compares with earned media exposure. They don’t appreciate the power of earned media.
Marketing Craftmanship
MAY 13, 2020
Although most company CEOs or owners would never consider operating without a website — which serves as the modern-day storefront — many of them over the years have confessed to me that they see no tangible connection between their website or social media and tangible business outcomes, such as lead generation, increased sales or new accounts.
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Marketing Craftmanship
SEPTEMBER 18, 2020
In marketing as well, we often establish lofty goals — whether they involve lead generation, revenue growth or new accounts — that require a level of investment or period of time that far exceeds actual resources. Regardless of our body shape, age and metabolism, we typically seek chiseled six-pack abs and movie-star good looks.
Marketing Craftmanship
JANUARY 16, 2013
Webinars and public forums entail lead qualification and follow-up with prospects. Now that its marketing toolbox contained validation of the senior partner’s intellectual capital in a leading vertical trade magazine, the firm leveraged the value of that exposure. White papers and case studies become quickly outdated.
Marketing Craftmanship
AUGUST 18, 2017
Garbage out, garbage in. · Align Marketing & Sales – This is the toughest hurdle, because it’s cultural.
Marketing Craftmanship
DECEMBER 22, 2015
Three months later, the Marketing Department grows tired of hounding would-be content contributors, and management is not seeing the expected increase in lead generation or even website traffic. Posting frequency drops from weekly to monthly to quarterly.
Marketing Craftmanship
AUGUST 14, 2015
Speak Their Language – It’s not necessary to understand all the technicalities, issues or nuances related to various corporate functions, but marketers need to know what’s important.
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