Marketing Craftmanship

JUNE 11, 2015

Effective plans can be developed in a few whiteboard sessions, and be contained in a 2 – 3 page document that address these key questions: What is our value proposition and competitive advantage? Some tactics can be measured in terms of direct business outcomes, such as lead generation.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

JANUARY 16, 2013

B2B firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value. Calculate the value received from the marketing activity. Webinars and public forums entail lead qualification and follow-up with prospects.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

MARCH 16, 2012

For starters: There are too many distractions within traditional print, broadcast and digital media channels to ensure that target audiences will notice your company’s brand exposure, remember seeing it, or be influenced by the coverage; Many types of media exposure have very little marketing value. Seek only high-value exposure.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

APRIL 2, 2015

Here are three issues you should address, in advance of investing in a conference of any kind: Do I understand the inherent marketing value of conferences? The real marketing value of participation in any conference agenda is not based on what you say to the 100 attendees during your 15 minutes on the podium.

Conference 100

Conference Tactics B2B Marketing Planning 100

Marketing Craftmanship

AUGUST 14, 2015

That’s a picture your CEO understands and appreciates, because it can lead directly to revenue. It also leads to continued employment for CMOs. Why your firm is entitled to be on the short list (your value proposition). How you stack up against other firms seeking a place on the short list.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 100

Marketing Craftmanship

NOVEMBER 12, 2015

For example: Recast Your Value Proposition : Take an inventory of your firm’s experience and capabilities, and identify those elements that are likely to address the current needs and opportunities of the industry you’re seeking to break into.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership 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.”. If journalists find no practical need for flacks, organizations will likely follow their lead. The internet delivered news faster, and this was a good thing.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

DECEMBER 22, 2015

Few CEOs understand the purpose of a blog, and most members of that small group are not convinced that their blog delivers any tangible value. 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.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

DECEMBER 30, 2013

PR firms often justify their value by the sheer volume of media exposure they generate…regardless of whether it stakes out intellectual territory, supports a client’s value proposition, or differentiates them in the marketplace. Counting Media Clips is a Zero Sum Game. If we gain that exposure, what will we DO with it?”

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

FEBRUARY 16, 2012

a leading provider of crime forecasting data and risk analytics. After some polite online badgering by eReleases, Highlander Consulting gave that upstart firm a shot last week; tasking them to distribute a press release for one of its clients, CAP Index Inc. – If you ever have any questions or concerns, pick up the phone and call us.

Cost 100

Cost Guerilla Marketing B2B Marketing Paid Search Agency 100

Marketing Craftmanship

FEBRUARY 5, 2013

Articulate the Firm’s Value Proposition – Many employees, even at the senior level, do not have a clear understanding of what makes their firm different from the competition, and are at a loss to provide a compelling reason why someone should engage them.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

JULY 5, 2016

But the inherent 3rd party marketing value of these events is directly related to the credibility of the sponsoring organization. Industry Platforms: Most conferences, seminars and other types of industry platforms are now “pay-to-play” arrangements that extract significant sponsorship fees in exchange for a spot on the agenda.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

JULY 1, 2013

To the consternation of CXOs, some marketers employ Thought Leadership as though it embodied some mystical higher purpose; as a tactic that’s not held accountable for increasing leads, clients or revenue. It may be a beautiful work of art, but you will never sail it around the lake.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

APRIL 19, 2012

LinkedIn has become an important business channel, not only for individuals to showcase their professional credentials, but also for companies seeking to promote their value proposition and to establish or manage brand awareness. High Street Partners (HSP) is the leading professional advisory firm in the international expansion space.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

MARCH 24, 2011

Intrinsic selling provides buyers with a significantly higher level of confidence in the seller’s capabilities, and leads to an engagement or sale far more frequently and far more rapidly than extrinsic selling.

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

NOVEMBER 27, 2018

These brief, tailored messages – sent either by email or snail mail – have not only enabled us to maintain a consistent pipeline of clients; but more importantly, we’ve built a practice consisting of high-value companies and people that we wanted to work for. Lacking this insight, you have no tangible basis for an effective pitch letter.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

Marketing Craftmanship

JANUARY 13, 2017

These brief, tailored messages – sent either by email or snail mail – have not only enabled us to maintain a consistent pipeline of clients; but more importantly, we’ve built a practice consisting of high-value companies and people that we wanted to work for. Lacking this insight, you have no tangible basis for an effective pitch letter.

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. Increasingly, registration barriers lose more leads than they generate. White paper supporters need only be patient.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

MARCH 11, 2015

Although the lion’s share of alternative funds have yet to dip their toes into Lake Transparency, some small funds are cutting a path for the rest of the industry, in terms of smart marketing…if that’s defined by how clearly they explain their value proposition, and by how well they create investor interest.

Practices 100

Practices Marketing Management Thought Leadership Best Practices 100

Marketing Craftmanship

FEBRUARY 16, 2013

Not to be confused with “The Wall Street Transcript” Many companies will invest considerable effort seeking positive publicity in influential media sources, and then fail to benefit from the masthead value of that exposure. The Wall Street Journal , for example, has high masthead value; the Wall Street Transcript… not so much.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100