Marketing Craftmanship

NOVEMBER 17, 2011

Top-of-mind awareness, driven by these four disciplines, is not an esoteric marketing achievement, or a tactic that yields tangible benefits only when a prospective client assigns your firm a place on the short list.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

FEBRUARY 16, 2017

But the conference sponsor is typically not at fault for the lack of return on this marketing investment. Here are three issues marketers should address, in advance of investing in a conference of any kind: Do I understand the inherent marketing value of conferences?

Conference 100

Conference Lead Scoring Lead Ranking Guerilla Marketing 100

Marketing Craftmanship

AUGUST 14, 2015

. “You cannot connect the dots looking forward; you can only connect them looking backwards… For B2B marketers, this “rear view mirror” approach to connecting the dots in your tactical tool kit makes great sense. That’s a picture your CEO understands and appreciates, because it can lead directly to revenue.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 100

Marketing Craftmanship

APRIL 2, 2015

But the conference sponsor is typically not at fault for the lack of return on this marketing investment. 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?

Conference 100

Conference Tactics B2B Marketing Planning 100

Marketing Craftmanship

DECEMBER 22, 2015

When pressed to explain why their company has a blog, many CEOs will admit they were either pushed by marketing counsel to create one, or believed they needed a blog because their competitors have them. You don’t have a well-defined content marketing strategy, or you’re unwilling to stick to it.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

NOVEMBER 12, 2015

By re-casting your public facing materials, or creating new marketing collateral and thought leadership that’s focused on your target industry, you can establish a baseline level of credibility that serves to offset the lack of actual client work in that field.

B2B Thought Leadership 100

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

Marketing Craftmanship

OCTOBER 14, 2014

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 rapidly than extrinsic selling.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

AUGUST 14, 2015

For Chief Marketing Officers, the outcome of this juicy scandal might provide some hope that hard work and determination can help them to legitimize the often maligned marketing function, and perhaps increase their stature and length of tenure at the senior management table. may be: “Whatever your employer (or client) needs it to be.”

Paid Search Agency 100

Paid Search Agency Enterprise Management Lead Ranking Work Management 100

Marketing Craftmanship

JUNE 11, 2015

Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. But marketing strategy is not akin to packing for a trip. To wean our B2B clients off their shoe fetish, we apply a “Marketing Diagnostic” planning tool, consisting of 10 simple questions. White Paper…check.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

FEBRUARY 16, 2012

a leading provider of crime forecasting data and risk analytics. But what impressed us more than the quality of their service, was the no-cost, cornball guerilla (included in photo) marketing tactic that eReleases applied to thank us for our business. No pushy salesperson or operator standing between you and us.”.

Cost 100

Cost Guerilla Marketing B2B Marketing Paid Search Agency 100

Marketing Craftmanship

DECEMBER 30, 2013

Here are just a few reasons why it’s insane for most businesses to base their marketing strategy on any of those assumptions: Lots of Media Exposure is Worthless. Over the past 5 decades, to rationalize hefty monthly fees, the PR profession has successfully promoted three underlying assumptions: Any publicity is good publicity.

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

FEBRUARY 6, 2016

Over the course of my business career, I’ve run into several grown-up “Marketing Cry-Babies.” Whenever they start to whine about marketing-related challenges, I’m always tempted to begin singing the “babies on the bus” verse, but career risk and loss of client revenue serves to made me think twice. I want it NOW!” It’s All about ME.”

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

JULY 5, 2016

But to leverage pedigree as a marketing asset, you first need to understand why it’s important to your target audience, and decide what type(s) of pedigree will have the greatest influence on them. But the inherent 3rd party marketing value of these events is directly related to the credibility of the sponsoring organization.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

JULY 4, 2011

Based on those offline conversations, consumers most often rely on internet search for additional product / brand information, which is considered to be more credible (+25%) and more likely to lead to purchase (+ 17%), when compared to information found through social media sources. Social media will not reduce the marketing burden.

Social Media 100

Social Media Social Marketing Word of Mouth Media 100

Marketing Craftmanship

JULY 1, 2013

Thought Leadership is one of the most widely used terms in B2B marketing. And we wonder why the marketing discipline is held in such low regard. But there’s a range of opinion regarding what Thought Leadership is, and fuzzy expectations with respect to its tangible benefits. A great way to accomplish this, is on LinkedIn.”

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

NOVEMBER 30, 2014

While waiting for the PR profession-at-large to earn a place at the senior management table, current practitioners should develop their own company-specific strategies that will enable them to rub shoulders on an equal basis with their counterparts in finance, legal, marketing, operations or technology.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

NOVEMBER 29, 2013

In his column, New York Times’ David Segal reports that he has removed his contact information from the 5 leading media database companies. Why should serious PR practitioners care about the behavior of the growing number of people within their profession who display no regard for fundamental media relations protocol?

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

AUGUST 31, 2011

Flacks began using the press release as a marketing and propaganda tool, and this was a bad thing. If journalists find no practical need for flacks, organizations will likely follow their lead. For public companies, dissemination of financial results and material events will be handled by their legal department.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

APRIL 8, 2011

The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other expressions of thought leadership.

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

APRIL 19, 2012

We simplify the management and control of international operations, empowering our customers to capitalize on their growth opportunities in foreign markets.”. High Street Partners (HSP) is the leading professional advisory firm in the international expansion space.

Enterprise Management 100

Enterprise Management Work Management Ideal Customer Profiles Marketing Management 100

Marketing Craftmanship

MARCH 24, 2011

…and How Marketing Can Support Its Effectiveness. 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. Create Simple Tools to Engage Prospects.

Work Management 100

Work Management Validation B2B Sales Marketing Management 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. Slice and dice for additional ROI.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

MARCH 27, 2013

Have Marketers Killed This B2B Golden Goose? 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.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

FEBRUARY 5, 2013

B2B companies – professional service firms in particular – can benefit by creating a culture similar to the Marine Corps; training all employees with basic marketing & sales skills that can help the firm to grow and succeed. Semper Fi.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 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

NOVEMBER 27, 2018

Here are 5 of the many lessons that we’ve learned about how to use this powerful marketing tactic properly: The Secret Sauce is NOT the Pitch Letter. For every pitch letter we send out, my firm invests at least an hour or two researching the target company. View Selling as a Numbers Game.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

Marketing Craftmanship

JANUARY 13, 2017

Here are 5 of the many lessons that we’ve learned about how to use this powerful marketing tactic properly: The Secret Sauce is NOT the Pitch Letter. For every pitch letter we send out, my firm invests at least an hour or two researching the target company. View Selling as a Numbers Game.

RFP 100

RFP Lead Scoring Lead Ranking Tactics 100

Marketing Craftmanship

JUNE 6, 2018

The most recent survey of Chief Marketing Officers (CMOs) shows that not much has changed over the past 10 years. CMOs continue their struggle to make the connection between marketing activity and company performance, and they continue to shift the blame for their failure. The reason CMOs give for the disconnect?

Work Management 133

Work Management Marketing Management Account Based Marketing Marketing Automation Services 133

Marketing Craftmanship

JULY 5, 2013

The Mobil advertorials eventually were published weekly in several leading daily newspapers over the course of three decades, and serve as the template for what the PR profession now calls thought leadership. Masterpiece Theatre Mobil Oil Corp.

Public Relations 100

Public Relations Advertorials Mobile Advertising PR 100