Marketing Craftmanship

NOVEMBER 12, 2015

In new business development efforts, B2B firms of all types are often challenged by prospective clients with this question: “Do you have any experience working for companies in my industry?”. And although this may be true, that response typically fails to convince the prospect, and can even backfire.

B2B Thought Leadership 100

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

Marketing Craftmanship

OCTOBER 14, 2014

Extrinsic selling occurs, according to Wittreich, when a B2B seller relies on successful work that’s been performed for other customers, as a means to validate the seller’s capabilities and potential ability to perform for a prospective customer. Create Tools to Engage Prospects. No leap of faith required.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

JULY 5, 2016

Reduce decision-making risk for prospective clients. If your firm doesn’t possess a strong traditional pedigree, there are several ways you can reduce decision-making risk for prospective clients. A prospective client’s own pedigree is a strong indicator of their selection preferences for outside providers.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 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. Sales reps don’t know how to convert their leads.

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

FEBRUARY 14, 2013

Engage clients and prospects. My Blog and I would create beautiful leads together. Few people visited, only employees commented on posts, and there were no leads in sight. My sad story: It was love at first sight. A company Blog had everything I was looking for in social media. It would drive SEO. Establish thought leadership.

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

FEBRUARY 16, 2017

For starters, you need access to a robust, accurate database of your clients, prospects and referral sources. Sometimes lightning actually does strike: you’ll make a connection at a conference that eventually leads to new business.

Conference 100

Conference Lead Scoring Lead Ranking Guerilla Marketing 100

Marketing Craftmanship

MARCH 24, 2011

Extrinsic selling occurs, according to Wittreich, when a B2B seller relies on successful work that’s been performed for other customers, as a means to validate the seller’s capabilities and potential ability to perform for a prospective customer. Create Simple Tools to Engage Prospects.

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

JULY 1, 2013

For example, rather than featuring a message from your CEO in each issue of the company’s quarterly newsletter, consider publishing guest commentaries (not promotional messages) from clients, prospects, referral sources and recognized opinion leaders in your discipline. Merchandising Strategy Precedes Content Development.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

APRIL 2, 2015

For starters, you need access to a robust, accurate database of your clients, prospects and referral sources. Sometimes lightning actually does strike: you’ll make a connection at a conference that eventually leads to new business.

Conference 100

Conference Tactics B2B Marketing Planning 100

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.

Allocation 100

Allocation Terms and Conditions Paid Search Agency Enterprise Management 100

Marketing Craftmanship

DECEMBER 30, 2013

Responses to Question #2 must provide clear direction regarding how it will support the firm’s sales and marketing strategy; how it will be used to drive leads; how it will initiate meaningful conversations with clients and prospects; and how it can be leveraged to gain other opportunities for targeted exposure.

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

FEBRUARY 5, 2013

To increase their odds of getting that call, firms must constantly sow seeds with clients, prospects and referral sources, driving top-of-mind awareness regarding the firm’s capabilities and credentials. Drive Top-of-Mind Awareness – The marketing challenge for most B2B firms is making the short list of candidates called in for an assignment.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

MARCH 16, 2012

Other than a pile of press clippings or some online content for their website’s “In the News” section, business owners are hard-pressed to draw a connection between their publicity campaign and tangible business results, such as lead generation or increased revenue. Build an internal merchandising system.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

APRIL 8, 2011

Admittedly, it’s often a battle to convince a CEO or Sales VP that your company needs to produce content that enables prospects to draw their own conclusions…but pursuit of this cause is well worth the effort, if only in terms of professional self-respect. Of course not…they now trick people using email.)

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

APRIL 19, 2012

High Street Partners (HSP) is the leading professional advisory firm in the international expansion space. LinkedIn also is no longer just a digital marketplace for consultants, freelancers and agencies seeking new clients.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

NOVEMBER 27, 2018

Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. But the only thing that’s of interest to prospects is what you can do for them. Nearly all of those firms will mistakenly talk about themselves, and what they’ve done for their clients.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

Marketing Craftmanship

JANUARY 13, 2017

Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. But the only thing that’s of interest to prospects is what you can do for them. Nearly all of those firms will mistakenly talk about themselves, and what they’ve done for their clients.

RFP 100

RFP Lead Scoring Lead Ranking Tactics 100

Marketing Craftmanship

MARCH 27, 2013

White paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers. Increasingly, registration barriers lose more leads than they generate. And there are still many companies that produce legitimate white papers containing helpful, objective information.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

FEBRUARY 16, 2013

The fruits of their labors will be self-evident in tangible business metrics, ranging from lead generation to high search engine page rankings. There’s simply too much offline and online noise to ensure that any media exposure on its own will gain the attention you’re seeking.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100