Marketing Craftmanship

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How To Make Marketing An Invaluable Function

Marketing Craftmanship

Or it may result in a mutual agreement regarding the definition of a qualified lead. In this culture clash, there is far less incentive for the VP of Sales to affect that change. Gain a firsthand understanding of customer needs and issues. With or without the help of the sales department, find ways to stay on top of customer sentiment.

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Why Most B2B Companies Don’t Use Earned Media (Public Relations)

Marketing Craftmanship

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.

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Social Distancing: Marketing’s New Strategic Mandate

Marketing Craftmanship

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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Is Your B2B Firm REALLY Marketing…Or Simply Making Tactical Soup?

Marketing Craftmanship

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 White papers and case studies become quickly outdated.

Tactics 100
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Should I Rekindle My Blog Love Affair…Or End It?

Marketing Craftmanship

My Blog and I would create beautiful leads together. Few people visited, only employees commented on posts, and there were no leads in sight. I made a personal commitment to post regularly. It was a great love affair…at least for a while. After a few months, my Blog started demanding more of my time.

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Making the Short List: How to Drive Top-of-Mind Awareness

Marketing Craftmanship

However, the discipline also serves as an effective butterfly net, allowing you to nurture leads and ultimately seek out a relationship on a proactive basis.

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Should Marketing Automation Customers be Pre-Qualified?

Marketing Craftmanship

· Produce Exceptional Content – If a company can’t or won’t consistently produce relevant, interesting, non-self-serving content, then Marketing Automation will fail. Garbage out, garbage in. · Align Marketing & Sales – This is the toughest hurdle, because it’s cultural.