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. Increasingly, social media tools like LinkedIn are playing an important role in personal and corporate life.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

JULY 10, 2023

Regardless of their title, job description or capacity to work the room at a social event, every B2B firm employee should be given training, tools and ongoing support that empowers them to: Manage Their Personal Brand – Clients hire individuals, rather than a firm, to help them.

B2B Sales 130

B2B Sales Cross-Selling Work Management B2B 130

Marketing Craftmanship

FEBRUARY 21, 2023

They should not feature employees or clients Presented in a quick-reading Q&A editorial format, with 10 – 12 questions that highlight the individual’s personal and professional background, insights, and opinions Purely objective in nature.

Thought Leadership 130

Thought Leadership B2B Thought Leadership Brand Identity Branding 130

Marketing Craftmanship

MAY 13, 2020

Include the person’s or company’s name in the subject line to distinguish it from spam, for instance. Snail mail, which for decades was blocked by executive gatekeepers, is now such a rare occurrence that personal letters often receive immediate attention. Less is more, if it’s well written.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

FEBRUARY 13, 2015

Harness the market reach of LinkedIn. LinkedIn has become an important due diligence tool for investors, intermediaries and the financial press. Most hedge funds understand this, and either provide a very basic firm profile, and / or allow its employees to post their personal profiles on LinkedIn.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

MARCH 16, 2013

The past decade’s social media debacle is akin to introduction of desktop publishing in the early 1980s, when personal computers arrived in the business world. These are primarily personal and B2C social media platforms, and there are few good reasons why most B2B firms should be investing any time or resources there.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions. does not guarantee marketplace attention.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100