Marketing Craftmanship

JUNE 11, 2015

LinkedIn and Twitter Accounts…check / check. To wean our B2B clients off their shoe fetish, we apply a “Marketing Diagnostic” planning tool, consisting of 10 simple questions. Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. White Paper…check. Client Newsletter…check.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

JULY 12, 2012

LinkedIn is the most popular social media site among Fortune 500 CEOs, with 26% on the network, compared to just 20.15% of the U.S. Of that group, ten Fortune 500 CEOs have more than 500 LinkedIn connections, while 36 CEOs have 1 LinkedIn connection or none. In comparison, more than 50% of the U.S. general public.

PR 100

PR Social Media Linkedin Comparison 100

Marketing Craftmanship

JULY 1, 2014

The good news for B2B marketers is that there are now editorial analytic tools that can provide attention and engagement metrics and insights. Those online channels should be considered a secondary, rather than the primary means, of generating attention and engagement through content.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

JULY 1, 2013

A great way to accomplish this, is on LinkedIn.” And we wonder why the marketing discipline is held in such low regard. 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

JANUARY 10, 2015

This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

AUGUST 18, 2017

Believing that the new technology was a plug & play solution, rather than a tool to make people more effective. Believing that this technology is a plug & play solution, rather than a tool to make people more effective. The error of many desktop publishers? Fast-Forward to Marketing Automation: History Repeats Itself.

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 100

Marketing Craftmanship

JUNE 19, 2015

Many B2B firms believe that simply doing great work for existing clients will drive all the referrals and word-of-mouth recommendations necessary to put them on short lists, or allow them to avoid having to compete at all.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

FEBRUARY 5, 2013

Regardless of their title, job description or capacity to work the room at a social event, every B2B executive 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 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

MARCH 16, 2012

Companies seeking to leverage publicity to drive business results in a cost-effective manner need to play a very different game, using the following rules: Generate credibility tools, not placements. More bluntly, if your publicity doesn’t make your firm’s sales collateral more believable, it’s a wasted effort. Seek only high-value exposure.

Merchandising 100

Merchandising PR Lead Ranking Lead Scoring 100