Marketing Craftmanship

AUGUST 29, 2017

For starters, they should be published on LinkedIn, both on your personal profile (as a long-form blog post like this one), and as an “Update” on your firm’s corporate LinkedIn page. In most cases, this means working smarter, and not necessarily harder, on your company’s blog.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

JULY 1, 2013

A great way to accomplish this, is on LinkedIn.” It may be a beautiful work of art, but you will never sail it around the lake. And we wonder why the marketing discipline is held in such low regard. How will we apply our Thought Leadership content (other than dropping it on our website) to achieve those measurable outcomes?

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

MAY 13, 2020

Rather than posting a self-serving white paper, work with a vertical trade or professional publication to produce an objective bylined article on the topic. If your webinar content is truly educational, then you can repurpose it — perhaps as a bylined article or long-form LinkedIn post — for people who didn’t attend the online event.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

AUGUST 31, 2018

Excessive Follow-up: These companies subject prospects to a constant barrage of email, direct mail and telephone contact that makes their firm appear desperate for work, and often kills any chance of their being hired. The effort to generate top-of-mind awareness is a means to an end, not the goal.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

JANUARY 10, 2015

Two-thirds of the largest hedge funds have a LinkedIn presence, but only 10 of those funds post any meaningful content on that social media site. Any firm that operates without a formal plan (which should be simple, and not require a lengthy process to create), eventually becomes a victim of “trust me it’s working” marketing.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

FEBRUARY 24, 2016

For starters, they should be published on LinkedIn, both on your personal profile (as a long-form blog post), and as an “Update” on your law firm’s corporate LinkedIn page. In most cases, this means working smarter, and not necessarily harder, on your law firm blog.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 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. Increase Your Odds of Making the Short List over the Long Haul.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

AUGUST 18, 2017

Here’s a list of basic skills that Marketing Automation providers might require of prospective customers, in advance of a sale: · Know Who Your Customers Are – Many companies have only a fuzzy understanding of their target markets, or know why those customers should buy from them. · Work from a Written Marketing Plan – Here’s the acid test: (..)

Marketing Automation Services 100

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

Marketing Craftmanship

FEBRUARY 5, 2013

Every Employee a Sales Rep” should be fully ingrained across a company’s work force, from the front desk to the corner office. To showcase their credentials, every account practitioner should maintain a complete and up-to-date biographical profile on the company’s website and on LinkedIn.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

MARCH 16, 2012

As a marketing-savvy company, you must work backwards…by first defining what specific behavior or opinion you’re attempting to influence, and then by determining how you’ll apply media exposure to accomplish that goal. Too often, publicity with or without merchandising potential is simply hung on a company’s website like a hunting trophy.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

MARCH 7, 2016

The study’s social media usage growth figure excluded hedge fund participation (at 73%) in LinkedIn ( …and I do understand why: because this would have changed the study’s conclusion.). It’s a lot of work, and few funds have the experience or the resources to managing social media properly. It doesn’t end well.

Social Media 100

Social Media Work Management Marketing Management Media 100