Marketing Craftmanship

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How To Make Marketing An Invaluable Function

Marketing Craftmanship

In its landmark 2018 Pulse Survey of 220 Chief Marketing Officers, the executive recruiting firm Korn Ferry reported that, although financial results were the most important factor in their performance-based compensation, “52% of CMOs say they cannot make a direct and obvious correlation between marketing efforts and company performance.”

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Why Marketing Content Will Continue to Suck in the Age of Artificial Intelligence (A.I.)

Marketing Craftmanship

In the mid 1980s, with introduction of the Mac computer, PageMaker software, and the LaserWriter printer, the DeskTop Publishing system was born; for the first time allowing anyone to create print and online marketing materials that did not require a bona fide graphic designer or any elaborate printing hardware to produce physical documents.

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Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure

Marketing Craftmanship

On their journeys, they also must overcome self-imposed obstacles, and in my opinion, three of those are the same reasons marketing fails at most companies. Similarly, some companies are always seeking a marketing tactic or gimmick in hopes of generating immediate results. ” Some companies do have a written marketing plan.

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Are Pitch Letters The Cinderella Of Content Marketing?

Marketing Craftmanship

Great content can build brand stature and increase market awareness, but in my experience, neither of those achievements necessarily delivers the type of market engagement that results in new accounts or revenue growth. Pull-based content marketing is a shotgun approach. They’re the Cinderella of content marketing.

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Is Your Client Newsletter a Marketing Albatross?

Marketing Craftmanship

Client newsletters are the most widely used, often abused and hotly debated marketing tactic for professional services firms of any size. Marketers want you to believe that your firm needs a newsletter. In fact, at many firms their client newsletter is a marketing albatross. Newsletters often are one-way conversations.

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Two Reasons Why Marketing Fails at Small and Medium B2B Firms

Marketing Craftmanship

There are two reasons why marketing fails most often at small- and medium-sized B2B firms. Either or both of these failings may apply to your situation: You view marketing as business triage. When business is good, little or no time is invested in marketing. You expect marketing to deliver immediate results.

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Should Marketing Automation Customers be Pre-Qualified?

Marketing Craftmanship

For decades, the ONLY way to produce any type of printed material – ranging from sales & marketing brochures, to annual reports and informational flyers – involved a multi-step, time / people-intensive, costly process requiring a copywriter, graphic designer, a typesetter and a printing press.