Marketing Craftmanship

AUGUST 18, 2017

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.

Marketing Automation Services 100

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

Marketing Craftmanship

NOVEMBER 9, 2018

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.

Newsletter 113

Newsletter Work Management B2B Thought Leadership Marketing Management 113

Marketing Craftmanship

NOVEMBER 22, 2023

Client newsletters are one of the most widely used, and often abused marketing tactic for B2B firms of any size. MYTH #1: Your B2B Firm Needs a Client Newsletter Marketers want you to believe that your firm needs a newsletter. In fact, at many firms their client newsletter is a marketing albatross.

Newsletter 130

Newsletter B2B Thought Leadership B2B Thought Leadership 130

Marketing Craftmanship

AUGUST 14, 2015

In our online world, it’s become even more difficult to cut through the constant volume of noise. This has put new demands on fund marketers, who must re-think how they communicate with target audiences, if they intend to overcome short attention spans and digital amnesia.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

AUGUST 23, 2017

And it’s a corporate asset that needs to be marketed. So how does a company communicate its brand integrity through online and offline channels? Consistency: Is all information kept up-to-date, and relevant to current market conditions? never succeeds. Acid Test: How much digging is required to gain a basic understanding? ).

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

OCTOBER 9, 2016

The first question we ask prospective clients is, “Do you have a Marketing Plan?”. Most prospects sheepishly acknowledge that they don’t have a formal Marketing Plan. There are several good and bad reasons why companies (of all sizes) don’t create a Marketing Plan. We call this process the “Easy-Bake Marketing Cake Recipe.”.

Planning 100

Planning Marketing Plans Work Management Marketing Management 100

Marketing Craftmanship

JANUARY 20, 2017

The marketing profession has a reputation for sometimes using less than reliable market research to promote a point of view. And this marketer has been guilty of that sin. Years ago, our insurance company client was introducing a new Directors & Officers liability insurance policy, and asked us to raise market awareness.

Paid Search Agency 100

Paid Search Agency High Quality Lead Content Press 100

Marketing Craftmanship

MAY 13, 2020

This will likely have a lasting impact on our global society, on how people communicate with each other and on how marketers will reach and influence people in the future. But marketers who know how to craft an enticing subject line, and who can write effective copy, can break through the clutter. Online Visibility.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

JULY 1, 2014

For B2B marketers who are too busy to keep up-to-date on every marketing trend and buzzword, here are a few thoughts on all the current noise about the Attention Web : Attention as a marketing asset is not a new concept: Top-of-mind awareness has always served as a cornerstone of effective B2B marketing.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 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

FEBRUARY 13, 2015

Ideally, those plans will also avoid many of the non-productive tactics that marketers are known to promote. Here’s a marketing roadmap designed to achieve that objective: Build your brand strategy first. In an online world, websites are the mother ship of market transparency. Harness the market reach of LinkedIn.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JANUARY 27, 2015

The marketing profession has a reputation for sometimes using less than reliable market research to promote a point of view. And this marketer has been guilty of that sin. Years ago, our insurance company client was introducing a new Directors & Officers liability insurance policy, and asked us to raise market awareness.

Research 100

Research Content Marketing Work Management Paid Search Agency 100

Marketing Craftmanship

AUGUST 14, 2015

To make matters worse, business owners often engage ad agencies, PR firms and outside (and internal) marketing “experts” who are always ready to prescribe a long list of tactical solutions (white papers, blogs, newsletters, publicity, social media, direct mail, conferences, advertising, etc.)

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 5, 2020

They’ll form an opinion based on publicly available information they find online. Unfortunately, simply telling target audiences — in your public-facing marketing assets — that your company is smart, honest, unique, innovative, creative, cutting-edge, trusted, etc. rarely succeeds.

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

SEPTEMBER 8, 2023

The generation of attorneys who still consider any type of “marketing” to be unprofessional is diminishing, concurrent with the increase of “Emeritus” partners listed on law firm websites. That evolution notwithstanding, most law firms and younger practitioners remain stuck in neutral, in terms of marketing sophistication.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

FEBRUARY 5, 2015

And it’s a corporate asset that needs to be marketed. So how does a B2B firm market its brand integrity through online and offline channels? So how does a B2B firm market its brand integrity through online and offline channels? never succeeds.

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

MARCH 21, 2014

Client newsletters are the most widely used, often abused and hotly debated B2B marketing tactic for professional services firms of any size. Marketers want you to believe that your firm needs a client newsletter. In fact, at many firms their client newsletter is a marketing albatross. Newsletters are one-way conversations.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

FEBRUARY 16, 2012

After some polite online badgering by eReleases, Highlander Consulting gave that upstart firm a shot last week; tasking them to distribute a press release for one of its clients, CAP Index Inc. – what service provider will Highlander think of FIRST the next time we need to distribute a press release online?

Cost 100

Cost Guerilla Marketing B2B Marketing Paid Search Agency 100

Marketing Craftmanship

DECEMBER 19, 2012

In a pre-pixilated world in the not too distant past, Ink on Paper ruled the world of marketing. In the days of Ink on Paper, marketers reviewed press proofs; they hand-delivered advance copies of newly printed materials to their CEOs, and measured ROI based on Business Reply Card volume. Content stood on its own, linked to nothing.

Paper 100

Paper Press Sample Paid Search Agency 100

Marketing Craftmanship

APRIL 8, 2011

The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other expressions of thought leadership.

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

APRIL 21, 2011

Co-sponsored by the Financial Times and Doremus, this survey of more than 500 senior-level business executives suggests that if you’re attempting to reach corporate decision-makers, you may want to want to re-consider Twitter as a marketing tactic. Fewer than 10% use Twitter at work, and only about 20% use Twitter at home. .

Tactics 100

Tactics Webcast B2B Marketing Twitter 100

Marketing Craftmanship

MAY 17, 2011

A new study from Boston College’s Carroll School of Management on the impact of multi-media multitasking has some significant implications for marketers using TV or online channels. Death of the Mono-Media Environment? In a forthcoming edition of the journal Cyberpsychology, Behavior, and Social Networking , Professors S.

Media 100

Media Multi-Channel Television marketing Social Networks 100

Marketing Craftmanship

JULY 4, 2011

Marketers are best served by focusing on improvement of their SEO capabilities. Multi-channel customer experience research by RightNow / Loudhouse showed that consumers are open to using social media to post opinions, but when it comes to interaction, 50% of consumers want to use online self-service tools, phone (18%), or email (19%).

Social Media 100

Social Media Social Marketing Word of Mouth Media 100

Marketing Craftmanship

OCTOBER 22, 2019

You can measure client sentiment on an informal basis, similar to Ed Koch; but you’re more likely to yield meaningful results if you conduct a formal survey either online and / or by telephone. Online platforms like surveymonkey.com make it easy to design, conduct and evaluate a client opinion survey.

Ad brokers 127

Ad brokers Opinions Marketing Management Loyalty 127

Marketing Craftmanship

JANUARY 16, 2013

Is Your B2B Marketing a Tactical Hodge Podge? B2B firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value. When this situation exists, a B2B firm is not marketing; it’s simply making Tactical Soup. Put every marketing tactic under the microscope.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

FEBRUARY 24, 2016

You can gain reliable insight into the current state of law firm blogging from two recent market research studies: According to the ABA’s Legal Technology Report, less than 1/3 of all law firms have a blog, and most of those are large firms. And nearly 1/3 of CLOs do not read blogs at all. Your posts are too long.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

AUGUST 29, 2017

All of the hours devoted to blogging, at some of the nation’s largest and smartest companies, does not appear to be time well spent…if the goal of a blog and other forms of content marketing is to generate new business. A blog’s marketing function is to drive top-of-mind awareness with your clients, prospects and referral sources.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

SEPTEMBER 1, 2015

You can measure client sentiment on an informal basis, similar to Ed Koch; but you’re more likely to yield meaningful results if you conduct a formal survey either online and / or by telephone. Online platforms like surveymonkey.com make it easy to design, conduct and evaluate a client opinion survey.

Ad brokers 100

Ad brokers Business Loyalty Opinions 100

Marketing Craftmanship

AUGUST 19, 2011

Brochureware is the term used, often with derogatory marketing implications, to describe websites consisting entirely of static pages that promote a company’s products and services, people and value proposition. Brochureware simply sits online, like a printed brochure sits on a coffee table.

Thought Leadership 100

Thought Leadership Paper Press Case Study 100

Marketing Craftmanship

NOVEMBER 12, 2015

By re-casting your public facing materials, or creating new marketing collateral and thought leadership that’s focused on your target industry, you can establish a baseline level of credibility that serves to offset the lack of actual client work in that field.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership B2B 100

Marketing Craftmanship

NOVEMBER 29, 2013

But it matters very little whether Segal is the canary in the coal mine for this issue, foreshadowing mass defections of journalists from online databases; thereby making those tools useless. In fact, PR may also be better served without them.

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

OCTOBER 14, 2014

The B2B marketer’s task is to equip the sales force with methodologies and tools that help initiate and facilitate intrinsic selling. In taking this approach, they also benefit from the wisdom of the marketing master, Confucius, who purportedly wrote: I hear…and I forget.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 5, 2012

I don’t work for Glassdoor.com in any capacity, or receive compensation for promoting its products, but it’s a no-brainer to take advantage of an opportunity to provide credible, positive content that offsets misinformation, warts and shortcomings that others are sharing online.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

JULY 1, 2013

Thought Leadership is one of the most widely used terms in B2B marketing. And we wonder why the marketing discipline is held in such low regard. But there’s a range of opinion regarding what Thought Leadership is, and fuzzy expectations with respect to its tangible benefits. A great way to accomplish this, is on LinkedIn.”

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

MAY 7, 2015

If your publicity doesn’t make your fund’s marketing materials more believable, then the tactic will never have a connection to asset growth. Slice & Dice for Incremental ROI: In our digital age, there are online opportunities to gain additional mileage from the publicity you generate.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

JUNE 19, 2015

More importantly, the experience provided some valuable insights about “making the short list” that continue to have direct application to our B2B marketing business. Making the short list” in B2B marketing means that your firm has been chosen by a prospective client as a candidate for an assignment.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 100

Marketing Craftmanship

APRIL 29, 2013

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.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100