Marketing Craftmanship

MARCH 12, 2020

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.

Work Management 130

Work Management Marketing Management Content Marketing Blast Campaigns 130

Marketing Craftmanship

JULY 8, 2019

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.

Advertising Mediums 100

Advertising Mediums B2B Marketing B2B Thought Leadership Planning 100

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

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 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

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. Direct Communication. Industry Events.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

SEPTEMBER 2, 2014

Many B2B companies, and professional services firms in particular, do not succeed at marketing for two major reasons: Failure to understand that the vendor selection process has fundamentally changed.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 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

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

MAY 11, 2016

There are two major reasons why marketing is failing at your small- or medium-sized B2B firm: You view marketing as business triage. Your company applies a collection of tactics (often labeled as a “marketing campaign”) only in response to a problem; typically involving the loss of a key client, or decline in revenue.

B2B Marketing 100

B2B Marketing Planning B2B Thought Leadership B2B 100

Marketing Craftmanship

JUNE 5, 2016

Notwithstanding how much time you invest in phone calls, lunches, conferences and rounds of golf, those Old Boy Network nurturing tactics simply cannot compete – in terms of consistency, market reach and “conversation” quality – with what online visibility offers. Reliance on Rolodex Marketing is an Opportunity Loss.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

FEBRUARY 6, 2016

Over the course of my business career, I’ve run into several grown-up “Marketing Cry-Babies.” Whenever they start to whine about marketing-related challenges, I’m always tempted to begin singing the “babies on the bus” verse, but career risk and loss of client revenue serves to made me think twice. I want it NOW!” It’s All about ME.”

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 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

AUGUST 14, 2015

. “You cannot connect the dots looking forward; you can only connect them looking backwards… For B2B marketers, this “rear view mirror” approach to connecting the dots in your tactical tool kit makes great sense. The dots have no assigned numbers to follow. – Steve Jobs.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 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.)…all

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

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

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

JULY 12, 2012

According to a new study sponsored by Domo and CEO.com , CEOs at Fortune 500 companies are participating in social media channels significantly less than the general public. The study claims that 70% of them have absolutely no presence on social media. on Facebook, 4% on Twitter, and less than 1% on Google+.

PR 100

PR Social Media Linkedin Comparison 100

Marketing Craftmanship

APRIL 19, 2012

LinkedIn is no longer simply a social media tool that enables corporate executives to put themselves in play for a better job under the guise of “networking.” We simplify the management and control of international operations, empowering our customers to capitalize on their growth opportunities in foreign markets.”.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 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

Marketing Craftmanship

DECEMBER 30, 2013

Here are just a few reasons why it’s insane for most businesses to base their marketing strategy on any of those assumptions: Lots of Media Exposure is Worthless. The “worthless media” category can include one-off quotes or mentions in round-up stories that also reference your competitors…if you’ve gained no unique mindshare.

PR 100

PR Advertorials Merchandising Paid Search Agency 100

Marketing Craftmanship

APRIL 8, 2011

Distracted by all the social media buzz, it’s easy for a company to lose sight of the fact that their website remains the mother ship of brand expression and commerce. and here’s a news flash from 2011: Online content is no longer used by sophisticated marketers as a lead generation carrot. (Of

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

SEPTEMBER 15, 2013

These 2 – 3 minute videos can be posted on the corporate website, and on the company’s social media sites. Earned Media – Press releases announcing corporate anniversaries are of little interest to most journalists. The real challenge involves alignment of strategy and tactics to achieve tangible business outcomes.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

MARCH 8, 2018

Wall Street Journal columnist Jason Zweig recently called out “marketing services specialist” Clint Arthur for selling speaking opportunities at the Harvard Faculty Club and the West Point Club, as a means for his paying clients to leverage the credibility associated with those two respected institutions.

SME 100

SME PR Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

AUGUST 31, 2011

Flacks began using the press release as a marketing and propaganda tool, and this was a bad thing. Because press releases are now considered sales collateral by their target audiences, “media relations” for all companies will be managed by the marketing department.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

FEBRUARY 14, 2013

Here’s a sad letter from the Marketing Craftsmanship mailbag: Dear Marketing Guy, I’ve fallen out of love with my Blog and I need your advice. A company Blog had everything I was looking for in social media. It would complete my marketing. The Marketing Guy. Can This Blog Affair Be Saved?

Merchandising 100

Merchandising Thought Leadership Promotion Social Media 100

Marketing Craftmanship

AUGUST 7, 2011

Thanks to search engines and social media, anyone with a computer and a personal agenda can now inflict substantial, long-term damage to the reputations of institutions that may or may not be deserving of their viral sabotage. This service is free, but does not provide a comprehensive view of everything that’s being said.

Brand Identity 100

Brand Identity Branding Viral Marketing Opinions 100

Marketing Craftmanship

JULY 19, 2013

Uncategorized #craftsmanship #docmartin #PRfirms #public events #thought leadership Cornwall England Doc Martin Dr. Martin Ellingham marketing craftsmanship Martin Clunes Netflix Philippa Braithwaite Port Isaac Portwenn public relations social media television series UK Television'

Television marketing 100

Television marketing Public Relations Thought Leadership Blogger 100

Marketing Craftmanship

MAY 17, 2011

Death of the Mono-Media Environment? 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. 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

DECEMBER 2, 2011

At this point, Governor Brownback and the Shawnee Mission School District had a big decision to make: either hold your ground, or back off a controversy that the media was likely to milk for days, and would position the governor and educators as free speech bullies and social media terrorists.

PR 100

PR Twitter Guidelines Press 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

FEBRUARY 16, 2012

But what impressed us more than the quality of their service, was the no-cost, cornball guerilla (included in photo) marketing tactic that eReleases applied to thank us for our business. eReleases’ results were as good as, or better than, any of its larger, better-known competitors.

Cost 100

Cost Guerilla Marketing B2B Marketing Paid Search Agency 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

MARCH 16, 2012

For starters: There are too many distractions within traditional print, broadcast and digital media channels to ensure that target audiences will notice your company’s brand exposure, remember seeing it, or be influenced by the coverage; Many types of media exposure have very little marketing value.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

FEBRUARY 6, 2012

So last month, to promote the “wind and weatherproof” capabilities of its Mini Cooper line, BMW’s marketing agency purchased naming rights to a high pressure system that originated in Siberia. I’m confident that BMW’s marketing agency considers this a solid win, rather than a blunder.

PR 100

PR Forecasting Paid Search Agency Advertising Agencies 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

MARCH 20, 2012

Or was the element of surprise part of the publication’s marketing strategy?

Opinions 100

Opinions Viral Marketing Profiling Advertisements 100