Marketing Craftmanship

MAY 13, 2020

Online Visibility. A significant number of companies also maintain a presence on social media platforms and publish posts for a relatively small group of followers, many of whom are not their target audience. Earned media has the highest value on the credibility scale. Industry Events.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

NOVEMBER 22, 2023

Regardless of its content, only a small number of professional service firms proactively work to expand their newsletter’s reach, to maintain an adequate CRM capability, or to proactively leverage readership analytics from open and click-thru rates, if their newsletter is delivered online.

Newsletter 130

Newsletter B2B Thought Leadership B2B Thought Leadership 130

Marketing Craftmanship

JANUARY 8, 2021

Their compensation and tenure are often based on fuzzy or subjective factors, including the ability to generate earned media, maintain an effective website, produce relevant content for social media or score highly in brand awareness or customer satisfaction surveys. Go deeper than automated online surveys.

Work Management 264

Work Management Marketing Management Lead Scoring Lead Ranking 264

Marketing Craftmanship

JANUARY 5, 2020

They’ll form an opinion based on publicly available information they find online. Acid Test: Do credible media sources or research firms cover the company? rarely succeeds. External Validation: How is your firm’s value proposition confirmed by objective 3rd parties? Do clients identify themselves by name and company?).

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

SEPTEMBER 2, 2014

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions. Failure to respond properly to the new vendor selection process. does not guarantee marketplace attention.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

JUNE 5, 2016

Surprisingly, a significant number of professional services firms continue to resist building online brand visibility as a business development strategy. New clients don’t find us by searching online.”. Online research is rapidly replacing human interaction as the primary validation process in all decision-making.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

MAY 7, 2015

According to BNY Mellon’s most recent survey of Investor Relations (IR) practices worldwide, fewer than half of the nearly 700 respondents are using media relations to support their IR goals. More significantly, only 6% of that group included media exposure as a top IR goal.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

NOVEMBER 29, 2013

As a result, effective public relations involves pushing a company’s or client’s agenda (or products and services) without being a pest, and ideally, by being helpful to reporters who are in a position to reciprocate with media coverage. And many newly minted PR people have not been taught the unwritten rules of effective media relations.

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

AUGUST 18, 2017

In a nutshell: legacy sales management software (CRM systems), combined with the emergence of email and social media platforms, have provided marketers with new ways to reach and influence target audiences directly and indirectly. For starters, how many companies are eager to admit a costly failure?)

Marketing Automation Services 100

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

Marketing Craftmanship

OCTOBER 9, 2016

The objective is to showcase your company’s intellectual capital (which is very different from a sales pitch), either through respected print / electronic media sources or social media, primarily to gain online visibility for that content. marketing approach, then please let me know. I would like to short your stock.

Planning 100

Planning Marketing Plans Work Management Marketing Management 100

Marketing Craftmanship

FEBRUARY 13, 2015

In an online world, websites are the mother ship of market transparency. Hold off on Twitter and other social media sites. Few hedge funds have the time or social media sophistication to engage safely and consistently on Twitter, and the compliance risks are significant. Create a bona fide website, not a proxy.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

NOVEMBER 9, 2018

Regardless of content, only a small number of professional services firms proactively work to expand their newsletter’s reach, to maintain an adequate CRM capability, or to properly leverage readership analytics from open and click-thru rates, if their newsletter is delivered online. Newsletters often are one-way conversations.

Newsletter 113

Newsletter Work Management B2B Thought Leadership Marketing Management 113

Marketing Craftmanship

JANUARY 27, 2015

Our client was overjoyed with the media exposure, but we felt less than honorable, and resolved that we would never use market research to promote a client’s product or service unless we believed the supporting methodology had sufficient rigor. Research integrity was an issue long before the internet became the platform for content marketing.

Research 100

Research Content Marketing Work Management Paid Search Agency 100

Marketing Craftmanship

FEBRUARY 16, 2012

eReleases competes with dozens of electronic news distribution services, all seeking to charge companies and PR agencies hefty fees to put their press releases in front of journalists, in hopes of capturing the media’s attention and coverage. Missing: Nimmi, the acrobatic dog.

Cost 100

Cost Guerilla Marketing B2B Marketing 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

JANUARY 20, 2017

Our client was overjoyed with the media exposure, but we felt less than honorable, and resolved that we would never use market research to promote a client’s product or service unless we believed the supporting methodology had sufficient rigor. Research integrity was an issue long before the internet became the platform for content marketing.

Paid Search Agency 100

Paid Search Agency High Quality Lead Content Press 100

Marketing Craftmanship

AUGUST 14, 2015

In our online world, it’s become even more difficult to cut through the constant volume of noise. To measure the readability in your written communication, try the online BlaBlaMeter diagnostic ( blablameter.com ), which is an admittedly unscientific, but somewhat objective barometer of your fund’s “BS” factor.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

AUGUST 23, 2017

So how does a company communicate its brand integrity through online and offline channels? Acid Test: Do credible media sources cover the company? People require hard and soft evidence to support their own conclusions about your brand attributes, notably its integrity. Do reliable sources express open support or inherent endorsement?

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

APRIL 21, 2011

Given the survey’s game-usage insight, here’s something that deserves additional research: if nearly 75% of senior executives frequently or sometimes “view online video” while they’re at work, what exactly are they watching? Digital Media: % Used Frequently or Sometimes.

Tactics 100

Tactics Webcast B2B Marketing Twitter 100

Marketing Craftmanship

MARCH 21, 2014

Regardless of content, only a small number of professional service firms proactively work to expand their newsletter’s reach, to maintain an adequate CRM capability, or to properly leverage readership analytics from open and click-thru rates, if their newsletter is delivered online. Newsletters are one-way conversations.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 16, 2013

Press releases and related media exposure is a good example of marketing activity that is often overrated in terms of effort vs. tangible outcome. Over the course of this six-month campaign, which effectively combined two marketing tactics—media exposure and direct mail—this accounting firm netted two new pharmaceutical industry clients.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

AUGUST 31, 2011

Prior to popularization of fax machines in the 1980s, news releases were delivered by human messengers to major wire services such as AP, UPI and Dow Jones, which in turn communicated that news to their subscribing media outlets over a broadtape machine – much like a financial ticker tape, but using a much wider roll of paper.

Public Relations 100

Public Relations Press PR Content 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. Plan media solicitations last.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

APRIL 29, 2013

Regardless of content, only a small number of professional service firms proactively work to expand their newsletter’s reach, to maintain an adequate CRM capability, or to properly leverage readership analytics from open and click-thru rates, if their newsletter is delivered online. Newsletters often are one-way conversations.

Newsletter 100

Newsletter Word of Mouth B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

SEPTEMBER 8, 2023

This earned media exposure generates an inherent 3rd party endorsement from an objective, credible source. Practitioners and firms invest in online directories, on search engine optimization or paid search, on Google ads and even highway billboards to drive new business inquiries.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

JUNE 6, 2011

In that mainstream media coverage: More than 60% abstained from calling the death panels claim false. The authors warn: “If we don’t see a greater degree of this substantive objectivity, the public is left largely at the mercy of the savviest online communicator.

Business 100

Business Case Studies Curation Validation 100

Marketing Craftmanship

FEBRUARY 5, 2015

So how does a B2B firm market its brand integrity through online and offline channels? Acid Test: Do credible media sources cover the company? People require hard and soft evidence to support their own conclusions about your brand attributes, notably its integrity. Do reliable sources express open support or inherent endorsement?

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 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

APRIL 19, 2011

The column was based on Berman’s assessment of the performance of online broker SharesPost, after posing as a would-be investor using the identity of his long departed grandmother. The Wall Street Journal and other media sources are NOT in business to make SharesPost look good…or even to report its (or your) side of the story.

PR 100

PR Ad brokers Opinions Ethics 100

Marketing Craftmanship

JUNE 19, 2015

What’s surprising in our current B2B world – where at least 70% of the short list selection process in made online, in advance of any direct contact – is that so many B2B firms have ineffective or outdated websites; provide no catalysts to drive traffic to their website; generate no content to validate their intellectual capital; and fail to properly (..)

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 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

JUNE 21, 2011

Although few companies have the resources or courage to produce “old media” advertising on this scale, IBM’s Centennial insert embodies several important lessons for marketers at companies of all sizes and industries. issues of the Wall Street Journal, the New York Times and Washington Post.

Advertisements 100

Advertisements Advertising Marketing Budget Paid Search Agency 100

Marketing Craftmanship

AUGUST 19, 2011

Brochureware simply sits online, like a printed brochure sits on a coffee table. 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.

Thought Leadership 100

Thought Leadership Paper Press Case Study 100

Marketing Craftmanship

NOVEMBER 5, 2012

As I sat in my dark, cold kitchen using limited laptop battery life, it annoyed me to see Facebook friends who had not been affected by the hurricane conduct their usual online banter. We only really feel or care about misfortunes that happen to us and our families. We have very short memories.

Cable 100

Cable Marketing Management Statistics Distribution 100

Marketing Craftmanship

APRIL 12, 2011

I often pose this question to prospective B2B clients when they ask me if I can generate exposure for their company in Forbes , Fortune , the Wall Street Journal , CNBC or some other influential media source. Media placement is “credibility tool” generation. The assumption: if Forbes has covered your company, it must be legitimate.

Merchandising 100

Merchandising Verticals Press Marketing Prospects 100

Marketing Craftmanship

JULY 6, 2011

While observers of the Casey Anthony trial focused on the apparent injustice of the verdict, defense co-counsel Cheney Mason used his first opportunity in front of a microphone to call reporters to task for “media assassination,” and for publicly promoting an assumption of guilt. “I Journalism is now “communitainment.”.

Television marketing 100

Television marketing Aggregators Fulfillment Opinions 100

Marketing Craftmanship

APRIL 17, 2011

As online access to information and insight into a broad range of professional and technical skills becomes more widely available, will “knowledge worker” craftsmanship become an anachronism? For decades, medical schools have told students that patients want the Three As: Accessibility, Affability and Ability… in that order.

Transparency 100

Transparency CPA Cost per Acquisition Ad brokers 100