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

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

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. Seek only high-value exposure.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

AUGUST 31, 2011

The origins of the press release are unclear, but in the not too distant past, this communication tool was called a “News Release.” But the news release has lost its franchise as a communication tool, for two reasons: Thanks to technology, news releases became an anachronism. Self-serving Press Release Content Has Killed PR.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

NOVEMBER 9, 2018

Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. Despite the buzz regarding social media, that channel also falls short in terms of engagement. MYTH #1: Your B2B Firm Needs a Client Newsletter.

Newsletter 113

Newsletter Work Management B2B Thought Leadership Marketing Management 113

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

Believing that the new technology was a plug & play solution, rather than a tool to make people more effective. Believing that this technology is a plug & play solution, rather than a tool to make people more effective. Fast-Forward to Marketing Automation: History Repeats Itself.

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 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+. general public.

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.” There are (at least) two fundamental issues involving LinkedIn: The employees’ right to describe themselves any way they see fit on social media sites, and.

Enterprise Management 100

Enterprise Management Work Management Ideal Customer Profiles Marketing Management 100

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. does not guarantee marketplace attention.

B2B Thought Leadership 100

B2B Thought Leadership B2B Marketing WOM Thought Leadership 100

Marketing Craftmanship

FEBRUARY 13, 2015

LinkedIn has become an important due diligence tool for investors, intermediaries and the financial press. 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.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

MARCH 21, 2014

Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. Despite the buzz regarding social media, that channel can also fall short in terms of engagement. MYTH #1: Your Firm Needs a Client Newsletter.

Newsletter 100

Newsletter Marketing Mix Word of Mouth B2B Thought Leadership 100

Marketing Craftmanship

JUNE 11, 2015

To wean our B2B clients off their shoe fetish, we apply a “Marketing Diagnostic” planning tool, consisting of 10 simple questions. But tactics that are unlikely to generate direct results, such as media exposure, will require a plan that combines related tactics. Here are the first two questions it asks: 1.

Planning 100

Planning Trade Show Paper Marketing & Strategy 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.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership CMO Marketing & Strategy 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

APRIL 29, 2013

Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. Despite the buzz regarding social media, that channel also falls short in terms of engagement. MYTH #1: Your B2B Firm Needs a Client Newsletter.

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. In turn, these “credibility tools,” require no leap of faith regarding the practitioner’s or firm’s potential to add value. Those largely self-promotional items are more appropriately communicated on social media.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

AUGUST 14, 2015

Effective 3rd party endorsements – embodied within media coverage of your firm, a video featuring an investor, or highlights of your presentation at an industry seminar – provide your target audiences with information that appears objective and believable.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

DECEMBER 28, 2016

Their inherent weaknesses notwithstanding, and despite this particular rant, industry awards are not in any danger of losing momentum, and will remain as one component in the marketing tool kit. But the easiest tactics, like award recognitions, are not always the most effective or enduring ways to help your business grow.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 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.

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

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. If you’re unable to trash the old content, at least bury it in an archive tab so it’s not as visible.

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 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.

Merchandising 100

Merchandising Verticals Press Marketing Prospects 100

Marketing Craftmanship

JUNE 6, 2018

Tactics and Tools Fail CMOs. To accomplish those necessary goals, and create some tangible evidence of their contribution to their company’s top line results, CMOs continue to rely heavily (or exclusively) on a large and growing inventory of marketing tactics and tools. Averaging job tenure of just 4.1

Work Management 133

Work Management Marketing Management Account Based Marketing Marketing Automation Services 133

Marketing Craftmanship

APRIL 17, 2011

Increasingly, online search and social media transparency will enable us to understand, manipulate, second-guess and validate the counsel of every professional discipline. Google, Twitter and TurboTax notwithstanding, as a knowledge worker, I take some solace in having seen that information and tools are often no substitute for experience.

Transparency 100

Transparency Cost per Acquisition CPA Ad brokers 100

Marketing Craftmanship

NOVEMBER 9, 2017

A company’s senior management and traditional media sources no longer have exclusive or primary control over brand equity. Apply Listening Tools & Respond Immediately. Several online tools, with capabilities far beyond GoogleAlerts, can provide real-time insights into where a company is being mentioned and what’s being said.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

FEBRUARY 16, 2013

Not to be confused with “The Wall Street Transcript” Many companies will invest considerable effort seeking positive publicity in influential media sources, and then fail to benefit from the masthead value of that exposure. The Wall Street Journal , for example, has high masthead value; the Wall Street Transcript… not so much.

Merchandising 100

Merchandising Lead Ranking Lead Scoring Public Relations 100