Marketing Craftmanship

MARCH 16, 2013

Rapid, lemming-like adoption of social media tools by small and medium-sized B2B firms – fueled by an army of self-proclaimed social media experts – has resulted in wasted dollars, missed opportunities and heightened distrust of the marketing function in the C-suite. A company blog is the most effective way to leverage social media.

Social Media 100

Social Media Media Merchandising B2B 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. Website effectiveness requires ongoing attention to visitor traffic analytics and search engine optimization. Blogs and newsletters demand original, timely content; not canned information.

Tactics 100

Tactics B2B Marketing Cost per Acquisition CPA 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 11, 2015

And in the case of publicity, the firm likely generated the wrong type of media exposure (regardless of where it appeared), or simply hung the coverage on their website like a hunting trophy, instead of using it proactively to engage with their target audiences.

Planning 100

Planning Trade Show Paper Marketing & Strategy 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

FEBRUARY 6, 2012

However, if top-of-mind awareness is a beneficial marketing objective for a car company, then the exponentially greater, world-wide storm-related coverage for BMW’s Mini Cooper marque certainly won’t hurt showroom traffic or the company’s balance sheet. In this case, the old saw, “All publicity is good publicity” may well be true.

PR 100

PR Forecasting Paid Search Agency Advertising Agencies 100