Marketing Craftmanship

JULY 10, 2023

To showcase their credentials, every client-facing employee should maintain a complete and up-to-date biographical profile on the company’s website and on LinkedIn. Business contacts are often included in the firm’s CRM system, and may receive quarterly newsletters or other communications issued by the company.

B2B Sales 130

B2B Sales Cross-Selling Work Management B2B 130

Marketing Craftmanship

MAY 13, 2020

Many companies have abused email to such a great extent — bombarding clients, prospects and referral sources with email blasts, self-serving newsletters and other useless information — that it’s now extremely difficult to get noticed or gain meaningful traction. Direct Communication.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

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 Make it readable, and skip the complex charts.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JUNE 11, 2015

Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. Client Newsletter…check. Both Do-It-Yourself marketers and professional marketers alike rationalize their activity on a tactical basis (number of white paper downloads, website traffic, “Likes” and “Re-Tweets,” etc.),

Planning 100

Planning Trade Show Paper Marketing & Strategy 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. Based on these impressions, website visitors will likely conclude one or all of the following: This company is out of business.

Thought Leadership 100

Thought Leadership Paper Press Case Study 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. For many firms, “build it once & fill it with stuff” is considered effective website management. Of course not…they now trick people using email.)

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

JANUARY 16, 2013

Unless your firm has accomplished something truly noteworthy—like discovering your profession’s equivalent of cold fusion—then the likelihood of your clients, prospects and referral sources actually noticing the media exposure and doing something about it, such as visiting your firm’s website or requesting an introductory meeting, is probably low.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100