Marketing Craftmanship

SEPTEMBER 2, 2014

In this new WebMD World of B2B Marketing , making the short list of potential vendors relies heavily on being visible and appearing smart in appropriate online channels on a consistent basis. And this chart explains why: The online world makes it easy to obtain information, but extremely difficult to gain attention over all the noise.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

JANUARY 5, 2020

They’ll form an opinion based on publicly available information they find online. But as decision-making regarding selection of outside resources is increasingly based on a Google search, your firm can greatly improve its chances of making the short list by managing its online visibility in a more strategic manner.

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

OCTOBER 22, 2019

You can measure client sentiment on an informal basis, similar to Ed Koch; but you’re more likely to yield meaningful results if you conduct a formal survey either online and / or by telephone. Online platforms like surveymonkey.com make it easy to design, conduct and evaluate a client opinion survey.

Ad brokers 127

Ad brokers Opinions Marketing Management Loyalty 127

Marketing Craftmanship

JANUARY 8, 2021

Go deeper than automated online surveys. . • Gain a firsthand understanding of customer needs and issues. With or without the help of the sales department, find ways to stay on top of customer sentiment. For example, spend a half-day every month listening in on calls that come into your customer service center.

Work Management 264

Work Management Marketing Management Lead Ranking Lead Scoring 264

Marketing Craftmanship

AUGUST 18, 2017

That capability, bolstered by access to data regarding customers and their online behavior, has led to a proliferation of technology companies peddling a mind-boggling array of Marketing Automation platforms intended to increase consistency and precision during every stage of the customer journey.

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. If you prefer to stick with the “We’re a relationship business, and don’t need an online brand presence.”

Planning 100

Planning Marketing Plans Work Management Marketing Management 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

JANUARY 5, 2012

I don’t work for Glassdoor.com in any capacity, or receive compensation for promoting its products, but it’s a no-brainer to take advantage of an opportunity to provide credible, positive content that offsets misinformation, warts and shortcomings that others are sharing online.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

JULY 1, 2014

Those online channels should be considered a secondary, rather than the primary means, of generating attention and engagement through content. There is now hard evidence that shows the number of clicks, comments, and shares are not indicative of how much time people spend engaged with the actual content.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

SEPTEMBER 1, 2015

You can measure client sentiment on an informal basis, similar to Ed Koch; but you’re more likely to yield meaningful results if you conduct a formal survey either online and / or by telephone. Online platforms like surveymonkey.com make it easy to design, conduct and evaluate a client opinion survey.

Ad brokers 100

Ad brokers Business Loyalty Opinions 100

Marketing Craftmanship

FEBRUARY 24, 2016

You’re competing for eyeballs and attention against all types of online and offline content, as well as human distractions. For people to locate your blog content online, it needs to contain (hidden) coded title tags and meta tags based on key words and phrases related to your blog topic. Your posts are too long.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing 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

FEBRUARY 16, 2012

After some polite online badgering by eReleases, Highlander Consulting gave that upstart firm a shot last week; tasking them to distribute a press release for one of its clients, CAP Index Inc. – what service provider will Highlander think of FIRST the next time we need to distribute a press release online?

Cost 100

Cost Guerilla Marketing B2B Marketing Paid Search Agency 100

Marketing Craftmanship

AUGUST 23, 2017

So how does a company communicate its brand integrity through online and offline channels? People require hard and soft evidence to support their own conclusions about your brand attributes, notably its integrity.

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

NOVEMBER 29, 2013

But it matters very little whether Segal is the canary in the coal mine for this issue, foreshadowing mass defections of journalists from online databases; thereby making those tools useless. In fact, PR may also be better served without them.

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

AUGUST 29, 2017

You’re competing for eyeballs and attention against all types of online and offline content, as well as everyday distractions. Invest the time necessary to write a snappy headline that addresses the “What’s in this for me?” Your posts are too long. You need to state your case in fewer than 750 words. Fewer than 500 words is even better.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 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

FEBRUARY 13, 2015

In an online world, websites are the mother ship of market transparency. Facebook is simply not an appropriate channel for hedge funds, and posting comments on independent blogs or online publications will not yield meaningful results. No plan = lots of wheel-spinning + no tangible business outcomes. Manage press exposure selectively.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JANUARY 10, 2015

An OpEd piece published recently on the Hedge Fund Marketing Alliance website sums up the prevailing attitude: “Online universities and community colleges advertise—Harvard and Yale do not.”. In an online world, websites are the mother ship of market transparency. Create a bona fide website, not a proxy.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

JANUARY 20, 2017

The loss of this important filter, coupled with the explosion of online content, has created a marketing world in which sloppy, incomplete (and sometimes blatantly false) research generates news items that can go viral and become accepted wisdom.

Paid Search Agency 100

Paid Search Agency High Quality Lead Content Press 100

Marketing Craftmanship

NOVEMBER 12, 2015

This means following trade journals; reading relevant books and academic research; attending leading conferences and trade shows; studying the opinions of its thought leaders; talking to people who are considered “experts” in that field; and contributing comments and questions in relevant online / offline industry platforms.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership B2B 100

Marketing Craftmanship

APRIL 8, 2011

and here’s a news flash from 2011: Online content is no longer used by sophisticated marketers as a lead generation carrot. (Of Marketers will increasingly be tasked with having to feed new, relevant content to the online beasts that now rule our world. Of course not…they now trick people using email.)

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 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

OCTOBER 14, 2014

Marketers at most B2B businesses, as well as many B2C firms, have similar opportunities to build interactive disciplines and tools — both online and offline — that can empower their sales reps to leverage the power of intrinsic selling.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

JULY 4, 2011

Multi-channel customer experience research by RightNow / Loudhouse showed that consumers are open to using social media to post opinions, but when it comes to interaction, 50% of consumers want to use online self-service tools, phone (18%), or email (19%).

Social Media 100

Social Media Social Marketing Word of Mouth Media 100

Marketing Craftmanship

MAY 17, 2011

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. Death of the Mono-Media Environment? 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

FEBRUARY 5, 2015

So how does a B2B firm market its brand integrity through online and offline channels? People require hard and soft evidence to support their own conclusions about your brand attributes, notably its integrity.

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

JANUARY 27, 2015

The loss of this important filter, coupled with the explosion of online content, has created a marketing world in which sloppy, incomplete (and sometimes blatantly false) research generates news items that can go viral and become accepted wisdom.

Research 100

Research Content Marketing Work Management Paid Search Agency 100

Marketing Craftmanship

MAY 7, 2015

Slice & Dice for Incremental ROI: In our digital age, there are online opportunities to gain additional mileage from the publicity you generate.

Enterprise Management 100

Enterprise Management Broadcasting Press Linkedin 100

Marketing Craftmanship

SEPTEMBER 8, 2023

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. So most law firm marketing plans are based on putting several lines in the water, and hoping something takes the bait.

Marketing Management 26

Marketing Management Planning Sales Cycle Advertising Agencies 26

Marketing Craftmanship

DECEMBER 19, 2012

There’s no denying the time and cost efficiencies of our online world. Printed words and images did not move on the page. Content stood on its own, linked to nothing. And the US Postal Service was profitable.

Paper 100

Paper Press Sample Paid Search Agency 100

Marketing Craftmanship

JULY 1, 2013

Researching the term “Thought Leadership” yields everything from a sterile Wikipedia definition, to blog posts featuring marketing insights similar to this online gem: “It doesn’t matter if you’re an entrepreneur, an employee, or a student – your ability to become a thought leader will catapult your success.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 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

JUNE 6, 2011

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. This is a major sea change for old school journalists, or at least for those who have survived.

Business 100

Business Case Studies Curation Validation 100

Marketing Craftmanship

JUNE 19, 2015

“Fist-call capability” is how well your firm puts itself in a position to be noticed by target audiences, and it’s the key factor affecting your chances of making the short list.

B2B Thought Leadership 100

B2B Thought Leadership B2B Word of Mouth Thought Leadership 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 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