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Marketing Craftmanship

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Glassdoor.com: Social Media Tool or PR Nightmare?

Marketing Craftmanship

Since its founding in 2007, Glassdoor.com has become an important research tool for job hunters, corporate recruiters, and anyone looking for unvarnished behind-the-scenes insight into what really goes on behind corporate doors. For many of the 65,000 companies it currently covers, Glassdoor.com can be a PR nightmare waiting to happen.

PR 100
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An End to B2B Social Media Madness

Marketing Craftmanship

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. This is the online mother ship of your brand.

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Why Most B2B Firm PR Strategies Fail to Deliver Tangible Results

Marketing Craftmanship

PR (or “earned media”) is the most powerful form of content marketing, because of its potential market reach, online visibility, and inherent 3rd party endorsement. Most firms simply post media placements on their social media and website like a hunting trophy…which has little practical value.

PR 130
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3 Ways Social Media Will Fail Marketers

Marketing Craftmanship

Social media will not increase word of mouth influence. Research by Keller Fay for Google shows that 94% of word of mouth conversations occur offline, and most often, those conversations are sparked by information found on the internet and television…and not on Facebook, Twitter or other social networking sites.

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Client Newsletters for B2B Firms Is Content that’s Dead on Arrival

Marketing Craftmanship

Here are three myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. Despite all the buzz regarding social media, that channel also falls short in terms of engagement, as most blog posts go unread.

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How To Make Marketing An Invaluable Function

Marketing Craftmanship

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.

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How WebMD Has Changed B2B Marketing Forever

Marketing Craftmanship

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.