Marketing Craftmanship

DECEMBER 29, 2014

This strategy has worked quite well for us in the past and we see no reason to alter it.”. Who You Are : PERSONAL INTEGRITY qualifies you for consideration by investors. What does “personal integrity” sound like? We also will use activism when necessary to try to unlock the value of our investments.

Enterprise Management 100

Enterprise Management Work Management Brand Identity Branding 100

Marketing Craftmanship

SEPTEMBER 18, 2020

There are valid social and physiological reasons most people don’t do the things necessary to maintain their personal health and fitness. Whatever outcomes are achieved over the course of the campaign are then closely and consistently examined to determine what’s working and what’s not in order to make necessary adjustments.

Enterprise Management 147

Enterprise Management Planning Work Management Marketing Management 147

Marketing Craftmanship

MARCH 12, 2020

Both requirements are addressed by unsolicited pitch letters, which is the only genre of content marketing that delivers tailored content through a personalized solicitation process. How Unsolicited Pitch Letters Work. The tactic has worked very well for several reasons. They’re the Cinderella of content marketing.

Work Management 130

Work Management Marketing Management Content Marketing Blast Campaigns 130

Marketing Craftmanship

FEBRUARY 5, 2013

Every Employee a Sales Rep” should be fully ingrained across a company’s work force, from the front desk to the corner office. Like a good marine, every employee should know their firm’s “elevator pitch,” and be prepared to recite it whenever someone asks, “So…who do you work for?”.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

MAY 22, 2017

. – understand that its value proposition is based on the collective talents and experience of all the people who work there; not solely or largely on the individual whose name is on the front door. This requires a founder to put the welfare of the company ahead of their desire to promote themselves.

Enterprise Management 100

Enterprise Management Work Management Marketing Management B2B Thought Leadership 100

Marketing Craftmanship

MARCH 13, 2021

Here are four lessons I’ve learned from working with the press: 1. Some Reporters Have Personal Agendas. Over the course of my career – as an in-house staff member, and as a PR flack for hire – I’ve received several permanent scars, while attempting to generate positive coverage, and while defending against negative reporting.

Media 147

Media PR Press Advertising Agencies 147

Marketing Craftmanship

JUNE 28, 2016

Most often, however, the sheer volume of first-class mail processed every morning by office gatekeepers made it more likely that your personalized pitch letter and costly sales brochure would end up, unopened, in the garbage can. Dead on arrival. They open the cover and turn its pages. They do not fear appearing out-of-touch or old fashioned.

B2B Marketing 100

B2B Marketing B2B Paper Work Management 100

Marketing Craftmanship

FEBRUARY 7, 2017

And firms that understand this market dynamic, and work to build a marketing strategy to address the underlying human issues, can gain market acceptance and compete effectively against larger and better-known competitors. The old adage, “No one was ever fired for hiring IBM,” still rings true in every industry.

Paid Search Agency 100

Paid Search Agency Companies B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

SEPTEMBER 12, 2016

Without getting overly theoretical, here’s what we mean by that: “Extrinsic selling” occurs when a seller’s credibility relies heavily on work they’ve performed for other customers. Conversely, intrinsic selling does not require a prospective client to base their selection on work done for others. You’re unwilling to work hard.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

Marketing Craftmanship

DECEMBER 28, 2016

Fundamentally, awards are a form of extrinsic selling, and demonstrate your firm’s ability to do good work. Awards require prospects to make a leap a faith; to believe that your work for them will match or exceed your work for your other clients. And for some prospects, that’s a leap too large to take.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Aggregators 100

Marketing Craftmanship

AUGUST 23, 2017

Are there tangible signs that employees are valued, have a unified vision and enjoy working together? Persona: Does your firm appear to be run by interesting human beings, or hide its personality behind an opaque, institutional veneer? Acid Test: Other than the annual mud run photo, do employees appear to be engaged as a team?).

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

AUGUST 29, 2017

For starters, they should be published on LinkedIn, both on your personal profile (as a long-form blog post like this one), and as an “Update” on your firm’s corporate LinkedIn page. In most cases, this means working smarter, and not necessarily harder, on your company’s blog.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

MAY 1, 2014

Prominent in my personal inventory of Catholic school memories is the time I spent living in Jellyfish Bay: a designated row of 5 desks at the back end of Sister Anthony’s 6 th grade classroom reserved for “people who have no backbone.” Like Vietnam vets, but with no medals for valor.

Class 100

Class Education Features Positioning 100

Marketing Craftmanship

JULY 19, 2013

Even people whose personalities clash with Doc Martin appreciate (eventually) that he’s a skilled practitioner who has their best interests at heart. Importantly, despite his lowbrow patients (compared with his London practice) he continues to study his craft and works to improve it. The upside is that when you do say “Yes!”

Television marketing 100

Television marketing Public Relations Thought Leadership Blogger 100

Marketing Craftmanship

NOVEMBER 30, 2014

Here are a few tactics to consider for your personal campaign to gain a seat: Clarify PR’s Role – The most pragmatic answer to “What is PR?” Keep the pom-poms in the file cabinet, but don’t be shy about discussing what’s working, as well as what’s not and why. The timeworn adage, “Think globally, act locally,” applies very well here.

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

APRIL 19, 2012

Increasingly, social media tools like LinkedIn are playing an important role in personal and corporate life. We simplify the management and control of international operations, empowering our customers to capitalize on their growth opportunities in foreign markets.”.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

FEBRUARY 5, 2015

Are there tangible signs that employees are valued, have a unified vision and enjoy working together? Persona: Does your firm appear to be run by interesting human beings, or hide its personality behind an opaque, institutional veneer? Acid Test: Other than the annual mud run photo, do employees appear to be engaged as a team?).

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

DECEMBER 19, 2012

Personality – The range of creative expression using pixels is limited by the fixed dimensions of a flat glass screen. They also understand the importance of sticking with tactics that work well. They can scribble notes in the margin, or rip out a photo.

Paper 100

Paper Press Sample Paid Search Agency 100

Marketing Craftmanship

FEBRUARY 24, 2016

For starters, they should be published on LinkedIn, both on your personal profile (as a long-form blog post), and as an “Update” on your law firm’s corporate LinkedIn page. In most cases, this means working smarter, and not necessarily harder, on your law firm blog.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

AUGUST 18, 2017

Here’s a list of basic skills that Marketing Automation providers might require of prospective customers, in advance of a sale: · Know Who Your Customers Are – Many companies have only a fuzzy understanding of their target markets, or know why those customers should buy from them. · Work from a Written Marketing Plan – Here’s the acid test: (..)

Marketing Automation Services 100

Marketing Automation Services Sales Qualified Leads Marketing Automation High Quality Lead 100

Marketing Craftmanship

JULY 13, 2011

But contrary to The B2B Marketer’s Bible , and regardless of the upfront investment, the intrinsic value and opportunities related to participation in in-person and virtual public forums do not lie within the event itself. Smart marketers work backwards.

Work Management 100

Work Management CPA Cost per Acquisition B2B Marketing 100

Marketing Craftmanship

FEBRUARY 13, 2015

Any firm that operates without a formal plan (which should be simple, and not take months to create), eventually becomes a victim of “trust me it’s working” marketing. Most hedge funds understand this, and either provide a very basic firm profile, and / or allow its employees to post their personal profiles on LinkedIn.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JANUARY 10, 2015

Any firm that operates without a formal plan (which should be simple, and not require a lengthy process to create), eventually becomes a victim of “trust me it’s working” marketing. Most hedge funds understand this, and either provide a very basic firm profile, and / or allow its employees to post their personal profiles on LinkedIn.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

NOVEMBER 27, 2018

These brief, tailored messages – sent either by email or snail mail – have not only enabled us to maintain a consistent pipeline of clients; but more importantly, we’ve built a practice consisting of high-value companies and people that we wanted to work for. View Selling as a Numbers Game.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

Marketing Craftmanship

JANUARY 13, 2017

These brief, tailored messages – sent either by email or snail mail – have not only enabled us to maintain a consistent pipeline of clients; but more importantly, we’ve built a practice consisting of high-value companies and people that we wanted to work for. View Selling as a Numbers Game.

RFP 100

RFP Lead Scoring Lead Ranking Tactics 100

Marketing Craftmanship

JULY 15, 2011

In many high-profile divorces, disputes involving celebrities or sports personalities, corporate mistakes or shortcomings, and misdeeds of senior executives, the direct or implied suggestion that unpleasant, embarrassing or damaging information will be disclosed to the media often serves as an effective bargaining chip.

Classified Ads 100

Classified Ads Press Ideal Customer Profiles Ethics 100

Marketing Craftmanship

FEBRUARY 10, 2012

Recently, Dalio was ranked by FORBES as the 52nd wealthiest person in America, and the 162nd wealthiest person on the planet, with a personal net worth of $6.5 He has no patience for ego or emotion – Dalio understands how personal agendas and corporate politics can destroy any organization.

Enterprise Management 100

Enterprise Management Work Management Transparency Marketing Management 100

Marketing Craftmanship

NOVEMBER 9, 2017

Anything short of that commitment can signal to employees, customers, business partners and other key stakeholders that their interests and concerns will take a back seat to the personal agendas of the corporate owners. Communication with business partners may best be managed through personal phone calls from their company contact.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100