Marketing Craftmanship
OCTOBER 25, 2023
A significantly smaller number of those websites, however, contain any publicity (earned media) that showcase the company’s intellectual capital, success stories, products and services, or people. They don’t know how to generate positive coverage. They don’t appreciate the power of earned media.
Marketing Craftmanship
JANUARY 8, 2021
In my experience, the sales team typically forgets to ask prospects how they’ve learned about the company or product. To survive and grow in their current position, they need to invest more time on tasks that will affect the company’s top-line revenue and less time on what amounts to window dressing.
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Marketing Craftmanship
SEPTEMBER 12, 2016
If you’re unwilling to provide insights, information and recommendations without making yourself the hero, or without directly plugging your firm’s products / services, then you’re not really practicing Thought Leadership. You lack original or interesting ideas. Consistency is the most significant hurdle in the quest for Thought Leadership.
Marketing Craftmanship
AUGUST 31, 2018
For most B2B companies, there’s no reliable way to predict when a prospective client will purchase their product or engage their services, regardless of what their “marketing automation” expert promises. The effort to generate top-of-mind awareness is a means to an end, not the goal. Or ideally, as the only firm under consideration.)
Marketing Craftmanship
NOVEMBER 29, 2013
But because the press can deliver exposure and credibility that PR craves, journalists have always been in a more powerful position. It’s a dance that both sides understand. Public relations has fought for decades to be recognized as a bona fide profession, similar to medicine, law or accounting.
Marketing Craftmanship
JANUARY 20, 2017
Our client was overjoyed with the media exposure, but we felt less than honorable, and resolved that we would never use market research to promote a client’s product or service unless we believed the supporting methodology had sufficient rigor. And over the years we’ve lost client work as a result of that position.
Marketing Craftmanship
APRIL 8, 2016
There’s an increasing volume of negative news regarding the “exodus from hedge funds,” in favor of less expensive alternatives such as liquid alts and “engineered equity” products. It’s difficult to believe that any fund manager would be so short-sighted as to report performance when it’s positive, and then go silent when it’s not.
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