Marketing Craftmanship

MAY 13, 2020

Make sure your agenda is 100% educational and devoid of self-serving slide presentations. But as the number of online events greatly increases to compensate for fewer industry events, you’ll need to squeeze much more juice out of this tactic. Squarely address and promote the “What’s in this for me?” factor in your webinar content.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

MARCH 12, 2020

As long as your ideas are relevant and presented in a professional manner, most prospects will not object to learning about problems or opportunities. It may involve a product or service shortcoming that puts them at a competitive disadvantage or a new idea that can reduce operating costs. Don’t be afraid to criticize the prospect.

Work Management 130

Work Management Marketing Management Content Marketing Blast Campaigns 130

Marketing Craftmanship

FEBRUARY 24, 2016

If you’re simply presenting facts, your posts are probably a snooze-fest. The potential for you to make your blog a marketing device lies in your ability to present provocative, unique or contrarian viewpoints. You don’t provide an interesting point of view. People read blog posts to gain insights and opinions.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

APRIL 2, 2015

For example, if you’ve given a conference presentation, you can send highlights of your remarks to your database shortly after the event, and offer to send them your complete remarks or PowerPoint slides. Leverage that intellectual capital to drive engagement with your target audiences either before and / or after the conference.

Conference 100

Conference Tactics B2B Marketing Planning 100

Marketing Craftmanship

MARCH 20, 2012

If The New York Times was genuinely interested in presenting its readers with a balanced viewpoint – traditionally a fundamental responsibility of the Fourth Estate – would it not have given Goldman Sachs an equal editorial platform to present the firm’s response to Mr. Smith – ideally in the same issue and on the same page as Mr.

Opinions 100

Opinions Viral Marketing Profiling Advertisements 100

Marketing Craftmanship

JULY 1, 2013

Apparently through marketing osmosis, a brilliant OpEd piece in the Wall Street Journal or a rousing keynote presentation at an industry conference will somehow bolster a company’s balance sheet. All too often, Thought Leadership’s only benefit involves corporate egos.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

AUGUST 14, 2015

Present your professionals as individuals who are real and approachable. Address topics and issues that demonstrate the firm’s thought leadership, but don’t present it in an overly academic, ponderous style. Contain graphic elements that support your firm’s brand (avoid cheesy stock photos). Avoid being overly self-promotional.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 20, 2017

If it’s important to your business strategy, or you intend to adopt the research to support your own point of view (or an upcoming PowerPoint presentation), then you’ll need to become that hard-nosed editor who scrutinizes the original source; who looks at the sample size, respondents, questions asked, etc.;

Paid Search Agency 100

Paid Search Agency High Quality Lead Content Press 100

Marketing Craftmanship

JUNE 6, 2011

Do mainstream journalists – trained to present both sides of an issue they’re reporting – contribute to the public’s interest in and acceptance of information that’s known to be wrong? Can Journalists Survive the Internet Age?

Business 100

Business Case Studies Curation Validation 100

Marketing Craftmanship

FEBRUARY 5, 2013

Every practitioner should play an active role in that process by generating relevant content – in the form of blog posts, bylined articles, case studies, industry updates, slide presentations, etc. that can be merchandised by the firm to keep the firm in play.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

APRIL 19, 2012

An alternative approach regarding brand presentation in employee LinkedIn profiles is to do nothing. Thanks for your support on this important issue. If you have any questions or concerns on this topic, please let me know. Your Friendly CMO. Maybe it’s an issue that’s too insignificant or considered not worth the time.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

JANUARY 27, 2015

If it’s important to your business strategy, or you intend to adopt the research to support your own point of view (or upcoming PowerPoint presentation), then you’ll need to become the hard-nosed editor who scrutinizes the original source; who looks at the sample size, respondents, questions asked, etc.; Believe nothing at face value.

Research 100

Research Content Marketing Work Management Paid Search Agency 100

Marketing Craftmanship

AUGUST 14, 2015

Effective 3rd party endorsements – embodied within media coverage of your firm, a video featuring an investor, or highlights of your presentation at an industry seminar – provide your target audiences with information that appears objective and believable.

Word of Mouth 100

Word of Mouth Validation Opinions Marketing 100

Marketing Craftmanship

JUNE 23, 2014

Drucker, who passed away at age 95 in 2005, chose to speak on what he called, “The Four Roles of the CFO.” His remarks before more than 200 CFOs appear to be as relevant now as when he spoke to them nearly 25 years ago.

Allocation 100

Allocation Thought Leadership Work Management Consulting 100

Marketing Craftmanship

OCTOBER 18, 2011

When asked about his ballooning credentials – often timidly presented by a novice rider immediately following initial contact with a tree-top – Denny might disclose with a smile that he was, among other things, the former head of the Forbes Magazine Balloon Ascension Division.

Blast Campaigns 100

Blast Campaigns Profiling Promotion Contacts 100

Marketing Craftmanship

JANUARY 25, 2012

Life-long students of PR craftsmanship will also enjoy and benefit from reading the acceptance remarks from the Page Society’s Hall of Fame recipients, and from watching the videos from the Page Center’s collection of oral histories given by some of the profession’s most noteworthy PR practitioners from the past and present.

Public Relations 100

Public Relations PR Paid Search Agency Opinions 100

Marketing Craftmanship

SEPTEMBER 12, 2016

They expect a tangible return on their investment, in terms of market engagement.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

Marketing Craftmanship

AUGUST 31, 2011

If journalists find no practical need for flacks, organizations will likely follow their lead. For public companies, dissemination of financial results and material events will be handled by their legal department.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

MARCH 16, 2013

Resist the temptation to include sloppy, home-made productions, or hour-long webinar presentations. But your video products must be sophisticated, professionally produced, and no longer than 3 minutes. They reflect poorly on your brand, and few people will watch them. Build Your LinkedIn Presence.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

SEPTEMBER 15, 2013

Client / Employee Gifts – If it’s deemed appropriate to give an anniversary gift to long-time clients, employees or suppliers, these gifts should be personalized and delivered in a very personal manner; either presented individually and in person, or accompanied by a customized letter from the CEO, managing partner or owners.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

JUNE 21, 2011

Lesson for Marketers: Copywriting style aside, and regardless of the tactic, it’s more powerful to present the evidence that supports your value proposition and let your audience draw its own conclusions, than it is to tell your audience how wonderful you are.

Advertisements 100

Advertisements Advertising Marketing Budget Paid Search Agency 100

Marketing Craftmanship

AUGUST 7, 2011

Although this legal tactic will not remove the post from Ripoff Report, Yelp or Glassdoor, the post will no longer appear in Google search results, which is a significant damage control victory.

Branding 100

Branding Brand Identity Viral Marketing Opinions 100

Marketing Craftmanship

NOVEMBER 27, 2018

What’s presented here, combined with overcoming a fear of failure, is all you’ll need to get started on the path to building your business through pitch letters. to cover in a single blog post. But simply getting started, and establishing a pitch letter routine are the two most critical steps. Happy hunting.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

Marketing Craftmanship

JULY 13, 2011

The audience attending the event represents a small fraction of those you are attempting to influence, and key decision makers often are not present at public events. Simply issuing a press release, or posting the event’s slide presentation on a website, will not adequately address the opportunity.

Work Management 100

Work Management Cost per Acquisition CPA B2B Marketing 100

Marketing Craftmanship

JANUARY 13, 2017

What’s presented here, combined with overcoming a fear of failure, is all you’ll need to get started on the path to building your business through pitch letters. to cover in a single blog post. But simply getting started, and establishing a pitch letter routine are the two most critical steps. Happy hunting.

RFP 100

RFP Lead Scoring Lead Ranking Tactics 100

Marketing Craftmanship

FEBRUARY 8, 2017

A letter sent to an appropriate editor, rather than the reporter involved, should present extremely specific objections and clarifications. Once the decision has been made to correct a misrepresentation in the media, a company should act quickly to document and state its case. Don’t be afraid to make some noise.

Media 100

Media Press Paid Search Agency Mobile Advertising 100

Marketing Craftmanship

JUNE 6, 2018

Here are three key points from Professor Edmondson’s TED presentation (well worth 13 minutes to view) that CMOs should consider in any serious effort to work effectively with sales professionals: It’s difficult to learn if you believe that you already know the solution to a challenge or opportunity.

Work Management 133

Work Management Marketing Management Account Based Marketing Marketing Automation Services 133