Marketing Craftmanship

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Why Most B2B Companies Don’t Use Earned Media (Public Relations)

Marketing Craftmanship

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. There are 3 reasons why most B2B companies do not pursue earned media: They fear the lack of editorial control.

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Why Marketing Content Will Continue to Suck in the Age of Artificial Intelligence (A.I.)

Marketing Craftmanship

Blog posts or press releases extolling the features and benefits of your firm’s whiz-bang new product or service are more likely to be read by competitors than by prospects. Here’s why: Most firms still don’t understand that marketing content is NOT about sales.

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How To Make Marketing An Invaluable Function

Marketing Craftmanship

In my experience, the sales team typically forgets to ask prospects how they’ve learned about the company or product. Or they find it impossible to demonstrate any role they play in achieving goals that are important to their CEO. And when asked directly, prospects often claim that they can’t recall.

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Branded Interviews: Your Pathway to “Enlightened”? Thought Leadership

Marketing Craftmanship

But the end-product is well worth all that work; producing evergreen content with unmatched credibility, and countless marketing and sales applications.

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Should Marketing Automation Customers be Pre-Qualified?

Marketing Craftmanship

That longstanding production method was made obsolete over a 5-year period, with development of “ What You See Is What You Get ” screen technology, combined with the invention of laser printers and graphic design software such as PagerMaker. As an industry, Marketing Automation is in trouble for that reason.

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Is Your Firm a “Safe Choice”? for Prospective Clients?

Marketing Craftmanship

Here are some tangible and intangible factors that, on an individual and combined basis, can drive marketplace opinion on whether you or your firm is a “safe choice”: Transparency: Is information regarding your firm’s philosophy, products / services, processes and people available and easily accessible?

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Peter Drucker on “The Four Roles of the CFO”

Marketing Craftmanship

The CFO as Productivity Manager: “There is a third CFO function, which is managing money for the business. Also think about the consequences if it doesn’t work…So the chief financial adviser basically is a conscience, a financial conscience.”. I’m not talking of the treasury function; that is only a small part of it.