Marketing Craftmanship

OCTOBER 14, 2014

Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers. Intrinsic selling provides buyers with a significantly higher level of confidence in the seller’s capabilities, and leads to an engagement or sale far more frequently and rapidly than extrinsic selling.

Case Study 100

Case Study Case Studies Studies B2B Thought Leadership 100

Marketing Craftmanship

DECEMBER 11, 2014

I don’t know your company’s product. ” The 56 year-old McGraw-Hill ad concluded with this: “Moral: Sales start before your salesman calls – with business publication advertising.” Sales and marketing must be integrated. I don’t know what your company stands for. We’ve got all that.

Advertising Agencies 100

Advertising Agencies Advertisements Advertising B2B Thought Leadership 100

Marketing Craftmanship

JANUARY 5, 2020

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?

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

SEPTEMBER 12, 2016

It’s a “trust me” sales approach. Because no leap of faith is required, it’s a more powerful sales methodology. It also serves as a sophisticated sales hook designed to grab their attention. Conversely, intrinsic selling does not require a prospective client to base their selection on work done for others.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

Marketing Craftmanship

MARCH 12, 2020

It may involve a product or service shortcoming that puts them at a competitive disadvantage or a new idea that can reduce operating costs. Similar to any sales tactic, you’re playing a numbers game. . • Identify a pain point, opportunity or both. Make sure that it’s always related to your own firm’s core capabilities.

Work Management 130

Work Management Marketing Management Content Marketing Blast Campaigns 130

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.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

MARCH 24, 2011

Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers. Intrinsic selling provides buyers with a significantly higher level of confidence in the seller’s capabilities, and leads to an engagement or sale far more frequently and far more rapidly than extrinsic selling.

Work Management 100

Work Management Validation B2B Sales Marketing Management 100

Marketing Craftmanship

NOVEMBER 17, 2011

For most companies, there is no way to predict when a prospect will purchase their product or engage their services. Sales cycle management is particularly challenging for B2B firms, and for professional services firms in particular, where top-of-mind awareness (getting people to remember you) is a critical part of business development.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

JUNE 7, 2011

More importantly, let’s assume this “Snob Effect” on online customer reviews has implications in other businesses, where socio-economics and personal status are factors in the selection of a product or service, and where online customer reviews for those businesses are readily available.

Ethics 100

Ethics Opinions Blogger Marketing Proposals 100

Marketing Craftmanship

MARCH 16, 2013

Every company needed desktop publishing; corporate bean counters promoted the cost savings; anyone who learned how to use the software claimed to be a graphic designer, and the trend resulted in the most unprofessional and ineffective marketing & sales collateral every produced.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

FEBRUARY 5, 2015

Here are 10 tangible and intangible factors that, on an individual and combined basis, can drive marketplace opinion on brand integrity: Transparency: Is information regarding your firm’s philosophy, products / services, processes and people available and easily accessible? Are white papers just poorly disguised sales collateral?).

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

AUGUST 31, 2011

Because press releases are now considered sales collateral by their target audiences, “media relations” for all companies will be managed by the marketing department. If journalists find no practical need for flacks, organizations will likely follow their lead. Public Relations, as a profession and a function, will simply cease to exist.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

FEBRUARY 13, 2015

Ideally, those plans will also avoid many of the non-productive tactics that marketers are known to promote. It’s not a sales pitch or report card. Here’s a marketing roadmap designed to achieve that objective: Build your brand strategy first.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

MARCH 16, 2012

Your media exposure must shine a light on your company’s value proposition (addressing why people should buy your products or services) in order for that publicity to serve as an effective credibility tool. More bluntly, if your publicity doesn’t make your firm’s sales collateral more believable, it’s a wasted effort.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

MARCH 27, 2013

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. Scrap the Traditional Format: Regardless of the credibility issue, people simply have too much to read.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

FEBRUARY 8, 2017

In response to a Consumer Reports article on home water filters which it considered incorrect and misleading, National Safety Associates distributed to its sales force a copy of its president’s letter to the editor of that publication; thereby helping company reps to handle the negative publicity about their products.

Media 100

Media Press Paid Search Agency Mobile Advertising 100