Marketing Craftmanship

JULY 1, 2013

Researching the term “Thought Leadership” yields everything from a sterile Wikipedia definition, to blog posts featuring marketing insights similar to this online gem: “It doesn’t matter if you’re an entrepreneur, an employee, or a student – your ability to become a thought leader will catapult your success.

Thought Leadership 100

Thought Leadership Merchandising B2B Thought Leadership Wikipedia 100

Marketing Craftmanship

JULY 4, 2011

Research by Keller Fay for Google shows that 94% of word of mouth conversations occur offline, and most often, those conversations are sparked by information found on the internet and television…and not on Facebook, Twitter or other social networking sites. All communication channels have limitations.

Social Media 100

Social Media Social Marketing Word of Mouth Media 100

Marketing Craftmanship

JANUARY 5, 2020

Acid Test: Do credible media sources or research firms cover the company? External Validation: How is your firm’s value proposition confirmed by objective 3rd parties? Do reliable sources express open support or inherent endorsement? Do clients identify themselves by name and company?).

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

MARCH 16, 2013

In terms of demographics, it’s telling that Twitter’s top 3 profiles belong to Justin Bieber, Lady GaGa and Katy Perry, but if your B2B firm needs quantitative evidence to support dropping these social media platforms, here is some recent research from Pew Research Center : Use YouTube Selectively.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

SEPTEMBER 18, 2020

Countless research studies also suggest that many people who lose weight will regain all of those pounds within a year, and likely add more. Despite best intentions, many people who join gyms in January are likely to drop out in February, and many other new members will drop out within the next few months.

Enterprise Management 147

Enterprise Management Planning Work Management Marketing Management 147

Marketing Craftmanship

JULY 8, 2019

Self-serving, long-winded white papers and research reports have very limited appeal. If your firm’s thought leadership simply sits on its website or social media, you’re missing the opportunity to build relationships with your target audiences. Create Meaningful Content.

Advertising Mediums 100

Advertising Mediums B2B Marketing B2B Thought Leadership Planning 100

Marketing Craftmanship

JANUARY 10, 2015

This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

SEPTEMBER 2, 2014

The implications of this research are clear: B2B companies that fail to “show up strong” in the online world are missing engagement opportunities with potential as well as existing clients. At the upper limit, the responses ran as high as 70%. Failure to respond properly to the new vendor selection process.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

MARCH 28, 2011

So with Koppel’s CNN appearance as my news hook, and armed with a backpack of my own PR war stories, I set out to research the journalistic craftsmanship topic, beginning with its patron saint: Edward R. And that’s pretty much where my research, as well as my enthusiasm for blogging on the topic ended. My Edward R.

Television marketing 100

Television marketing Blast Campaigns PR Twitter 100

Marketing Craftmanship

MAY 11, 2016

Self-serving, long-winded white papers and research reports have very limited appeal. If your firm’s thought leadership simply sits on its website or social media, you’re missing the opportunity to build relationships with people in your target audiences. Create Meaningful Content.

B2B Marketing 100

B2B Marketing Planning B2B Thought Leadership B2B 100

Marketing Craftmanship

NOVEMBER 12, 2015

This means following trade journals; reading relevant books and academic research; attending leading conferences and trade shows; studying the opinions of its thought leaders; talking to people who are considered “experts” in that field; and contributing comments and questions in relevant online / offline industry platforms.

B2B Thought Leadership 100

B2B Thought Leadership Peer-to-peer Thought Leadership B2B 100

Marketing Craftmanship

APRIL 21, 2011

Given the survey’s game-usage insight, here’s something that deserves additional research: if nearly 75% of senior executives frequently or sometimes “view online video” while they’re at work, what exactly are they watching? Digital Media: % Used Frequently or Sometimes.

Tactics 100

Tactics Webcast B2B Marketing Twitter 100

Marketing Craftmanship

MAY 22, 2017

Although we’ve not found any research on this topic, we suspect that for every brand transition success story, there are at least 10 examples of firms that have failed; not simply in terms of brand identity, but more importantly, in terms of the company’s survival.

Enterprise Management 100

Enterprise Management Work Management Marketing Management B2B Thought Leadership 100

Marketing Craftmanship

JULY 18, 2012

In truth, Scouting’s “extensive research and evaluations” that were used to support its position provide a convenient smokescreen for the real reasons why the Boy Scouts will continue to ban gays from the organization.

Paid Search Agency 100

Paid Search Agency Positioning Organization Spending 100

Marketing Craftmanship

JUNE 5, 2016

Online research is rapidly replacing human interaction as the primary validation process in all decision-making. For generations, human interaction served as the primary validation process in decision-making. Over the past 20 years, the internet has dramatically and permanently changed the way that people make decisions.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Network Marketing 100

Marketing Craftmanship

JULY 12, 2012

But here are some potential take-aways from the research: The propensity of C-level executives at companies of all sizes – well below the Fortune 1000 level – to invest time on social media outlets is extremely low. Given the demographics of Fortune 500 CEOs, none of this news is jaw-dropping.

PR 100

PR Social Media Linkedin Comparison 100

Marketing Craftmanship

MAY 17, 2011

The researchers noted that the study did not take into account the impact of a multi-media distraction that may eventually push both TV and computers to the side, in terms of multitasker dominance: the mobile phone.

Media 100

Media Multi-Channel Television marketing Social Networks 100

Marketing Craftmanship

FEBRUARY 24, 2016

You can gain reliable insight into the current state of law firm blogging from two recent market research studies: According to the ABA’s Legal Technology Report, less than 1/3 of all law firms have a blog, and most of those are large firms.

Ideal Customer Profiles 100

Ideal Customer Profiles Work Management Case Studies Marketing Management 100

Marketing Craftmanship

AUGUST 18, 2017

Editor’s Note: Admittedly, the 60% failure rate statistic that’s found online may be outdated, and tough to defend, in terms of research rigor. Or that marketers will stop wanting technology to provide easy solutions to a business discipline that will always require lots of human thinking, and lots of human creativity and effort.

Marketing Automation Services 100

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

Marketing Craftmanship

NOVEMBER 29, 2013

What was once a painstaking research process now involves a few keystrokes. Standard PR procedure at most firms and agencies is based on “shotgun” tactics designed to reach as many media sources as possible, relevance or interest notwithstanding. Conversely, more schools are pumping out graduates with PR degrees.

Public Relations 100

Public Relations PR Blast Campaigns Press 100

Marketing Craftmanship

JANUARY 25, 2012

Page Center for Integrity in Public Communication – a research center at Penn State’s College of Communications – as well as the Arthur W. From 1927 to 1946, Page served as a vice president and director at AT&T, and his many contributions to the profession are recognized today as namesake of The Arthur W.

Public Relations 100

Public Relations PR Paid Search Agency Opinions 100

Marketing Craftmanship

APRIL 8, 2016

According to the Chestnut Advisory Group’s research, trusted asset managers will: Raise significantly more capital. Customers – whether they be patients or investors – understand that the there are no guarantees in life, and most will respond positively to honest communication. Be engaged more quickly. Be retained far longer.

Allocation 100

Allocation Cross-Selling Marketing Management Validation 100

Marketing Craftmanship

SEPTEMBER 15, 2013

These tactics might include scholarships, research grants, sponsorships, named donations, fundraisers, etc. Philanthropy – Rather than hosting an expensive celebration or social event, a charitable tactic may generate greater client goodwill and provide opportunities to promote the firm’s anniversary (and underlying values.)

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

AUGUST 14, 2015

A LinkedIn Profile that Mirrors Your Website: LinkedIn has become an important market research and due diligence tool for all industries. Just keep in mind that there is usually an opportunity loss associated with infrequent contact. And if all this sounds like too much work, then skip to Item #3 below.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

NOVEMBER 18, 2013

For example, to quantify the tangible value of PR, it could be beneficial for the profession to conduct research that compares the long-term stock price volatility (or beta ) of public companies that include PR in its senior level decision-making process against those companies that do not.

Public Relations 100

Public Relations Work Management PR Ethics 100

Marketing Craftmanship

APRIL 19, 2012

For better or worse, LinkedIn has become part of the world’s due diligence process: a public resource that enables employers, customers, regulators, competitors, prospective employees, referral sources, vendors, creditors, shareholders, research analysts and journalists to look beneath the covers, and to establish an opinion (or decision) not (..)

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

JANUARY 5, 2012

Since its founding in 2007, Glassdoor.com has become an important research tool for job hunters, corporate recruiters, and anyone looking for unvarnished behind-the-scenes insight into what really goes on behind corporate doors. Learning to Live With Employee Opinion.

PR 100

PR Social Media Tools Media 100

Marketing Craftmanship

JUNE 7, 2011

Marketers Can Leverage Knowledge of Online Behavior.

Ethics 100

Ethics Opinions Blogger Marketing Proposals 100

Marketing Craftmanship

NOVEMBER 27, 2018

The simple truth is that properly researched, well-crafted pitch letters are probably the most effective way for any type of professional services firm to build its client base and grow revenue. For every pitch letter we send out, my firm invests at least an hour or two researching the target company. View Selling as a Numbers Game.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

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. Research Report? Have Marketers Killed This B2B Golden Goose? White papers jumped the shark when they became paid content.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

JANUARY 13, 2017

The simple truth is that properly researched, well-crafted pitch letters are probably the most effective way for any type of professional services firm to build its client base and grow revenue. For every pitch letter we send out, my firm invests at least an hour or two researching the target company. View Selling as a Numbers Game.

RFP 100

RFP Lead Scoring Lead Ranking Tactics 100

Marketing Craftmanship

FEBRUARY 8, 2017

Most reporters research current story assignments by reviewing what has been previously reported. Electronic data retrieval systems, which store nearly every piece of print or broadcast information, now ensure that a news story, regardless of its accuracy, will have a life of its own.

Media 100

Media Press Paid Search Agency Mobile Advertising 100

Marketing Craftmanship

MARCH 7, 2016

The latest round of blather regarding why and how asset managers (in this case, hedge funds) should use social media can be found in this month’s publication of a research study conducted by the respected marketing firm, Peppercomm.

Social Media 100

Social Media Work Management Marketing Management Media 100

Marketing Craftmanship

JUNE 6, 2018

Her research suggests that fixing this marketing and sales professional culture clash starts with an attitude adjustment, and requires a new way of working together. Lessons from a Chilean Coal Mine .

Work Management 133

Work Management Marketing Management Account Based Marketing Marketing Automation Services 133

Marketing Craftmanship

APRIL 17, 2011

And insurance company research shows that physicians who apologize to patients for their errors are sued for malpractice far less often than those physicians who “lawyer up.”. Med students are taught that “patients don’t care how much you know, until they know how much you care.”

Transparency 100

Transparency CPA Cost per Acquisition Ad brokers 100