Marketing Craftmanship

MAY 13, 2020

Rather than posting a self-serving white paper, work with a vertical trade or professional publication to produce an objective bylined article on the topic. Earned media has the highest value on the credibility scale.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Scoring Lead Ranking 130

Marketing Craftmanship

NOVEMBER 12, 2015

This is also a way to test the business potential of a new industry vertical without hiring an employee. Engage Freelance Talent: There are plenty of freelance practitioners with deep credentials in your target industry who are willing to lend their credibility and expertise to help make a sale, if they stand to benefit from the transaction.

B2B Thought Leadership 100

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

Marketing Craftmanship

FEBRUARY 13, 2015

In that regard, other vertical industries may eventually point to hedge funds as examples of best practices in branding and marketing. Hedge funds have the luxury of being able to design and implement their marketing programs incrementally, and to focus on doing a limited number of things very well.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JANUARY 16, 2013

Now that its marketing toolbox contained validation of the senior partner’s intellectual capital in a leading vertical trade magazine, the firm leveraged the value of that exposure.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

JANUARY 10, 2015

In that regard, other vertical industries may eventually point to hedge funds as examples of best practices in branding and marketing. Hedge funds have the luxury of being able to design and implement their marketing programs incrementally, and to focus on doing a limited number of things very well. They are simply late bloomers.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

APRIL 12, 2011

And here’s the toughest part of this reality for those enlightened practitioners: telling their CEO that a bylined article in an obscure vertical trade publication may yield a greater return – in terms of practical marketing application and tangible business metrics – than being mentioned in an industry round-up story in Forbes.

Merchandising 100

Merchandising Verticals Press Marketing Prospects 100

Marketing Craftmanship

MARCH 27, 2013

The evolution of white papers from bona fide content into self-serving advertorials has been validated by vertical industry trade publications, in which companies, for a fee, are permitted to “feature” their white papers in a special section. White papers jumped the shark when they became paid content.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100