Marketing Craftmanship

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Marketing Craftmanship

SME 130

7 Signs that You’re NOT a Thought Leader

Marketing Craftmanship

Thought Leadership is perhaps the most widely used and consistently abused strategy in professional services marketing. There’s diverse opinion regarding what it is, and fuzzy expectations with respect to its benefits.

Preserving Brand Equity in a Corporate Turnaround

Marketing Craftmanship

With rare exception, companies assign very little planning or resources to proactively managing the effects of a restructuring on its brand equity.

Brand 130

Why Your Company’s Blog Doesn’t Make the Phone Ring

Marketing Craftmanship

All of the hours devoted to blogging, at some of the nation’s largest and smartest companies, does not appear to be time well spent…if the goal of a blog and other forms of content marketing is to generate new business.

How a CMS Enables B2B Marketing Success

A CMS lies at the heart of a B2B marketing framework

Skip the Marketing Plan. Try this “Easy-Bake” Recipe Instead.

Marketing Craftmanship

The first question we ask prospective clients is, “Do you have a Marketing Plan?”. Most prospects sheepishly acknowledge that they don’t have a formal Marketing Plan. This group earns big points with us for honesty.

Plan 151

Marketing Lesson from Ian McTavish: 7th Generation Scottish Bagpipe Maker

Marketing Craftmanship

On a trip to Scotland in the 1980s, from my rented car on a road outside of Glasgow, I spotted a crude hand-painted sign nailed to a tree that read, “Ian McTavish Bagpipe Maker.” I slammed on the brakes and took a sharp left turn up a narrow, dirt road.

Industry Conferences and Seminars: How to Extract their Real Business Value

Marketing Craftmanship

Regardless of industry, conferences and seminars can be a significant waste of time, money and opportunity. But the conference sponsor is typically not at fault for the lack of return on this marketing investment.

First Aid for Media Burn

Marketing Craftmanship

Regardless of how well a company communicates with the press, it stands a good chance of being “burned” on occasion.

Media 130

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.

How to Sell to Companies that are Out of Your League

Marketing Craftmanship

The most enduring injustice in the world of B2B marketing is that, very often, a firm with strong brand perceptions will be selected over a more qualified, but lesser-known firm. The old adage, “No one was ever fired for hiring IBM,” still rings true in every industry.

Your Marketing Content: Is it Fake News?

Marketing Craftmanship

The marketing profession has a reputation for sometimes using less than reliable market research to promote a point of view. And this marketer has been guilty of that sin.

The Power of Unsolicited Pitch Letters

Marketing Craftmanship

Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects.

RFP 130

3.5 Reasons to Skip Industry Awards

Marketing Craftmanship

Why Your Law Firm Blog Doesn’t Make the Phone Ring

Marketing Craftmanship

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.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

Manage the Pedigree Factor in Professional Services Marketing

Marketing Craftmanship

Institutional pedigree always matters, regardless of the type of professional service you’re selling. But to leverage pedigree as a marketing asset, you first need to understand why it’s important to your target audience, and decide what type(s) of pedigree will have the greatest influence on them.

B2B Marketing Needs One Giant Step…Backwards

Marketing Craftmanship

In the dark ages of B2B marketing communications, circa 1980, the goal was to get your snail-mailed communications past the office gatekeepers (a/k/a “executive assistants”), and onto the desks of your targeted decision-makers.

The Death of Rolodex Marketing

Marketing Craftmanship

Surprisingly, a significant number of professional services firms continue to resist building online brand visibility as a business development strategy. The excuses we hear from them most often include: “We’re in a relationship business.”. New clients don’t find us by searching online.”.

The 2 Most Deadly Sins of B2B Marketing

Marketing Craftmanship

There are two major reasons why marketing is failing at your small- or medium-sized B2B firm: You view marketing as business triage.

B2B 130

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts.

Five Life Lessons from Doc Martin

Marketing Craftmanship

Entertainment Craftsmanship: What’s Missing from American Television.

Survival Skills for the Hedge Fund Apocalypse

Marketing Craftmanship

There’s an increasing volume of negative news regarding the “exodus from hedge funds,” in favor of less expensive alternatives such as liquid alts and “engineered equity” products.

Eulogy for My Dog Frank

Marketing Craftmanship

Big Frank was not the perfect dog. Unlike most Labs, he couldn’t be trusted around small children, he would always find an unattended bag of garbage, and he was a total bully at dog parks.

Demand 130

Why Social Media is WRONG for Asset Managers

Marketing Craftmanship

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.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

What Type of Marketing Cry-Baby are You?

Marketing Craftmanship

When a client complained to me recently about the difficulty of competing against larger companies, I had a flashback to when my kids were in grade school.

Why Your Fund Marketing Strategy Isn’t Working

Marketing Craftmanship

In manager selection, most investors will look beyond your fund’s track record and give weight to organizational factors that provide them with confidence that the business is well-managed and likely to succeed long-term.

Work 130

The Herb Schmertz Era: When Public Relations Had Some Balls

Marketing Craftmanship

The recent passing of Rawleigh Warner, Jr., former Chairman and CEO of Mobil Oil Corp.,

Time to Kill Your Company’s Zombie Blog?

Marketing Craftmanship

When pressed to explain why their company has a blog, many CEOs will admit they were either pushed by marketing counsel to create one, or believed they needed a blog because their competitors have them.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

Two Words That Can Make or Break Your Career

Marketing Craftmanship

In the business world, just about everything you do can influence your success. The way you dress. The language you use. Personal grooming habits. Your manners. Sense of humor. Writing ability. It’s a very long list.

Words 130

Facing the #1 B2B Deal-Killer: “Do You Have Any Clients Just Like Me?”

Marketing Craftmanship

In new business development efforts, B2B firms of all types are often challenged by prospective clients with this question: “Do you have any experience working for companies in my industry?”.

Re-Thinking the “Best B2B Advertisement of the 20th Century”

Marketing Craftmanship

In 1958, Gilbert Morris – an account executive at the Fuller Smith & Ross ad agency – created the, “I don’t know who you are,” business-to-business advertisement for McGraw-Hill Publishing Co.

Tennyson Delivers Skyfall’s British Bulldog Moment

Marketing Craftmanship

To strive, to seek, to find, and not to yield.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

Peter Drucker on “The Four Roles of the CFO”

Marketing Craftmanship

In the early 1990s, Highlander Consulting was engaged by Phibro Energy to help introduce energy derivatives to Chief Financial Officers at corporations with substantial exposure to fluctuations in oil, gasoline and jet fuel prices.

Why Donald Trump Will Succeed as a “Know Nothing” Candidate

Marketing Craftmanship

At the Constitutional Convention in Philadelphia during the summer of 1787, America’s founding fathers wrestled with how our young nation would govern itself. Those deliberations – shaped by political intrigue and diverse personal agendas – included creation of the government’s executive branch.

What Your Doctor Can Teach You About Business Growth

Marketing Craftmanship

For many decades, physicians have been taught the “3 A’s” of a sound medical practice. They are the 3 qualities that their patients will value most highly, in rank order of importance : Affability. Accessibility. Ability.

Bare Essentials: Marketing as a Necessary Evil

Marketing Craftmanship

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.