Marketing Craftmanship

Sales and Marketing Alignment: Facing Professional Culture Clash

Marketing Craftmanship

The most recent survey of Chief Marketing Officers (CMOs) shows that not much has changed over the past 10 years. CMOs continue their struggle to make the connection between marketing activity and company performance, and they continue to shift the blame for their failure.

Sales 158

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.

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Marketing Craftmanship

SME 130

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

The Sales Enablement Handbook

In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.

Managing Brand Strategy…When Your Name is on the Front Door

Marketing Craftmanship

Any business founder / owner whose surname serves as their company’s brand name has a unique challenge.

Brand 130

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.

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

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

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

How to Prepare Contact & Account for an Account-Based Marketing Strategy

Among B2B communities, 2017 brought upon several new concepts, trends and technologies… But perhaps none captured more attention than the re-emergence of account-based marketing as a viable growth strategy.

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.

Survey 141

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.”.

Not Too Late: Last-Minute Steps towards GDPR Compliance for B2B Marketers

Speaker: Howard J. Sewell, President, Spear Marketing Group, and Anne Angele, Senior Marketing Automation Specialist, Spear Marketing Group

As you likely know, the European General Data Protection Regulation (GDPR) takes effect May 25. Surveys show that most US-based B2B marketers are still woefully unprepared, even though the regulation affects not only any company actively doing business in Europe, but anyone even communicating with European contacts in his/her marketing database. The penalties for non-compliance with GDPR can be severe – in the millions of dollars. Fortunately, there are a few basic steps that B2B marketers can and should make that will get them closer to full compliance.

Five Life Lessons from Doc Martin

Marketing Craftmanship

Entertainment Craftsmanship: What’s Missing from American Television.

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.

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

GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.

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.

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.

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.,

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

Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing.

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.

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

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.

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?”.

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.

Tennyson Delivers Skyfall’s British Bulldog Moment

Marketing Craftmanship

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

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.

A Road Rage Lesson from my Dad

Marketing Craftmanship

Faster is not always better.

PR 205

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.

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. But, connecting and building trust with buyers has never been harder. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it's an incredibly powerful tool to understand customer motivation and increase lead conversion.