Marketing Craftmanship

Is Your Client Newsletter a Marketing Albatross?

Marketing Craftmanship

Client newsletters are the most widely used, often abused and hotly debated marketing tactic for professional services firms of any size. Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter.

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.

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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.

Make the Short List…Or Die Trying

Marketing Craftmanship

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.

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Lead Generation Companies: How to Pick a Right One

Have you ever had a bad experience using a lead generation company? If the answer is yes, you are certainly not alone; fortunately, MarketJoy has put together 4 simple questions that you can use to judge your next potential lead gen partner.

Marketing Craftmanship - Untitled Article

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.

10 Ways to Market Your Brand’s Integrity

Marketing Craftmanship

Regardless of whether your company is an established leader or an upstart, brand integrity matters. And it’s a corporate asset that needs to be marketed.

Should Marketing Automation Customers be Pre-Qualified?

Marketing Craftmanship

For decades, the ONLY way to produce any type of printed material – ranging from sales & marketing brochures, to annual reports and informational flyers – involved a multi-step, time / people-intensive, costly process requiring a copywriter, graphic designer, a typesetter and a printing press.

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.

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.

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7 Cold Calling Tactics You Aren't Using but Should Be

Cold calling isn‘t dead; neither is it on its deathbed. In fact, it’s one of the most effective ways to increase sales and drive revenue. Learn 7 preperation strategies to lessen your stress, and to become a better closer!

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.

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.

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.

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.

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How B2B Marketing is Changing in 2018

Gain exclusive insights on priorities, tactics, and challenges from SMB Marketing Leaders.

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.

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Five Life Lessons from Doc Martin

Marketing Craftmanship

Entertainment Craftsmanship: What’s Missing from American Television.

Best Practices for Selling to Government Agencies

The US government spends over $235 billion on goods and services each year. Because of this, selling your product or service to a government agency can be a great way to increase profits. A government buyer also offers consistency, at least for the duration of your contract. However, there are key differences between selling to a customer or business and selling to the government. MarketJoy VP of Customer Success, Curtis Bendt, has used his vast experience in sales industry to craft a list of best practices for selling to government agencies to give you a more specific idea of what the process involves. MarketJoy also provides you with several tips on how to increase your chances of success.

3.5 Reasons to Skip Industry Awards

Marketing Craftmanship

Tennyson Delivers Skyfall’s British Bulldog Moment

Marketing Craftmanship

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

Checklist Marketing: Too Many Shoes in Your Suitcase?

Marketing Craftmanship

Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. White Paper…check. LinkedIn and Twitter Accounts…check / check. Client Newsletter…check. Trade Show…check. Blog…check. Publicity…check.

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.

Paradigm of Strategic Value-Based Discounting for the B2B Industry

Competition has increased to new levels of intensity and organizations have begun to look for new ways to acquire customers. Discounted pricing is a strategic tool, which when used correctly can drive a variety of business goals, from marketing through to sales strategy

Marketing Your Fund to Zombie Investors

Marketing Craftmanship

Gaining the attention and interest of investors and their advisors has always been a challenge. In our online world, it’s become even more difficult to cut through the constant volume of noise.

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?”.

Why Public Relations Does Not Sit at the Senior Management Table

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.

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The Account-Based Marketing Playbook

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

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.,

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.

Bare Essentials: Marketing as a Necessary Evil

Marketing Craftmanship

Connect-the-Dots Marketing: A Gift from Steve Jobs

Marketing Craftmanship

In his 2005 commencement address at Stanford University, Apple CEO Steve Jobs offered a “connect the dots” perspective on the random events that shaped his life.

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.

Your Marketing: Is it the Love Child of Warren G. Harding?

Marketing Craftmanship

After nearly a century of fighting for the legitimacy of her “love child” daughter, the long-time mistress of President Warren G. Harding, was recently vindicated by new DNA testing.

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.”.

Making the Short List: Get into the B2B Game or Go Home

Marketing Craftmanship

Struggling to make ends meet as a young teacher, I pursued a part-time job as a waiter at a popular local restaurant, where I was told there were no positions available.

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Intent Data: No Tricks, all Treats

Speaker: Michael Ballard, Senior Manager of Digital Marketing, Lenovo

The modern era of MarTech is great, isn't it? Using social media, machine learning, lead scoring, and so much more, we can learn so much about our prospects. and then proceed to annoy the heck out of them with endless emails, ads, and other marketing messages. Wait a second - that wasn't part of the plan. Since when did a 1.5% conversion rate start looking "good"? Why aren't we tailoring our messages? Michael Ballard, Senior Manager of Global Digital Marketing at Lenovo, shows how marketers can reach the right contact, using the right channel, at the right time. Michael will take us through how Lenovo piloted three different intent programs to integrate intent data into their marketing strategy allowing them to trigger relevant and timely campaigns that any sized organization could emulate.