Marketing Craftmanship

PR’s “Big Lie” is Alive and Well

Marketing Craftmanship

PR 130

Write Effective Pitch Letters to Grow Your Business

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.

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.

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.

6 Steps to Building Predictable Lead Flow and Revenue

Achieving predictable lead flow and revenue depends on monitoring sales history and developing a robust, flexible lead development process. Download this eBook for 6 clear steps you can take to build that process today.

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

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.

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.

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.

Brand 130

Humans and Bots: How to blend human skills and AI to build customer intimacy and drive growth

Join Genesys for this webinar to learn how leading companies are using blended AI to drive customer intimacy and revenue growth.

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.

Plan 151

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

The SaaS Guide to Customer Engagement, Retention, and Advocacy

After onboarding, most SaaS customers have to find their own way to success. This ebook by Influitive is a compilation of some of the best examples of programs designed to drive customer retention and advocacy, with examples from some of the world’s largest and most innovative SaaS vendors.

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.

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.

Five Life Lessons from Doc Martin

Marketing Craftmanship

Entertainment Craftsmanship: What’s Missing from American Television.

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.

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

The Rise of the Customer Marketer

From marketing backwater to starring role, this eBook by Influitive explores the changes taking place in customer marketing from the perspective of customer marketers themselves (and explains just why it’s so crucial to customer engagement).

Tennyson Delivers Skyfall’s British Bulldog Moment

Marketing Craftmanship

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

3.5 Reasons to Skip Industry Awards

Marketing Craftmanship

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.

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!

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.

Survey 141

How B2B Marketing is Changing in 2018

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

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.,

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.

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.

9 Award-Winning Customer Advocacy Success Stories

Influitive's annual BAMMIES - Best Advocate Marketing Awards - eBook has been read by 2,000+ savvy marketers and business leaders. In this year’s edition, advocacy leaders from the likes of ADP, Cisco, and Ceridian reveal how to harness the power of advocates to drive growth across every area of an organization.