Marketing Craftmanship

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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.

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.

How WebMD Has Changed B2B Marketing Forever

Marketing Craftmanship

Many B2B companies, and professional services firms in particular, do not succeed at marketing for two major reasons: Failure to understand that the vendor selection process has fundamentally changed.

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The Attention Web: What B2B Marketers Need to Know

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7 Inspiring B2B Marketing Campaigns

Must-See Examples of Marketing Success That You Can Replicate.

Why Public Relations Does Not Sit at the Senior Management Table

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Stop the Insanity. Fire Your PR Firm in 2014.

Marketing Craftmanship

The attribution is unsupported, but Albert Einstein is often credited with the quote: “Insanity is doing the same thing over and over again, and expecting different results.”

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Hedge Fund Marketing: From Oxymoron to Best Practices

Marketing Craftmanship

Published in January 2015 Edition. This past September, the well-respected marketing firm, Peppercom, conducted in-depth research involving nearly 300 of the hedge fund industry’s largest firms, to measure how those funds are currently applying standard marketing tools & tactics including websites, social media, the financial press and advertising, one year after the JOBS Act.

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.,

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

Three Myths and Realities of Client Newsletters

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.

Tennyson Delivers Skyfall’s British Bulldog Moment

Marketing Craftmanship

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

Make Your Corporate Anniversary Worth Celebrating

Marketing Craftmanship

B2B firms that have flourished for 20, 30 or 50 years are understandably proud of their longevity, particularly having endured the most recent decade’s harsh economic conditions.

PR Playbook: Earning Your Seat at the Senior Management Table

Marketing Craftmanship

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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.

7 B2B Marketing Strategies You Need to Know About

As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing.

Five Life Lessons from Doc Martin

Marketing Craftmanship

Entertainment Craftsmanship: What’s Missing from American Television.

Confucius Say: Your Case Studies are Worthless

Marketing Craftmanship

The most noteworthy article on B2B selling was published in a 1966 Harvard Business Review article (#66213). In “How to Buy /Sell Professional Services,” author Warren J. Wittreich explains the differences between extrinsic and intrinsic selling.

Page’s Seven Principles of Public Relations Management

Marketing Craftmanship

Arthur W. Page (1883 - 1960). Although Edward Bernays is often characterized (largely through self-promotion) as the “father of public relations,” most serious PR practitioners consider Arthur W.

An End to B2B Social Media Madness

Marketing Craftmanship

Rapid, lemming-like adoption of social media tools by small and medium-sized B2B firms – fueled by an army of self-proclaimed social media experts – has resulted in wasted dollars, missed opportunities and heightened distrust of the marketing function in the C-suite.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Finding Elmer in Hurricane Sandy

Marketing Craftmanship

This is where I found Elmer, the Volunteer Craftsman.

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My Life in Jellyfish Bay: The Things We Say and Do to Kids

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A Road Rage Lesson from my Dad

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Faster is not always better.

Should PRSA Sanction Public Relations Practitioners?

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Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

Client Newsletters: Empty Suit of the B2B Marketing Mix

Marketing Craftmanship

Most Client Newsletters Deliver No Tangible Business Value. Client newsletters are the most widely used, often abused and hotly debated B2B marketing tactic for professional services firms of any size.

The Dirty Secret Behind Sir Richard Branson’s Attack on the Suit and Tie

Marketing Craftmanship

Joseph Stalin Refused to Wear a Tie. For Sir Richard Charles Nicholas Branson – the English business magnate known for his Virgin Group of more than 400 companies, his daredevil exploits, his humanitarian deeds, and his estimated net worth of $4.2 billion – nothing is more important than brand image.

Is Your B2B Firm REALLY Marketing? - Marketing Craftsmanship

Marketing Craftmanship

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Brochureware Is Not a Dirty Word

Marketing Craftmanship

Brochureware is the term used, often with derogatory marketing implications, to describe websites consisting entirely of static pages that promote a company’s products and services, people and value proposition.

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Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

Investment-Related Publicity: How Clueless is Your Fund?

Marketing Craftmanship

According to BNY Mellon’s most recent survey of Investor Relations (IR) practices worldwide, fewer than half of the nearly 700 respondents are using media relations to support their IR goals. More significantly, only 6% of that group included media exposure as a top IR goal.

Is it Ethical to Edit Online Customer Reviews?

Marketing Craftmanship

Marketers Can Leverage Knowledge of Online Behavior.

PR Lesson from the Lolo Jones / New York Times Controversy

Marketing Craftmanship

Did Jere Kill Lolo’s Mojo? On August 4 th , New York Times sportswriter Jére Longman – who has been covering the Olympics under an “Inside the Rings” column – wrote an article on American hurdler Lolo Jones that was considered by many readers to be overly harsh and entirely unnecessary.

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Did Reader’s Digest Flunk Its Own Trust Test?

Marketing Craftmanship

…and I have a highly rated TV show. In an effort to goose newsstand sales, the June issue of Reader’s Digest features a cover story entitled, “The 100 Most Trusted People in America Today.”

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The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.

Did Reader’s Digest Flunk Its Own Trust Test?

Marketing Craftmanship

…and I have a highly rated TV show. In an effort to goose newsstand sales, the June issue of Reader’s Digest features a cover story entitled, “The 100 Most Trusted People in America Today.”

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Why Your B2B Marketing Isn’t Working

Marketing Craftmanship

Inconsistency Kills Most B2B Marketing Strategies. There are two major reasons why marketing is ineffective at B2B firms, regardless of size or industry: Marketing is viewed as triage.

Making the Short List: How to Drive Top-of-Mind Awareness

Marketing Craftmanship

The Key to Making the Short List. For most companies, there is no way to predict when a prospect will purchase their product or engage their services.

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Boston Strong: Mark Your Calendar for the 2014 Marathon

Marketing Craftmanship

Make a Statement in 2014. If the cowards behind the 2013 Boston Marathon bombings believed they would forever strike terror in the hearts of Americans…then they picked the wrong country, the wrong city and the wrong sport to make their point. The wrong country? Americans don’t back down from threats. As Afghan Taliban fighters learned the hard way, America’s armed forces “run toward our bullets.”. The wrong city?

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A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.