INDUSTRY INSIGHTS YOUR PEERS ARE READING
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. MORE
Entertainment Craftsmanship: What’s Missing from American Television. MORE
Regardless of how well a company communicates with the press, it stands a good chance of being “burned” on occasion. MORE
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. MORE
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. MORE
To strive, to seek, to find, and not to yield. MORE
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. MORE
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. MORE
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. MORE
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. MORE
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. MORE
Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. MORE
There are two reasons why marketing fails most often at small- and medium-sized B2B firms. Either or both of these failings may apply to your situation: You view marketing as business triage. MORE
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. MORE
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?”. MORE
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. MORE
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. MORE
Any business founder / owner whose surname serves as their company’s brand name has a unique challenge. MORE
Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. MORE
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. MORE
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. MORE
With rare exception, companies assign very little planning or resources to proactively managing the effects of a restructuring on its brand equity. MORE
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. MORE
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. MORE
The first question we ask prospective clients is, “Do you have a Marketing Plan?”. Many prospects sheepishly acknowledge that they don’t have a formal Marketing Plan. This group earns big points with us for honesty. MORE
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. MORE
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. MORE
Marketing Craftmanship
SEPTEMBER 9, 2019
The first question we ask prospective clients is, “Do you have a Marketing Plan?”. Many prospects sheepishly acknowledge that they don’t have a formal Marketing Plan. This group earns big points with us for honesty.
Marketing Craftmanship
JULY 8, 2019
There are two reasons why marketing fails most often at small- and medium-sized B2B firms. Either or both of these failings may apply to your situation: You view marketing as business triage.
Marketing Craftmanship
SEPTEMBER 12, 2016
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.
Marketing Craftmanship
NOVEMBER 27, 2018
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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Gain exclusive insights on priorities, tactics, and challenges from SMB Marketing Leaders.
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Marketing Craftmanship
JUNE 6, 2018
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.
Marketing Craftmanship
AUGUST 31, 2018
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.
Marketing Craftmanship
NOVEMBER 9, 2017
With rare exception, companies assign very little planning or resources to proactively managing the effects of a restructuring on its brand equity.
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Account-Based Marketing is a strategy, not a solution.
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Marketing Craftmanship
JUNE 23, 2014
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.
Marketing Craftmanship
AUGUST 29, 2017
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.
Marketing Craftmanship
AUGUST 23, 2017
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.
Marketing Craftmanship
AUGUST 18, 2017
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.
Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners
Many companies have the core marketing and sales elements to take their revenue to the next level, but are still missing out on some key opportunities. Join Christopher Ryan, CEO of Fusion Marketing Partners and writer of the recent book "The Expert’s B2B Revenue Growth Playbook," to discover seven steps that you can immediately take to grow your company’s revenue quickly and consistently!
Marketing Craftmanship
OCTOBER 9, 2016
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.
Marketing Craftmanship
SEPTEMBER 1, 2015
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 Craftmanship
MAY 22, 2017
Any business founder / owner whose surname serves as their company’s brand name has a unique challenge.
Marketing Craftmanship
JULY 19, 2013
Entertainment Craftsmanship: What’s Missing from American Television.
Speaker: Howard Sewell, President, Spear Marketing Group
Too often, email campaigns are seen as something that "just anyone" on your team can put together. But in today's attention economy, strong creative can be the defining factor that gets your email to stand out in the inbox. Join Howard Sewell of Spear Marketing Group, a leading B2B agency, as he uses real-world examples to highlight tips, techniques and key principles that can make or break your campaigns.
Marketing Craftmanship
APRIL 4, 2017
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.
Marketing Craftmanship
NOVEMBER 13, 2012
To strive, to seek, to find, and not to yield.
Marketing Craftmanship
FEBRUARY 16, 2017
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.
Marketing Craftmanship
FEBRUARY 8, 2017
Regardless of how well a company communicates with the press, it stands a good chance of being “burned” on occasion.
Speaker: Danny Nail, Sr. Director, Head of Global Account Based Marketing, SAP
Want to get started with ABM, but not sure where to begin? It's all about understanding: understanding your customers, understanding on an organizational level what your definitions, approaches, and ideal outcomes are, and having the understanding - and support - of your stakeholders. Join Danny Nail, Head of Global Account Based Marketing at SAP and SAP Marketer of the Year, as he explains five concrete steps your organization can take to achieve ABM excellence.
Marketing Craftmanship
FEBRUARY 7, 2017
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.
Marketing Craftmanship
JANUARY 20, 2017
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.
Marketing Craftmanship
JANUARY 13, 2017
Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects.
Speaker: Kellie de Leon, Vice President of Marketing & Strategy, The Mx Group
Chances are, you’re under the gun to convert more leads from your website. To increase conversion, your site needs high-quality content, user-friendly navigation paths, and calls to action that appeal to your target customers. But how do you go about this? And wouldn’t it be great to see some real-world examples from B2B companies that are doing it successfully? Kellie de Leon, VP of marketing and strategy at B2B agency The Mx Group, works with marketers every day to help them create and execute customer-centric strategies and content that increase web engagement and conversion. In this webinar, she'll discuss how to make your website more customer-centric.
Marketing Craftmanship
JUNE 11, 2015
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.
Marketing Craftmanship
SEPTEMBER 4, 2015
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.
Marketing Craftmanship
AUGUST 14, 2015
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.
Marketing Craftmanship
NOVEMBER 18, 2013
Advertiser: Interactions LLC
The quality of a customer care strategy can make or break a company, but simply resolving a customer service issue or complaint is no longer enough. Learn the 4 steps that address the major points you need to consider when building a customer care roadmap.
Marketing Craftmanship
NOVEMBER 12, 2015
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?”.
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