Marketing Craftmanship

7 Signs that You’re NOT a Thought Leader

Marketing Craftmanship

B2B Marketing Marketing Strategy Uncategorized #content marketing #thought leadership B2B marketing intellectual capital intrinsic selling professional services marketing top-of-mind awareness Wall Street Journal

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

Marketing Craftmanship

The good news for B2B marketers is that there are now editorial analytic tools that can provide attention and engagement metrics and insights. Less can be more, when it comes to B2B content. For B2B firms, direct communication (email, snail mail, face-to-face, etc.)

White Papers are Not Dead. They’re on Life Support.

Marketing Craftmanship

Have Marketers Killed This B2B Golden Goose? The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition.

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#HowIBuy - An In-depth look at the buying process from 12 different perspectives

Key themes discerned about the modern buyer include: • B2B buyers are behaving like consumers – Buyers today have easy access to information and. 1 N U D G E. A I // T I T L E An In-depth look at. the buying process. from 12 different. perspectives 2 N U D G E. A I // T I T L E 3 N U D G E.

Should Marketing Automation Customers be Pre-Qualified?

Marketing Craftmanship

B2B Marketing Key Performance Indicators KPIs Marketing Strategy Uncategorized #desktoppublishing #marketing lead generation marketing & sales alignment marketing automation marketing science

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. Most importantly – with apologies to Glengarry Glen Ross – B2B firms must commit to: A ….A

Three Myths and Realities of Client Newsletters

Marketing Craftmanship

MYTH #1: Your B2B Firm Needs a Client Newsletter. This is a very tough concept for many B2B firms to understand and embrace: that the most powerful form of thought leadership does not involve pushing out your own ideas.

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.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

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). Extrinsic selling is a “trust me” approach, employed by a great number of B2B product and service providers.

Client Newsletters: Empty Suit of the B2B Marketing Mix

Marketing Craftmanship

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

Is Your B2B Firm REALLY Marketing? - Marketing Craftsmanship

Marketing Craftmanship

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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.

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. Most importantly – with apologies to Glengarry Glen Ross – B2B firms must: A….Always.

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

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

Marketing Craftmanship

Sales cycle management is particularly challenging for B2B firms, and for professional services firms in particular, where top-of-mind awareness (getting people to remember you) is a critical part of business development. The Key to Making the Short List.

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Skip the Marketing Plan. Try this “Easy-Bake” Recipe Instead.

Marketing Craftmanship

Uncategorized #B2B strategy #marketing #thought leadership Betty Crocker direct marketing DIY Marketing marketing communications Marketing Plan marketing ROI sales & marketing sales strategyThe first question we ask prospective clients is, “Do you have a Marketing Plan?”.

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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

Do Most CEOs Lack Social Skills?

Marketing Craftmanship

Do CEOs need charm school, rather than business school? According to a new study sponsored by Domo and CEO.com , CEOs at Fortune 500 companies are participating in social media channels significantly less than the general public.

What Type of Marketing Cry-Baby are You?

Marketing Craftmanship

B2B Marketing Marketing Strategy Uncategorized #PRfirms Adult Cry-Baby B2B marketing Marketing Cry-Babies marketing strategy PR strategy professional development professional services marketing

B2B Conferences: Essential Marketing Tactic…or Waste of Time and Money?

Marketing Craftmanship

Regardless of industry, B2B 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.

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Re-Thinking the “Best B2B Advertisement of the 20th Century”

Marketing Craftmanship

” What may have been a revolutionary B2B marketing concept in 1958 is now well understood by B2B marketers. But if Gilbert Morris were writing ad copy in 2014, his advertisement would likely reflect very different marketing obstacles for B2B companies.

A Content Formula for Complex B2B Organizations

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

Debunking the 80/20 Rule…and 4 Other Sales Force Myths

Marketing Craftmanship

Reality : Hard data shows that sales professionals will become increasingly important, particularly in B2B, because purchasing often involves a decision to outsource. Do the top 20% really bring in 80% of the bacon?

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Why and How to Market Your Firm’s Brand Integrity

Marketing Craftmanship

As the limitations of a virtual marketplace continue to reduce most B2B firms to commodities, it’s become increasingly important to communicate not just what your company does, but to generate interest in what your enterprise stands for.

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5 Secrets to Ray Dalio’s Hedge Fund Success

Marketing Craftmanship

Hedge Fund Craftsmanship. By most measures, Ray Dalio has achieved great success during his 62 years on earth. Unlike Donald Trump, Dalio didn’t inherit wealth. As a middle-class kid, he delivered newspapers, shoveled snow and was a caddy during the summer. The company Dalio established in his apartment in 1975, Bridgewater Associates, is now the world’s largest and most successful hedge fund manager, with more than $120 billion in assets under management.

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What the US Marines Can Teach Your B2B Firm about Marketing and Sales

Marketing Craftmanship

B2B companies – professional service firms in particular – can benefit by creating a culture similar to the Marine Corps; training all employees with basic marketing & sales skills that can help the firm to grow and succeed. Every Marine a Rifleman.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

Should I Rekindle My Blog Love Affair…Or End It?

Marketing Craftmanship

Can This Blog Affair Be Saved? Here’s a sad letter from the Marketing Craftsmanship mailbag: Dear Marketing Guy, I’ve fallen out of love with my Blog and I need your advice. My sad story: It was love at first sight. A company Blog had everything I was looking for in social media. It would drive SEO.

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5 Ways You Can Merchandise the “Masthead Value” of Publicity

Marketing Craftmanship

Uncategorized #content marketing #marketing #masthead value #media placement #media relations #PR #press release #PRfirms #publicity #reputation management #SEO #thought leadership #wallstreetjournal 3rd party endorsement B2B marketing Big Data CRM Fortune Magazine Inc.

No-Cost, Cornball Marketing Can Drive B2B Top-of-Mind Awareness

Marketing Craftmanship

Marketing Lesson: Cheap, clever and memorable can beat costly and sophisticated when it comes to driving top-of-mind awareness with targeted B2B audiences. LtoR: Heather Fuller, Andrew Crisp, Percy, Gary Thompson, Mickie Kennedy. Missing: Nimmi, the acrobatic dog.

One Way Smart B2B Marketers Work Backwards

Marketing Craftmanship

B2B Marketing Needs Impressive Stuff Like This. But contrary to The B2B Marketer’s Bible , and regardless of the upfront investment, the intrinsic value and opportunities related to participation in in-person and virtual public forums do not lie within the event itself.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Porno as a B2B Marketing Tactic?

Marketing Craftmanship

Here’s an interesting insight from the Decision Dynamics survey released earlier this week.

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Sales Tips from PR Legend Lee Levitt

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Lee Levitt, sans fedora and shoulder bag. Lee Levitt, who passed away in 2010 at the age of 80, continues to be remembered as a PR practitioner who gave much to the profession; as someone who lived up to his characterization as an industry visionary.

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PR Lesson from a Twitter Flap

Marketing Craftmanship

Emma Sullivan. emmakate988. Just made mean comments at gov brownback and told him he sucked, in person # heblowsalot.

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Why Your Company’s Blog Doesn’t Make the Phone Ring

Marketing Craftmanship

Uncategorized #content marketing B2B blog blog content blog failure blog metrics blog roi blog strategy blogging Blogs content marketing strategy

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation