Marketing Craftmanship

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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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

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

10 Ways to Market Your Brand’s Integrity

Marketing Craftmanship

Uncategorized #brandintegrity #thought leadership B2B marketing brand integrity brand strategy core values corporate character corporate credibility corporate culture John Wooden marketing strategy transparency value proposition

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How B2B Marketing is Changing in 2018

1How B2B Marketing. from SMB Marketing Leaders Brought to you by 2Introduction This study examined priorities, challenges, and trends for B2B marketers. The top priorities for B2B marketers this year are generating more high-quality leads and. First, B2B marketers are.

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

Managing Brand Strategy…When Your Name is on the Front Door

Marketing Craftmanship

If (s)he’s built a successful business that relies on the efforts of its employees, the founder of an eponymous business eventually will need to address brand transition; particularly if it’s a B2B or professional services firm.

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Marketing Lesson from Ian McTavish: 7th Generation Scottish Bagpipe Maker

Marketing Craftmanship

B2B Marketing Marketing Strategy B2B marketing bagpipe craftsmanship bagpipe makers bagpipes marketing strategy Scotland Scottish bagpipes

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.

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?”.

Paradigm of Strategic Value-Based Discounting for the B2B Industry

Discounting for the B2B Industry WWW.MARKETJOY.COM Contact: +1 484-302-0110. companies within B2B industries offer discounts, but are they discounting for the right reasons? within B2B sales have become so common. business-to-business (B2B) industry. in the B2B Industry?

What Your Doctor Can Teach You About Business Growth

Marketing Craftmanship

Regardless of whether your professional field is medicine, law, technology or finance, that same ranking applies to how you are valued by clients, particularly in B2B businesses. For many decades, physicians have been taught the “3 A’s” of a sound medical practice.

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

Industry Conferences and Seminars: How to Extract their Real Business Value

Marketing Craftmanship

Uncategorized B2B marketing conference marketing conference strategy conferences and seminars event marketing pay-to-playRegardless of industry, conferences and seminars can be a significant waste of time, money and opportunity.

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 central, unspoken issue embedded within the selection process for any type of B2B firm is easy to understand.

Secrets to Successful B2B Webinars

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

The Power of Unsolicited Pitch Letters

Marketing Craftmanship

Uncategorized #B2B strategy B2B marketing pitch letters professional services marketing sales process sales tactics selling professional services unsolicited pitch letters writing pitch letters

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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.

3.5 Reasons to Skip Industry Awards

Marketing Craftmanship

B2B Marketing Marketing Strategy #content marketing #thought leadership award competitions award programs B2B marketing brand credibility content beast industry awards intrinsic selling league tables marketing strategy

Your Marketing Content: Is it Fake News?

Marketing Craftmanship

Uncategorized B2B marketing content marketing D&O liability insurance Directors & Officers Liability Insurance fake news marketing communications marketing content

The Sales Enablement Handbook

the B2B world, the sales cycle can be a long drawn out process - making b2b sales. The Sales Enablement. Handbook WWW.MARKETJOY.COM Contact: +1 484-302-0110.

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

Marketing Craftmanship

More importantly, the experience provided some valuable insights about “making the short list” that continue to have direct application to our B2B marketing business. Your B2B firm must find meaningful ways to differentiate itself and showcase tangible assets.

List 151

Checklist Marketing: Too Many Shoes in Your Suitcase?

Marketing Craftmanship

To wean our B2B clients off their shoe fetish, we apply a “Marketing Diagnostic” planning tool, consisting of 10 simple questions. Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. White Paper…check.

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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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.

Not Too Late: Last-Minute Steps towards GDPR Compliance for B2B Marketers

Speaker: Howard J. Sewell, President, Spear Marketing Group, and Anne Angele, Senior Marketing Automation Specialist, Spear Marketing Group

Surveys show that most US-based B2B marketers are still woefully unprepared, even though the regulation affects not only any company actively doing business in Europe, but anyone even communicating with European contacts in his/her marketing database.

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.

WOM 151

Why Your Law Firm Blog Doesn’t Make the Phone Ring

Marketing Craftmanship

B2B Marketing Uncategorized #brand management #marketing #thought leadership blog roi blog strategy law firm blog law firm blogging law firm marketing

Survey 141

Manage the Pedigree Factor in Professional Services Marketing

Marketing Craftmanship

Uncategorized #B2Bmarketing #reputation management B2B marketing career risk institutional pedigree marketing firm credentials professional services marketing selecting outside consultants top-of-mind awareness

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

Marketing Craftmanship

“You cannot connect the dots looking forward; you can only connect them looking backwards… For B2B marketers, this “rear view mirror” approach to connecting the dots in your tactical tool kit makes great sense.

GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering.

The Death of Rolodex Marketing

Marketing Craftmanship

B2B Marketing Uncategorized #marketing #thought leadership Angie's List B2B marketing decision-making old boy network online visibility referral marketing relationship-based marketing Rolodex top-of-mind awareness

Bare Essentials: Marketing as a Necessary Evil

Marketing Craftmanship

Here’s a very short list marketing essentials for B2B and professional services firms: 1. Uncategorized #SEO B2B marketing brochure ware financial marketing hedge fund marketing intellectual capital LinkedIn strategy marketing essentials professional services marketing

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.

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 , CEOs at Fortune 500 companies are participating in social media channels significantly less than the general public.

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Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy. B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision.

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

Thought Leadership Merchandising: Rising Above the Noise

Marketing Craftmanship

Thought Leadership is one of the most widely used terms in B2B marketing. Thought Leadership Programs Must be Accountable for Business Outcomes. But there’s a range of opinion regarding what Thought Leadership is, and fuzzy expectations with respect to its tangible benefits.

Time to Kill Your Company’s Zombie Blog?

Marketing Craftmanship

B2B Marketing Marketing Strategy Uncategorized #content marketing #thought leadership blog effectiveness blog strategy blogging content creation dead blog marketing communications zombie blog

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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Best Practices for Selling to Government Agencies

explained how B2B purchasing decisions have. Best Practices for Selling to. Government Agencies WWW.MARKETJOY.COM Contact: +1 484-302-0110. The US government spends over $235 billion on. goods and services each year.