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

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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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

Secrets to Successful B2B Webinars

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

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.

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.

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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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.

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

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

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

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.

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

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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.

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

The Death of Rolodex Marketing

Marketing Craftmanship

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

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 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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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.

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.

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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

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

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.

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead

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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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.

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.

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

Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing

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.)

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 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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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.

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

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

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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.

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.

A Content Formula for Complex B2B Organizations

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