Marketing Craftmanship

FEBRUARY 10, 2012

Recently, Dalio was ranked by FORBES as the 52nd wealthiest person in America, and the 162nd wealthiest person on the planet, with a personal net worth of $6.5 He has no patience for ego or emotion – Dalio understands how personal agendas and corporate politics can destroy any organization.

Enterprise Management 100

Enterprise Management Work Management Transparency Marketing Management 100

Marketing Craftmanship

JANUARY 8, 2021

The degree of mutual cooperation between marketing and sales depends largely on the personalities involved, and how well they like and respect each other. Better yet, reach out to current and former customers by phone (with the approval of sales) to gain an appreciation of why they are customers or why they’ve left.

Work Management 264

Work Management Marketing Management Lead Scoring Lead Ranking 264

Marketing Craftmanship

JUNE 5, 2016

In the pre-internet world, personal relationships, referrals and endorsements played a significant role in the decision-making process. Here’s why it makes sense to nurture your personal and business relationships through an online presence: Referral sources have many choices. Referral Sources Require Nurturing and Validation.

Validation 100

Validation Ideal Customer Profiles Thought Leadership Marketing & Strategy 100

Marketing Craftmanship

SEPTEMBER 1, 2015

For better or worse, your clients judge you (or your firm) primarily on a personal, visceral basis. Personalize Your Client Communications: Small firms have a significant marketing advantage, because it doesn’t take very much effort or expense to add a personal touch to their communications with clients.

Ad brokers 100

Ad brokers Business Loyalty Opinions 100

Marketing Craftmanship

FEBRUARY 26, 2013

He knew how to approach and assist a drowning person. There is no other institution serving American youth that for more than 100 years has combined training in practical skills, respect for the environment, teamwork, leadership and personal values. No sports team, marching band or school club even comes close.

Training 100

Training Validation Opinions Act-On 100

Marketing Craftmanship

APRIL 2, 2016

Despite his personality flaws, Frank was a gentle, handsome and affectionate animal who has been a great companion and friend to me over the past 14 years. But Frank was much more than a family member and therapy dog, because he represented a very personal human connection. He was large and always in charge of our pack.

Demand 100

Demand Communities Tips Spending 100

Marketing Craftmanship

FEBRUARY 5, 2013

Regardless of their title, job description or capacity to work the room at a social event, every B2B executive should be given training, tools and ongoing support that empowers them to: Manage Their Personal Brand – Clients hire individuals, rather than a firm, to help them.

B2B Sales 100

B2B Sales Cross-Selling Work Management B2B Marketing 100

Marketing Craftmanship

JUNE 28, 2016

Most often, however, the sheer volume of first-class mail processed every morning by office gatekeepers made it more likely that your personalized pitch letter and costly sales brochure would end up, unopened, in the garbage can. Dead on arrival. They open the cover and turn its pages.

B2B Marketing 100

B2B Marketing B2B Paper Work Management 100

Marketing Craftmanship

FEBRUARY 7, 2017

Their personal welfare – notably, keeping their job – will always be far more important to them than selecting the most qualified firm. They may be unhappy with their current provider and are seeking a change, or their new strategy may involve hiring a smaller that can provide a more personalized level of service.

Paid Search Agency 100

Paid Search Agency Companies B2B Thought Leadership Thought Leadership 100

Marketing Craftmanship

NOVEMBER 9, 2017

Anything short of that commitment can signal to employees, customers, business partners and other key stakeholders that their interests and concerns will take a back seat to the personal agendas of the corporate owners. Communication with business partners may best be managed through personal phone calls from their company contact.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100

Marketing Craftmanship

MARCH 13, 2021

Some Reporters Have Personal Agendas. I’ve never forgotten the lesson to always expect to see whatever you say (and sometimes things you didn’t say) in print. Nor have I forgotten my boss’s benevolence. The food chain had been doing very well, had an interesting story, and there was no negative news associated with the company.

Media 147

Media PR Press Advertising Agencies 147

Marketing Craftmanship

SEPTEMBER 18, 2020

There are valid social and physiological reasons most people don’t do the things necessary to maintain their personal health and fitness. Countless research studies also suggest that many people who lose weight will regain all of those pounds within a year, and likely add more.

Enterprise Management 147

Enterprise Management Planning Work Management Marketing Management 147

Marketing Craftmanship

SEPTEMBER 15, 2013

Client / Employee Gifts – If it’s deemed appropriate to give an anniversary gift to long-time clients, employees or suppliers, these gifts should be personalized and delivered in a very personal manner; either presented individually and in person, or accompanied by a customized letter from the CEO, managing partner or owners.

B2B Thought Leadership 100

B2B Thought Leadership Allocation Ideal Customer Profiles Thought Leadership 100

Marketing Craftmanship

MAY 22, 2017

When it comes time for a founder to sell or step out of their business, a marketplace identity that relies heavily on that individual’s personal credentials, relationships or charisma will serve to erode the brand equity they’ve worked so hard to establish.

Enterprise Management 100

Enterprise Management Work Management Marketing Management B2B Thought Leadership 100

Marketing Craftmanship

SEPTEMBER 26, 2011

“Artisan” was the term used before the advent of mass manufacturing to describe people who made things or provided services with a distinctive touch and flair in which they took personal pride. Artisans gave a personal touch to whatever they did, and they often carved their initials into their work.

Personalization 100

Personalization Service Marketing 100

Marketing Craftmanship

JULY 19, 2013

Even people whose personalities clash with Doc Martin appreciate (eventually) that he’s a skilled practitioner who has their best interests at heart. People will forgive personality shortcomings if you can add value to their lives in meaningful ways. The upside is that when you do say “Yes!” Know Your Stuff. Overcome Obstacles.

Television marketing 100

Television marketing Public Relations Thought Leadership Blogger 100

Marketing Craftmanship

MARCH 12, 2020

Both requirements are addressed by unsolicited pitch letters, which is the only genre of content marketing that delivers tailored content through a personalized solicitation process. Second, take down those targeted ducks with a rifle, not a shotgun. How Unsolicited Pitch Letters Work.

Work Management 130

Work Management Marketing Management Content Marketing Blast Campaigns 130

Marketing Craftmanship

JULY 5, 2016

In the classic sense, personal pedigree can take into account where you were raised, schools you attended, club memberships, employment history, who you know, and even your race and ancestry. Pedigree means different things to decision-makers. The old adage, “No one was ever fired for hiring I.B.M.” still rings true.

Marketing Management 100

Marketing Management Service Paid Search Agency Advertising Agencies 100

Marketing Craftmanship

NOVEMBER 27, 2018

If you ask smart questions, take notes, and focus on understanding their business and personal circumstances (instead of seeking to walk out with a signed contract), you’ll establish the foundation for a relationship that might lead to revenue at some point. View Selling as a Numbers Game.

Effectiveness 124

Effectiveness Business RFP Lead Scoring 124

Marketing Craftmanship

MAY 1, 2014

Prominent in my personal inventory of Catholic school memories is the time I spent living in Jellyfish Bay: a designated row of 5 desks at the back end of Sister Anthony’s 6 th grade classroom reserved for “people who have no backbone.” Like Vietnam vets, but with no medals for valor.

Class 100

Class Education Features Positioning 100

Marketing Craftmanship

FEBRUARY 16, 2012

A whacky whiteboard “eReleases Welcomes…” photo, personalized by name, sent by editorial director Heather Fuller, was embedded with this note: “We just wanted to take the opportunity to personally welcome you as a valued eReleases customer and let you know we’re not just a website in some guy’s basement.

Cost 100

Cost Guerilla Marketing B2B Marketing Paid Search Agency 100

Marketing Craftmanship

AUGUST 23, 2017

Persona: Does your firm appear to be run by interesting human beings, or hide its personality behind an opaque, institutional veneer? ( Acid Test: Do other opinion leaders reference your company’s ideas or contributions? Are white papers just poorly disguised sales collateral?).

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

JANUARY 25, 2016

Ego and attitude can be brand liabilities for any business, and fund managers who display those personality traits risk losing out to competitors who may be less talented, but far more likeable and marketable in the eyes of investors.

Work Management 100

Work Management Enterprise Management Marketing & Strategy Marketing Strategy 100

Marketing Craftmanship

APRIL 19, 2012

Increasingly, social media tools like LinkedIn are playing an important role in personal and corporate life. We simplify the management and control of international operations, empowering our customers to capitalize on their growth opportunities in foreign markets.”.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Ideal Customer Profiles 100

Marketing Craftmanship

JULY 13, 2011

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.

Work Management 100

Work Management CPA Cost per Acquisition B2B Marketing 100

Marketing Craftmanship

NOVEMBER 30, 2014

Here are a few tactics to consider for your personal campaign to gain a seat: Clarify PR’s Role – The most pragmatic answer to “What is PR?” This experience also broadens your career horizons, sharpens your professional capabilities and can be personally rewarding and fun. may be: “Whatever your employer (or client) needs it to be.”

PR 100

PR Enterprise Management Work Management Marketing Management 100

Marketing Craftmanship

AUGUST 29, 2017

For starters, they should be published on LinkedIn, both on your personal profile (as a long-form blog post like this one), and as an “Update” on your firm’s corporate LinkedIn page. Another way to increase readership of your blog is by re-purposing its content, in whole or part, in places where it’s likely to be seen.

Ideal Customer Profiles 100

Ideal Customer Profiles Opinions Linkedin ROI 100

Marketing Craftmanship

MARCH 16, 2013

The past decade’s social media debacle is akin to introduction of desktop publishing in the early 1980s, when personal computers arrived in the business world. These are primarily personal and B2C social media platforms, and there are few good reasons why most B2B firms should be investing any time or resources there.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

JANUARY 16, 2013

For example, a 25-person CPA firm with an emerging practice among medium-size, privately held businesses sought to add a pharmaceutical company to its client list. B2B firms can avoid the pitfalls of tactical soup by being selective in the type and volume of marketing tactics they apply.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

JANUARY 17, 2013

Yet companies will continue to dole out lucrative contracts to sports heroes, actors, politicians and other personalities du jour…in hopes of leveraging their popularity or notoriety. The marketing world is littered with celebrity endorsements similar to these train wrecks.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Marketing Proposals Ad Agencies 100

Marketing Craftmanship

FEBRUARY 16, 2017

Or you can convert your presentation into a bylined article for publication in an appropriate business or trade journal, and then send target audiences the published piece along with a personalized cover note. If you’re not on the podium, you’ll need to be more creative.

Conference 100

Conference Lead Scoring Lead Ranking Guerilla Marketing 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

JANUARY 13, 2017

If you ask smart questions, take notes, and focus on understanding their business and personal circumstances (instead of seeking to walk out with a signed contract), you’ll establish the foundation for a relationship that might lead to revenue at some point. View Selling as a Numbers Game.

RFP 100

RFP Lead Scoring Lead Ranking Tactics 100

Marketing Craftmanship

SEPTEMBER 12, 2016

And that requires personal (or enterprise) discipline. To establish a level of top-of-mind awareness required for your target audiences to form and sustain a positive opinion, you need to generate relevant content on a quarterly basis. Just to be clear…the most effective Thought Leaders are not in the game for altruistic reasons.

Thought Leadership 100

Thought Leadership Enterprise Management Work Management Opinions 100

Marketing Craftmanship

APRIL 4, 2011

Because the new day of honesty will create a machine more personalized, more truthful, and the client that wasn’t bullshitted this year, has a greater chance of greatness next year. “If the tapdancing becomes less constant, less furious, less necessary, what will the result be? The answer is fewer clients. Less dancing. More truth.

Pricing 100

Pricing Price Personalization Marketing 100

Marketing Craftmanship

SEPTEMBER 4, 2015

Those deliberations – shaped by political intrigue and diverse personal agendas – included creation of the government’s executive branch. At the Constitutional Convention in Philadelphia during the summer of 1787, America’s founding fathers wrestled with how our young nation would govern itself.

Television marketing 100

Television marketing Ad Agencies Opinions Act-On 100

Marketing Craftmanship

FEBRUARY 5, 2015

Persona: Does your firm appear to be run by interesting human beings, or hide its personality behind an opaque, institutional veneer? ( Acid Test: Do other opinion leaders reference your firm’s ideas or contributions? Are white papers just poorly disguised sales collateral?).

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100