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#PR | Marketing Craftsmanship
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June 19, 2015 · 2:00 pm. Making the Short List: Get into the B2B Game or Go Home. Struggling to make ends meet as a young teacher, I pursued a part-time job as a waiter at a popular local restaurant, where I was told there were no positions available. I completed an employment applicationjust in caseand handed it to the restaurant manager, who thanked me, and placed my application on top of a very tall stack of papers on his desk. I served as a busboy for two months before I earned a job as a waiter, whi...
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new business development | Marketing Craftsmanship
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Tag Archives: new business development. June 19, 2015 · 2:00 pm. Making the Short List: Get into the B2B Game or Go Home. Struggling to make ends meet as a young teacher, I pursued a part-time job as a waiter at a popular local restaurant, where I was told there were no positions available. I completed an employment applicationjust in caseand handed it to the restaurant manager, who thanked me, and placed my application on top of a very tall stack of papers on his desk. I served as a busboy for two month...
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marketing checklist | Marketing Craftsmanship
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Tag Archives: marketing checklist. June 11, 2015 · 5:01 pm. Checklist Marketing: Too Many Shoes in Your Suitcase? Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. White Papercheck. LinkedIn and Twitter Accountscheck / check. Client Newslettercheck. Trade Showcheck. Blogcheck. Publicitycheck. 1 Does your firm have a written marketing plan? Although it’s the most essential marketing task, most firms do not have a written plan. A marketing plan ne...
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Marketing Plan | Marketing Craftsmanship
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Tag Archives: Marketing Plan. May 11, 2016 · 11:18 am. The 2 Most Deadly Sins of B2B Marketing. There are two major reasons why marketing is failing at your small- or medium-sized B2B firm:. You view marketing as business triage. You expect marketing to deliver immediate results. The hard truth is that very few B2B business owners either understand the marketing function, or have the discipline to design, implement, measure and adhere to a consistent marketing approach that builds brand equity and market...
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Marketing Strategy | Marketing Craftsmanship
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Category Archives: Marketing Strategy. June 28, 2016 · 8:28 am. B2B Marketing Needs One Giant Step…Backwards. 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. But that’s not what’s happened. Now, 20 years later:. The sheer volume of email, even with clever Subject lines, makes it nearly impossible to gain the attention of target...
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B2B marketing | Marketing Craftsmanship
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Tag Archives: B2B marketing. July 5, 2016 · 8:23 am. Manage the Pedigree Factor in Professional Services Marketing. Whether they’re selecting a lawyer, management consultant or hedge fund manager, there are decision-makers who will always require the classic resume-based pedigree. Conversely, there are plenty of meritocracy buyers of professional services who will eschew external credentials and base their selections on the quality of ideas, past performance or future potential. These suggestions might h...
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#publicity | Marketing Craftsmanship
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June 11, 2015 · 5:01 pm. Checklist Marketing: Too Many Shoes in Your Suitcase? Many companies view marketing simply as a checklist of items they believe to be essential: Website…check. White Papercheck. LinkedIn and Twitter Accountscheck / check. Client Newslettercheck. Trade Showcheck. Blogcheck. Publicitycheck. Marketers often throw far too many shoes into their suitcase, either because they see competitors wearing them, or they wish to avoid explaining why their company lacks the trendiest footwear.
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marketing strategy | Marketing Craftsmanship
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Tag Archives: marketing strategy. February 6, 2016 · 4:37 pm. What Type of Marketing Cry-Baby are You? When a client complained to me recently about the difficulty of competing against larger companies, I had a flashback to when my kids were in grade school. Often, when they complained a whiny manner (with or without tears), I’d start singing one particular verse of the well-known kids’ song, The Wheels on the Bus. As my kids started to whine, I would sing:. The babies on the bus go wah, wah, wah. Here a...
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Making the Short List: Get into the B2B Game or Go Home | Marketing Craftsmanship
https://marketingcraftsmanship.com/2015/06/19/making-the-short-list-get-into-the-b2b-game-or-go-home
Checklist Marketing: Too Many Shoes in Your Suitcase? Marketing Your Fund to Zombie Investors →. June 19, 2015 · 2:00 pm. Making the Short List: Get into the B2B Game or Go Home. As I left his office, I asked the manager about my chances of getting a waiter’s job there. You see this big pile of applications? Not satisfied with his answer, I asked, When a waiter position becomes available, how will you select which candidates to interview? I served as a busboy for two months before I earned a job as a wai...
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Making the Short List | Marketing Craftsmanship
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Tag Archives: Making the Short List. June 19, 2015 · 2:00 pm. Making the Short List: Get into the B2B Game or Go Home. Struggling to make ends meet as a young teacher, I pursued a part-time job as a waiter at a popular local restaurant, where I was told there were no positions available. I completed an employment applicationjust in caseand handed it to the restaurant manager, who thanked me, and placed my application on top of a very tall stack of papers on his desk. I served as a busboy for two months b...