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Is Your B2B Firm REALLY Marketing…Or Simply Making Tactical Soup?
Is Your B2B Marketing a Tactical Hodge Podge? B2B firms invest significant dollars and hours maintaining a broad range of marketing tactics that may or may not demonstrate economic value. Often, the...
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What the US Marines Can Teach Your B2B Firm about Marketing and Sales
Every Marine a Rifleman “Every Marine a Rifleman” is a basic tenet of the US Marine Corps. At boot camp, every marine receives training in marksmanship, hand-to-hand combat and teamwork. Regardless of...
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Should I Rekindle My Blog Love Affair…Or End It?
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...
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White Papers are Not Dead. They’re on Life Support.
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...
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Should Marketing Automation Customers be Pre-Qualified?
For decades, the ONLY way to produce any type of printed material – ranging from sales & marketing brochures, to annual reports and informational flyers – involved a multi-step, time /...
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