Education, training and strategies for companies that thrive on unique expertise
By Bob Buday, Bernie Thiel, Susan Buddenbaum and Tim Parker Leaders of professional services firms can increase the return on their marketing and sales investments by asking one question: Are marketing and business development on the same team? For most firms, our research and experience tells us the answer is “no.” Although marketing and business […]
Getting Marketing and Business Development on the Same Page Read More »
Even if it’s backed by your best research, your marketing will backfire if you can’t practice what you preach. Companies with savvy marketers spend lots of time determining how to market a piece of compelling “thought leadership” content, especially one based on deep primary research. What blog posts can we create, and what bloggers should we
Does Your Content Lead to Service Innovation or a Veneer of Expertise? Read More »
Thought leadership can be seen as an evolutionary timeline with five phases. Here’s how to move up the scale so you can generate revenue through thought leadership. B2B companies vary tremendously in the ability to gain recognition for their expertise. Many firms with deeper and more differentiated expertise are not nearly as well known as certain
Part 1: Moving Your Firm up the Thought Leadership Evolutionary Chart Read More »
Here’s how to generate substantially more leads than typical white paper campaigns deliver — by shifting from “biased” to “unbiased” distribution channels such as endorsements and recommendations of influential parties. In an earlier article, we explained how to improve the content of a white paper, the most important ingredient in generating leads. We discussed why a white
Shifting Marketing to “Entice and Engage” Read More »
Josh Leibner and Gershon Mader of Quantum Performance published this article in Forbes on December 9, 2009. https://www.forbes.com/2009/12/09/employee-retention-compensation-leadership-managing-ceo.html?sh=37ec55e7449f
Move Fast Now to Keep Your Best Employees From Bolting Read More »
Most white papers are ignored or forgotten soon after they are published. But a few connect with executives and open doors. These white papers result from a very different approach to developing and marketing content. In this article, we explain the first step in creating such white papers: building a compelling point of view. By Robert
How to Write a White Paper That Makes an Impact Read More »