Education, training and strategies for companies that thrive on unique expertise

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Getting Marketing and Business Development on the Same Page

Bob's Vault, Marketing campaigns /

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

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Does Your Content Lead to Service Innovation or a Veneer of Expertise?

Bob's Vault, Thought leadership strategy /

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

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Part 1: Moving Your Firm up the Thought Leadership Evolutionary Chart

Bob's Vault, Building capability, Compelling content, Groundbreaking research, Marketing campaigns, Thought leadership strategy /

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

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Shifting Marketing to “Entice and Engage”

Bob's Vault, Marketing campaigns /

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

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