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 […]

In desperate times, a firm will placate customers who are unreasonable or even nasty, just to hold onto their business. This is Dante’s ninth circle of hell. Good marketing generates many leads. It also gets a firm recognized by companies that don’t need help at the moment but will in the future, what marketers call

Social media greatly raises the bar for everyone on the quality of their ideas. The multitude of market discussion on social media and thought leadership seems to center on how effectively blogs, Twitter, social networking sites and other online tools can propel ideas into the mainstream. Hard to argue against it, especially when a professional

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