The Competitive Advantage
November 6, 2018
eBooks have been a staple of content marketing for some time. Loosely defined as booklets of multiple pages (usually 8 or more), well-designed and covering fairly broad topics, eBooks have proven to be a great marketing tool. If you’ve not considered producing an eBook for your firm, here are 6 reasons why you should.Continue Reading
October 23, 2018
Here are 8 new ideas for 2019 to make sure you’re not crazy!
It’s almost the end of 2018. Stop what you’re doing for just a minute and take stock of the year that’s winding down. Have you grown like you wanted… acquired as many new clients as you hoped… launched that new service line you were planning on?
If you answered ‘no’ to any of those questions, then the immediate follow-up is, “So, what are you doing about it?”
And if your answer to that is “I don’t know,” then consider the accepted definition of insanity: “To keep doing the same things over and over… and expecting the outcome to change.”Continue Reading
October 16, 2018
This past week, I sat in on a webinar entitled, “How to Engage and Sell Today’s Corporate Research Buyer,” hosted by GreenBook. It was the presentation of data collected by GreenBook, Collaborata and David Harris. In it, a lot of really good information was presented, but one of the recurring themes – directly stated by the buyers themselves – was the value of ‘case studies’ and their role in the buying decision.
Some content – eBooks and checklists, for example – are used to generate interest and awareness… to get prospects into the “top of the funnel.”
Other content – for the middle of the funnel – is used to educate and inform (and showcase your Subject Matter Expertise). Think webinars, blog posts and infographics.
But at the bottom of the funnel – at decision time – your prospective buyer wants proof. Proof that you can do what you say you can do… and that’s where case studies come in to play.Continue Reading
October 6, 2018
It’s getting to be that time of year when you’ll start thinking about and planning for 2019. And one of the first questions you’ll have to answer for your firm is, “What’s our revenue goal for next year?”
Traditionally – and unfortunately – this is answered in one of two ways:Continue Reading
September 26, 2018
Webinars continue to be one of the most effective marketing channels in the B2B space. Done right, they can help to establish [and cement] your position as a Subject Matter Expert (SME), define your competitive advantage in the marketplace, build awareness for your firm and – maybe most importantly – generate and nurture qualified sales leads.
But, webinars have more ‘moving parts’ than most marketing tactics. So, to ensure success when you’re delivering them, follow these 7 guidelines (in no particular order, except the first one!):Continue Reading
September 18, 2018
Suppose you decide to create and make a White Paper available for download from your website.
And suppose that 50 people – some clients and some ‘potential’ clients – download it in the first three days.
That’s great! Now what?Continue Reading
September 11, 2018
I was on an elevator this morning when the stranger who got on with me looked over and said, “Nice shirt!” I was wearing one of my polo shirts from The Masters Golf Tournament in Augusta, GA. This happens to me all the time when I’m wearing one of these shirts. The logo is such a recognizable image – even without the word ‘Masters’ written across it (see image) – that people seem compelled to comment on it.
What is it that makes this logo so well-known? While we can’t replicate the world-wide TV audience and golf superstars associated with the event, there still are several lessons – as business owners and marketers – that we can take from this:Continue Reading
September 4, 2018
I just got back from a 3-day visit with a client in the northeast, conducting an audit and assessment of their sales operation – staffing, structure, processes, etc. It was a terrific start to the engagement… and reinforced a number of sales management lessons we all should keep top-of-mind as we go to market with a business development initiative.Continue Reading