Is professional services marketing behind the curve? Jeff and Jason dig into the industry’s creative, strategic, and resource challenges—and the timeless advantages it still holds.
Marketing Strategy
Unpacking the core elements of a successful marketing strategy tailored to professional service firms’ unique needs.
The Evolution of Professional Services Marketing: A 25-Year Retrospective
From "strict brand guidelines" to the rise of Google, social media, and AI, Jeff and Jason look back at the last 25 years of B2B marketing. And, we look forward towards the next 5.
How AI is Changing Marketing’s Roles
How AI is reshaping six essential marketing roles—and what professional services firms must do to adapt, stay strategic, and stay competitive in an AI world.
The Tercera 30 Market Movers and Partners with Bill Magnuson, Co-Founder and CEO of Braze, and Michael Burton, Co-Founder and CEO of Stitch
What does a great software + services firm partnership even look like? Bill Magnuson of Braze and Michael Burton of Stitch show us, real-time.
Winning the Battle for Mindshare When the Competitor is a Bot
AI is changing both how clients seek solutions to problems and how they vet firms to hire. Jeff and Jason wrestle with these changes and offer a clear path forward for firm leaders and marketers.
Marketing Channels: Which Ones are the Right Ones for Your Firm
SEO, podcasts, conferences, advertorials, blogs ... so many marketing channels to choose from. But which ones are right for MY firm?
Segmentation: The Marketing Foundation Firms Seldom Get Right
It's the essence of strategy and the basis of everything—culture, hiring, IP, marketing, sales and client service—Segmentation. Most firms get it wrong. Here's how to get it right.
The Antidote to Crappy Buyer Personas with Jim Kraus
Most buyer personas are little more than fictional avatars. Jim Kraus, President of the Buyer Persona Institute, shows us how to develop a persona that helps you truly understand the buyer and buying process you're hoping to affect.
Fortitude: The Key to Sustained Marketing Success
In many firms, Marketing fails because leadership prematurely gives up on its strategy. In this episode, Jeff and Jason break down why firms quit too soon and how to cultivate the virtue of fortitude to drive long-term success.
Using Online Reviews to Drive Referrals with Katie Hollar of Clutch
Katie shares the methodology that online marketplaces like Clutch use to publish client reviews and suggests how firms can leverage them to drive a "flywheel through referrals."