Intellectual capital isn’t just about problem definition and lead generation. IC should focus on removing impediments at each stage of the buying cycle.
Your intellectual capital strategy must transform your core capabilities and knowledge into a compelling POV and real tangible client value.
How does IC strategy differ from and relate to all the “strategies” within a firm and why the distinctions are so important.
Laying the foundation for a successful intellectual capital strategy that builds brand relevance and drives growth.
After a hiatus, Jason and Jeff talk about what they’re seeing and hearing from the market as we begin a new year, get to know a new administration, and endure the long pandemic slog.
Is there a “Just Do It” for the professional services world? Jeff and Jason explore the pros and cons of taglines in B2B marketing.
Jason and Jeff share some of their all time favorite ad campaigns and what made them tick — both B2B and beyond.
Much of the economy appears poised for growth over the next 3 quarters — are you prepared to capture it?
If you can afford to do it, now is likely a smart time to market. But, for marketers forced to cut budget, what’s the right way to do it?
Firms often confuse marketing and communications. But, the truth is they’re quite different. And the distinction matters.
We jump into the difficult questions that firms can’t answer or just avoid that make or break their success.
From risk not taken to strategic decisions, Jeff and Jason go back-and-forth sharing their biggest career and marketing mistakes.
Have you ever considered turning one of your services into a product? In this episode, Jason and Jeff share reasons why you might consider it, how to do it, the challenges associated with it, and recommendations for doing it successfully.
Whether you’re the marketing leader of a firm that was just acquired or of the firm that did the acquiring, Jason and Jeff share what you should be thinking about to make sure the integration is successful.
There comes a time when you just have have to put a practice to rest. But how do you know when that time has come? And how can you go about it? Jason and Jeff talk through how a professional services firm can go about killing a practice that’s no longer viable.
In the second episode of a three-part series on launching and ending services in professional services firms, Jason and Jeff talk about how practice leaders can take a successful engagement and turn it into a tangible service that a firm can build at scale and get growth opportunity from.
Many professional services firms run into mistakes when they try to launch a new service, most of which could be a avoided with a little due diligence. Jason and Jeff discuss what due diligence should look like and how it can help firms avoid a lot of wasted time, energy and money.
Feel like you’re stuck doing stupid stuff and wondering how to move to the smart list? This episode wraps up the series on stupid and smart things for marketing to do. Jason and Jeff offer advice for becoming a smarter professional services firm marketer.
Last week we talked about the stupid things marketing shouldn’t be doing in professional services firms. So what are the smart things marketing should be doing to help their firm grow? Let’s take a look.
Pardon our language, but we’ve come across a lot of things that get thrown on marketing’s plate in professional services firms that simply shouldn’t be there. They’re either a waste of resources, they don’t align with a strategy, or they should be owned by partners instead. So what’s on the list?
Jason and Jeff discuss a list of things marketing has ruined, and on the flip side, what marketing has made better. And they leave marketers with a positive message on how they can differentiate themselves and be better marketers.
It’s planning season. What does a growth-driven marketing plan look like? What research should you do? How do you cascade down from marketplace issues to marketing strategies and quarterly tactics? We’ll answer all this, and more, in just 20 minutes and 19 seconds.
There are two schools of thought on marketing a professional services firm. We explore the mindsets, cultures and structures of each and answer the central questions—”Which one is right for you?” and “Can you switch from one to the other?”
What do firms typically spend on marketing? 5% of revenue? 10% of revenue? Does it matter? Forget about benchmarks as we talk about how to develop a proper marketing budget.
There’s a massive disconnect between where clients spend time in their buying process and where firms spend time in the sale. In this episode, we jump right into the void.
Jason and Jeff explore 6 potential responses firms can take to compete with the SaaS-driven content marketing freight train barreling down upon them.
There’s a VC-backed, tentacled monster attacking the heart of your practice. It’s not AI, automation or blockchain. It’s much bigger and more dangerous.