How Intellectual Capital Removes Friction from the Buyer’s Journey
March 23, 2021Intellectual capital isn’t just about problem definition and lead generation. IC should focus on removing impediments at each stage of the buying cycle.
How to Create an Effective Intellectual Capital Strategy
March 13, 2021Your intellectual capital strategy must transform your core capabilities and knowledge into a compelling POV and real tangible client value.
Should You Be Doing Research During the Pandemic? A Conversation With Mike Nash of KS&R
May 6, 2020Is it appropriate to talk to customers in this moment? If so, how do you reach them?
Marketing Through COVID-19. Much Needed Advice or Glorified Newsjacking?
April 13, 2020Companies of all shapes and sizes have rushed to the table with COVID-19 messages. Is it helpful? Or just noise?
Shifting Thought Leadership from Brand Building to Sales Enablement
February 27, 2020Why and how firms need to put more focus on activating thought leadership in the sale and inside client relationships.
Making Thought Leadership Truly Digital for the First Time
February 11, 2020Jason and Jeff explore how to flip from a linear, analog publishing process to a multi-directional, digital one.
11 Attributes of Exceptional Marketing Leaders
January 30, 2020Jason and Jeff define the characteristics of a great firm marketing leader.
Experts Write!
November 12, 2019Jason and Jeff finally agree on something. If you want to be seen as an expert, you have to produce intellectual capital. Writing may not be your strength, but professional services experts must write. Here’s why.
Comedy & Tragedy: Leveraging 4 More Story Plots in Your Marketing Activities
April 28, 2019This episode continues the conversation on classing storytelling frameworks that can be used in firm marketing. Jason and Jeff pick up where they left off last episode and discuss the last four story types, including The Voyage and Return, Comedy, Tragedy, and Rebirth.
Battling the Monster: Applying 3 Classic Storytelling Frameworks to Firm Marketing
April 21, 2019A great story, well told, has the power to leave a lasting impression and even inspire action. And when done right, storytelling can do powerful things for firm marketing. Learn about three classic storytelling frameworks and how to use them to market your firm.
Shaping, Building, Enlightening and Driving: All the Rest We Learned From the Best
April 14, 2019The second episode in a two-part series on exceptional thought leadership marketers. Learn about the other four (out of seven) capabilities of the best thought leadership marketers based on Rattleback’s recent research study with Bloom Group.
Patience, Discipline and Truth-Seeking: Critical Capabilities of the Best Thought Leadership Marketers
April 7, 2019Part 1 of a two-part series on exceptional thought leadership marketers. In this episode, Jason shares three of the seven capabilities of the best thought leadership marketers based on Rattleback’s recent research study with Bloom Group.
The Battle for Mindshare in Sales Training: CEB (Gartner) vs. RAIN Group
March 31, 2019Two different consulting firms, two different views on sales training. So what sales methodology does each firm believe in and is one better than the other? A winner will be declared. Take a listen to find out who.
Collapsing 7 Years to 2—Accelerating Your Journey to Expert Thought Leadership Marketer
November 11, 2018Rattleback’s recent research, conducted with Bloom Group, on thought leadership marketing shows that the best firms have likely been at it for 4-10 years. In this episode, we talk about approaches firms could take to accelerate that journey.
Survey Said! Characteristics of Exceptional Thought Leadership Marketers
October 28, 2018We asked over 300 B2B marketers…In this podcast, Jason shares high-level findings from Rattleback’s current and past research with Bloom Group into the characteristics of exceptional thought leadership marketers.
Thought Leadership Marketing—What’s Absolutely Changing and What Never Will
June 16, 2018Jeff and Jason discuss the things that will never change in thought leadership marketing and 3 big things that are—content consumption habits, trust in corporate publishers, and the role of digital media.