BRANDING

Are you an aspiring thought leader? Here’s a lesson in content...

To take your content from good to great you must put some thought into it
Thought leadership. In professional services marketing, it’s the most valuable form of content.If your firm employs or engages marketing practitioners, the chances are it’s...

Refresh your image guidelines to inject new life into your brand

Update your images to inject life into your brand
When or how often should a business refresh its brand? Every three years? Every five? The answer is every so often.  Maybe you’ve gone through...

Values-based marketing is a corporate responsibility

Values-based marketing is a corporate responsibility
Values-based marketing is a corporate responsibility. Here's why.Every serious brand will have been created around a set of brand values. Those values help define...

Being ‘Miss America’ made Anna Kendrick a social failure

Anna Kendrick was not a social media success as 'Miss America'
Anna Kendrick was nominated for a Tony (High Society) at age 12, and an Oscar (Up in the Air) at 25. She made five...
The seven deadly sins of tendering

The Seven Deadly Sins of Tendering

Last year, via a competitive tender, one of the country’s largest insurance groups consolidated its legal panel from 50-plus to 20-something. This week, I...
Exclusivity should be fundamental when outsourcing strategic BD

Exclusivity is a fundamental when outsourcing strategic BD

In Australia, outsourcing a B2B tender will cost a professional services firm anywhere from $10,000 to $60,000, depending upon the scale and complexity of...
Two businessmen embracing theatrically

Love me tender, and pro bono

In the past six months I’ve worked closely with law firm clients on tenders issued by a Top 50 listed company, the second-largest local...
These tendering tips will save you from a preventable loss

These three tendering tips could save you (from losing)

Right now, we’re working on a manufacturing tender. Our client has deep sector experience, a stellar track record, and an impressive stable of clients....
Have fun in the sun but don't forget to do your marketing housekeeping

Don’t hibernate your marketing for the long, hot summer

With Australia’s courts soon to close for the extended summer break, most commercial law firms will operate with just a skeleton staff until well...
Seize every opportunity to listen carefully to client feedback

Listen like thieves

Whether conducting an unsuccessful tender debrief, or your periodic client relationship review, seize every available opportunity to secure relative feedback from your clients and prospects,...
It's worth investing in content creation

B2B Content Creation: Put Your Money Where Your Mouth Is

Why should B2B marketers invest in content creation? It's complicated.  Though relatively new, content marketing is already a fiercely competitive category. Our scan of LinkedIn...
Plagiarism is the original sin

Original Sin. Is your marketing team guilty of plagiarism?

This week we became aware of a business that has lifted, verbatim, vast amounts of content from its competitors’ websites. It was a shocking display...
If you upcycle content you're a winner

Upcycle your content for superior results

Modern day content marketing is barely 20 years old, yet one of the challenges marketers already face is how to create new and original content. The...
Follow us on LinkedIn for news and views
Follow Market Expertise on Twitter