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...
A tender debrief will reveal whether you lost due to factors within your control.

Lost an important tender? It’s time to face the music.

In New South Wales, between late 2015 and early 2016, 100-plus commercial law firms competed in an aggregated tender to be appointed to the...
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...
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....
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,...
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...
The big data within your systems should be used as proof points in your tenders

Body of Evidence: Big Data Provides Proof in Tenders

Isn’t it ironic that at a time when consumer brands are swooning over the opportunities presented by Big Data, professional services firms are still,...
If you're forging a career in law firm marketing you must make a meaningful contribution.

Compare the Pair: Do clients read your legal updates?

Last week, in A lesson for lawyers in content marketing, I wrote about thought leadership, the highest quality form of content, and how to...
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...
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