-
Content Plays Critical Role Throughout Tech-Buying CycleLenna Garibian
When making a major technology or security solution purchase, information technology decision-makers (ITDMs) download an average of nine content assets throughout the buying cycle, according to a report by IDG.
B2B Marketing,
Content Marketing,
Email,
Facebook,
Google,
LinkedIn,
Mobile Marketing,
Research Summaries,
Services Marketing,
Social Networking,
Technology,
Twitter,
White Papers
-
The Two Paths to Trust in Marketing Professional ServicesLee W. Frederiksen PhD, Sean T. McVey, et al.
The most fundamental tenet of professional services marketing is trust. How can you expect potential clients to retain you if they don't trust you? You can't. Until recently, only one ...
-
B2B Marketers Moving Toward Online Content Strategies
B2B marketers are moving away from traditional marketing tactics toward online content marketing: 82% now use content marketing in their programs, making it more popular than search marketing (70%), events ...
-
Five Ways to Search-Optimize Your Images
Ever wonder how much meaningful traffic or links could come your way if you search-optimized your images? The answer might be, More than you'd expect. So writes Michael Gray in a ...
-
Four Ways to Search-Optimize Your Site Structure
Just as fixing technical issues at your website is an important part of search engine optimization, notes Joost de Valk in a recent post at the Yoast blog, so, too, ...
-
Who Drives the Demand—A Critical Concept in Services Marketing StrategyMike Schultz
There's no shortage of advice about which strategies work or don't work for services marketing. Yet they seem to conflict with each other regularly. So what's the scoop? Which ones ...
-
How to Develop a Successful Facebook PageMark Ivey
Facebook Pages are good for building your brand and creating conversations, allowing users to get more deeply connected with your business. Recent changes have improved their functionality. Check out the ...
-
Case Study: How a Company's Word-of-Mouth Strategies and Customer Focus Helped Grow Its User Base 150%Kimberly Smith
Small businesses need all the TLC they can get. Billing and invoicing online-solution provider FreshBooks knows that better than most. Its customer-centric focus is so fresh and refreshing, word-of-mouth has ...
-
Selling Professional Services? It's All About LeverageBarbara Bix
Attracting—and ultimately closing—deals with new clients can take professional service providers anywhere between several months and several years. Since most firms rely on their partners and principals to bring in ...
-
The Problem of Defining Professional Services Marketing ExpertiseSuzanne Lowe
It appears that these differing expectations, and the evolution of the role of professional services marketer, have begun to fall into two distinct camps, both of which are grounded in ...
-
Marketing Challenge: Getting Product Salespeople to Sell ServicesHank Stroll
This week, how do you train product salespeople to sell services? Here are three steps.
-
Marketing When YOU Are the ProductAbhay Padgaonkar
Marketing professionals widely use the 4 Ps for marketing a product.
But how do you market yourself when YOU are the product? How do you make your own accomplishments believable?
-
The Seven Deadly Sins of Marketing Professional Services OnlineDoug Stern
Selling intangibles is hard work. Putting together a successful Web site that peddles intangibles is even harder.
Here's a look at the top sins that many professional services sites—maybe most—commit... along ...
-
Five Goals of Effective Chief Marketing OfficersSuzanne Lowe
The role of the Chief Marketing Officer, a title almost unheard of 10 years ago, will continue to expand in the next decade. Marketing is evolving from an art into ...
-
Generating Leads, Brand, Relationships, and Trust at the Same TimeMike Schultz
Relationships. Trust. Delivery of superb value. These are core ingredients of a successful service firm. Talk to 100 service firm marketers and leaders, and they'll all tell you (and most ...
-
Marketing Challenge: How to Sell ServicesHank Stroll
How would you sell computer repair services? Fast, friendly, and reliable? That kind of language speaks to the company's opinion of itself, not necessarily what it can do for its ...
-
Four Factors That Distinguish Services MarketingCynthia Coldren
It's been called "selling the invisible"—delivering intangible services as a core "product" offering.
But invisibility, or intangibility, is just one factor that distinguishes services marketing from product marketing. Along with inseparability, ...
-
Account Management as a Marketing Investment: A Lesson From the AirlinesMike McLaughlin
From the time you book an airline flight until that plane lands, your pecking order in the airline's customer hierarchy determines your travel experience. To the airlines, all customers are ...
-
The Four Myths of Professional Services MarketingMike McLaughlin
For decades, professional service providers—including consultants, accountants, lawyers and others—were reluctant marketers. They thrived in a cozy world where networks of personal relationships and word-of-mouth brought them enough new clients ...
-
Marketing Challenge: Bundling ServicesHank Stroll
This week: It's rare to find a fast-food restaurant that doesn't offer a combo that's a better deal than each item purchased separately.
Does it make sense for service businesses ...
MarketingProfs uses single