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11 Plays to Get Your Business Back After Covid-19 And The New Normal – B2B Marketing Article

How are you—and your business?  Hopefully, being at—and working from—home, your basic needs are being met. Personally, you have enough air, water, food, and sleep. You also feel safe and protected. But, what about your business? How healthy, safe, and protected is it? The playing field has changed. For many, a lot of current business has been put on hold. Opportunities in the pipeline have been cancelled or delayed. Clients are withholding payment or asking for new terms. Moreover, face-to-face…

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How to Run a Successful Lead Generation Campaign – B2B Marketing Article

One of the main objectives of running a successful lead generation campaign (and one of the most important) is to do just that, generate leads. The campaign process involves classifying prospective customers and qualifying their probability to buy in advance of making a sales call. The purpose of lead generation can vary from driving sales leads to something like increasing webinar registrations, but in the end they have the same goal and that is to get prospects to raise their hands. Before…

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The Branding Process for Professional Services Firms – B2B Marketing Article

The branding process is a systematic approach to creating and promoting a firm’s brand. It is essential to the success of any marketing and business development program. Brand building consists of five interrelated phases, each building upon the last: Brand Strategy Brand Identity Brand Tools Brand Launch Brand Building The brand building process can be applied to either the development of a new brand or the rebranding of an existing firm. In this article we’ll review the context in which…

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Personal Branding Strategy: A Roadmap for Professionals, Experts and Executives – B2B Marketing Article

Have you ever wondered why certain individuals in your field rise out of nowhere to national prominence? These experts get all the media attention, deliver keynotes at top conferences and attract the best clients. Are these men and women just smarter than the rest of us? Or are they privy to some magical personal branding strategy that the rest of us don’t know about? A few years ago, Hinge embarked on a research project to learn all we could about…

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10 Online Lead Generation Techniques for Professional Services – B2B Marketing Article

Professional services firms have been relatively slow to adopt online lead generation techniques. It’s not surprising given that many commonly used online lead strategies such as contests or sweepstakes are simply inappropriate for many professional services firms and their clients. Further, many professionals still hold the mistaken belief that the only way to generate new client leads is through referrals and networking. Hello… the world is changing! A new model of business development is already generating significant flows of qualified leads…

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In-Depth Interview vs Online Survey: A Marketing Director’s Guide to Brand Research Data Collection – B2B Marketing Article

How do clients and prospects view my firm’s brand? What are we known for in the marketplace? Why are we more – or less – visible than the firms we’re competing against? These are common questions professional services firms ask when evaluating their brand. The answers can come directly from the individuals exposed to your brand every day – your clients, prospects, referral sources, influencers, and even your own internal staff. However, uncovering their true perspective is no easy task.…

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The Visible Expert®: How Ordinary Professionals Become Thought Leaders – B2B Marketing Article

In the professional services, there is no shortage of experts. After all, expertise is what drives our businesses. It’s why people seek us out and are willing to pay good money for our advice and services. Firms like yours are practically bursting with experts. But some experts stand a little taller. And a few tower like sequoias above the rest. You probably think of these individuals as industry stars or thought leaders. But we’ve given them a special name: Visible…

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How to Create a Partnership Marketing Plan that Drives Growth – B2B Marketing Article

Partnerships are strange. On one hand, it’s evident that we operate in a competitive world which values self-sufficiency. Our customers, colleagues, and peers expect us to work hard, carry our own weight, and continue to grow. No excuses. Fortunately though, it’s not all dog-eat-dog… Charles Darwin who famously developed the concept of survival of the fittest is also quoted as saying, “It is the long history of humankind (and animal kind, too) that those who learned to collaborate and improvise…

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Best Brand Strategy: Branded House or House of Brands? – B2B Marketing Article

The goal of any brand strategy is to build a strong brand. That is because a strong brand—and an effective brand strategy—results in a higher return on investment for your marketing dollar. It is as true for professional services brands as it is for consumer products. Our focus into professional services has informed a clear understanding of what makes a strong brand. Brand Strength = Reputation x Visibility. Whether developed intentionally or not, every professional services firm has a brand…

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