Any Industry

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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5 Ways to Supercharge Your B2B Content Strategy with Original Research – B2B Marketing Article

The human brain is divided into two hemispheres–left and right. Scientists believe there is a tendency for cognitive processes or neural functions to be specialized to one side of the brain or the other. How is this relevant to marketers? When going through various stages of the buyer journey, purchasers of B2B and professional services have a list of criteria they use to evaluate service providers and vendors.  Being confident that you will receive tangible business results is a logical…

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The 12 Worst Differentiators for Professional Services Firms – B2B Marketing Article

At Hinge, we write and talk a lot about differentiation. That’s because setting your firm apart in the minds of your buyers is such an important piece of a successful brand strategy.  Yet most firms get it all wrong. They don’t understand that being different means being exposed and a little vulnerable. After all, to stand out means you no longer fit in. Instead, most firms look to others in their industry for inspiration and adopt words and ideas and…

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What Is the Cost of Video Production for the Web? – B2B Marketing Article

In the past, professional-grade video has been an expensive proposition. Shooting, editing and production required specialized equipment and expertise. Now, you have many more options, from low-cost do-it-yourself video blogs to polished corporate overviews. Fortunately, advances in technology have made even professional videography more affordable than ever. While the bromide “you get what you pay for” still applies, businesses today can get a higher quality product for their money. At the same time, our plugged-in business world is far more…

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Why do B2B Content Marketing Strategies Fail? – B2B Marketing Article

Content is the atomic particle of all digital marketing.  Rebecca Lieb, in her book Content: The Atomic Particle of Marketing, describes content as the single most important element of any marketing campaign. At Hinge, we talk about content as having changed the way professional services are both bought and sold. While the B2B community still thrives on word-of-mouth referrals for winning new business, prospective clients – even in the most traditional industries – have learned to turn to digital channels first…

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How to Increase Brand Awareness and Visibility – B2B Marketing Article

Brand. It’s a word that is thrown around a lot, but what is it really? And how can you measure it to quantify its impact? Brands are the personality’ of a business, whether the business is a consumer good like soda or a professional service like accounting. The emotion, imagery, and associations a person connects with that company have generally been well thought out and planned by a team of people. Companies strive for positive associations with their company  —…

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Sales and Marketing Strategy for Professional Services: What Every Firm Needs to Know – B2B Marketing Article

Bringing in new clients is essential to the health of every professional services firm. And nothing is more central to the success of that endeavor than an effective sales and marketing strategy. This article will focus on how to develop a strategy for your firm. Let’s begin by clearing up some basic confusion: what is the difference between sales and marketing? Sales vs. Marketing in Professional Services Sales is about convincing your prospects buy your services. It’s about closing business…

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Why A B2B Account-Based Marketing (ABM) Strategy Must Be A Priority – B2B Marketing Article

Let’s face it, marketing resources—whether part of a large or small team—only have a certain amount of bandwidth each month to build or strengthen their brands, generate leads or demand, enhance their customer experiences, or to reach all of these goals. For many, the ultimate goal is to help increase/improve opportunity engagement throughout their funnels or pipelines. Unfortunately, to achieve these goals, marketers often have to adjust, adapt, and accelerate their marketing strategies and plans. Reaching the right buyers (especially…

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