Professional Services
Sample content marketing template
Template content marketing plan with an emphasis on cross selling, social media, content marketing View more presentations from Ben Bradley. Send to Facebook
You are beautiful and unique just like everyone else
Differentiating your IT Services Menu (This article was a collaboration between Robert Hamilton and myself) It seems every week we talk to just another IT services shop trying to kick-start their marketing and sales process. We sit down with the founder and ask the same question: “so how are you different from all the other [...]
The benefit of hindsight for IT managers
Help. We’re rolling out a new website. It is in early beta right now. The idea is simple – we ask IT managers 4 or 5 questions about their experiences with specific technology and we specifically ask them about implementation “gotchas.” We conceal everyone’s identity and publish those answers and various gotchas in a document. [...]
Whitepaper on list rental characteristics for IT Markets
Because an organization’s investment in information technology is more a function of vertical market and organization culture (as opposed to gross revenue or total employment), it is important to use demographic characteristics that are statistically equivalent to a target market size demographic. To illustrate, a $500 million financial services company will spend about $35 million on [...]
A crisis is a terrible thing to waste*
NOTE: *I believe the title of this article can be attributed to economist Paul Romer. As the economy liquefies in front of your eyes, it is hard to find anything positive in the gooey mess stuck to your shoes. Cost structures have changed. Some of your customers simply disappeared overnight. The customers that [...]
Emergent strategies
You’ve probably heard this statement a hundred times: “no battle plan survives contact with the enemy.” Likewise, no marketing and sales plan ever survives first contact with the market. We’re all guilty. We write marketing plans. The plan doesn’t survive contact with the customer. But somehow we get busy with billable work. The plan stalls [...]
Take the survey
Our most recent project – requested by our clients – is a survey to better understand the role of B2B lead generation as the essential function that unites sales and marketing. Macon Raine clients have the opportunity to participate as part of the Sales Leadership Advisory Board (SLAB) – a peer network of accomplished sales and marketing [...]
The agency model is broken (post #2)
In one of my past posts, I wrote about the broken advertising agency model. In my previous rant I wrote about clients that hire agencies for more sales but manage the agency as a cost center instead of a revenue center. As a result, agencies default to what they know. The Tribble Agency compares agencies to diapers and recommends [...]
What creates client loyalty?
A good friend and former partner at Andersen, Ed Wertzberger, and his firm RevNew Group are conducting a survey to understand the drivers that create client loyalty for professional services firms. I took the survey and can’t wait to get the results. All survey participants receive a copy of the results. If you have any interest [...]
Automating Transactional Email
Email newsletters are common method of selling and communicating with customers. But often overlooked is the idea of using rules-based automation inside the traditional and transactional email exchanges common to the sales process. Sales people and the marketers that support them can creatively use rules-based email automation to put simple events such as customer birthdays [...]
