Since the start of 2024, marketers and business developers are reading my bi-weekly MBD Boost to keep going and do the right things.
All Boosts can be found in these archives.
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3 marketing traps and how to avoid them
Day in and day out, you’re busy marketing your services. This leaves you at risk of marketing nearsightedness or marketing myopia. According to the American economist Theodore Levitt, marketing myopia happens when you’re…
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How not to lose your best MBD professionals
Many MBD teams struggle to keep up with the needs from their organization. While MBD services are in increasingly high demand, most MBD teams simply don’t have the time, nor…
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Make your experts fans again
I hate to break it to you, but… your subject matter experts aren’t always the biggest fans of your marketing department. Whether this is justified or not, they sometimes feel…
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Selling trust
When you’re in professional services, what is it you’re marketing and selling? Exactly, trust. “Wait. What? I thought we were in the business of selling services,” some people in your…
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A ridiculously hard question to answer
“What do we want to be (known for)?” – That’s the question you’ll need to answer when bringing a service to market. As, for a successful go-to-market, you’ll need to position the…
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Help your experts become Activators
Professional services marketing is… very different from other forms of B2B marketing. The reason? People. In professional services, you’re not marketing a product. You’re marketing the expertise and experience of…
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Develop a clear and distinct vision
Most professional service firms aspire to be thought leaders. They want to be recognized as distinct and trusted authorities within their industries. Now, an important aspect of thought leadership is…
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How to involve your experts?
In professional services, marketing is a shared responsibility. Between your marketing department and your subject matter experts. After all, it’s their expertise and experience that should be marketed. Also, they are the…
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No more ‘coloring in department’
Is your marketing team considered the ‘coloring in department’? Then, you’re in trouble. Here’s why. When you’re seen as the ‘coloring in department’ your influence will be restricted to marketing…