Since the start of 2024, marketers and business developers
have been reading my bi-weekly MBD Boost to keep going and focus on the things that really matter.
All Boosts can be found in these archives.
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Marketing = managing by influence
Guess which C-suite execs quit their jobs after just a few years? Chief sustainability officers, chief diversity officers, and… chief marketing officers*. The common denominator? They are all accountable without authority.…
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2 ways in which professional services marketing is different
Professional service marketing differs from other types of B2B marketing in 2 ways. 1) MBD as a key business activity In professional service firms, marketing and business development are key…
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A gift that keeps on giving
The end of the year is approaching rapidly. Let’s talk about gifts. When we signed the papers for our new home in The Hague five years ago, there were no…
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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…