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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…

Focus on your ideal clients!

Just like many other subject matter experts, you may currently be swamped with work. But, are you doing your best…

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…

Be curious, become more interesting

Marketing is all about driving attention and interest. When marketing your services, it helps to be seen as an engaging…

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…

Stop losing sales

Ever spoken to a prospect who you just knew would become a client? But then, at the very last moment,…

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…

Change what people know, think, and do

Changing what people know, what they think, and what they do; it’s what marketers are constantly trying to do. One…

Local marketing autonomy

As a local marketer within a global firm, you need autonomy. You can only be successful if you get the…

Generate a full year of content ideas

Want to generate a full year of content ideas? Build your prompt at JochemKoole.nl/CIPG and use OpenAI’s ChatGPT or Google’s Gemini to…

You may have scared your colleagues

I know you don’t mean to, but chances are you’re scaring your colleagues… Recently, I spoke to a marketer at…

Be more confident and more convincing

“To sell is human,” says Daniel Pink. In his 2013 book with the same title Pink describes how all of us are…

Stop using that funnel

Stop using the marketing & sales funnel with non-marketers. Have you ever tried to explain marketing or sales using the…

6 I’s you can bring to your next client meeting

Meetings with subject matter experts (like you – and me) can be extremely boring. As experts we tend to loose ourselves in the…

Ritson’s 3 simple strategy questions

You gotta love Mark Ritson. Not just for the way he pronounces ‘marketers’ with a thick Australian accent. Or for his…

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