Your subject matter experts are your marketing flywheel.
Sorry. What!?
Okay, let’s take a step back. In business there are certain positive feedback loops. Patterns in which the output reinforces the input. Hereby creating a self-perpetuating loop that drives increasingly positive results over time.
Let me give you an example:
- Having a strong brand and reputation means that your brand name is widely recognized and your organization is considered an authority in your field of expertise.
- A strong brand and reputation can be used to drive attention from the market and interest in your services. Like McKinsey and Gartner do. When they speak, the market listens.
- Attention and interest can be turned into relevant engagements.
- When executed successfully, these engagements lead to an even stronger brand and further improved reputation.
And so on, and so on.
Now, your subject matter experts could speed up this feedback loop.
Obviously their knowledge, expertise & experience can be used to drive attention from the market. You see this a lot in consulting. Experts research a certain industry and then publish their findings in an annual, branded sector report.
However, there’s something that might be even more valuable: the relationships your subject matter experts have established and the trust they’ve gained from their (prospective) clients.
These give your organization access to relevant players in the market. And positively impact the process of turning leads into clients, since your experts are already known and trusted.
It makes sense for professional service firms to invest heavily in cultivating a strong brand and reputation. As these drive the positive feedback loop. It also makes sense to involve your subject matter experts. As they speed up that loop.
Hope this helps!
Thank you for reading MBD Boost #005, sent to marketers and business developers on March 12, 2024.
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