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.
-
Change what people know, feel, and do
The goal of your marketing and business development efforts? To change what (potential) clients know, feel, and do. “Wait. What? I thought marketing and business development were responsible for leads that can…
-
What to spend the 10% on?
10% of your business’s turnover; that’s a pretty decent marketing budget. Many marketers agree with professor Mark Ritson on this. But, what do you spend the 10% on? Well, since 2013, Peter…
-
AI; you’re using it wrong!
“Most marketers are using AI wrong.” That’s what Peter Weinberg and Jon Lombardo state in an opinion piece they’ve written for MarketingWeek. Now, the former global head of development at LinkedIn’s…
-
Marketing; people-focused AND people-driven
High hit rates at your firm? Good for you, but no surprise. When you hear from a (potential) client, they’ve already completed 70% of their buyer journey*. A team of…
-
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.…
-
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…
-
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…
-
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…
-
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…