S15E3 – Improving visibility
Ash and Flo have discussed “positioning” and “messaging” a number of times, and in a number of episodes. But how, exactly, should firms “get the word out” once they’ve defined it – and improve the visibility of their story and services? Listen to hear their two-part answer here:
S15E2 – Recession-proofing marketing
It’s pretty clear we’re headed for a broad, cross-industry downturn at this point… so, how should firm marketers respond? Ash and Flo discuss why changing your messages and offering is a must at this point, and how you should think about cutting cost within your own function.
S15E1 – Landing messaging
Let’s say you’ve just finished all the exciting work to create new messaging for your firm or practice – how should you go about “landing it,” i.e., publicizing it within the firm… and your markets?
S14E4 – Client cases
They’re the pillar of every consultancy’s marketing strategy – and they’re also pretty darn difficult to get right: Client case studies (or: “cases”)! If you’re struggling with getting enough of them together for your efforts, then this episode might help:
S14E3 – Driving value
Does “better marketing” mean “increased value” for the firm? We asked Michelle Swan, a partner at growth equity firm Tercera.io, because she a) knows marketing, and b) invests in professional services firms:
S14E1 – Developing offers
Many consultancies get stuck in a “commodity positioning” because they’re merely selling their capability – and not a pre-structured, pre-packaged offering. In this episode, Ash and Flo discuss a process you might use to spring your firm from this trap. Care to tune in?
S13E5 – Answering FAQs
Have a burning question about professional services marketing, about or a career in the field? Then listen to this episode, because Ash and Flo might answer it … in their first ever “answering somewhat-random, web scraped questions” show (a.k.a. “the reddit episode”):
S13E4 – Finding insights
If you’ve been listening to “unbillable hours,” you know Ash and Flo keep going on about how consultancy marketers need to “bring client insight to everything they do.” So, here are 11 tips for where you could find some – even without a budget.
S13E3 – Driving research
Let’s say you’re finally there – and have an issue, some questions, and even a nice budget to drive… your first extensive market or thought leadership research program. How’d you do it? And how would you ensure success? We asked someone who knows because he does these things for a living:
S13E2 – Unit economics
You can say “marketing is an investment!” as often as you like – you’ll likely not convince practice leaders unless you back your assertion up with some hard, hard numbers. But… which numbers? And, how to get them? Listen to this step-by-step walkthrough by Ash and Flo to learn how to use “unit economics” to make your case: