This study examined online marketing among 500 professional services firms across different industries. It found that firms generating more leads online grew faster, with the fastest-growing firms obtaining over 40% of leads online. Online lead generation was also linked to higher profitability. Over half of firms used their websites for recruiting, though online recruiting did not consistently correlate with growth or profits. Industry comparisons showed that consulting and technology services firms grew faster and were more profitable than communications and other industries, and also generated more leads online.
This case study profiles how Fortinet uses social media to generate leads and engage customers. Specifically, Fortinet spends time managing profiles on Twitter, Facebook, LinkedIn, and YouTube. On Twitter, they answer customer questions for support. On Facebook, they build relationships through engagement. LinkedIn is valuable for recruiting top talent. And YouTube hosts product demo videos. Overall, Fortinet's social media efforts have increased their visibility and engagement in a cost-effective manner.
This document provides an overview of a commercial development course presented by the Commercial Development & Marketing Association Educational Foundation (CDMAEF). The course is divided into 8 phases. This workshop focuses on Phase 4, the Business Assessment phase. Phase 4 involves developing a clear mission and vision, evaluating strategic fit within the organization, assessing required functional support and resources, addressing financial and technical issues, and evaluating marketing, sales, legal/regulatory, and operations considerations. It also involves assessing external factors and risks. The goal of Phase 4 is to finalize an actionable business plan and obtain management commitment by demonstrating how the initiative strategically fits with and captures value for the organization.
Implementing Business Excellence and Innovation Methods provides a solid understanding of how to implement business excellence and innovation techniques in any organization. Lean Six Sigma Green Belt certification is also offered through this series.
Slowing Down to Speed Up: 6 Steps to Effective PLM PlanningPTC
As more and more companies understand the strategic
business potential of PLM (Product Lifecycle Management)
to improve product innovation, development, and
competitive advantage, the scope of PLM initiatives
has increased dramatically.
Indeed, research from Tech-Clarity and PTC shows that, on average,
companies implementing PLM in the last few years typically involve
three or more departments across the organization (e.g., manufacturing,
supply chain, quality), not just engineering.
As such, the complexity of planning and managing successful initiatives
has increased dramatically...
The document provides details on Glenn Reiser's professional experience and qualifications. It summarizes his background in business development, marketing, sales management, and managed markets. Reiser has led multiple strategic initiatives that generated revenue, developed new market segments, and implemented training programs. He has a track record of awards and success in sales leadership.
This document provides an overview of key findings from a global study on business process management (BPM) conducted by Capgemini and FreshMinds Research. The study found that BPM can deliver significant benefits such as cost efficiency, business agility, compliance, and customer centricity. However, barriers still exist including organizational silos and lack of clear governance. The report provides insights into BPM adoption across different industries and regions. It also offers recommendations on overcoming barriers to help organizations better leverage BPM.
Corporate Data Quality: Research and Services OverviewBoris Otto
The document provides an overview of corporate data quality research and services from the Competence Center Corporate Data Quality (CC CDQ) at the University of St. Gallen. It discusses how data quality is a success factor for business and introduces the CC CDQ's research focus areas, consortium of partner companies, and services which include assessments, strategy development, and knowledge sharing. The CC CDQ team leverages expertise in research and consulting to help organizations improve data quality management.
This presentation describes Otsuka's new strategic partnership alliance, how we chose our strategic partner and how the alliance is built. It also discusses a state-of-the-art staffing forecasting tool to be used in the partnership.
This case study profiles how Fortinet uses social media to generate leads and engage customers. Specifically, Fortinet spends time managing profiles on Twitter, Facebook, LinkedIn, and YouTube. On Twitter, they answer customer questions for support. On Facebook, they build relationships through engagement. LinkedIn is valuable for recruiting top talent. And YouTube hosts product demo videos. Overall, Fortinet's social media efforts have increased their visibility and engagement in a cost-effective manner.
This document provides an overview of a commercial development course presented by the Commercial Development & Marketing Association Educational Foundation (CDMAEF). The course is divided into 8 phases. This workshop focuses on Phase 4, the Business Assessment phase. Phase 4 involves developing a clear mission and vision, evaluating strategic fit within the organization, assessing required functional support and resources, addressing financial and technical issues, and evaluating marketing, sales, legal/regulatory, and operations considerations. It also involves assessing external factors and risks. The goal of Phase 4 is to finalize an actionable business plan and obtain management commitment by demonstrating how the initiative strategically fits with and captures value for the organization.
Implementing Business Excellence and Innovation Methods provides a solid understanding of how to implement business excellence and innovation techniques in any organization. Lean Six Sigma Green Belt certification is also offered through this series.
Slowing Down to Speed Up: 6 Steps to Effective PLM PlanningPTC
As more and more companies understand the strategic
business potential of PLM (Product Lifecycle Management)
to improve product innovation, development, and
competitive advantage, the scope of PLM initiatives
has increased dramatically.
Indeed, research from Tech-Clarity and PTC shows that, on average,
companies implementing PLM in the last few years typically involve
three or more departments across the organization (e.g., manufacturing,
supply chain, quality), not just engineering.
As such, the complexity of planning and managing successful initiatives
has increased dramatically...
The document provides details on Glenn Reiser's professional experience and qualifications. It summarizes his background in business development, marketing, sales management, and managed markets. Reiser has led multiple strategic initiatives that generated revenue, developed new market segments, and implemented training programs. He has a track record of awards and success in sales leadership.
This document provides an overview of key findings from a global study on business process management (BPM) conducted by Capgemini and FreshMinds Research. The study found that BPM can deliver significant benefits such as cost efficiency, business agility, compliance, and customer centricity. However, barriers still exist including organizational silos and lack of clear governance. The report provides insights into BPM adoption across different industries and regions. It also offers recommendations on overcoming barriers to help organizations better leverage BPM.
Corporate Data Quality: Research and Services OverviewBoris Otto
The document provides an overview of corporate data quality research and services from the Competence Center Corporate Data Quality (CC CDQ) at the University of St. Gallen. It discusses how data quality is a success factor for business and introduces the CC CDQ's research focus areas, consortium of partner companies, and services which include assessments, strategy development, and knowledge sharing. The CC CDQ team leverages expertise in research and consulting to help organizations improve data quality management.
This presentation describes Otsuka's new strategic partnership alliance, how we chose our strategic partner and how the alliance is built. It also discusses a state-of-the-art staffing forecasting tool to be used in the partnership.
This document summarizes the key findings of an annual marketing survey. It identifies 11 major marketing trends for 2011, including marketers focusing on improving integration between data analysis and campaign execution, letting customers lead through inbound interactions, and leveraging online behavioral data. Other trends include keeping email relevant through better segmentation/targeting, treating mobile as multiple channels, and adopting an integrated marketing suite to improve effectiveness. The majority of marketers agree that an integrated approach across channels is needed to achieve interactive marketing.
Sales Hacking B2B Lead Generation with Max Altschuler & Anand Kulkarni LeadGenius
Sales is undergoing a transformation. One could call it the acceleration or automation era. This change is characterized by an explosion of data and technology. Data can be the high-octane fuel that powers your sales machine or it can be the sand that grinds everything to a halt. If you know how to automate, it’s a good time to be in sales.
In this 50-minute webinar, CEO of Sales Hacker, Max Altschuler, and Anand Kulkarni, Chief Scientist at LeadGenius, will discuss how technology demands that salespeople act more like data scientists, especially at the top of the funnel.
Max and Anand discuss:
-How to find your ideal customers in a crowded marketplace
-Targeting your high-potential buyer
-Automating lead research
-Examples of unique trigger events used for targeting buyers
-Examples of mid-market sales teams using data and technology to efficiently scale lead gen
-Examples of generating/resurfacing leads from legacy contact databases with fresh information
The State of Sales & Marketing at the 50 Fastest-Growing B2B CompaniesDrift
Google the phrase sales and marketing advice and you'll be met with more than 90 million results.
With so many different theories, opinions, and strategies on sales and marketing to sort through, it can be hard to separate the good advice from the bad. And when faced with contradictory ideas, who do you believe?
Do you side with the sales and marketing influencer from this company over here who's telling you to do x, or the consultant from that company over there who's telling you to do y?
We recently teamed up with Mattermark to take a different approach to understanding sales and marketing best practices. Instead of simply listening to what companies were saying about sales and marketing, we looked into what companies were actually doing.
And more specifically, we looked at the 50 fastest-growing B2B companies in the U.S. to see what we could learn.
This document outlines 52 different types of marketing strategies and tactics that businesses can use. Some examples mentioned include cause marketing like Toms Shoes giving away free pairs of shoes, relationship marketing like Walgreens seeing increased spending from loyal customers, and viral marketing like WestJet's Christmas video receiving millions of views. The document provides brief descriptions and examples for each type of marketing strategy.
The document discusses how IPRA plans to implement the Balanced Scorecard approach. [1] It provides an overview of the Balanced Scorecard framework and its benefits. [2] It then analyzes IPRA's current organizational structure and identifies issues like communication silos. [3] Finally, it outlines how IPRA will use the Balanced Scorecard across its departments and perspectives to better achieve its strategic goals and provide value to members.
Article: From Best Practice to Success Transferrepner
The document describes a Global Operations Network Model implemented by ING Insurance Asia/Pacific to standardize best practices across multiple countries. Using an approach called the "4Ps" - Planning, Process Management, Problem Solving, and People - the model achieved a 15% increase in operational efficiency while supporting 30% business growth across 10 countries. Key aspects of the model included common performance metrics, process mapping, problem-solving teams, and staff development to facilitate sharing best practices globally. The document argues this approach can benefit other multinational companies by increasing synergies and scale through standardized operations.
The document discusses how benchmarking helped Xerox improve. It describes how Xerox instituted benchmarking in 1981 after its market share declined. Benchmarking identified best practices in quality, costs, and processes. Xerox cut quality problems by two-thirds, reduced suppliers from 5,000 to 300, and saw manufacturing costs drop by half. Benchmarking led to dramatic improvements that helped Xerox win quality awards and regain market share. The success of Xerox's benchmarking efforts led many other companies to adopt similar practices to gain competitive advantages.
A project report on benchmarking of hr practicesProjects Kart
This document discusses benchmarking of HR practices. It begins with defining benchmarking as a process of identifying and adopting best practices to improve performance. It then outlines the purpose of benchmarking HR practices, which includes establishing solid HR systems and ensuring compliance. The document discusses the benchmarking process and its 5 key stages. It also differentiates between benchmarking and identifying best practices. Some factors that can enhance the success of benchmarking are discussed. The document then analyzes how to benchmark the 5 main HR functions. It concludes by outlining some of the benefits of benchmarking HR practices.
This document provides a summary of a report on developing high-performance market research functions. It discusses key findings such as optimizing structures through collaboration, building influence by providing value to all business units, and managing processes and productivity. It also outlines the report's structure and chapters on optimizing structures, building influence, managing processes, and developing talent. Sample practices are presented, such as serving all internal groups to expand influence and tracking business cases to increase productivity.
Global Business Process Management reportpexnetwork
BPM can deliver key benefits to organizations, including:
1) Cost efficiency - 56% of respondents anticipated increased investment in efficiency over the next 12 months through BPM. BPM allows strategic investment to achieve material savings.
2) Business agility - BPM helps organizations adapt processes quickly to changing business needs or customer demands.
3) Compliance - BPM supports compliance through standardized, transparent processes that can be more easily audited.
4) Customer centricity - Over three-quarters of respondents who introduced BPM to improve customer relations reported a positive impact on the business.
The benefits realized depend on an organization's objectives and maturity level with BPM. Executive-level sponsorship
This document provides an overview of pManifold, a management consulting firm that focuses on improving service delivery and business viability in emerging sectors. It offers consulting, research, stakeholder engagement and training services. Key areas of consulting include strategic planning, organizational design, and performance management. Research services include market analysis, customer studies, and competitor analysis. Examples of projects include strategic planning, organizational restructuring, and primary consumer research. The company aims to help clients improve, scale up or create new businesses through knowledge sharing and implementation support.
This document provides an overview of Six Sigma implementation at Wipro Technologies. It discusses how Wipro adopted Six Sigma to improve quality and reduce defects. Some key points:
- Wipro was an early adopter of Six Sigma in India to drive process excellence. It trained over 15,000 employees and certified over 180 Black Belts.
- Six Sigma methodologies like DMAIC were used to improve existing processes, while DSSP focused on new processes and products.
- Implementation challenges included building a quality culture, selecting pilot projects, and training.
- Benefits included lower costs, higher productivity, and on-time deliveries above industry averages.
- Today Wipro provides Six Sigma
Create Thought Leadership with Content & CommunityRegalix
The document discusses how MetricStream became a thought leader in the Governance, Risk and Compliance (GRC) space through content and community. It outlines a 5 point plan they implemented: 1) look larger than the company's actual size, 2) value domain knowledge over functional knowledge, 3) seek knowledge assets outside the company, 4) become a value provider in the larger ecosystem, and 5) never stop innovating. A key part of their strategy was creating the ComplianceOnline ecosystem and portal, which became the largest on compliance and helped establish them as a market leader in the GRC field.
The document discusses the key findings of a survey of over 200 European process excellence professionals. It found that 69% plan to invest in operational excellence in the next year. Operations was identified as needing the most process improvement work. Improving customer satisfaction through efficiency and quality was seen as the top benefit of process excellence initiatives. The most used methodologies were found to be business process management, Lean, Lean Six Sigma, and Agile. Artificial intelligence use was still low.
Advanced Operating Models Research Insights: MarketingGenpact Ltd
Growth and customer satisfaction are enterprises' top concerns in marketing executives' eyes. This research examines how technology, process re-engineering and advanced organizational structures such as shared services and outsourcing can tackle these challenges by making marketing operations more intelligent
This document discusses strategies for using technology to drive growth and profitability for professional contractors. It begins with an introduction to Sage, a business management software company, and the key industries they serve. It then discusses how economic downturns can impact contractors' revenue, costs, competition and customers. The document proposes that technology can improve business performance in areas like operations, people, money, marketing, sales, customers, leadership and management. It provides examples of how technologies like mobility, paperless processes and business development tools can help contractors adapt to challenges. It concludes by emphasizing the need to actually implement and use technologies in order to realize their full potential return on investment.
This document summarizes a presentation by Frank Coker on improving operational efficiency for IT solution providers. It discusses how margins have declined due to factors like commoditization and pricing pressures. It provides four steps to improve efficiency: 1) control controllable processes and metrics, 2) target principal margin leaks, 3) keep score on performance metrics, and 4) apply metrics to evaluate business functions. Maintaining operational efficiency is key to stabilizing margins and driving business growth. The presentation provides references for additional resources on financial management best practices.
This document summarizes the key findings of an annual marketing survey. It identifies 11 major marketing trends for 2011, including marketers focusing on improving integration between data analysis and campaign execution, letting customers lead through inbound interactions, and leveraging online behavioral data. Other trends include keeping email relevant through better segmentation/targeting, treating mobile as multiple channels, and adopting an integrated marketing suite to improve effectiveness. The majority of marketers agree that an integrated approach across channels is needed to achieve interactive marketing.
Sales Hacking B2B Lead Generation with Max Altschuler & Anand Kulkarni LeadGenius
Sales is undergoing a transformation. One could call it the acceleration or automation era. This change is characterized by an explosion of data and technology. Data can be the high-octane fuel that powers your sales machine or it can be the sand that grinds everything to a halt. If you know how to automate, it’s a good time to be in sales.
In this 50-minute webinar, CEO of Sales Hacker, Max Altschuler, and Anand Kulkarni, Chief Scientist at LeadGenius, will discuss how technology demands that salespeople act more like data scientists, especially at the top of the funnel.
Max and Anand discuss:
-How to find your ideal customers in a crowded marketplace
-Targeting your high-potential buyer
-Automating lead research
-Examples of unique trigger events used for targeting buyers
-Examples of mid-market sales teams using data and technology to efficiently scale lead gen
-Examples of generating/resurfacing leads from legacy contact databases with fresh information
The State of Sales & Marketing at the 50 Fastest-Growing B2B CompaniesDrift
Google the phrase sales and marketing advice and you'll be met with more than 90 million results.
With so many different theories, opinions, and strategies on sales and marketing to sort through, it can be hard to separate the good advice from the bad. And when faced with contradictory ideas, who do you believe?
Do you side with the sales and marketing influencer from this company over here who's telling you to do x, or the consultant from that company over there who's telling you to do y?
We recently teamed up with Mattermark to take a different approach to understanding sales and marketing best practices. Instead of simply listening to what companies were saying about sales and marketing, we looked into what companies were actually doing.
And more specifically, we looked at the 50 fastest-growing B2B companies in the U.S. to see what we could learn.
This document outlines 52 different types of marketing strategies and tactics that businesses can use. Some examples mentioned include cause marketing like Toms Shoes giving away free pairs of shoes, relationship marketing like Walgreens seeing increased spending from loyal customers, and viral marketing like WestJet's Christmas video receiving millions of views. The document provides brief descriptions and examples for each type of marketing strategy.
The document discusses how IPRA plans to implement the Balanced Scorecard approach. [1] It provides an overview of the Balanced Scorecard framework and its benefits. [2] It then analyzes IPRA's current organizational structure and identifies issues like communication silos. [3] Finally, it outlines how IPRA will use the Balanced Scorecard across its departments and perspectives to better achieve its strategic goals and provide value to members.
Article: From Best Practice to Success Transferrepner
The document describes a Global Operations Network Model implemented by ING Insurance Asia/Pacific to standardize best practices across multiple countries. Using an approach called the "4Ps" - Planning, Process Management, Problem Solving, and People - the model achieved a 15% increase in operational efficiency while supporting 30% business growth across 10 countries. Key aspects of the model included common performance metrics, process mapping, problem-solving teams, and staff development to facilitate sharing best practices globally. The document argues this approach can benefit other multinational companies by increasing synergies and scale through standardized operations.
The document discusses how benchmarking helped Xerox improve. It describes how Xerox instituted benchmarking in 1981 after its market share declined. Benchmarking identified best practices in quality, costs, and processes. Xerox cut quality problems by two-thirds, reduced suppliers from 5,000 to 300, and saw manufacturing costs drop by half. Benchmarking led to dramatic improvements that helped Xerox win quality awards and regain market share. The success of Xerox's benchmarking efforts led many other companies to adopt similar practices to gain competitive advantages.
A project report on benchmarking of hr practicesProjects Kart
This document discusses benchmarking of HR practices. It begins with defining benchmarking as a process of identifying and adopting best practices to improve performance. It then outlines the purpose of benchmarking HR practices, which includes establishing solid HR systems and ensuring compliance. The document discusses the benchmarking process and its 5 key stages. It also differentiates between benchmarking and identifying best practices. Some factors that can enhance the success of benchmarking are discussed. The document then analyzes how to benchmark the 5 main HR functions. It concludes by outlining some of the benefits of benchmarking HR practices.
This document provides a summary of a report on developing high-performance market research functions. It discusses key findings such as optimizing structures through collaboration, building influence by providing value to all business units, and managing processes and productivity. It also outlines the report's structure and chapters on optimizing structures, building influence, managing processes, and developing talent. Sample practices are presented, such as serving all internal groups to expand influence and tracking business cases to increase productivity.
Global Business Process Management reportpexnetwork
BPM can deliver key benefits to organizations, including:
1) Cost efficiency - 56% of respondents anticipated increased investment in efficiency over the next 12 months through BPM. BPM allows strategic investment to achieve material savings.
2) Business agility - BPM helps organizations adapt processes quickly to changing business needs or customer demands.
3) Compliance - BPM supports compliance through standardized, transparent processes that can be more easily audited.
4) Customer centricity - Over three-quarters of respondents who introduced BPM to improve customer relations reported a positive impact on the business.
The benefits realized depend on an organization's objectives and maturity level with BPM. Executive-level sponsorship
This document provides an overview of pManifold, a management consulting firm that focuses on improving service delivery and business viability in emerging sectors. It offers consulting, research, stakeholder engagement and training services. Key areas of consulting include strategic planning, organizational design, and performance management. Research services include market analysis, customer studies, and competitor analysis. Examples of projects include strategic planning, organizational restructuring, and primary consumer research. The company aims to help clients improve, scale up or create new businesses through knowledge sharing and implementation support.
This document provides an overview of Six Sigma implementation at Wipro Technologies. It discusses how Wipro adopted Six Sigma to improve quality and reduce defects. Some key points:
- Wipro was an early adopter of Six Sigma in India to drive process excellence. It trained over 15,000 employees and certified over 180 Black Belts.
- Six Sigma methodologies like DMAIC were used to improve existing processes, while DSSP focused on new processes and products.
- Implementation challenges included building a quality culture, selecting pilot projects, and training.
- Benefits included lower costs, higher productivity, and on-time deliveries above industry averages.
- Today Wipro provides Six Sigma
Create Thought Leadership with Content & CommunityRegalix
The document discusses how MetricStream became a thought leader in the Governance, Risk and Compliance (GRC) space through content and community. It outlines a 5 point plan they implemented: 1) look larger than the company's actual size, 2) value domain knowledge over functional knowledge, 3) seek knowledge assets outside the company, 4) become a value provider in the larger ecosystem, and 5) never stop innovating. A key part of their strategy was creating the ComplianceOnline ecosystem and portal, which became the largest on compliance and helped establish them as a market leader in the GRC field.
The document discusses the key findings of a survey of over 200 European process excellence professionals. It found that 69% plan to invest in operational excellence in the next year. Operations was identified as needing the most process improvement work. Improving customer satisfaction through efficiency and quality was seen as the top benefit of process excellence initiatives. The most used methodologies were found to be business process management, Lean, Lean Six Sigma, and Agile. Artificial intelligence use was still low.
Advanced Operating Models Research Insights: MarketingGenpact Ltd
Growth and customer satisfaction are enterprises' top concerns in marketing executives' eyes. This research examines how technology, process re-engineering and advanced organizational structures such as shared services and outsourcing can tackle these challenges by making marketing operations more intelligent
This document discusses strategies for using technology to drive growth and profitability for professional contractors. It begins with an introduction to Sage, a business management software company, and the key industries they serve. It then discusses how economic downturns can impact contractors' revenue, costs, competition and customers. The document proposes that technology can improve business performance in areas like operations, people, money, marketing, sales, customers, leadership and management. It provides examples of how technologies like mobility, paperless processes and business development tools can help contractors adapt to challenges. It concludes by emphasizing the need to actually implement and use technologies in order to realize their full potential return on investment.
This document summarizes a presentation by Frank Coker on improving operational efficiency for IT solution providers. It discusses how margins have declined due to factors like commoditization and pricing pressures. It provides four steps to improve efficiency: 1) control controllable processes and metrics, 2) target principal margin leaks, 3) keep score on performance metrics, and 4) apply metrics to evaluate business functions. Maintaining operational efficiency is key to stabilizing margins and driving business growth. The presentation provides references for additional resources on financial management best practices.
A Multi-Model Case Study: High Maturity in Development + Services, Together with the Innovation Model (NP4457) by Pedro Castro Henriques, Margarida Gonçalves and Sílvia Rodrigues
QUATIC 2012
5 September 2012
Management Mix is a consulting firm that provides solutions in development, management, and research. It focuses on sectors such as banking, telecommunications, energy, and more. The company's services include strategy formulation, process management, talent development, marketing, and research studies. Management Mix delivers training programs and conferences to clients. It has worked with major multinational companies from Europe, Middle East, and elsewhere. The company is based in Cyprus with offices in Lebanon and Armenia.
enParadigm Client Story - The Muthoot Pappachan Group - this caselet places enParadigm's intervention in context, traces its implementation and lays out results.
Improving iWorker productivity through better access to business critical information can provide significant benefits to an organization. Ricoh recommends establishing a baseline to measure current productivity, taking a phased approach to implementation of new document processes and technologies, and enlisting employees to encourage adoption of changes through training and an organizational change management program. These best practices can help optimize access to information and maximize productivity gains.
Growing Your Manufacturing Business with Modern Marketing and SalesARTILLERY LLC
Webinar slides and script for presentation to members of the American Ceramics Society on November 20, 2019. Recorded version can be watched at http://bit.ly/2XQBvsC
7 Concepts from 200 Marketing & Sales Books Every Marketer Needs to KnowARTILLERY LLC
Presentation made by Douglas Burdett to American Marketing Association Triangle Chapter, Raleigh NC on October 18, 2018 in celebration of the first 200 episodes of The Marketing Book Podcast.
7 Concepts from Over 100 Marketing & Sales Books Every Marketer Should KnowARTILLERY LLC
Presentation made to the Triangle Marketing Club, Raleigh NC, February 28, 2017. Promotional video for the talk: https://www.youtube.com/watch?v=3t_emYGC7VM
Walt is the CEO of Briscoe Manufacturing, a family-owned manufacturing company. Sales have been declining for years as customers now research products online rather than calling sales reps. Walt realizes customers are visiting other companies' websites that provide helpful information, rather than Briscoe's site which only talks about the company. Walt transforms the Briscoe site into a resource for customers by answering common questions. Website traffic and sales increase as customers find the helpful information they need. The story shows that to succeed in sales today, companies must focus on helping customers rather than just promoting products.
This document discusses how to create content that generates leads and sales through a 4-part process of planning, creating, distributing, and analyzing content. It explains that the planning process involves understanding business goals, key target markets, and a company's sources of competitive advantage. The creation process involves conducting research and determining the types of content to produce. Distribution involves sharing the content through appropriate channels. The final step is to measure the performance of the content. The overall goal is to attract, engage, and drive action from a target audience.
Presentation by Douglas Burdett about how to use podcasts to market and grow your business to the Richmond Virginia American Marketing Association on June 7, 2016
Presentation on podcasting as a content marketing tactic given to the Hampton Roads American Marketing Association on January 14, 2016 at the Hampton Yacht Club by Douglas Burdett
How To Use Buyer Personas To Avoid "Ready, Fire, Aim" MarketingARTILLERY LLC
Buyer personas are archetypes that represent the real people who buy or might buy a company's products. They are developed through interviews with buyers and provide insights into factors like what motivates buyers to invest in a solution, what results buyers expect to achieve, concerns that cause buyers to hesitate, the process buyers follow to research options, and what criteria buyers use to evaluate alternatives. Developing accurate buyer personas can help companies avoid "ready, fire, aim" marketing by ensuring they target the right people with relevant information that addresses buyers' perceived barriers and success factors.
The document discusses inbound marketing methodology. It outlines key ingredients like defining buyer personas, identifying marketing triggers, creating a keyword list, and outlining a content strategy. It also discusses extending reach through social media, offering premium content to attract visitors, using calls-to-action and landing pages, nurturing and segmenting leads, and keeping in touch with customers.
Marketing to the Government: 9 Things Contractors Must DoARTILLERY LLC
Slides from the 3/27/14 Veteran's Business Conference Workshop
Marketing to the Government: Marketing (and selling) to the government can be a tough venture if you don’t know how to approach federal agencies and present your product. This workshop will help you establish your company’s value proposition; and highlight effective marketing tools and sales techniques for closing the deal with the government. Panel speakers include Douglas Burdett (Artillery Marketing Communications) and Mark Amtower (Government Market Master and author of Selling to the Government).
2013. With partner KRC Research, Weber Shandwick surveyed 630 professionals — managers on up to the C-suite, excluding CEOs — about the social participation of CEOs. Respondents worked in companies with revenues of $500 million or more and represented 10 countries across North America, Europe, Latin America and Asia Pacific.
Moving the Light Out from Under the BushelARTILLERY LLC
The document discusses using social media and the internet to communicate effectively for Christ and Saint Luke's Episcopal Church. It recommends setting up blogs, podcasts, and other online content to reach more people, as well as using social networks like Facebook, Pinterest, YouTube and Twitter to share this content and strengthen relationships with parishioners. Capturing email addresses and setting up a regular content schedule would help the church leverage these digital tools for marketing and outreach.
The United States Army Social Media HandbookARTILLERY LLC
This document provides guidance on the U.S. Army's use of social media. It summarizes the Department of Defense's directive on social media and internet capabilities. It also outlines the Army's social media strategy and provides best practices on establishing an official Army social media presence, operations security, branding, and crisis communications on social media. The document aims to help Army communicators effectively use social media to tell the Army's story.
How To Create Marketing That People LoveARTILLERY LLC
The document discusses how marketing has changed and the need for inbound marketing strategies. It outlines the key components of inbound marketing: 1) getting found online through SEO, blogging, and social media; 2) converting visitors through offers, calls to action, and lead nurturing; and 3) analyzing results and improving strategies. The presentation provides examples and emphasizes that inbound marketing focuses on creating helpful content to attract and engage potential customers throughout their buying process.
Navigating the Social Network: The Air Force Guide to Effective Social Media UseARTILLERY LLC
This document is an Air Force guide to effective social media use. It provides tips for Airmen, leaders, and public affairs professionals on safely and productively using social media. The guide covers considerations like operations security, privacy, branding, and complying with policies. It also profiles common social media platforms and how to integrate social media into an overall public affairs strategy. The document aims to educate Air Force personnel on harnessing the capabilities of social media while avoiding potential pitfalls.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
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Use our simple KYC verification guide to make sure your Binance account is safe and compliant. Discover the fundamentals, appreciate the significance of KYC, and trade on one of the biggest cryptocurrency exchanges with confidence.
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
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Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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Hinge online marketing_study
1. A n O r i gi n al St u dy f r om
H I N G E RE SE ARC H INST IT UT E
Online Marketing
for Professional Services Firms
How Digital Marketing Delivers Faster Growth and Higher Profits
www.hingemarketing.com
3. Acknowledgements
We would like to thank the 500 CEOs and executives who took the time to
participate in this study. Their willingness to share their marketing and financial
performance metrics made this research far more valuable and relevant.
We would also like to extend our appreciation to the twenty online marketing
specialists who offered their expertise and insights to this study. Their
experience and knowledge add invaluable context to our research findings.
Special thanks go out to the four firms we profile as case studies:
Fortinet HPD Architecture
www.fortinet.com www.hpdarch.com
Kinaxis PrimePay
www.kinaxis.com www.primepay.com
In addition, we would like to thank the following organizations for helping
us recruit study participants:
Society for Marketing Professional Services
www.smps.org
Association for Accounting Marketing
www.accountingmarketing.org
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 3
4. Table of Contents
Executive Summary 5
1 | Introduction 7
2 | Methodology 8
3 | Online Lead Generation 11
Case Study - Fortinet 14
4 | Online Recruiting 16
5 | Industry Groups 18
Case Study - PrimePay 22
6 | Budgeting and Resources 24
7 | Online Technique Usage and Effectiveness 28
Case Study - HPD Architecture 31
8 | High Growth, High Value Firms 33
Case Study - Kinaxis 39
9 | The Expert Panel 41
10 | The Experts Weigh In 44
11 | How to Apply What You Have Learned 47
12 | Conclusions 56
About Hinge 58
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 4
5. Executive Summary
This study examines the current state and untapped potential of online
marketing in professional services firms. Two groups were studied:
For the first time, results demonstrate that firms embracing online
marketing grow faster:
those with no online leads
Using online marketing also increases firm profitability:
Online marketing is widespread and poised for growth:
Online recruiting is also widespread:
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 5
6. Executive Summary
There are notable differences across industry groups:
and grew fast
least likely to adopt online marketing and grew relatively slowly
generation
online recruiting
Level of use and effectiveness was assessed for 15 common online marketing tools:
and Web Analytics
untapped potential
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 6
7. Introduction
1
A revolution is underway in the professional services marketplace.
In this study of 500 professional services firms, we have made some
of online marketing produces higher growth and profits. time we have
proof that the
use of online
To achieve optimal results, you have to know which ones create leads
and which are less efficient.
marketing
produces
This study will help you make better choices — and introduce you to
a more powerful way to grow your business. higher growth
and profits.
Happy marketing!
The Hinge Team
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 7
8. Methodology
2
This study includes results from professional services firms
This study includes results from two distinct sample groups:
Hinge invited professional services firms from across the United States
to complete an online survey that explored their use of online marketing
techniques, how well they believed these techniques helped their firms
achieve business development and recruiting goals, and their current
practices and future plans. In addition, we asked each participant about
A total of } 500
{ 319 average employees
professional services
firms completed the survey. $53,929,835 annual revenue
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 8
9. 2 | Methodology
The sample included five primary industry groups.
10.2%
Fig. 1
9.8%
36.8%
11.4%
15.8%
Technology Services
16.0%
Other
It included firms that engaged in varying levels of
17.7%
Fig. 2
50.7%
31.7%
Respondents tended to hold senior-level positions 5.0%
within their firms.
Fig. 3 29.6%
24.1%
14.1%
27.2%
Other
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 9
10. 2 | Methodology
firms and undersampled small firms.
Fig 4. Revenue Distribution Census Data Study Sample
82.6%
26.9%
23.6% 23.6%
17.0%
13.6%
7.1%
1.9% 1.4% 0.2% 1.9% 0.4%
Less than
and above
Revenue Range
A panel of 20 top experts in online marketing provided insights into best practices.
These individuals are introduced more fully in Chapter 9.
Ann Handley Eric Enge Lon Safko
Justin Cutroni
Danny Dover Kris Jones Tim Ash
Jennifer Abernethy Kristina Halvorson William Albert
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 10
11. Online Lead Generation
3
As we look around the professional services world, we believe that online
firms generate
of their new
business leads
online.
no online leads at all.
A significant number of firms, however, produce a high percentage
generation can be an effective strategy in the modern professional
services firm.
Fig 5.
48.1%
22.9%
14.3%
6.7%
4.3% 3.8%
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 11
12. 3 | Online Lead Generation
key question that may shape the future role of digital marketing for the
professional services sector.
Fig 6.
63.9%
60.7%
53.8% The group of
firms growing at
33.3% Rate
the highest rate
20.0%
15.0%
is generating
online.
The data show that firms generating a high percentage of leads online are
of leads online is four times greater than the median growth rate of firms
generating no online leads. The group of firms growing at the highest rate is
online marketing strategies may represent a “sweet spot” that creates
optimal results.
as the most stable measure of central tendency.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 12
13. 3 | Online Lead Generation
generate
a higher
percentage of
Fig 7.
leads online
grow faster
32.5%
30.0% and are more
25.0% Current
profitable.
20.0%
15.0% Revenue
14.0%
The percentage of leads generated online directly correlates with profitability.
WHY MORE PROFITABLE?
not provide a definitive answer, but one explanation is that over the long term, online marketing
the leads continue to flow in without incurring high ongoing costs. Contrast this against traditional
marketing techniques, which often come with sustained campaign expenses. Data supporting
this view have been published by Hubspot. They found that online leads generated from inbound
as trade shows, direct marketing and telemarketing.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 13
14. How Fortinet Uses Social Media
CONNECT WITH
FORTINET
unproductive about it.
www.fortinet.com
Twitter: @fortinet
Facebook: fortinet
unique ways to use popular social media tools to increase their brand
Linkedin: Enterprise Network
visibility in the marketplace. Here are a few of the areas in which they
Security
concentrate: YouTube: SecureNetworks
Twitter
increasingly important way the company provides
customer support.
Facebook
for relationship building: answering questions,
engaging with visitors and establishing trust
submit humorous pictures for the opportunity to
win free T-shirts.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 14
15. 3 | Online Lead Generation
LinkedIn
extensive jobs section and high credibility with the sorts of
members can discuss network security issues.
YouTube
and services.
and our engagement numbers are going up.” She offers three pieces of advice
for firms that want to invest in social media:
1. Involve the team —
you spread responsibility across multiple departments, it is often more
manageable. The more people you have involved, the more ground you
can cover.
2. Keep it personal —
friendly people encourages prospects to interact and build a relationship
with your business.
3. Be transparent — Authenticity is key. Welcome the people in your
company with personality.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 15
16. Online Recruiting
4
To what extent are firms using their online presence to attract
IS ONLINE RECRUITING
A TREND?
Recruiting is a key issue for many professional services firms. As the We do not have
data show, over half of the firms surveyed use their online presence, in historical data on this
some capacity, to recruit new employees. topic, but we expect
more and more firms
to use their websites
for recruiting purposes.
of their new hires online. As young adults
continue to enter the
work force — and as
business search engine
purpose and have attracted no new employees through their websites use grows — online
or other online tools. recruiting is likely to
become increasingly
Fig 8. Online Recruiting
important to professional
services firms.
44.9%
18.7%
11.0% 11.0%
8.6%
5.7%
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 16
17. 4 | Online Recruiting
to be a consistent relationship between the percentage of online hires and
growth rate or profitability.
through their websites. At firms with the highest levels of online recruiting,
growth tends to be a bit slower.
Fig 9.
28.6%
25.0% 24.6%
18.5%
17.9% 16.6%
Rate
The relationship between online hires and firm profitability also seems to be
quite inconsistent. While online recruiting may be a valuable tool, it does not
seem to drive profitability to the same degree as online lead generation.
Fig 10.
20.0% 20.0%
17.0% Current
15.0%
10.0% 11.0%
Revenue
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 17
18. Industry Groups
5
In this section, we look at industry differences from the perspective of
financial results, lead generation and recruiting.
leaders in profitability.
Fig 11.
45.0%
40.0%
36.4% 36.1%
Rate
18.5%
0.7%
Technology Other
Consulting Services Communica- Want to learn more
tions
Download a Free
Supplemental Report
on Your Industry
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 18
19. 5 | Industry Groups
Technology Services are also fast growing and enjoy relatively high profitability.
moderate levels of profitability.
Fig 12.
25.0% 24.5%
20.0% Current
17.5%
12.0%
10.0% Revenue
Technology Other
Consulting Services Communica-
tions
Within each industry group there are varying percentages of government
contractors. In our sample, government contracting is not conducive to either
high growth or high profitability.
Fig 13. Fig 14.
42.9%
Current
Rate
20.0% Revenue
18.4%
12.0%
10.0%
17.1%
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 19
20. 5 | Industry Groups
This finding contrasts with some of our previous research in which government
attributed at least in part to recent widespread government budget reductions.
the pack. Technology Services is in second place.
Fig 15.
31.4%
20.2% Online
16.2% 15.9%
11.4%
8.3%
Technology Other
Communica- Services Consulting
tions
Fig 16.
also generate the lowest level
of online leads.
18.5%
14.5% Online
10.1%
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 20
21. 5 | Industry Groups
Online Recruiting
When we turn to online recruiting the pattern changes. In this arena, Technology
percentage of hires online.
Fig 17. Online Recruiting by Industry
27.7% 24.4%
22.2%
20.4%
Recruited
14.1% Online
9.9%
Technology Other
Services Communica- Consulting
tions
both mixed and pure private-sector-focused firms trailing by a wide margin.
Fig 18.
30.1%
17.6%
14.3%
Want to learn more
Download a Free
Supplemental Report
on Your Industry
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 21
22. PrimePay’s 10 Tips to Break
into Online Marketing
services, is doing things right on their website and in their social
CONNECT WITH
media strategy. To find out what lessons they have learned, we spoke PRIMEPAY
www.primepay.com
Services. She offered these ten tips:
Twitter: @PrimePayPayroll
Linkedin: primepay
1. Take Your Website from IT and Give It to Marketing –
YouTube: PrimePayPayroll
gave the car keys to the marketing team and let them use the
content management tools make it easy.
2. Zero In on High Impact Activities –
possibly cover every aspect of online marketing. Instead, they
business.
3. Determine Your Conversion Actions –
contact form and download educational content, such as their
Employee Handbook. Having trackable goals is an important step
to building a lead generating website.
4. Eliminate Friction –
problem: it made it difficult for people to contact the company. On
the new site, simplified web forms and clear calls to action have
led to an influx of leads.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 22
23. 5 | Industry Groups
5. Meet Your New Best Friend: The CRM – The team benefits greatly from
This type of software allows you to easily create new web forms and
offers, track leads by source and segment your list of prospects. This tool
6. Pluck Low-Hanging Fruit – When it comes to ranking in search engines,
saturated. Rather than target high volume, highly competitive phrases,
they target many more-attainable keyword phrases. The traffic they
receive from these highly targeted “long-tail” keywords adds up.
7. Declare Yourself the Authority, Then Back It Up – In the world of
themselves a thought leader, but they support that claim by stepping up
their effort to publish educational content for business owners, payroll
professionals, accountants and brokers. This long-term strategy has led to
a brand that prospects can trust.
8. Blog on Topics that Lead to Leads – When producing educational
are careful to write posts that speak the language of their target readers.
9. Give and Thou Shalt Receive –
shares interesting stories on her social media networks. This activity helps
10. Stick. It. Out. –
times and now they are reaping the rewards of perseverance.
If you take away only one point from this story, it should be this: online success
is within reach. Whether your focus is social media for payroll, HR, or any other
marketing team with a good strategy.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 23
24. Budgeting and Resources
6
As new marketing trends continue to emerge, a key decision facing
66%
professional services firms is whether to increase spending in a given
area and by how much.
Spending Trends of firms plan to
increase online
online marketing spending or whether they anticipated no change. One marketing
third predicted no change while the other two thirds planned to increase
spending
within the next
planning to increase anticipate a much larger magnitude of change. 12 months.
Fig 19. 30% Average
decrease
0.6%
will decrease
spending
33.8%
anticipate
no change 56% Average
65.6% increase
will increase
spending
plan to increase online marketing spending within the next 12 months.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 24
25. 6 | Budgeting and Resources
Outsourcing vs. Keeping It In-House
Fig 20.
68.9%
12.7%
4.7%
6.2% 2.4% 5.0%
The majority of firms do not currently outsource any part of their online
of their efforts.
Often, tasks such niche blog writing and social media engagement need at least
some in-house participation. Other activities, such as keyword research and web
design, can be outsourced completely.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 25
26. 6 | Budgeting and Resources
Website Redesign and Updates
within the past 12 months. On the other hand, almost one in five has not
done so in more than three years.
Fig 21. Latest website redesign
46.3%
21.9%
19.0%
12.9%
Within the past Within the past Within the past
12 months two years three years years ago professional
Anecdotally, many professional services firms are transitioning their websites
services
from passive online brochures to more dynamic, interactive marketing tools. firms have
A growing demand for lead-generating websites may explain why a large
percentage of firms have undergone redesigns in the past year. redesigned
their websites
This new type of website, built for publishing a stream of fresh content that
can be promoted in social media, requires frequent content updates. As our within the past
12 months.
Only a quarter of firms update their site once a year or less.
Fig 22.
34.3%
31.1%
24.6%
10.0%
Daily Weekly Once a year
or less
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 26
27. 6 | Budgeting and Resources
WHY ARE FORMS
USEFUL?
1. Ease of Use –
Visitors can easily
submit a message
their primary contact method. without leaving the
web browser.
Fig 23.
2. Tracking –
43.9%
submission as goals in
analytics, you can track
where leads come from.
28.6%
24.1% Visitors
3. CRM Integration –
populate your marketing
3.4%
Email directly Online Other have to enter them
contact form manually.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 27
28. Online Technique Usage
7
and Effectiveness
marketing techniques.
We evaluated the degree to which firms used each technique and how
effective they were in achieving their firm goals.
Technique Usage
Survey participants were asked to rate 15 online marketing techniques
indicates that the firm does not use the technique and a 10 indicates
that the firm relies heavily on the technique.
Respondents reported that white papers,
ebooks and articles, SEO and company
newsletters were the most effective
techniques.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 28
29. 7 | Online Technique Usage and Effectiveness
The chart below groups responses so that you can see the percentage of firms
Fig 24. Technique Usage Rating
Not Used Level of Use
LinkedIn
Email Marketing
Search Engine Optimization
Web Analytics
White Papers, eBooks
Company Newsletter
Blogging
Twitter
Facebook
Usability Testing
Webinars
Online Video
YouTube
Pay Per Click
Banner Ads
0 1-6 7-8 9-10
LinkedIn and email marketing are the most widely used online techniques, with
This chart also illustrates differences in the intensity of use. Email marketing
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 29
30. 7 | Online Technique Usage and Effectiveness
Technique Effectiveness
indicates that a firm finds the technique ineffective. A ten indicates that a firm
finds the technique highly effective.
Fig 25. Technique Effectiveness Rating
Not Effective Level of Effectiveness
White Papers, eBooks
Blogging
Search Engine Optimization
Email Marketing
Company Newsletter
LinkedIn
Webinars
Web Analytics
Usability Testing
Online Video
Twitter
Facebook
YouTube
Pay Per Click
Banner Ads
0 1-6 7-8 9-10
Respondents reported that white papers, ebooks and articles, SEO and blogging
and banner ads were rated the least effective.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 30
31. Social Media Pays off at
HPD Architecture
services marketing, look no further than this three-person architecture
CONNECT WITH
HPD ARCHITECTURE
especially social media — into a well-oiled lead generation machine.
www.hpdarch.com
Twitter: @hpdarchitecture
Facebook: hpdArchitecture
Linkedin: HPD Architecture LLC
and began exploring the possibilities. Today, the firm uses blogging,
Podcasts: The Architecture
podcasts, and social media tools to drive a steady stream of high-quality Happy Hour
leads to its website — leads that frequently turn into loyal clients. Blog: Dallas Architect
economy was tanking and they were eager to find a new marketing
channel. So they turned to social media to increase their market
long before they were convinced that social media was a valuable
investment.
Position Yourself to Be Noticed
people would care about them. In a series of working sessions,
the team discovered who they were and how they would position
themselves in the marketplace. In their case, they wanted to be known
as an architecture and design resource — a reputation they have been
building ever since. Today, people in their industry seek them out and
take their advice seriously.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 31
32. 7 | Online Technique Usage and Effectiveness
Why Use One Weapon When You Have Many?
audience — but they still do traditional marketing, including face-to-face
networking. The team dedicates, on average, one hour per day to social media
activity. Here are four of their primary tools:
Twitter — The team began by interacting with local individuals in their
Facebook —
information.
Podcasts — Each month they record an episode of The Architecture
Happy Hour, in which two principals offer tips and discuss a wide range
of issues in architecture. They publish each episode on iTunes.
Blog —
and spotlight innovative practices.
As a result of their online marketing focus, the firm has been interviewed by a
variety of publications and has received numerous requests to speak at industry
are finding us online.”
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 32
33. High Growth,
8
High Value Firms
What they do differently.
In our previous research, we identified a group of firms that grow much
faster and are more profitable than their peers. We documented our
findings in the book Spiraling Up: How to Create a High Growth, High
Value Professional Services Firm. (http://spiralingupbook.com)
Our earlier research suggested that high growth, high value firms
would be more likely to use online marketing strategies. And in fact, the
current data demonstrate that as a group these firms do generate more
leads and recruits than their average growth peers.
decided to look most closely at those high growth, high value firms
they were doing differently than their average growth counterparts
and which strategies were delivering the best real-world results.
Free e-book
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 33
34. 8 | High Growth, High Value Firms
We first examined the relative focus firms placed on popular digital marketing
techniques.
Fig 26.
Blogging
Search Engine Optimization
LinkedIn
Twitter
Email Marketing
Web Analytics
Facebook
White Papers, eBooks
Useability Testing
Company Newsletter
YouTube
Online Video
Pay Per Click
Webinars
Banner Ads
0 1 2 3 4 5 6 7 8
When compared to their average growth peer group, the high growth firms are
more focused on virtually every online technique, often by a wide margin. The
only exceptions are company newsletters, which average firms focus on more
by a small margin, and webinars, which high growth firms slightly favor.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 34
35. 8 | High Growth, High Value Firms
When we examined perceived effectiveness of same online techniques, high
growth firms displayed an advantage in every category. In the cases of SEO,
was substantial.
Fig 27.
Search Engine Optimization
Blogging
Web Analytics
Email Marketing
White Papers, eBooks
LinkedIn
Company Newsletter
Usability Testing
Twitter
Facebook
Pay Per Click
Online Video
Webinars
YouTube
Banner Ads
0 1 2 3 4 5 6 7 8
Effectiveness Rating
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 35
36. 8 | High Growth, High Value Firms
High growth firms update their websites more frequently.
Fig 28.
Daily
Weekly
Monthly
Once a year or less
0 20 40 60 80 100
They also use online contact forms to a much greater extent.
Fig 29.
Online contact form
Email directly
Phone call
Other
0 20 40 60 80 100
In addition, high growth firms were twice as likely to have redesigned their
website within the past twelve months.
Fig 30. Last Website Redesign
Within the past 12 months
Within the past two years
Within the past three years
More than three years ago
0 20 40 60 80 100
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 36
37. 8 | High Growth, High Value Firms
While high growth firms are only a few percentage points more likely than
average firms to increase their marketing budget, they are more likely to
increase their budget at a much greater rate. high growth firms
were significantly
Fig 31.
more oriented
toward online
High Growth
marketing activity.
31.6%
anticipate
no change
60% Average increase
68.4%
will increase
spending
Average Growth
37.3%
anticipate
no change
42% Average increase
62.7%
will increase
spending
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 37
38. 8 | High Growth, High Value Firms
High growth
firms are
more online leads and twice as many new hires than average growth firms.
generating five
Fig 32. Online Leads and Hires times more
New Business Leads New Hires online leads
and twice as
62.5% many new hires
47.5%
than average
22.2%
12.3% growth firms.
is extremely attractive.
Fig 33.
Median 2-Year Growth Rate Median Current Profitability
100.0%
27.5%
6.6%
12.5%
growth group shows a very substantial advantage in both growth rate and
firm profitability.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 38
39. Kinaxis – Online Marketing
Done Right
supply chain management software company, was tasked with figuring
CONNECT WITH
KINAXIS
www.kinaxis.com
she finds herself leading one of the most successful online marketing
Twitter: @kinaxis
Blog: The 21st Century
Supply Chain
formula for success.
The firm began by focusing on a few foundational techniques. After
mastering those techniques, Kinaxis gradually expanded its repertoire.
One of these techniques — SEO — was a major focus at Kinaxis since
the genesis of its online marketing efforts. “We found religion in SEO,”
campaign.”
The Kinaxis team takes the time to research valuable keyword
opportunities. They then implement these keyword phrases into their
online marketing, building greater search engine authority over time.
Create a Community by Creating Content
Kinaxis has also put tremendous emphasis on content creation. They
attracts high quality inbound links and increases the number of web
pages indexed in search engines.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 39
40. 8 | High Growth, High Value Firms
“We blogged for about a year,” said Kirsten, “but nobody was listening at first.
develop, the more opportunities you will have.”
Once You’re in the Groove, Start to Get Social
audience were using social platforms. If SEO and blogging were their online
marketing foundation, social media interaction and promotion elevated the
firm into the public eye.
Today, the firm is taking things to a new level. Their Supply Chain Expert
Community is an online collection of videos, forums, and documents related to
supply chain management, and they somehow find a way to make these topics fun.
Bringing It All Together
Kirsten and her team have online marketing down to a science. Integrating all
goes something like this:
Kinaxis dedicates five people to online marketing, including two full-time content
creators, one full-time events manager, a social media manager, and Kristen.
Eighteen other staff members also contribute content, including top executives.
engine traffic, this investment of time and people makes a great deal of sense.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 40
41. The Expert Panel
9
To reflect best practices, we interviewed top experts in various online
marketing disciplines.
We asked the experts a set of questions that corresponded to our
professional services survey.
In addition, we asked about their specific area of expertise and how
it might be best applied to professional services firms.
The following experts participated in this research:
Ann Handley Brad Geddes Bryan Eisenberg
Chief Content Officer at Founder of Certified Managing Partner at Eisenberg
Marketing Profs Knowledge Holdings, LLC
Author of Content Rules Author of Advanced Google Author of Waiting for Your Cat
Adwords to Bark?
Twitter: @bgtheory
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 41
42. 9 | The Expert Panel
Danny Dover David Meerman Scott Eric Enge
Senior SEO Manager at AT&T Marketing Strategist and President at Stone Temple
Interactive Consultant Consulting
Author of Search Engine Author of The New Rules of Co-Author of The Art of SEO
Optimization Secrets Marketing and PR Twitter: @stonetemple
Twitter: @DannyDover Twitter: @dmscott
Ginny Redish James Beswick Jason Burby
Founder of Redish & Founder of One Uproar Chief Analytics and
Associates Inc. Author of Ranking Number One Optimization Officer at ZAAZ
Author of Letting Go of Words — Twitter: @oneuproar Author of Actionable Web
Writing Web Content that Works Analytics
Jennifer Abernethy Jim Boykin Joe Pulizzi
America’s Social Business Founder & CEO of Internet Founder of the Content
Stylist, The Sales Lounge Marketing Ninjas (formerly We Marketing Institute
Author of The Complete Build Pages) Co-Author of Get Content Get
Idiot’s Guide to Social Media www.internetmarketing Customers and Managing
Marketing Content Marketing
Twitter: @SalesLounge Twitter: @jimboykin Twitter: @juntajoe
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 42
43. 9 | The Expert Panel
Justin Cutroni Kristopher B. Jones Kristina Halvorson
Director of Intelligence at Founder / CEO, KBJ Capital Founder of Brain Traffic
Cardinal Path Author of Search Engine Author of Content Strategy for
Author of Google Analytics Optimization the Web
Twitter: @justincutroni Twitter: @krisjonescom Twitter: @halvorson
Lon Safko Mari Smith Michael Fleischner
Social Media Strategist Social Media Consultant Founder, MarketingScoop.com
Author of The Social Media Author of The New Relationship Author of SEO Made Simple
Bible Marketing Twitter: @mfleischner
Twitter: @longsafko
Tim Ash William Albert
CEO of SiteTuners & Director of the Design and
Founder of Conversion Usability Center at Bentley
Conference University
Author of Landing Page Author of Measuring the User
Optimization Experience
Twitter: @tim_ash
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 43
44. The Experts Weigh In
10
To round out our analysis of online marketing for professional services,
techniques that had been evaluated by the 500 firms in our survey. We
also asked a series of questions around how to use the techniques as
part of a professional services online marketing strategy.
Effectiveness Ratings
top effectiveness ratings with some key content marketing tools such as
blogging, white papers and ebooks.
Fig 34. Experts, Effectiveness Ratings
Search Engine Optimization
Web Analytics
Blogging
Usability Testing
White Papers, eBooks
Email Marketing
LinkedIn
Twitter
Webinars
Company Newsletter
Pay Per Click
Online Video
YouTube
Facebook
Banner Ads
0 1 2 3 4 5 6 7 8 9 10
Effectiveness Rating
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 44
45. 10 | The Experts Weigh In
The accompanying chart compares the average effectiveness ratings of the
Fig 35.
Experts
Search Engine Optimization
Web Analytics
Blogging
Usability Testing
White Papers, eBooks
Email Marketing
LinkedIn
Twitter
Webinars
Company Newsletter
Pay Per Click
Online Video
YouTube
Facebook
Banner Ads
0 1 2 3 4 5 6 7 8 9 10
Effectiveness Rating
than the professional services firms. The high growth firms closely tracked with
the experts, but at a somewhat lower level of rated effectiveness.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 45
46. 10 | The Experts Weigh In
favorably by the high growth firms. In every category, the average firms
experienced less effectiveness.
After reviewing the relative ratings of the three groups and comments from
our panel of experts, we noted some common patterns. A number of the most
effective techniques are not widely used by average professional services
firms. These techniques include some real gems: SEO, web analytics, blogging
and usability testing.
We noticed a similar pattern, at a somewhat lower effectiveness level, with
master these tools, they are likely to experience more success.
value that even most high growth firms have not fully harnessed.
In the case of
webinars and
experts are
seeing value
that even most
high growth
firms have not
fully harnessed.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 46
47. How to Apply What You
11
Have Learned
As you consider taking the plunge into online marketing, you may feel
overwhelmed by the multitude of techniques that are available. Each
professional services firm has unique goals, markets and strategies. As
a result, there is no single formula for all firms.
After consulting with our experts and observing what is working for high
online marketing efforts.
six different groups that reflect the rough priority and sequencing in
which a typical professional services firm might employ them in their
online marketing strategy.
These two techniques are fundamental to any successful online
marketing program. Everything else builds on these platforms.
Search Engine Optimization (SEO)
What is this?
search engines and allows prospective clients to find you for a wide range
of relevant search terms. The process involves creating or editing
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 47
48. 11 | How to Apply What You Have Learned
search engine authority by getting other websites to link to yours.
Why do I need it?
and evaluate professional services. When you rank for relevant terms in your
industry, you can attract interested, qualified visitors — people who otherwise
may never find you — to your website.
When should I do it? – SEO is an ongoing process but you should start working
on it as soon as possible. Expect 3 months before you see significant results.
Web Analytics
What is this? – Web analytics allow you to track visitor activity on your website,
including visits, downloads, form fills and traffic sources.
Why do I need it? – Analytics provide the insights you need to make actionable
decisions. When you understand how visitors are interacting with your
performance.
When should I do it?
SEO is a proven
way to increase
leads and drive
The techniques below help you build a library of content so that you can attract new business.
and convert potential clients. This content becomes the core of your online
marketing program.
Blogging
What is this?
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 48
49. 11 | How to Apply What You Have Learned
Why do I need it?
expertise and you earn the trust of web visitors. Each blog post can also be
indexed by search engines, driving valuable, interested traffic to your website.
In addition, well-written content attracts links, which is a significant part of SEO.
When should I do it? – Start blogging as soon as you can afford the resources
pour in after a single month. This is a long-term initiative. It can take 6 months to Content is the
a year before you see results.
core of your
White Papers, eBooks, Articles
online marketing
What are these? – These are educational content pieces that you can offer
program.
are similar to blog content, but they are more substantial. Some firms require
visitors to register before downloading substantive content, while others make
these pieces freely available.
Why do I need them? – Thought leadership pieces are a great way to cultivate
trust and increase the visibility of your brand. In addition, they provide an
opportunity to collect email addresses and build a list that can be used later
for email marketing. These pieces, together with your blog, can form the basis
of a library of practical, informative writings that can build your reputation and
attract a continual stream of new visitors.
When should I do them? – Once your blog has been up and running for three
to six months, start planning a longer content piece, such as a white paper or
your target audience. Some firms produce pieces like this once or more per
depend on your goals and the resources at your disposal.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 49
50. 11 | How to Apply What You Have Learned
Online Video
What is this? – This is the process of producing and publishing videos on your
studies, company overviews and services descriptions.
Why do I need it? – Video consumption is on the rise and web visitors want
content that is easily digestible and engaging. When you tell your story through
impart. Well-produced videos establish trust and lead to higher lead conversion
rates. They are also helpful in SEO efforts.
When should I do it? – When you have a complex story to tell or when you want
to increase credibility, video is an ideal medium. It is also an excellent choice
when you want to communicate your brand personality when a face-to-face
meeting is impractical.
Use this group of tools to communicate with potential clients so that you can
nurture, qualify and convert them.
Email Marketing
What is this? – Cultivate a targeted list of contacts and periodically email them
with educational content and relevant offers.
Why do I need it? – Email is a proven channel for reaching prospects and
minds, encourage them to subscribe or opt-in to useful content such as industry
intelligence, research findings or relevant case studies. Email marketing is not
the same as spam email, which is a numbers game based on blasting untargeted
business offers.
When should I do it? – Like blogging, you should begin email marketing when
you have the resources to write valuable content. Some firms have success with
a monthly email while others with more resources find success with up to two or
three emails per week.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 50
51. 11 | How to Apply What You Have Learned
Company e-newsletter
What is this?
sent to opt-in lists, so the content can be highly targeted.
Why do I need it? – Including a newsletter subscription form on your website
can be a highly effective way to build your email list. Assuming the content you
send is educational and valuable to subscribers, it is a proven way to nurture
prospects.
When should I do it?
the resources to write valuable content. Typical frequency is once or twice per
month, though some are sent weekly.
Webinars
What is this? – Webinars are educational online presentations given to a group
opportunity to ask questions.
Why do I need it? – Webinars, like live seminars, are big credibility builders. As
an online teacher, you can easily build trust and nurture prospects. If executed
properly, webinars often lead directly to new business leads.
When should I do it?
email list. Try promoting and running one webinar and evaluate whether it is right
for your firm. Webinars are typically run every couple of months, although some
firms run them monthly or even weekly.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 51
52. 11 | How to Apply What You Have Learned
These techniques — also known as social media — help you interact with people
online to get your message out and drive interest in your firm.
LinkedIn
What is this?
create profiles and can interact with others within specific business groups.
Why do I need it? – LinkedIn can be used for many purposes, including
relationships with group members in your industry, you create a channel for
When should I do it? – Once you are consistently creating blog content, you
will need a place to share it. Join a few industry groups and begin chiming
into discussions. When appropriate, share links to your content pieces. Expect
to spend 30 minutes to one hour a day on LinkedIn if you are looking for a
substantial presence.
Twitter
What is this? – Twitter is a micro-blogging platform that allows members to
write messages of up to 140 characters in length. It is often used for spreading
industry news and spotting trends.
Why do I need it? – Twitter is an excellent platform for building relationships,
sharing industry news and promoting your content. Once you have developed
When should I do it? – Once you are consistently creating blog content, you
unless you can devote 30 minutes to one hour per day using it.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 52
53. 11 | How to Apply What You Have Learned
Facebook
What is this?
allows individuals and companies to maintain profiles and share information.
Why do I need it?
interactive and updated frequently with valuable content, it can be a huge traffic
generator for your website.
When should I do it?
once you have a solid foundation of content and the resources to actively
engage on a daily basis. If you spend 30 minutes to an hour per day, you should
begin to see spikes in engagement and traffic.
YouTube
What is this?
can subscribe to video channels, rate videos and track viewing activity.
Why do I need it?
that can lead to brand visibility. Use it to promote training videos, case stories
and viral campaigns. If your firm is producing video, uploading those videos and
When should I do it?
channel and upload all your videos to one location. In the professional services
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 53
54. 11 | How to Apply What You Have Learned
These sophisticated tools allow you to tune your website and landing pages for
maximum performance.
Usability and A/B Testing
What are these?
and site performance. Usability tests track how individual users interact with and
to determine which version performs better.
Why do I need them?
running tests on your site you will be able to demonstrate empirically what is
working and develop actionable steps for improvement.
When should I do them?
Insights from these tests will inform decisions for the new design. It is good
landing pages and conversion pathways to your goals.
on a paid basis.
Pay Per Click (PPC)
What is this?
is clicked.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 54
55. 11 | How to Apply What You Have Learned
Why do I need it?
The traffic has the potential to be very targeted and high quality because the
advertiser
is in control of keyword selection.
When should I do it?
Banner Ads
What is this?
advertisement is displayed as a graphical banner on another website.
Why do I need it?
visibility is a priority. Having your brand name displayed on a high traffic website
will increase visibility quickly.
When should I do it? – If you want to increase visibility for a certain audience,
carefully targeted, easy-to-communicate offers.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 55
56. Conclusions
12
The Results Are In
that was a difficult claim to make with confidence. There simply was of leads online
not enough hard evidence to overcome widespread skepticism of new
technologies and business development techniques.
The data in this report changes all of that. It offers professional services
stakeholders a new perspective on marketing their firms, and it can
provide valuable guidance as firms plan how to spend their marketing
budgets.
The Train is Leaving the Station
Each year, more firms are discovering the efficiencies and power of
online marketing. And each year, more service buyers turn to the Internet
to build a list of relevant firms.
If you have been reluctant to invest in your website, social media and
other online tools, now is the time to take a hard look at your marketing
spending in the next 12 months.
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 56
57. 12 | Conclusions
want to learn more about marketing your professional services firm, check out some of
the free resources below:
Industry Online Marketing Reports
These reports provide additional online marketing data specific to major industries in
Spiraling Up: How to Create a High Growth, High Value Professional Services Firm
you can, too. Available for free download:
The Online Lead Generation Guide for Professional Services Firms
In this guide, you will learn how to make the most of your online marketing tools and
access a whole new world of qualified leads. Available for free download:
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 57
58. About Hinge
Hinge is a national branding and marketing firm for professional services firms,
more information on Hinge, visit www.hingemarketing.com.
To keep atop the latest branding and marketing strategies for your professional
service firm, follow us on social media and subscribe to our blog.
www.hingemarketing.com
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 58
59. About Hinge Research Institute
At Hinge, research is more than skin deep. It helps define who we are, how we
help our clients and guides how we grow our firm. We also believe in sharing
our knowledge, not only with our clients but also with the broader professional
services community. This commitment has led to the establishment of Hinge
Research Institute. The Institute is committed to conducting innovative research
on professional services firms and their respective clients.
We are also committed to sharing that knowledge through original research studies,
at www.hingeresearch.com to find additional white papers, videos and
research reports.
Study Director
lwf@hingemarketing.com
703.391.8870
Online Marketing for Professional Services Firms How Professional Services Firms Can Achieve High Growth and Profits with Online Marketing 59
60. T H E E ND
Hinge Research Institute
www.hingeresearch.com