Marketing Brain Fodder

Perspectives on Strategic Marketing, Communication and Values in Today’s Marketplace

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Latest from Marketing Brain Fodder

This is the second installment in a 14-part series dedicated to everyone working on a business development plan for 2019. Part 1 outlined the necessity of a strategic foundation, and suggested a framework that will help in identifying and articulating the strategy. If you haven’t come to terms with this first step, resist the temptation to press ahead. While it can be challenging and messy, time invested here makes each successive step infinitely more easy.…
Over the next two-and-a-half months or so you may be among the lawyers, accountants, consultants and other professional service providers taking a long hard look at your marketing, business development and sales initiatives. The dye for 2018 is pretty much cast. Time to focus on market movement, emerging trends, lessons learned, and begin the work that will chart a course for the coming year. Whether your organization is breaking records this year, facing revenues in…
Some accomplish it with a pen — mightier-than-any-sword. Some with eloquent oratory. For some the tool is as simple as an invitation — how may I help you? Or the offer of a cup of cold water A few speak volumes with the sheer force of example. Whatever the avenue or methodology, the voice of real leaders encourages conversations — around core ideas, fundamental values, consequential agendas, and aspirational vision. To be sure, with the right megaphone any voice…
There is a basic principle in communication theory — shared experiences form the basis for the most effective communication. Even if we did not formally study the science, most of us have first-hand experience with the validity of the principle — in intimate, social and professional settings alike.In the space where experiences of the communicator overlap with those of the audience, there is a common vernacular, similar concerns and dreams. Invest in identifying this common…
Business development is not complicated. Hard work? Indeed…because effective business development (especially in a professional service firm) is almost always about building productive relationships. And that is no small task. But we shouldn’t confuse the hard work required to build rewarding relationships with the suggestion that business development requires something that is somehow inconsistent with our profession. Or that proven disciplines such as target identification, market research, and rigorous CRM are unnecessary time-wasters. Or marketing nonsense. In…
Most professional service providers would welcome a more predictable, consistent and robust flow of qualified new business leads. Scratch that. When it comes to business development and sales, virtually every professional service provider I know is searching for an efficient way to connect with potential new clients. Marketing strategies promise it; the possibility is the siren song of technology platforms; and blog posts, podcasts and articles ponder over illusive results, ROI, and secret sauce. Meanwhile, for…
Whether a new enterprise or a venerable brand, the realities of a market in transition are most likely having an effect on your firm. Responses to Altman Weil’s 2018 Law Firms In Transition Survey underscore the magnitude. 49% of responding firms failed to meet billable hour targets in 2017 59% say equity partners are under utilized A move to handle work in-house, alternative service providers, and technology solutions are cited as factors contributing to…
We can talk about it until we’re blue in the face. We may write about it, design programs and build entire initiatives around it. If we have enough juice we might be able to insist on a moniker or title that insinuates we have arrived. But when it comes to what it really means to be a professional, titles, labels, and even robust branding efforts have little to do with the reality. When it comes to…
Ask a dozen professionals to define marketing and you might receive a dozen different responses. From retailer to B-to-B enterprise, from service provider to widget manufacturer, from Fortune-listed to start-up — marketing is defined based on what we’re offering the market, who we’ve targeted, and what is required to create appropriate visibility. But all of us, unique perspectives notwithstanding, count on our marketing investments to change our business reality — in terms of awareness, behavior,…
A few years ago I was privy to the results of a deep analysis of an AmLaw 100 firm’s practice penetration of it’s clients. That is, the degree to which the firm served clients in more than one practice area. It seemed a lot of opportunity was left on the table. With more than 20 practice areas listed on the website, on average the firm served the needs of its clients in 1.5 to 2…