Kim TassoMarketing and BD planning – Segmentation, Rock Stars and Engagement (Feb 2021)
Posted on: February 18, 2021
Last week, delegates from large and small law firms and an engineering consultancy joined me for a “Marketing and Business Development Planning in a Nutshell” half day training workshop through the Professional Marketing Forum. We covered a huge amount of material from marketing and business development basics, progressed step-by-step through the M&BD planning process and explored […]
Influencer marketing in professional services
Posted on: January 15, 2021
Whilst we might not call it influencer marketing in professional services, it is usually an important component of our marketing, communications and sales strategies. I spend a lot of time helping firms establish and improve their marketing, referrer management and client relationship management strategies and influencer marketing usually features. And not just in social media. […]
Selling Basics – Detectives and DMUs (Video) and recommended books on selling
Posted on: October 30, 2020Todays’ short (eight minute) video covers some core ideas in business-to-business (B2B) sales. It considers the need to undertake research before approaching a prospective client and how the research continues when you first make contact. The idea is to “be more detective” to learn about your prospect. It then explores the idea of the Decision-Making […]
Selling basics – Targeting with rabbits, deer and elephants (Video)
Posted on: August 14, 2020A frequent question when people ask me about marketing and selling is how to target new business. There are lots of different ways to target new business. We explore one method in this short video (7 minutes) on Selling basics – Targeting with rabbits, deer and elephant. It’s a method that is particularly valued by my […]
Book review: Executive Engagement Strategies – how to have conversations and develop relationships that build B2B relationships by Bev Burgess
Posted on: August 11, 2020
(A shorter version of this book review: Executive Engagement Strategies appeared in a recent edition of Professional Marketing magazine) I reviewed two of Bev’s previous books – in 2011 on marketing technology as service and more recently, in February 2020, her fabulous practitioner’s guide to Account Based Marketing. I’m a big fan. This one focuses […]