Have you ever seen a situation where the decision to mobilize marketing resources and spend significant marketing dollars on thought leadership initiatives has been based on nothing more than one individual’s suggestion, idea (or diktat)?
If you have ever wondered whether professional services buyers really use the web to help determine which firms and professionals to work with, then look no further than this webcast from The Brand Research Company and Greenfield Belser.
Tim Parker at The Bloom Group points out that Gartner have finally woken up to thought leadership … but have got the definition wrong.
Social Media is a hot topic in professional services marketing. And ROI is a hot potato in marketing, period. Put the two together and you end up with burning questions like “What’s the ROI of Social Media?” Michelle Golden argues, skilfully, that it’s the wrong question. You should focus on the ROI of marketing initiatives. […]
Our friends Burkey Belser and Sue Allison over at Greenfield Belser & The Brand Research Company will be presenting research results on how professional services buyers use the web to inform their decisions about which professional services firms to work with.
If an educated consumer is your best customer (as one New York retailer likes to say), Wilson Sonsini’s recent launch of its online CLE program is a clever move.
Lawyers. Accountants. Consultants. They’re professionals. They’re smart. Their expertise is important, but their work is often done behind the scenes; helping clients make tough decisions and navigate complex issues. At least, until they woke up one morning and discovered they’re in the media business.
We all know about rising Health Care costs, but that’s not the only aspect of Health Care on the rise as our chart above shows. Our PracticeView data shows the upward trend in discussion of Health Care policy issues by leading law, accounting and consulting firms during 2009. Of particular note is the increased participation […]
Chris Koch from ITSMA suggests that “Thought Leadership is Dead”. While I wouldn’t go that far (indeed many professional services firms are still producing high quality, research based content that would meet the standard of thought leadership) I certainly agree that the term “thought leadership” has been used and abused.
We spend a lot of time on leading professional services firms’ websites as part of our research activities. We’ve noted some relatively basic issues from the “user” perspective that at best are putting firms in a bad light and at worst are losing those firms potentially high value client leads.