I recently recorded a podcast about Coca-Cola’s brand evolution, and something struck me as we discussed their 138-year journey: many professional services marketers...
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Think Like the Brand You Are
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Private Equity’s Accounting Takeover: What Professional Services Marketers Need to Know
Another week, another massive private equity deal in the accounting industry. This time it’s Sorren, a brand new firm created from merging 13 or 14 companies. They...
Why Creating a Professional Services Firm Sub-Brand Is Usually a Terrible Idea
… and the one scenario where it might actually make sense An accounting firm marketer recently contacted me about a sub-branding question. One of her firm’s partners...
Before the Ink Dries: How Accounting Marketers Can Lead Through M&A
I’ve been through several merger and acquisition (M&A) deals and private equity investments over the years. As a marketing leader, these changes will impact your...
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Ten AI Use Commandments for Marketers: Protecting Your Brand’s Soul from AI Temptations
A few months back, I wrote about why AI won't save your B2B marketing. The post sparked a few conversations with some of my professional services marketer friends about...
The Business Development Super Weapon
A few weeks ago, I wrote about why I won't return to HubSpot's INBOUND conference. That article sparked an interesting conversation with Doug Hastings, a former...
When Should Professional Services Firms Trust AI Content in their Marketing?
I recently had a conversation with our creative team about AI content generation that made me think about what we risk losing in B2B marketing. While AI offers powerful...
Why I Am Never Going to HubSpot INBOUND Again
After returning from Boston where I attended HubSpot INBOUND 24, I've made a decision: I won't be going back. While the production value impressed me, the experience...
HubSpot INBOUND 24: Top Sessions, AI Insights, and ROI Tips for B2B Marketers
I walked into Boston's convention center for HubSpot INBOUND 24 with 12,000 other marketers last month, and I couldn't help but admire what HubSpot has built. Their...
Inside Out Marketing Aligns What You Say with Who You Are
It's easy to lose track of who you are in the maelstrom of life. We spend so much time reacting to things good and bad that we feel more like animals driven by instinct...
Measure Marketing (Correctly) with These B2B Metrics
Measurement spurs growth. It gives you the kind of information you need to test your assumptions and, ultimately, strengthen your marketing growth engine. But if...
You Are Remarkable: Here’s How You Prove It
You've invested in your firm's brand. You've defined your values, honed your personality, and crafted a compelling story. You're confident that your firm is remarkable....
How to Make Your Firm’s Marketing Actually Interesting (Without Going Crazy)
Blend in and get left behind. It sounds harsh, but in marketing, it's true. Your clients have more options than ever before, and they're not just looking for a firm...