Archives: Marketing

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Want To Have Confidence Your Business Development Investments Will Produce?

What constitutes appropriate ROI on all that we plow into business development efforts? In a post on the similarities between business development and planting a tree, we recounted the story of French Marshal Lyautey. The story underscores the fact that growing something strong takes time. The practical challenge is that between the planting and tangible signs … Continue Reading

Business Development Efforts That Put You In The Right Place At The Right Time

Some seem to have an uncanny knack of being in the right place at the right time; but when it comes to business development, success is rarely happenstance. In fact, the epitome of strategic marketing and sales is taking the steps necessary to reach the right target, at the right time, with precisely the right … Continue Reading

4 Cornerstones of Strategic Business Development

Any discussion of business development should be required to begin with this disclaimer: There are no one-size-fits-all solutions or formulas. Silver bullets and cookie-cutters might work elsewhere; but not here. With that stipulation, there are a number of solid cornerstones that will ensure the resources invested in your plan for the coming year aren’t experimental in nature, leaving you to hope the … Continue Reading

Is That A Marketing Opportunity or Distraction Knocking At Your Door?

These days, anyone with something to market has unprecedented opportunity. And that’s the problem. More specifically, better opportunities are one of the major reasons your marketing efforts flounder and fail. Mobile capability, competitive intelligence, data analysis, up-to-the-minute tendencies and trends — never have we had so much at our fingertips. An array of message distribution … Continue Reading

3 Keys to Better Conversations and the Strategic Innovation of Your Business Development Plan

There is a reason so many of the issues we face today are the same ones we faced last week. Or last year. Or three years ago. Or . . . you get the idea. From individual relationships to global politics…personal finance to marketing a business, often the solution on which we land is little more than a reordering … Continue Reading

The Key To Identifying The Best Targets For Your Business Development Efforts

In our last post — You Say The Market Isn’t Beating Down Your Door — we suggested two things that are often true of professional service providers wrestling with how to develop new business — an anemic network, and the absence of strategic targets. The post suggested the way to address the network issue. The … Continue Reading

A Tale Of Two Movers (And How To Deliver A Brand Message That Resonates)

It was, to paraphrase, not the best of times. But it served to remind me that, when it comes to marketing, talk is cheap; and the experience delivered is as eloquent a marketing message as there is. We were moving, and Dave was selling the services of a moving company. His pitch struck all the right chords. … Continue Reading

Is Your Business Development Strategy Really Just To Hope The Market Picks You?

Does the success of many of our marketing or business development plans hinge on the hope that our market somehow finds and chooses us? Oh, we talk about strategies and grand plans. We might even flirt with data, throw a few targets up on the whiteboard, and make a pass at mapping relationships. But reality sets in. … Continue Reading

Contrary To Conventional Wisdom, These Are The Good Old Days Of Business Development

Fifteen years ago a know-it-all business development and marketing guy was given a career-limiting assignment: to create national marketing plans for a dozen practice groups in an AmLaw 100 firm. Naively certain, and with the finesse of the proverbial bull in a china closet, the not-so-smart hot-shot asked a practice leader to describe his ideal target … Continue Reading

Great Marketing Events Are Catalysts To Business Development Conversations

The event you just hosted, sponsored or participated in represents a good beginning. Introductions. Conversations. A chance to build a bridge or two…or shore one up. This is what the event driven activities in your business development and marketing plan are about. Connections. Face time. One piece in a strategic plan of action. If you’re … Continue Reading

The Blurry Line Between Marketing and Business Development (And Does The Label Really Matter)?

Let’s talk about the blurry line between marketing and business development. I’m not one of those terribly concerned with what we call it. Preoccupation with either the use or elimination of specific labels is often (it seems) more an attempt to dictate language in the interest of controlling a conversation than it is about connecting. … Continue Reading

Two Steps To Better Business Development and Marketing in 2015

It is our annual ritual. Marketing and business development professionals hunker down to create fresh plans that will make the best use of resources, resonate with management, and somehow penetrate the market more effectively. We did it last year, and the year before that. And most of us will do it all again twelve months … Continue Reading

A Blog Anchors Your Online Strategy — Here’s Why…

Note: Kevin McKeown is a colleague, a friend, and a thought leader on blogging, social media and leadership. I hang on his content, appreciate his contributions to any conversation, and asked him to share the way he thinks in the form of this Guest Post. Eric, thanks for asking me to share why I believe … Continue Reading

Making “Client-Centered” More Than A Marketing Copy Point

Everyone talks about being client-centered. Those who back up all the talk with real substance are rare. The legendary father of advertising, David Ogilvy, was so committed to acting in the client’s best interest, that in the early days some thought the preoccupation a product of eccentricity. On one occasion in the late 1950’s he … Continue Reading

Want To Instigate Dialogue and Lead? Choose Your Words Carefully.

Words matter. If the goal is to connect and build bridges, you’ll choose them carefully. They set tone, dictate parameters and conjure experiences that shape interpretation. The right words can comfort, support, strengthen and inspire. They can tap into memories and stir new dreams. Yet, for all their power, they are imperfect and incomplete. Packaging … Continue Reading
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