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As a customer-centric focus increasingly proves critical to the success of professional service firms, account-based marketing (ABM)—the dedication of marketing resources, time and attention to specific accounts and prospects—has become one of the most important elements of firms’ overall marketing plans. That’s why it’s critical for firms to understand what makes for the most effective […]

As the concept of “content marketing” has gained attention as the buzzword du jour, we’re seeing the emergence of what we consider a disturbing trend:  the tendency for marketers to call anything communicated digitally “content.”  That includes tweets, Facebook and LinkedIn status updates, blogs, YouTube videos and other communications disseminated via social media, as well […]

One of the best ways for companies to communicate their stories to current and prospective customers is the customer magazine.  Done right, a customer magazine gives a company a great opportunity to cover various aspects of its business in an informative, engaging and familiar way, and to appeal to the target audience with content that […]