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Marketing Campaign Management

Builder of the Thought Leadership Section at Forbes.com

Frederick E. Allen is the Leadership editor of Forbes.com, the online counterpart to Forbes magazine. The Bloom Group interviewed Fred to understand how he manages the tasks of receiving, editing and incorporating contributed articles into his channel.

Building a Winning Sales Deck

By Tim Parker

All of us in professional services visit with prospects to explain how we can help and, hopefully, to sell them our services. Almost the first question we ask ourselves to prepare for an upcoming sales meeting is, “Which sales presentation are we going to use?” This is rarely the right first question. A presentation that comes “off the shelf” cannot address the issues that a particular prospect is worrying about when he calls.

From Electronic Brochure to Online Lead Generator: Powering Up the Professional Services Website

By Robert Buday and Bernie Thiel

The vast majority of websites of consulting, law, accounting, IT service and otherchart professional services firms are essentially electronic brochures – static online publications that don’t let prospects easily understand their deep expertise. But by organizing their website by the client problems they solve and demonstrating their deep expertise for solving them, a number of professional services firms have been using the Web to accelerate their lead streams.

Getting Marketing and Business Development on the Same Page

By Bob Buday, Bernie Thiel, Susan Buddenbaum, and Tim Parker 


Marketing and Business DevelopmentLeaders of professional services firms can begin to increase the returns on their marketing and sales investments by asking one simple question: Are marketing and business development playing the same game, on the same team, and using the same game plan and scorecard?

For the majority of professional firms, our research and experience tells us the answer to this question is "no."

Industry Insight: What Editors Want

I'll tell you what they really, really want

By David Rosenbaum, Editor-in-Chief, The Bloom Group

If you were to ask editors at print or online publications what they want from public relations or marketing professionals, the sarcastic ones (and they predominate) will say that all they want is to be left alone. Less cranky (and more realistic) editors will say, “Good stories,” and then moan about why that simple fact is so hard for marketers to understand.

Making a Business Book Pay Off

By Bob Buday and Bernie Thiel

The siren song of becoming a best-selling author is strong for many advice-givers. The prospect of having one’s ideas consumed by thousands or millions of people can be difficult to resist.

Quality Content Generates Business

By Tim Parker

Ranking high in search engines results is increasingly important to professional services firms. This article explains how to get higher rankings with quality content. Read it here.

 

 

Reengineering the White Paper - Pt 2

This is the second of a three-part series on white papers in which we explore to how to take them to market and generate leads.

Search Engine Optimization: How to be Found When Clients Comb the Web

By Tim Parker

searchIn a recent survey by the Economist Intelligence Unit and Google, nearly 90 percent of executives said they use the Web to look for professional services firms, even if they have a prior relationship with a firm. Some 41 percent said their opinion of a professional firm was influenced by its website and 21 percent by search results. Sixty–seven percent said that in choosing a professional firm, "I first consider firms I have worked with previously but also conduct research on new firms that may specialize in the type of work I am seeking," and 20 percent said, "I usually begin by researching firms that best meet my needs rather than considering firms I already know."

Using Events to Generate Business

By Bob Buday and Bernie Thiel

Professional services firms increasingly are viewing self-sponsored marketing events such as seminars and conferences as a way to generate demand for their services. And for good reason. Done right, an educational event can be an extremely effective way to move individuals from “prospect” to “buyer” status.