Creating a “Honey Pot” Service
You’ve just come up with a great idea for a new consulting/advisory service. You know clients will want it. You’ve mapped out the experience, the methodology. You know what happens […]
You’ve just come up with a great idea for a new consulting/advisory service. You know clients will want it. You’ve mapped out the experience, the methodology. You know what happens […]
“Our people can access a wealth of data on our FMS system.” “No one has built out an infrastructure like ours.” “We’ve invested over half a million dollars this year […]
Returning from a trip overseas, we were treated to a first-class lesson in Service Design: Don’t make life hard for those delivering your service. The place: 39,000ft over the Pacific […]
Way back in the 1990s, the Nortel brand touted “A World of Networks.” That world is obviously here now. B2B services companies are doing all they can to become more […]
Launching a new service, especially a cloud-based/SaaS service, is always a challenge. So many moving parts, or lines of code, or behaviors of employees to align and manage. When things […]
Product companies have long been augmenting their products with services (service contracts, subscriptions, etc.). For service companies, augmenting services with products can be both an essential part of the business […]
So much of b2b services marketing focuses on big, broad, attractive promises. You know the kind: “results that matter,” “better outcomes,” “delivering superior care.” These are (emotional) end-benefits to the […]
You’re about to have one of those meetings during which “we’ll talk about Marketing.” Great. Try to go in with a framework to help guide the discussion. Today, for example, […]
… will anyone listen? Reviving the E.F. Hutton brand is not a bad idea, especially if E.F. Hutton’s new marketers resist the temptation to change the brand’s “when E. F. […]
Let’s imagine for a moment that corporate structure (P&Ls, silos, arguments over who “owns” the customer relationship, etc. etc.) doesn’t get in the way of a cross-sell … yeah, ok, […]