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 […]
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 […]
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, […]
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, […]
B2B services brands are built on evidence of a core resource or capability, an “asset” you bring to the table that your competitors do not. IBM, for example, is going […]
Most b2b marketers know that to sell a customer on a service they have to make the service experience real in some way. Despite this knowledge, a lot of services […]