Article - Thought Leadership Marketing

03/07/2017
An interview with Steve Cokkinias, VP Marketing and Sales, FMG Leading FMG Leading is a human capital strategy consulting firm. In early 2016 FMG leading realized that its sales-led strategy was not helping the firm grow as fast as it wanted, and it needed to make a change. A year later, FMG...
11/14/2013
By Robert Buday (Partner, Bloom Group), Sally Caputo (President and Chief Operating Officer, Association of Management Consulting Firms) and ResearchNow Key findings: Consulting firms are retrenching with social media, spending less of their marketing budget on it (18%) this year than they did last...
04/30/2013
As consulting firms move the majority of their thought leadership content online, many cling to a publishing model that's a relic of the print era: hosting a monologue rather than a dialogue with the online viewers of their content. That's what a 2013 survey by the Bloom Group and the Association...
07/27/2012
By Robert Buday (President, Bloom Group), John Furth (CEO, the Association of Management Consulting Firms) and ResearchNow Social media – the LinkedIn discussion thread, the Facebook fan page, the Twitter tweet and other online ways of interacting with the world – has transformed how individuals...
04/12/2012
  Management journals long have been a staple of the B2B marketing mix. Yet readership of their online editions varies greatly from firm to firm. We looked at several dozen online management journals of B2B firms, and five in-depth: those for which viewership numbers could be determined (the online...
10/06/2011
Seminars, publications, market research, and customer care centers are important tools in every B2B firm’s toolbox for understanding, attracting, serving and keeping customers loyal.  But they're not enough today. (First of a series.)   Seminars, publications, market research and call centers are...
10/06/2011
Professional firms often get thought leadership marketing or sales right, but not both. When they do, they are far better able to grow profitably in good times or bad.    By Ford Harding and Robert Buday URC, a New Jersey-based, operations-improvement consulting[i] firm, grew from $20 million to $...
06/22/2011
This report presents our the findings of research our organizations conducted this spring on how consulting firms are using social media to market their expertise, and how buyers of their services use social media to find consulting expertise. This is our second annual study on this topic.    A...
12/21/2010
By Tim Parker A lot has happened in the world of thought leadership marketing this year. In particular, the increasing use of search and social media by the executive suite continues to raise the bar for the quality and quantity of material a B2B firm must produce. It is also changing the channels...
04/29/2010
In this article, we show how to develop and market a point of view concurrently rather than sequentially. We explain how to start building an audience even before publishing an article or white paper, as well as how to continue increasing that audience and their interest in your services long after...

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