Marketing to Chief Executives

January 6, 2025 By
board-meeting
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Corporate executives wield tremendous buying clout and, increasingly, are directly involved in high-stakes purchasing decisions early in the selection process. According to a recent study by Chief Executive Group, 3 out of 4 BtoB CEOs are more engaged in major investment decisions. Why are executives recommending brands at the beginning of new investment initiatives? According

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The Business Case for Thought Leadership Marketing

November 20, 2024 By
Thought Leadership Marketing Strategy
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Thought leadership is often seen as an intellectual exercise. Something that’s ‘nice to do,’ but not a revenue generator or central to core business strategy. Yet, when approached strategically, thought leadership marketing can serve as the foundation of your brand and a key driver of new sales. Thought leadership marketing helps companies enter new markets

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Content Marketing: Earning Credibility For Professional Service Providers

October 15, 2024 By
Content Marketing Credibility
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Years ago, I published an article in a business magazine about self-publishing as a marketing tool. As a result I landed two clients, submitted several proposals, and made reprints for my marketing materials. In one instance, a reader who later became a client had already made a decision to hire a competitor, but reconsidered when

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