unbillable hours - a podcast about better professional services marketing Ash, Flo

”Market segmentation” remains the most under-utilized source of differentiation in all of consulting... So how can you segment properly, and create an edge for your firm? Ash and Flo discuss:

Is digital marketing really the end-all, be-all of consultancy business development? Our guest for this episode, Interview Valet’s Tom Schwab, disagrees (and so do Ash and Flo) - and explains why, right now, the greater opportunity might be exploring everything besides digital ads, SEO, and social selling:

Ah, yes... creativity! It is so important in marketing, yet so rare in most marketing materials consulting firms tend to put out (not yours, of course, you’re good!). Why is that? Why does it matter? And - how could firm marketers ramp up the creativity of their messaging, collateral, and ads? Ash and Flo discuss:

Ever heard of ”effectuation?” No? Well, it’s one of these management frameworks or something. And it contains a bunch of principles you might find helpful when preparing your marketing programs for execution. Here goes:

Are you thinking about your services in the same ways your clients do? And do you use the same words they use to describe them? Well, chances are, you’re not—or not anymore. Prospects’ categories for thinking about and searching for consultancy services are ever-changing, and Source Global Research’s CEO Fiona Czerniawska explained in some detail why it pays to pay attention.

How can consultancy marketers make firm-wide change? We asked someone who should know because “making change” is part of their marketing executive day job: Marc Appel, head of content and editorial strategy at Accenture.