Many years ago, I led the marketing function for a highly successful professional service IT consulting organization. We quickly grew from less than 10 million in revenue to more than 100 million. I was proud of my team of six and we worked very hard and had a lot of success — or so I […]
Author Archive | Randy Shattuck
I get a lot of email. I classify it three ways: stuff I must read, stuff I might read and junk. The “stuff I must read” goes to the top of my to-do list. The “stuff I might read” is shuffled over to a corner of my inbox for that blessed day when I finally […]
Only 6 percent of survey participants consider their content marketing really effective and 62 percent consider their content marketing to be mediocre. Do you find it ironic that B2B companies are willing to increase budgets for a marketing strategy they readily admit is mediocre?
There is more content marketing being produced today than ever before. And folks, it’s only going to increase. So if you are struggling now, it’s time to identify the root causes and make some course corrections. I want to help you do just that.
As a young marketing executive, I used to run massive tradeshows for a technology consulting firm. During the show, we’d generate hundreds of leads — all of which required follow-up after the show. So I made a classic mistake. I threw them over the fence to the sales team and said, “Work these leads and […]
Thought leadership delivers six primary forms of value to service providers: It empowers service providers to leverage valuable sales resources more effectively It empowers them to enter more buying cycles. It empowers them to enter buying cycles early. It empowers them to take control of the buying cycle by shaping success criteria. It empowers them […]
How do service buyers do it? How do they take that journey? How do they go from knowing nothing or very little about a service provider to signing an agreement for thousands, hundreds of thousands or even millions of dollars — all within a very short window of time? If a deal is primarily services, […]