Red Star Kim

NOVEMBER 17, 2023

At training workshops, people often ask me for case studies of successful marketing and business development strategies and campaigns at professional services firms. Here I summarise brand, referrals, research, key account management (KAM) and new service development case studies. Some competitors enjoyed 2.5

Marketing 130

Marketing Key Account Management Innovation Account Management 130

Red Star Kim

FEBRUARY 1, 2024

International Marketing Benchmark 2024 from Meridian West – AI dominates the agenda. Key findings of the International Marketing Benchmark 2024 Unsurprisingly, there is generally much greater business confidence. And Gen AI appears to dominate both management and MBD agendas.

Marketing 130

Marketing Leadership Profitability Digitalization 130

Customer Think

APRIL 12, 2024

Whether your brand is new to the creator economy or has been at it for some time, here are three rules to help maximize your influencer marketing investments. Influencer marketing plays a key role in the creator economy, accounting for $5.89 billion in marketing spend in the U.S.

Marketing 69

Marketing Digitalization 69

Customer Think

JULY 22, 2021

Conversion-oriented marketing has its obvious draws. Near-term sales translate to immediate ROI—something marketers are facing increasing pressure to secure amid the ever-shortening CMO tenures and tightening corporate budgets. However, if brands […].

Marketing 119

Marketing Sales Digitalization 119

Customer Think

DECEMBER 16, 2021

We previously answered the questions, “What is brand equity and why is it important?” Now, we’ll share some guidelines for building brand equity and creating a brand equity survey that has been tried and true through our many years of market research. In order to build positive brand equity, you must measure […].

Marketing 111

Marketing 111

The Center for Sales Strategy

SEPTEMBER 13, 2023

Your employer brand can make a big difference. A strong employer brand not only helps you stand out from the competition but also attracts the right candidates who align with your company's vision and goals. Why should they choose you over the other competitors?

Marketing 84

Marketing Sales Sales Management Organization 84

Red Star Kim

OCTOBER 3, 2022

This article summarises the delegates’ key pitching insights – Qualification, Branding and Following up. The type and number of invitations to pitch and tender will depend on the effectiveness of a firm’s overall marketing and selling effort. Relatable images are the top currency in content marketing. Qualification.

Decision-making 130

Decision-making Communication Meetings Marketing 130

Red Star Kim

SEPTEMBER 26, 2023

I presented a methodology to design marketing and BD team structures in November 2015. Some of the points raised then remain the same, whilst new market conditions bring additional components into the equation. They learn about their markets and clients, help formulate strategy and develop plans.

Marketing 130

Marketing Key Account Management Account Management Artificial Intelligence 130

Red Star Kim

SEPTEMBER 7, 2023

I regularly scan the media for information relevant to professional services benchmarks and market updates. I share some of my findings to support marketers who are conducting PESTLE, competitor and commercial analyses. Another example looks at DBAs ( Distinctive Brand Assets ) or brand codes according to Professor Ritson.

Marketing 130

Marketing Financial Services B2B Media 130

Red Star Kim

MARCH 17, 2023

A fellow tutor at Cambridge Marketing College – Neil Wilkins – has completed significant research into marketing in the metaverse. I’ve tried to summarise his key points here: Marketing in the Metaverse – An opportunity for professional services firms? He shared his views at a webinar earlier today. The Metaverse opportunity?

Marketing 130

Marketing Transportation Leadership Digitalization 130

Customer Think

MARCH 6, 2024

Marketers have long argued that a strong brand can induce customers to pay premium prices, increase customer loyalty, and drive growth. But until recently, it’s been difficult for marketers to explain exactly why and how a strong brand produces these results.

Marketing 69

Marketing Digitalization 69

Nutshell

JANUARY 22, 2021

No matter the size of your business, or the industry it falls within, creating brand awareness can be tricky. One way to establish strong brand awareness with your customers is by incorporating your brand into your email marketing campaigns. 6 ways to combine your brand into email marketing.

Marketing 97

Marketing Publishing Media B2B 97

Red Star Kim

JUNE 12, 2023

Things continue to move at pace in the world of digital marketing and marketing automation (MarTech). Digital Marketing update webinars (June 2023). He went on to outline steps in the marketing chassis. He reminded us that you only pay where people click so it does also provide free brand awareness.

Digitalization 130

Digitalization Marketing Advertising B2C 130

Customer Think

APRIL 19, 2024

Short-form video content has emerged as a crucial tool for brand growth. Not only has it been recognized as the most popular and effective social media content format, but a significant portion of marketers (33%) are investing more in this strategy than any other.

Media 69

Media Marketing Digitalization 69

Account Manager Tips

SEPTEMBER 7, 2022

If you're smart, you'll start building your personal brand now. Why key account managers need a personal brand I've been collecting job descriptions for years. Even though I may not want a new job right now, I like to know what the market is looking for. Are you put off the idea of personal branding? Here's how.

Key Account Management 130

Key Account Management Account Management Management Media 130

Strategic Communications

APRIL 11, 2024

I tend to be passionate about some odd things (I can tell by the way people look at me sometimes…) One of the things I’ve been passionate about for a number of years is effective branding. Recently I was asked to provide some insights for a small business audience about whether small businesses really need a brand (yes!!),

Small Business 52

Small Business Prioritization Communication B2B 52

Red Star Kim

DECEMBER 18, 2023

The workshop covered strategic thinking, business strategy and marketing and business development (MBD) strategy. From the animated discussions I selected a few topics of focus – Be more strategic: Top-down or bottom-up, marketing and sales integration and property marketing. Top-down or Bottom-Up Strategy?

Marketing 130

Marketing Strategic Thinking Artificial Intelligence Stakeholders 130

Customer Think

MARCH 12, 2023

Today’s retail market is increasingly digitized and saturated with competitors, making customer experience (CX) a critical part of the customer journey. In fact, a recent study shows that 75% of shoppers prefer to buy from brands that personalize their purchasing experiences.

Retail 144

Retail Customer Experience Digitalization Marketing 144

Strategic Communications

JANUARY 12, 2024

In the digital marketing landscape, authenticity and connections with consumers are paramount. UGC can play a significant role in building brand trust and engagement. Just as the term suggests, user-Generated Content (UGC) is content that has been created by users of your brand. What is User-Generated Content?

Digitalization 59

Digitalization Advertising B2B Publishing 59

Customer Think

APRIL 17, 2024

So, what’s customer experience got to do with brand management? If the ultimate objective is profitability – and the purpose of marketing is to influence customers to take action that will generate revenue, and the goal of customer experience is to deliver on the promises made by marketing – then […]

Customer Experience 56

Customer Experience Management Profitability Marketing 56

NG Data

OCTOBER 25, 2023

Digital marketing and direct mail are essential tools for financial institutions to reach their customers effectively. However, siloed work and lack of internal communication can lead to marketing overlap, which can be both annoying and costly.

Banking 52

Banking Marketing Digitalization Communication 52

Red Star Kim

DECEMBER 12, 2023

In early December (and despite the train strike), we gathered at the offices of London | Simmons & Simmons (simmons-simmons.com) for a workshop on “Future Marketing and Business Development Manager”. Future Marketing and Business Development Manager: Connections, Collaboration, Context, Creativity, Cause and Continuous learning.

Marketing 130

Marketing Emotional Intelligence Management Leadership 130

Customer Think

MAY 16, 2023

Have you heard of digital marketing’s best kept secret, brand-to-brand partnerships? A brand partnership is a mutually-beneficial relationship between non-competitive retailers. Their goals are to collectively engage new audiences, incentivize customer loyalty and increase sales.

Digitalization 115

Digitalization Retail Marketing Sales 115

Hubspot Sales

OCTOBER 3, 2018

Successful companies like Coca-Cola and Band-Aid have one important thing in common: a strong brand. In fact, their brand names have become generic terms for all similar products in their niche. A strong brand should be a priority for all businesses striving for success -- and the proof is in the numbers.

Marketing 135

Marketing Value Proposition Media B2B 135

Customer Think

AUGUST 4, 2021

I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen.The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. This es.

B2B 69

B2B Marketing Organization Digitalization 69

Customer Think

APRIL 23, 2024

What customers are seeing and experiencing vs. what brands are saying can often be in conflict. The gap between Marketing and Customer Experience (CX) teams is largely responsible for that. I originally wrote today’s post for GetFeedback. This is an updated version of that article from July 2020.

Customer Experience 72

Customer Experience Marketing Digitalization 72

Customer Think

APRIL 26, 2024

Making connections and feeling part of a community is vital – not only for the wellbeing of people, but also to boost brand health and longevity.

Digitalization 59

Digitalization Marketing 59

Customer Think

MAY 2, 2024

In the ever-evolving realm of digital marketing, social media continues to reign supreme as a powerhouse platform for engaging with audiences, building brand presence, and driving business growth. Let’s explore how to craft […]

Media 69

Media Digitalization Marketing Innovation 69

NG Data

MAY 2, 2024

Brandformance combines branding and performance marketing to measure the effectiveness of a marketing strategy. A blended approach of branding and performance can result in better results for global brands.

Business Growth 52

Business Growth Marketing 52

Customer Think

JUNE 6, 2023

(This month's Research Round-Up discusses three recent studies that focus on the effectiveness of purpose marketing, the importance potential buyers really place on brand purpose, and the attitudes of consumers and business executives about corporate E.

Marketing 59

Marketing Digitalization 59

Red Star Kim

NOVEMBER 13, 2023

Private client management and marketing: Business plans, recruitment, assessments and automation. And 90% didn’t have a marketing plan for private client. Horizon scanning, weak signal detection and strategic, market and competitor analyses are key here.

Business Planning 147

Business Planning Emotional Intelligence Marketing Management 147

Nutshell

JULY 10, 2020

Real estate marketing online is the wild west. Real estate marketing is all about building your personal brand and creating an environment where your prospects feel comfortable reaching out to you, or “converting,” as they say in the biz. In the real estate marketing space, they’re the real deal. Be genuine.

Marketing 126

Marketing Media Advertising CRM 126

Red Star Kim

DECEMBER 19, 2023

I keep an eye out for case studies in professional services marketing and share them at workshops. Legal marketing case studies – Law firm media relations and integrated campaigns (Kysen). After a brainstorm between Kysen and the firm’s director of marketing and BD a campaign was created entitled “Let’s talk about it”.

Media 130

Media Insurance Marketing Emotional Intelligence 130

Customer Think

APRIL 25, 2024

Building a strong and reliable brand is an intricate process. From idea to point of customer contact, it may take years to build a brand that resonates with the interests or values of the intended audience and stands out from other players in a respective industry. Building a brand is more than just coming up […]

Digitalization 59

Digitalization Marketing 59