Digital marketing insights & tactics for professional services firms.

There are many ways to dissect and segment the market but for me there are 4 key segments that sit above them all. It starts with 2 – those ready to buy and those not ready to buy, we can then divide these 2 into those that already know that you exist (aware) and those […]

Being a Geelong boy it was great to read a recent article in The Age newspaper about Geelong based retailer Cotton On and how they mastered the middle market. For those of you that don’t know Cotton On started in a car boot in 1991 and “… housed just 40 staff in its headquarters 10 years ago. It now […]

Welcome to the first of nine chapters in the No BS Series. This series of chapters is designed to be read following download of the No BS Guide to Digital Lead Generation and outline in more detail how you can make this work for your firm. Please note that all comments are made in the context of business to business transactions […]

Welcome to chapter 2 of the No BS Series, in the last chapter we discussed the No BS approach and now move on to the state of play in terms of professional services marketing. From my experience and yes it’s anecdotal but very few professional services firms are serious about digital lead generation and of those that […]

Welcome to chapter 3 of the No BS Series, in the last chapter we discussed the state of play in terms of professional services marketing and now do the big reveal … hold on to your hats! So far in this series we have established that digital has been a somewhat dark art perpetuated by […]

Welcome to chapter 4 of the No BS Series, in the last chapter we knocked you off your feet with a big reveal  and now its time to introduce our friend DEB. So what is the greatest impact the internet has had on business? It has completely destroyed some business models and created many more, but […]

Welcome to chapter 5 of the No BS Series, in the last chapter we introduced you to DEB now we introduce the 3 keys to successful lead generating digital marketing. If you downloaded and read the NO BS guide you would already be familiar with the 3 keys to successful modern marketing but let’s have a […]

Welcome to chapter 6 of the No BS Series, in the last chapter we introduced the 3 keys to success and now dig beeper into the concept of marketing to the unaware. The real power of advanced digital marketing is that it allows us to cost effectively move much further up the funnel and attract […]

Welcome to chapter 7 of the No BS Series, in the last chapter we dug deeper into marketing to the unaware and turn our attention to the differentiation dilemma. We are not going to pretend it’s easy because it’s not – how do you differentiate one firm from another when from the outside it looks like […]

Welcome to chapter 8 of the No BS Series, in the last chapter we discussed the differentiation dilemma and now introduce a new way of looking at the world. According to Confucius “man who chases many rabbits catches none” and as far as we can tell he was a pretty clever guy. And so you can […]