Marketing Professional Services, Part 1: Give Your People a Soapbox

Marketing professional services requires that you effectively market the brands of both the company and the skilled individuals that comprise it. Too often, I see service companies promoting themselves only as organizations and not as organizations AND a collection of highly talented individuals. Focusing on the personal brands of just the top executives is not […]

Read More

Fill Those Desks: Tips for Marketing Training Services & Seminars

This is the first in a series discussing strategies for marketing professional services. A young Harvard Associate Professor will garner instant credibility as an educator just by her association with such a prestigious university. But as her prospective students shop around for the optimal classroom experience, they’ll expect to learn more about her specific credentials […]

Read More

Channel Attribution: Which Half of Your Budget are You Wasting? (An Interview with Full Circle CRM CEO Bonnie Crater)

Remember John Wanamaker? At the turn of the 20th century, he famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This is still one of the toughest challenges for marketers today: figuring out which campaigns are the most effective at driving revenue. So, we decided […]

Read More

The Elevator Pitch: Short and Sweet

With only moments to communicate what you do and leave a lasting impression, your “elevator pitch” can be a critical networking tool.  But, finding the balance of what to include and what not to include takes some honing. Below are some guidelines on how to successfully approach your elevator pitch: Engage them quickly First you have […]

Read More

B2B vs. B2C; Services vs. Products

When writing articles for the glassCanopy marketing blog, we generally use the terminology “buyer” and “seller” as opposed to talking about “consumers”, “products”, or “services”.  This is because most of what we write is equally applicable to B2B and B2C… services and products. In those cases where we’re talking about specific use cases we make […]

Read More

4 Reasons Content Marketing Is Here to Stay

Content marketing.  It’s all the hotness these days.  If you attend a marketing conference or read the journals, you can’t avoid it.  Incredibly, content marketing has even displaced social media as the new battleground between traditional PR and advertising agencies. It’s that hot. So. Is this just the latest marketing fad? Or is content marketing […]

Read More
Page 2 of 212