Ash, Flo
unbillable hours - a podcast about better professional serv…
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Ash, Flo
unbillable hours - a podcast about better professional services marketingEpisodes
Ash, Flo
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Q: "Hey Ash, Flo - would love to implement some of the value proposition stuff you keep talking about. But we're a 15-practice firm! Where should I even start?" A: "You start by creating multiple propositions. Here, let me show you..." *proceed
All consultancies have know-how... but not all of them have it formalized (let alone refined to a point where it might become some form or IP). If your firm is in the latter group - which steps could you take towards a more refined, compelling
Ash and Flo discuss a recent think piece from Source Global Research, pointing to interesting changes in professional services buyers' spending patterns and service buying preferences. Is it time to tweak your firm's messaging? Voices, produ
Sure, your firm has frameworks - but does it have a "signature methodology," i.e., a proprietary process designed to help educate prospects and structure engagements? If not, you should design one ASAP - and listen to this to learn how you migh
Have your value prop, signature method, and offerings defined (as per our earlier episodes)? Great, congrats! Then you're ready to keep improving everything by using client feedback in some of the ways Ash and Flo describe here.Voices, produc
Does your consultancy have a point of view on its clients' industry, business, and challenges yet? No? Well, then, this is the episode for you because in it, Ash and Flo share their framework for distilling one (or several, should you need them
Ever wonder how we're producing this humble podcast? Well, Flo spilled the beans when speaking to John Tyreman over at "Podcasting in Professional Services," and John was kind enough to permit us to re-release the episode here, in this feed, so
"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:Voices, production, etc. by Ash and Flo.Creative a
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 exp
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 c
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:Voices, production, etc
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
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.Episode guest: Marc App
Seems like a lot of you liked our "Professionalizing Bizdev" episode - and some of you even sent us some questions. So... we double down on the theme, and explore how firms can push beyond "unfocused" business development and into a much more f
Ever considered LinkedIn ads for your firm or service? We certainly have... and we've learned enough about them to understand we'd need to have an expert explain them to us ... which is why we invited Hannibal, who was kind enough to share his
Flo recently hopped onto Alastair McDermott's "Recognized Authority" podcast to discuss some fresh ideas for consultancy content creation - here's the replay for you:Check out the Recognized Authority Podcast here!Voices, production, etc., by
Improving, i.e., focusing, strategizing, and scaling a firm's business development efforts, can be a somewhat lengthy journey. Soo... how could you fast-track it?Listen to Ash and Flo discuss the journey, its usual stages, and what to do durin
A lot gets said about "BizDev," but much of it comes in the form of tactical tips. Surely, there must be a comprehensive strategy and method for it, too? We asked Costas Papaikonomou, who recently wrote a book about both. His central hypothesis
Unhappy with the business results you got from your firm's content marketing efforts in 2023? Well, then, this is the episode for you! Listen in to hear Ash and Flo discuss where firms tend to go wrong with their content and what they could do
Does your firm market all its greatest thinking? Or does it keep some stuff not just in the back of the shop? If it's the latter - consider bringing some of it not just into the store but right up in front and into the "shopping window," i.e.,
Let's close the books for '23, shall we? (Ash and Flo discuss the year and share some podcast metrics to prove how kind y'all have been to us. Thanks for listening!).Voices, production, etc. by Ash and Flo.Creative and design advice by @calma
Here you go, friends: A Christmas Episode (so to speak)! Well, ok - we're not talking about Santa, but about Marketing as a "BizDev multiplier"... and explain why the discipline works in this way. But hey - maybe you can listen to it in a festi
Consultancies grow through "stages," just like every other business. But which stages exactly - and how should firm marketers behave during each? Ash and Flo discuss with Joe O'Mahoney, Prof. of consulting at Cardiff Business School, author, an
"Why don't professional services firms win work?" Turns out this question - which is (almost) the title of a recent thinkpiece by research firm Source Global - has a lot to do with "marketing"... and Ash and Flo discuss why in this episode.Voi
Whether your firm is considering partnering with another vendor or it's pushing to "rise through the tiers" of an existing partnership: You'll likely get asked a few questions about how marketing might help to make the consultancy a more valuab
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