Hinge Marketing

NOVEMBER 9, 2022

During long periods of uncertainty business and government leaders are looking for insights that will help them make decisions with greater certainty and speed. About the Research. What are buyers’ key business challenges? How do clients feel about their service providers? But there is an upside. Download Now.

Research 112

Research Peer-to-peer Case Studies Thought Leadership 112

Hinge Marketing

MAY 14, 2020

While many professional services firms have been profoundly affected by the Covid-19 pandemic, for AEC firms working in what has been deemed an essential industry, it’s been (more or less) “business as usual.” These firms generate 66% or more of their new business through digital channels. Or should I say the “new normal”?

Peer-to-peer 150

Peer-to-peer Webinar Metrics Thought Leadership Eye-Tracking 150

Hinge Marketing

JULY 20, 2020

Year after year, our annual High Growth Studies highlight an ongoing theme: attracting and retaining talented team members remains a top challenge for professional services firms. For a second time, the Hinge Research Institute has conducted its Employer Branding Study. The professional services marketplace is changing fast.

Studies 118

Studies Brand Identity Branding Acquisitions 118

Hinge Marketing

JUNE 7, 2021

On top of the loss and personal stress experienced by so many, it has also been a period of rapid market change, requiring businesses to adapt and evolve without a clear roadmap. . Outlined below are some of the key findings of the research which can be read about in further detail in the reports Executive Summary.

Cost per Acquisition 117

Cost per Acquisition CPA Marketing Budget Marketing Budget Creation 117

Hinge Marketing

JUNE 14, 2021

For example, buyers today are much more likely to research potential solutions to a business problem online than rely on a sales person to guide them. . Savvy professional services firms and other expertise driven sales teams develop content specifically to educate potential clients and showcase their expertise and areas of focus.

Paid Content 144

Paid Content Top of Funnel B2B Thought Leadership Thought Leadership 144

Martech

FEBRUARY 21, 2023

In my previous article, I wrote about why creative marketing teams must break free from the outdated operating models to ensure longevity. People : Aligning organizational structure, staffing and professional development opportunities to deliver on vision, strategy and value proposition. Stronger pricing power. Better margins.

Advertising Agencies 98

Advertising Agencies Organization Paid Search Agency Work Management 98

Hinge Marketing

MARCH 9, 2023

While firms can develop strategies to mitigate or hedge against risk, it’s the uncertainty of being stuck in the middle that is distinctly unwelcome. Research has identified key advantages in four key areas: KEY ADVANTAGE 1: TECHNOLOGY High Growth firms make greater use of marketing and business development technologies.

Work Management 70

Work Management Marketing & Strategy Peer-to-peer Marketing Management 70

Hinge Marketing

FEBRUARY 16, 2023

For professional services and other B2B organizations, it’s essential to have a website that accurately represents both your brand and your capabilities, while also providing a positive user experience. Also the experience and expertise of your website design and development partner can impact the cost.

CMS Development 112

CMS Development Cost Marketing Websites B2B 112

SalesIntel

APRIL 15, 2024

However, sales and marketing teams play a pivotal role in guiding customers through the sales funnel by addressing the unique demands and obstacles t customers encounter at each stage of the B2B buyer journey. This article discusses how your team can assist potential clients at each buyer journey stage.

Enterprise Management 52

Enterprise Management Ideal Customer Profiles Marketing Management Top of Funnel 52

Hinge Marketing

NOVEMBER 18, 2020

Visiting your local business library and using their databases. After putting time into getting to know your market landscape, you should feel more comfortable making decisions about your brand and how it fits into the big picture. Primary research will then help to inform the specifics of your brand’s position.

Research 160

Research Process Training Customer Surveys 160

Hinge Marketing

JANUARY 30, 2019

The first 100 days of a new marketing leadership position can be both exciting and stressful. After all, you’re an experienced marketer and that’s why you’ve been put in this position, right? Particularly if you are new to the organization and position, make sure you have done enough preparation to hit the ground running.

Planning 90

Planning Marketing Automation Services Peer-to-peer Budget Programs 90

Hinge Marketing

AUGUST 14, 2019

If you are one of the millions of people who enjoy podcasts — and like to pack a little learning into your spare time — I and my colleagues at Hinge have put together a list of our favorite professional services marketing podcasts. A nuts and bolts exploration of marketing and running a successful B2B business. B2B Growth.

Work Management 104

Work Management Marketing Management Service Planning 104

Hinge Marketing

JANUARY 29, 2020

“Our business was built on relationships and referrals.”. For the fifth consecutive year, the Hinge Research Institute conducted a comprehensive study of over 1,000 businesses providing professional services. Five business growth strategies used by the fastest-growing firms. Companies today face new challenges.

Marketing Budget 118

Marketing Budget Studies Paid Search Agency Work Management 118

Salesforce Marketing Cloud

JUNE 7, 2022

In addition to being digitally savvy, they need to handle change with agility and they need highly developed emotional intelligence to navigate new relationships. What do 4,100 executives and employees say about employee and customer experience? Download the full paper for more about how you can harness the experience advantage.

Lead Ranking 98

Lead Ranking Enterprise Management Customer Satisfaction Paid Search Agency 98

Top Rank Marketing

AUGUST 30, 2023

B2B marketers taking on new leadership roles naturally seek out trusted resources that help professionals in new positions hit the ground running, and TopRank Marketing is honored to be a go-to B2B content and influencer marketing agency for so many top marketers in new leadership roles. Don’t let success hinge on unspoken assumptions.”

Enterprise Management 98

Enterprise Management B2B Marketing Work Management Marketing Management 98

Hinge Marketing

MAY 14, 2019

In my years doing research at Hinge, I’ve studied hundreds of professional services brands. These businesses range from complex conglomerates to tech-focused startups; traditionalist boot-strappers to global entities. How does this kind of market research impact their business? To develop a relevant brand story.

Studies 94

Studies Research B2B Marketing Brand Identity 94

Hinge Marketing

JANUARY 16, 2019

Your firm’s differentiators and positioning can lose their potency, confusing potential buyers and making it more difficult to recruit and retain top talent. One of the ways business leaders can gauge the health of their firm’s brand is to assess its brand alignment. Many buyers won’t have the patience to tease out your true story.

Brand Identity 98

Brand Identity Branding Work Management Differentiation 98

Hinge Marketing

JUNE 8, 2022

At the Hinge Research Institute , we are intrigued with the “Great Resignation” trend—what is driving it, what is its impact, why does it continue, and what are organizations doing to minimize it? Typically, it is the mid-career staff that works with senior management to develop strategies. Walk Awhile In My Shoes.

Work Management 93

Work Management Marketing Management Thought Leadership Paid Search Agency 93

Seismic

DECEMBER 13, 2023

Developing a successful sales enablement strategy is an ever-evolving process that requires dedication and expertise. It takes commitment and ongoing effort to ensure your sales teams function like a well-oiled machine. And a seller’s success hinges on having on-demand access to quality training content.

Practices 59

Practices Marketing Analytics Tools Best Practices Work Management 59

Hinge Marketing

JANUARY 28, 2019

More than a decade ago, Hinge set out on a mission to understand what drives extraordinary growth in professional services. And they’re not just small- or mid-sized businesses, either. The need to understand external brand perceptions to uncover common ground and help unify internal teams. About the Research.

Marketing Budget 96

Marketing Budget Differentiation Case Studies Budget Programs 96

Hinge Marketing

MAY 23, 2019

Let’s face it, marketing resources—whether part of a large or small team—only have a certain amount of bandwidth each month to build or strengthen their brands, generate leads or demand, enhance their customer experiences, or to reach all of these goals. Buyers may not be at your conference or stop by your booth. They are enlightened.

Account Based Marketing 114

Account Based Marketing ABM Marketing & Strategy Webinar Metrics 114

Marketing Insider Group

OCTOBER 23, 2019

The challenge for sales teams and marketers is providing prospects with personalized experiences that are tailored to their needs. In business-to-business or B2B marketing, companies sell their products/ services to other companies directly as opposed to individual customers. Such a strategy can positively impact your ROI.

B2B Marketing 123

B2B Marketing Personalization Cold Calling B2B 123

Hinge Marketing

DECEMBER 4, 2019

How do mergers and acquisitions impact a firm’s brand (maybe even multiple brands if we’re talking about a “ house of brands ”), marketing and business development? Business development : Do new teams provide access to untapped markets or better positioning throughout the lifecycle of projects?

Marketing & Strategy 118

Marketing & Strategy Marketing Strategy Planning Work Management 118

Content Standard

JANUARY 18, 2022

Personalized Content Now more than ever, customers carefully evaluate the brands they choose to do business with. According to the 2021 State of Personalization Report , 75 percent of business leaders say personalization is now table stakes for digital experiences. Bridging this gap is easier said than done.

Marketing AI 123

Marketing AI Trends Lead Ranking Lead Scoring 123

Outgrow

NOVEMBER 30, 2022

How to Develop and Launch a Successful Video Marketing Strategy. Building a robust video marketing strategy is a powerful way for businesses to engage their audience through visual storytelling. But don’t take our word for it— 69% of businesses increased their video marketing budget. . Image Source ).

Marketing Budget 138

Marketing Budget Video Marketing Marketing Strategy Marketing & Strategy 138

Hinge Marketing

JULY 25, 2019

Now, consumers and business professionals gravitate to social platforms for product recommendations and to research purchasing decisions. You might be concerned about your firm’s employees sharing information about your business on their personal social media accounts. This strategy is called employee advocacy.

Social Media 81

Social Media Organization Media B2B Thought Leadership 81

Hinge Marketing

APRIL 30, 2020

Even in the days preceding Covid-19 and the new business environment this pandemic has created, we’ve been studying the behavior of an elite group of professional services firms that have managed normal marketplace ebb and flow and achieving high growth – to the tune of 20%+ annual growth for 3 consecutive years or more.

Digital Asset Management 107

Digital Asset Management Work Management Marketing Management Relevance 107

EveryoneSocial

DECEMBER 8, 2020

Branding used to be just for businesses — a key part of a company’s strategy for building awareness and gaining increased market share. . And businesses will continue to devote significant resources to building their brands. When a potential customer is thinking about buying your product, they are going to do their research.

Personalization 98

Personalization Brand Identity Branding Paid Search Agency 98

Hinge Marketing

DECEMBER 3, 2020

The Hinge Research Institute has just released a special government contracting version of its breakthrough study of professional services buyers and the firms that they hire. About the Study. What Are the Buyer’s Business Challenges? How Do Clients Feel About Their Service Providers? Why This Study Is Needed.

Word of Mouth 93

Word of Mouth Conference Studies Sample 93

Hinge Marketing

MARCH 26, 2020

This means that the almighty referral—the holy grail of business development for so many decades—is starting to lose its primacy as the business world evolves. . The data shows that buyers are increasingly searching online for business-related insights and help—and they do so at a 66% higher rate than just a year before.

Marketing Budget 121

Marketing Budget Work Management Marketing Management Webinar Metrics 121

Hinge Marketing

JUNE 12, 2017

Does your firm struggle to attract the smart, capable people you need to take your business to a higher level of success? At the same time, you want to develop a message that’s positive, approachable and energizing. And how do you develop your own? You’re not alone. Download the “Brand Building Guide” for Free.

Lead Scoring 102

Lead Scoring Lead Ranking Ethics Marketing Prospects 102

Adobe Experience Cloud Blog

NOVEMBER 15, 2017

The reality is, the sales team is not only holding marketing back from a necessary evolution, they are holding themselves back if they’re not getting on-board with ABM. In this blog, I’ll cover the key to successful ABM as well as how to get your sales team on board and how to achieve alignment. ABM is Good for the Sales Team.

Account Based Marketing 134

Account Based Marketing ABM Planning Lead Ranking 134

Hinge Marketing

JUNE 28, 2019

If you look for the best elements of both cultures you can develop a workplace that is both familiar and fresh to everyone. Ask what they liked most and least about their work environments, the way they delivered services and their firms’ management styles. Then see if you can develop a culture that includes elements of both.

Work Management 80

Work Management Marketing Management Service Acquisitions 80

DealSignal

MARCH 2, 2024

Well-targeted B2B marketing hinges on precise audience insights. Ad hoc prospecting Conclusion Learn more about Intent Data Use Cases What is Intent Data? The value of this data to your marketing team cannot be overstated. Alleviate shopping pressures and make your business more approachable by sending out email coupons.

Intent Data 52

Intent Data Intent Intent Leads Ideal Customer Profiles 52

Hubspot

AUGUST 29, 2017

Around here, we’re not exactly shy about our nerdiness. One of the more recent instances of this phenomenon is Hinge Research Institute’s 2017 Employer Brand Study. One of the more recent instances of this phenomenon is Hinge Research Institute’s 2017 Employer Brand Study. What do they love most about it? We love data.

Brand Identity 70

Brand Identity Branding Work Management Marketing Management 70

Zoominfo

OCTOBER 5, 2021

Think about the most innovative businesses and business leaders in the world. Research shows modern businesses continue to shift more towards data-driven marketing strategies. Modern marketing success hinges on personalization. Build a well-rounded team. Now imagine a team of “scientists”.

Paid Search Agency 100

Paid Search Agency Buyer Personas Advertising Agencies Marketing Analytics Tools 100

Hinge Marketing

AUGUST 7, 2017

Way back in 1969, a very perceptive marketer named Jack Trout introduced the concept of brand positioning to the world. A few years later, he and Al Ries wrote the seminal book, Positioning: The Battle for Your Mind , and the rest is history. That’s where brand positioning comes in. Brand Positioning Defined.

Positioning 97

Positioning Work Management Marketing Management Service 97