Hinge Marketing

NOVEMBER 9, 2022

About the Research. The Hinge Research Institute has studied more than 40,000 buyers and sellers over the past decade—giving us unparalleled insight into the professional services industry. How do clients feel about their service providers? But there is an upside. What are buyers’ key business challenges? Download Now.

Research 112

Research Peer-to-peer Case Studies Thought Leadership 112

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. Expectations are everything.

Enterprise Management 98

Enterprise Management B2B Marketing Work Management Marketing Management 98

Hinge Marketing

SEPTEMBER 10, 2020

We often imagine our most common website visitor is a potential prospect who is checking out our service offerings, reading through our thought leadership content, and exploring the profiles of our experts. Here are some ideas: Use real photos of your team in action. And this is a mistake! But all Careers pages are not created equal!

Marketing Websites 137

Marketing Websites Thought Leadership Case Studies Ideal Customer Profiles 137

Hinge Marketing

JUNE 14, 2021

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. Download Hinge’s Research as Content Guide and learn how to rise above the noise with research-based content. Uses of Premium Content.

Paid Content 144

Paid Content Top of Funnel B2B Thought Leadership Thought Leadership 144

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? The #1 reason for all of those resignations in the last year was: “I was frustrated with leadership/management at my previous job.”.

Work Management 93

Work Management Marketing Management Thought Leadership Paid Search Agency 93

Hinge Marketing

MARCH 11, 2021

research from our own Hinge Research Institute shows that referrals are down and face-to-face conferences, trade shows, and speaking events have a way to go before people are comfortable attending them again. It is a cost made for an inward function: learning more about competition, branding, messaging, pricing, etc.

Marketing Budget 93

Marketing Budget Research Lead Scoring Lead Ranking 93

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

Salesforce Marketing Cloud

JUNE 7, 2022

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. And that all hinges on alignment. The chief marketing officer position also saw a drop, from 66% in 2013 to 19% today. Download the paper. 3 on the list.

Lead Ranking 98

Lead Ranking Enterprise Management Customer Satisfaction Paid Search Agency 98

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

Oktopost

FEBRUARY 21, 2022

Employee advocacy, how your employees express themselves about your brand on social media, is a hot topic for many that want to cement their employer branding, increase positive brand sentiment, and boost their social selling efforts. Statistics on Social Selling and Thought Leadership. Hinge Research Institute ).

Statistics 75

Statistics Paid Content B2B Thought Leadership Peer-to-peer 75

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. Now, a shot of reality.

Account Based Marketing 114

Account Based Marketing ABM Marketing & Strategy Webinar Metrics 114

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? What about recruits?

Marketing & Strategy 118

Marketing & Strategy Marketing Strategy Planning Work Management 118

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. For example, in 2018 Hinge worked with several global, national and regional firms that had grown rapidly by strategically acquiring smaller firms for their specialized service offerings. About the Research.

Marketing Budget 96

Marketing Budget Differentiation Case Studies Budget Programs 96

Hinge Marketing

MAY 14, 2019

In my years doing research at Hinge, I’ve studied hundreds of professional services brands. When our clients go through this exercise with Hinge, we examine feedback provided by their buyers, referral sources, and employees. To understand overarching brand themes to uncover common ground and unify internal teams.

Studies 94

Studies Research B2B Marketing Brand Identity 94

Hinge Marketing

JULY 25, 2019

You might be concerned about your firm’s employees sharing information about your business on their personal social media accounts. Chances are, most of your employees are already sharing about your company online or talking about the brand to others. This strategy is called employee advocacy. But guess what?

Social Media 81

Social Media Organization Media B2B Thought Leadership 81

WriteSpark

MAY 14, 2013

In this guest post, Hinge Marketing, which specializes in professional services firms, presents interesting data about online marketing strategies that can benefit any company offering technology services. However, these services aren't often the focus of guidance for effective marketing. How Services Firms Grow with Online Marketing.

Online Marketing 120

Online Marketing Service Planning Paid Search Agency 120

EveryoneSocial

DECEMBER 8, 2020

When a potential customer is thinking about buying your product, they are going to do their research. If your employees are seen as knowledgeable and insightful about their job or industry, your brand gets a halo effect,which will strengthen your reputation as a business. Advantages of Employee Personal Branding. Grab your case study.

Personalization 98

Personalization Brand Identity Branding Paid Search Agency 98

Hinge Marketing

DECEMBER 7, 2017

If you are a new CEO or managing partner, recently tapped to lead your firm into the future, you’ve got plenty to worry about: mastering day-to-day operations, building staff morale, evaluating your service mix, addressing changes in the marketplace—maybe even turning around a struggling business.

Peer-to-peer 67

Peer-to-peer Thought Leadership Ideal Customer Profiles Work Management 67

Seismic

NOVEMBER 20, 2020

Today, Battery Ventures named Seismic one of the 25 highest-rated private cloud computing companies to work for , with data specifically provided by Glassdoor, the worldwide leader on insights about jobs and companies. The rankings hinged on how companies are handling issues like remote workforces and the broader economic downturn.

Customer Surveys 52

Customer Surveys Positioning Companies Best Practices 52

WriteSpark

MAY 14, 2013

In this guest post, Hinge Marketing, which specializes in professional services firms, presents interesting data about online marketing strategies that can benefit any company offering technology services. However, these services aren''t often the focus of guidance for effective marketing. How Services Firms Grow with Online Marketing.

Online Marketing 120

Online Marketing Service Planning Paid Search Agency 120

Bluetext

SEPTEMBER 29, 2023

As a marketer in this space, your success hinges on how well you can communicate credibility to your audience. Establish Thought Leadership Position your brand as an authority in the cybersecurity domain. Transparent Communication In a field where transparency is paramount, be open and honest about your products and services.

Trust Marketing 32

Trust Marketing Marketing & Strategy Marketing Strategy Ad Building 32

Hinge Marketing

JUNE 28, 2019

Your firm’s singular mix of talents, personalities, skillsets and leadership are key components of your brand and contribute to your reputation. Ask what they liked most and least about their work environments, the way they delivered services and their firms’ management styles. But what does that mean? Business Development.

Work Management 80

Work Management Marketing Management Service Acquisitions 80

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. With all these positive outcomes in mind, how should you budget for a high performance website? Let’s explore this topic next.

CMS Development 112

CMS Development Cost Marketing Websites B2B 112

GreenRope

JUNE 7, 2021

2020 was all about going digital, and businesses that are yet to establish a digital presence will struggle to compete both locally and internationally. A McKinsey Digital survey reveals that about 70% of businesses that attempt digital transformation usually run into problems. Focus on Leadership. Monitor your Efforts.

Digital Transformation 52

Digital Transformation Tips Business Work Management 52

Adobe Experience Cloud Blog

AUGUST 6, 2018

And the positions themselves are even more exciting. Because every sector is now thinking deeply about marketing and data, analyst jobs can be found everywhere. One day, you might be teaming up with product designers, working with photographers, or communicating with experts in a particular field to understand their viewpoints.

Paid Search Agency 91

Paid Search Agency Advertising Agencies Ad Agencies Personalization 91

nDash

JANUARY 6, 2021

That’s what my team has been focused on over the last two years. When Dan McDermott started at Epsilon in 2013, thought leadership responsibilities fell on a lot of different people’s shoulders. But with 2018 leadership changes came a new push to make content marketing a dedicated practice at Epsilon.

Work Management 52

Work Management Verticals Marketing Management Thought Leadership 52

SnapApp

SEPTEMBER 13, 2018

When thinking about how to combat the lack of trust buyers have in their B2B brands, content marketers should look to basics for answers — might we suggest a fan favorite of marketing 101 professors everywhere? And successful B2B content marketing today hinges on a similar secret weapon: authenticity.

B2B Marketing 89

B2B Marketing B2B Thought Leadership Content Marketing B2B 89

Hinge Marketing

JULY 26, 2017

In fact, these platforms are injecting new life into an old concept: thought leadership. But thought leadership isn’t about writing white papers anymore. Many savvy firms today are positioning themselves as indispensable, go-to sources of knowledge. How Hinge Can Help: Want to become an industry thought leader?

Thought Leadership 49

Thought Leadership Ideal Customer Profiles Differentiation Sales Qualified Leads 49

Hinge Marketing

MARCH 25, 2020

Like many of you, we at Hinge have watched as events related to the COVID-19 pandemic unfold before our eyes. My own perspective on the crisis has evolved, and I worry about the wide range of challenges faced by our clients around the world and their families. AEC Firms conducting structured research.

Research 51

Research Planning Paid Search Agency Differentiation 51

Hinge Marketing

NOVEMBER 9, 2016

I talk to a lot of professional services executives about recruiting the right type of talent to support their marketing strategies. Interestingly, teams don’t get as tripped up on how to build a strategy as much as on how to implement those strategies. That’s why teams often find themselves overwhelmed with: Too little time.

Work Management 82

Work Management Marketing Management Marketing Automation Services Webinar Metrics 82

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

Zoominfo

OCTOBER 5, 2021

Think about the most innovative businesses and business leaders in the world. Modern marketing success hinges on personalization. 87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand ( source ). Build a well-rounded team. Occasionally.

Paid Search Agency 100

Paid Search Agency Buyer Personas Advertising Agencies Marketing Analytics Tools 100

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

Buffer

JANUARY 3, 2022

You’ll optimize your brand for growth: Even if you feel like you are your business in the beginning, if you have visions of growing a team or perhaps getting acquired, you want the business brand to stand on its own, without you. Your professional success shouldn’t hinge on your business’ success.

Small Business Marketing 87

Small Business Marketing Brand Identity Branding Work Management 87

Hinge Marketing

JULY 21, 2016

Every mature professional services firm needs a strong succession planning process in place to ensure a smooth transition from the old guard to new leadership. An important place to begin the succession planning process and ensure critical skills transfer is to engage and empower your teams across the generational divides.

Planning 48

Planning Process Wiki Tips 48

EveryoneSocial

JUNE 20, 2023

A team of advocates. This team should be composed of people with different levels of experience, expertise, and job functions to reach a broad audience. This can include things like leaderboard bonuses, prizes, or recognition from senior leadership team members. That makes for a powerful marketing engine.

Webinar Metrics 52

Webinar Metrics Paid Search Agency Thought Leadership Network Marketing 52

Hinge Marketing

JULY 26, 2016

And arguably the most effectively way to boost your reputation is through thought leadership marketing. Displays of thought leadership can play a key role in generating referrals. Blogging, however, can be put into place sooner and put you on the fast track to thought leadership success.

Thought Leadership 48

Thought Leadership Planning Generation Paid Search Agency 48