July 2016 - Issue 14.4

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 Insights for executives and services professionals
Feature Story

Are You Holding Onto Your Subscribers for the Wrong Reasons?

Let ’em go! Let ’em go!

by Meryl K. Evans, editor, Professional Services Journal

Read More

In my first job out of college, the Federal Aviation Administration provided me with a TTY, a telecommunications device for the deaf. I used it quite a bit, even for conference calls. That was an adventure, as the relay operator had no idea who was who. But it was better than nothing.

Editorial Corner

Some clients never clean their email lists. When they come to us, it’s one of the first things we do. Meryl K. Evans explains why you need to let subscribers go.

Teri Doty
Teri Doty

Randy Shattuck says there’s a great reason for doing content marketing, and it’s not what most people think. Find out what it takes to pull prospects into the sales funnel and turn them into clients.

As a professional services professional, you’re constantly making decisions based on what your dashboard shows. Or do you rely on instinct and outdated information? Mark Robinson reveals what you can do to speed up smart decision-making.

Even if you have the right tools to help with making decisions about resources, they won’t do you any good if you’re not like Leonard da Vinci. Steve Chong describes what professional services firms need to effectively manage resources.

Has your company been affected by the updated revenue standard, Revenue from Contracts with Customers? Patrick Sheehan provides nine steps to prepare for compliancy.

Happy reading! — Teri

An eNewsletter For Your Company

Increase Leads and Sales With a Newsletter of Your Own

You could have top notch staff, happy customers and plenty of testimonials to back up your experience and expertise, but you could be missing out on generating more leads because of one thing: Prospects forget about you when they need your services.

Stay top of mind with an effectively-designed and targeted email newsletter. When done right, an enewsletter is a valuable tool for:

  • Promoting your business
  • Demonstrating expertise and thought leadership
  • Informing readers about events or promotions
  • Improving lead generation and sales 

An email newsletter is more than its content.

Get more information.

Marketing Matters
Great Content

How Content Impacts the Service Sale

Good content marketing shapes client expectations

by Randy Shattuck, The Shattuck Group

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Most marketing and sales leaders in service organizations believe that the primary reason to deploy content marketing is to generate leads. The theory goes like this. Give prospects some great ideas to prove you’re an expert and that position you as a trusted advisor.

Contributor's Corner

9 Steps to Prepare for Compliancy

What you need to do now to be on time

by Patrick Sheehan, solution architect, Tribridge

Read More

It's been a few years since the May 2014 release of the Financial Accounting Standard Board's and International Accounting Standard Board’s new revenue stan¬dard, Revenue from Contracts with Customers. The impact of the standard will be felt across all industries.

Master B2B Content Marketing

9 Actions Content Marketers Need to Do Right Now

Useful reminders to keep your program on track

by Joe Pulizzi, Content Marketing Institute

These actions cover everything from reviewing your email newsletter and growing it to creating incentive programs and looking to the future. It’ll help your content marketing out of a rut or prevent it from stagnating.

Read more ...

9 Tips to Take the Boring Out of Your Content Marketing

Create content that engages and converts clients

by Michael Brenner, Marketing Insider Group

B2B content is notorious for being boring, but it doesn’t have to be that way. Creating captivating content requires one thing that’s often the root of all good marketing: knowing your clients and their pain points.


Win More Business

Debunking the Notion That It’s Not What You Know …

It’s neither what nor whom you know

by Ian Altman, Forbes

If your sales team switches to actionable sales intelligence, it could ramp up sales. For example, when there’s a change at the senior level, it could be an opportunity for you.

Read more ...

How to Scale Sales Output and Drive Revenue Growth

Catching up with buyers in their journey

by Brandon Redlinger, QuotaFactory

Buyers are often more than 60 percent of the way in their journey before they contact a company. What’s a company to do? Sales enablement may be the answer. Read on to find out what it is and why you need it.


Lead Better and Accomplish More

The Secret to Smart Professional Services Resource Management

Be like Leonardo da Vinci

by Steve Chong, chief operating officer and product manager, Projector PSA

Leonardo da Vinci was the ultimate Renaissance Man. It’s hard to comprehend that the same person who painted the Mona Lisa and The Last Supper was also an accomplished military engineer, architect and mathematician. Da Vinci had an unquenchable thirst for knowledge in both the arts and sciences as well as a unique ability to combine concepts from those diverse fields.

Read more ...

What Professional Services Must Do to Speed up Smart Decision-Making

Lessons from NASCAR: Then and now

by Mark Robinson, Kimble Applications

Whether you’re driving in NASCAR’s opening race at Daytona or driving your consulting business to greater heights, responsiveness makes a huge difference. A car that responds to the driver’s nudges more quickly is — taking the competence of the driver as a given — going to win more races than one that does not.





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