Podcasts about hinge marketing

This one shift in how you talk about your business could bring in massive growth. Karl Feldman explains how. He helps architecture, engineering, and consulting firms turn their expertise into real business growth. As a managing partner at Hinge Marketing, he uses research - not guesswork - to show companies how to stand out, attract the right clients, and prove their value without relying on empty buzzwords.This episode was especially interesting to me because, as some of you know, I'm also the co-founder of a marketing agency for architects and interior designers, Market Your Architecture. Karl and I discussed:Why most firms fail at marketing (and how to fix it)The key to making sustainability a selling point for clients who don't care about it, andHow to tell if a company is actually eco-friendly or just greenwashing. He also explains why small firms have an advantage over big corporations - and how they can use it to compete. If you want to learn how to market your business better, communicate your impact, or see through corporate sustainability claims, this episode is for you.To explore more about Karl Feldman and his work, you can follow him on Linkedin or visit hingemarketing.com for resources, blogs, articles and books that you can download for research.Join me, Ladina, on this green journey, and don't forget to subscribe for more insightful conversations about sustainable living and architecture and drop us a review. If you have suggestions for future guests or topics, I'd love to hear from you on my socials!Let's explore the world of green architecture, one conversation at a time.Contact: Ladina ⁠⁠@ladinaschoepf⁠⁠Website: ⁠⁠⁠⁠buildinggreenshow.comProduced by: ⁠⁠marketyourarchitecture.com⁠

We're diving into the world of visibility with special guest Elizabeth Harr, managing partner at Hinge Marketing and author of The Visible Expert Revolution. Whether you're B2B or B2C, visibility is the key to standing out in a crowded digital marketplace and positioning yourself as the go-to expert in your field. If you're ready to stop being the best-kept secret and start getting noticed for what you do best, this episode is packed with actionable advice to help you get there! Here's what you'll learn in this episode: What it means to be a Visible Expert and why expertise without visibility isn't enough. The foundational steps to build a powerful personal brand that connects with your audience. How to optimize your website and content strategy to become a magnet for your ideal clients. Connect with Liz: https://hingemarketing.com/ Link to book you've written: https://www.amazon.com/Visible-Expert-Revolution-Rainmakers-Superstars-ebook/dp/B0CC6KSHBD

This week our host Brandi Starr is joined by Liz Harr, Managing Partner at Hinge Marketing. Meet Liz Harr, an accomplished entrepreneur and executive specializing in brand management and growth strategies for professional services firms. Leading Hinge Marketing's client delivery team, Liz helps businesses solve critical marketing and brand-related challenges. With co-authorship of several influential books and research studies, including the Visible Expert Revolution and Hinge's annual high growth reports, Liz is a regular speaker and writer in professional services circles. In this episode of Revenue Rehab, Brandi and Liz dive into the power of research-driven marketing strategies. They'll uncover how understanding your target audience's behavior can lead to spending less while achieving significant revenue growth. Get ready to explore actionable tactics for developing a science-based marketing strategy that drives relevance and revenue. Bullet Points of Key Topics + Chapter Markers: Topic #1 The Importance of Market Research [04:18] “When you approach your marketing with that formula in mind, your strategy is gold,” Harr emphasizes, identifying the powerful impact of research-driven strategies. She states, “Research yields relevance, and relevance yields revenue.” This key insight shapes the way marketing leaders should understand the behavior and needs of their target audience, ensuring that marketing efforts are not just aimless shots in the dark but are strategically aimed at achieving the highest impact. Topic #2 Conducting Effective Behavioral Research [07:45] Liz Harr underscores the need for structured conversations with your ideal clients: “You need to understand what keeps them up at 4 AM,” she says. Harr elaborates, “What are your chief organizational challenges? What criteria are important to you as you're whittling down that list from like 10 to 5 companies?” This type of research, focusing on why customers choose or reject certain solutions, is essential for crafting relevant marketing messages that resonate deeply with the target audience. Topic #3 Efficiency in Marketing Spend [16:48] Harr shares a poignant case study: “Instead of promoting some salesy aspect…you're actually promoting a piece of content,” she recalls, detailing how a client slashed their budget in half by switching to content marketing from costly, ineffective paid ads. She concludes, “We wrote some content and brought visibility to these executive guides…yielding better results with less spend.” This illustrates that understanding the target audience and meeting their needs with insightful content is more effective and economical compared to traditional, broad-spectrum advertising. Buzzword Banishment Liz's Buzzword to Banish is “actionable insights.” Liz finds this term redundant and unnecessary, stating, “None of us have time for unactionable insights. We don't want unactionable insights. So just call it insights. That is what we mean. Let's just say what we mean.” So, What's the One Thing You Can Do Today? Liz's ‘One Thing' is to delve into your metrics to uncover the priorities for your marketing strategy. "Look at your metrics. Those are probably the truest measure of how you're performing. And I would look at things not, I mean revenue growth. That's all important. Those are the obvious ones. But I would take a look at some more granular ones. Trends such as your sales cycle, has it been lengthening or shrinking your win rate? What are the trends going on there? Your win loss intel? Why are you winning? Why are you losing? So I would look at some of those more granular metrics to tell you just how or to signal to you how prioritized should a reworking of your marketing strategy be and whether you need to invest in research now or six months from now or a year from now. I think the metrics are going to give you the answer." Links: Get in touch on: LinkedIn: https://www.linkedin.com/in/eharr/ Website: https://hingemarketing.com/ Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live

This week on Amtower Off Center, host Mark Amtower is joined by Elizabeth Harr, managing partner of Hinge Marketing, for a wide-ranging conversation focused on Hinge's latest study, the 2024 High Growth Study. The study is conducted annually and is a detailed survey of high growth professional services firms.Topics discussed include: What is high impact marketing and the shift in recent years of the major components The content priorities of high growth firms: generating content, differentiation and social media marketing Marketing spend declining slightly, but high growth firms remain steady Outsourcing key areas that all companies don't have in-house, including website design, graphics, SEO and video production Learn more about your ad choices. Visit podcastchoices.com/adchoicesSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This week on Amtower Off Center, host Mark Amtower is joined by Elizabeth Harr, managing partner of Hinge Marketing, for a wide-ranging conversation focused on Hinge's latest study, the 2024 High Growth Study. The study is conducted annually and is a detailed survey of high growth professional services firms. Topics discussed include: What is high impact marketing and the shift in recent years of the major components The content priorities of high growth firms: generating content, differentiation and social media marketing Marketing spend declining slightly, but high growth firms remain steady Outsourcing key areas that all companies don't have in-house, including website design, graphics, SEO and video production

You may find consulting success just by employing general marketing strategies and casting a wide net on your target audience. But if you want to build a high-growth consulting firm, you must make your tactics more laser-focused and well-targeted. Michael Zipursky sits down with Elizabeth Harr, Managing Partner at Hinge Marketing. Together, they discuss the importance of being a visible expert, building around your brand, and empowering your digital footprint to become a highly trusted firm. Elizabeth also explains how to keep your key talents by shaping yourself into an inspirational leader.

In this bonus podcast, Michael Zipursky speaks with Lizz Harr of Hinge Marketing on how independent consultants and small firms can become visible experts:✔️ The one thing successful consulting business owners all wish they could have done earlier✔️ How we built Consulting Success® by starting with a simple blog✔️ The best type of content that gets the most traffic leads, and clients✔️ The link between your content and ability to command premium fees✔️ How to leverage the insights of other experts in your content✔️ What's working best for LinkedIn content in Q4 of 2023✔️ The different kinds of visible experts (so you can find your ideal content style)✔️ Why every consultant should strive to present and speak in front of a live audience of ideal clientsLove the show? Subscribe, rate, review, and share! https://www.consultingsuccess.com/podcast

In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks to the Partner of Hinge Marketing, Elizabeth Harr.When asked about the types of clients they work with, Liz mentioned a broad spectrum of professional service firms. These include engineering firms, architectural firms, law firms, accounting firms, and financial services companies. Any business that provides advisory services falls under their purview. However, their focus is primarily on B2B rather than B2C.Liz also emphasized the importance of understanding the sophisticated audience that professional services firms serve. These clients are not interested in being sold to; they want to be educated. Websites play a crucial role in connecting professional service companies with their audience. Liz explained that websites should provide easy access to relevant content that is unique and informative. This could be in the form of articles at the beginning of the customer journey.Liz recommended visiting their website and exploring the library section, which contains a wealth of free content. She specifically suggested checking out the guides, including one on business development for professional service leaders. This guide has proven helpful, providing readers with a checklist of actionable steps.Key Points from the Episode:Overview of Hinge Marketing and their work with professional services firmsExamples of professional service clients they work with (engineering, architecture, law, accounting, financial services)The importance of understanding the sophisticated audience of professional services firmsMarketing strategies for professional service companies, focusing on providing valuable and informative contentConnecting with the audience on a human level through websites and relevant contentEngagement process with clients, including research and growth strategiesResources available on Hinge Marketing's website, including guides and the library sectionIntroduction to Hinge University, an online learning platform with niche courses and exclusive contentAbout Elizabeth Harr:Elizabeth Harr is a seasoned professional with over 20 years of experience in strategic planning, brand management, and communications. She co-founded a tech firm early in her career and has since become a recognized expert in the professional services industry.Elizabeth is known for her expertise in the field and is a frequent contributor to the industry's knowledge base. As a Visible Expert®, she actively shares her insights through articles, webinars, and speaking engagements at professional services events nationwide. With a strong background in technology and a passion for effective communication, Elizabeth Harr continues to make significant contributions to Hinge and the broader professional services community.Her wealth of experience and expertise make her a valuable resource for individuals and organizations seeking strategic guidance and insights in the rapidly evolving tech and professional services landscape.About Hinge Marketing:Hinge Marketing is a prominent branding and marketing firm specializing in professional services. Renowned for its expertise, Hinge Marketing conducts pioneering research on high-growth firms' marketing characteristics, enabling businesses to refine strategies, re-brand effectively, launch new services, and expand into new markets. Their comprehensive services encompass research, strategic planning, award-winning creative solutions, and online marketing, catering to various industries such as architecture, engineering,...

Show Notes: In this discussion, Joe Pope, the Partner and Director of Business Development at Hinge Marketing, discusses cold outreach. He explains that it is crucial to understand the key issues, topics, and channels that target audiences in order to effectively engage with them. The old method of folding dialing and outsourcing has developed a reputation for not seeing ROI or benefit from the time spent on it. Joe suggests that when developing an approach to cold outreach, it is essential to focus on understanding social media cadence, marketing strategies, the target audience's industries, key issues, and subject matter expertise. This will help avoid falling victim to the sea of sameness and ensure that the message is tailored to the specific needs of the target audience.    Joe offers an example of an independent consultant who wants to expand their circle of clients. They have 15 years of experience in strategic sourcing and procurement. They may have already reached out to past clients and people they know but now want to expand their circle. Joe suggests making sure they know the title of the contact and ask questions around directly relatable topics and issues.  Linkedin should be used for commenting and sharing on posts or connection requests. Connection requests should only be used if you can offer valuable services, but InMail messages tend to be a waste of time. Joe explains the type of messages and messaging that work and what doesn't work, including to avoid spam, use a slightly warm connection in your connection request, such as mentioning a secondary or third connection. If you're cold, make a reason why you're reaching out, such as having a secondary connection in common or being in an industry that you just created a presentation for or something of value..  Joe discusses reaching out to people to work together on content creation on email rather than InMail, but you should identify the value to them. It's also a good tactic to use connections from your college or business school, former colleagues, or other relevant sources to move the needle closer to potential clients, and likewise, following the same topic feeds as potential clients and commenting on posts they read. Joe talks about the importance of subject lines and email length in cold outreach, highlighting that they can lead to positive ROI. Subject headlines should be short, around six to eight words, and tied to a resonating topic such as events. This approach has been successful in generating responses and open rates. Short, personalized subject lines should avoid using emojis, as they may not resonate with the intended audience. Event-related subject lines can be used to reference specific services or resources that resonate with the target audience. For instance, a firm could send a targeted list of people in industries that resonate with database decisions or artificial intelligence. By referencing the company's name, the message is personalized and relevant to the recipient. For resource-based subject lines, it is important to focus on the topic and the information being conveyed. Joe does not recommend offering a guide in the subject line, but he does mention the importance of referencing something in the first outreach email to get conversations going and provide value propositions. He offers suggestions on how to encourage engagement depending on where the client is on the funnel. Email Content Sharing Tips Joe emphasizes that cold outreach emails are not the most effective for top of the funnel and/or sharing content because they make people take more steps than just communicating or responding to you. Instead, he suggests using targeted text messages with a focus on a specific topic or deliverable. He recommends setting up an intro call to discuss how they can help with the issue. He suggests using a set list of available times and blocking them in their calendar for the outreach process. Instead, the best use of content distribution is to spend  that time and effort on areas with larger visibility range, such as getting the guide referenced in editorials or guest publishing.  Best Time to Send Outreach Email Joe identifies the optimal wait time between emails, which is typically three to four days. The optimal time for sending emails is usually in the mid mornings, as it allows for better open rates for consistent content like research studies or webinars. The best time of day for sending emails is 9:30 a.m. or 10:00 a.m., as it allows for better eye screening and engagement. He touches on the importance of testing different email formats and timings to ensure they don't blend in with other emails. The second follow-up email, which should be a reply to the first one, has been found to have a better open rate. He also touches on the use of calendar links in emails, which can be overbearing and may hinder connection with recipients. He also talks about using a separate email domain to counter being marked as spam.  Email Response Rate Metrics and Tracking Joe discusses the process of obtaining contact information for larger domains through data vendors like Zoom, Apollo, or Lucia. He emphasizes the importance of understanding the target audience and building profiles to ensure qualified responses. Meanings for response rates are important, as they vary based on the campaign and industry. Joe offers examples of open-rates and response rates from email campaigns. The number of meetings can be estimated by tracking the number of replies and meetings received. A good benchmark is 200 emails for one meeting. However, it's important to note that the number of meetings may vary across different campaigns.  Email Tracking and Follow-up Processes  Joe moves on to tracking and follow-up processes. If an email is opened but not responded to, it's important to follow up with the person. If they respond, they must provide a conditional or positive response. He offers examples of the best approach to engaging the reader. This data can be used for retargeting later down the road, such as using Google Ads systems or LinkedIn to target them with advertising. By tracking and following up with potential recipients, businesses can improve their outreach efforts and maintain a strong reputation in the industry. Joe discusses the importance of a campaign approach in email marketing. They emphasize that the campaign should be ongoing, with the same profile being targeted on a monthly basis. This approach allows for the development of new campaigns and topics that resonate with the target audience. He discusses the concept of re-engagement campaigns, which are designed to target specific clients who may not have responded to their initial email. He explains that these campaigns are not obsessive, but rather focus on specific services or needs that clients may not have initially. In conclusion, Joe emphasizes the importance of a comprehensive strategy in email marketing, emphasizing the importance of trust, reputation, and visibility in the decision-making process.   Timestamps: 04:48 How to reach out to a niche market 12:28 How to reach out to influencers 17:49 How to use subject lines in your email 26:01 How to reach out to your audience 34:26 Should you send a follow up email 38:49 Metrics and response rates 44:33 Reaching out to potential clients Links: Website: https://hingemarketing.com/ CONTACT INFO: LinkedIn: https://www.linkedin.com/in/popejf/ Unleashed is produced by Umbrex, which has a mission of connecting independent management consultants with one another, creating opportunities for members to meet, build relationships, and share lessons learned. Learn more at www.umbrex.com.

This week on Amtower Off Center, host Mark Amtower is joined by Lee Frederiksen of Hinge Marketing to discuss Lee's new book, The Visible Expert Revolution.Topics discussed include: What is a visible expert The value of visible experts to a company Steps to become a visible expert Five styles of visible experts Learn more about your ad choices. Visit podcastchoices.com/adchoicesSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This week on Amtower Off Center, host Mark Amtower is joined by Lee Frederiksen of Hinge Marketing to discuss Lee's new book, The Visible Expert Revolution. Topics discussed include: What is a visible expert The value of visible experts to a company Steps to become a visible expert Five styles of visible experts

The Accounting Influencers Podcast, hosted by Rob Brown, features Lee Frederiksen, a behavioural scientist and researcher at Hinge Marketing, discussing marketing and growth opportunities for accounting firms.Lee talks about the importance of marketing and the need for the right talent and skills to implement effective marketing strategies. He highlights the role of digital marketing techniques such as search engine optimisation, consultations, and blog posts in high-growth firms. In contrast, traditional techniques like business development and networking are used by no-growth firms. The episode also covers the importance of being flexible and adaptive to changes and gathering client data to understand their needs and anticipate changes in the market. The focus should be on leveraging technology and talent to develop innovative solutions and stay ahead of the competition. Frederiksen concludes by emphasizing the evolving role of accounting firms, which includes strategy development, branding, and marketing services.Key takeaways from this episode include:➤ why employer branding is a critical topic for accounting firm leaders to understand➤ the three things you need to build a successful professional services firm➤ the biggest growth challenge for many accounting firms➤ why the accounting profession has the lowest number of actively looking job-seekers in the whole professional services sector➤ what exactly job seekers are looking for in new roles depends on where they are in their career➤ the importance of being able to work remotely for talent looking for accounting roles➤ why accounting firms who have not responded well to covid will suffer most in losing top talent➤ the number one factor in creating a really strong employer brand for your accounting firm➤ the futility of your accounting firm having more than 3 core values➤ the number one thing job seekers who are actively looking for a new position actually want➤ the prime times or triggers that make people restless in wanting to leave an accounting firm or role➤ explaining the trend of people thinking of their career as a series of gigs vz jobs➤ why loyalty to an accounting firm increases for both staff and clients once a critical time has passed➤ the disruptive effect of mergers and acquisitions on workforce stability of accounting firms➤ why making people stay with 'golden handcuffs' can cause resentment and lowered productivity in accounting firm staff➤ the two stages in developing a compelling 'employer brand' in an accounting firm➤ a strong accounting firm brand in the marketplace may attract talent to you, but there's one vital thing it won't do➤ the differences in professional services sectors when it comes to how they attract and retain top talent➤ the importance of time horizons for restless employees - vital to know for retaining your best people➤ why it's inevitable in tough times that accounting firms will lose people➤ how the business model of 'needing a local and regional presence' has changed for accounting firms➤ what do accounting firms can do to attract employees that are not actively looking to move➤ questions accounting firm leaders should be asking in shaping a strong employer brand➤ two top tips for accountants who want more career capital and greater profitabilityGuest BioLee Frederiksen is an award-winning marketer, Visible Expert®, and business strategist. As the Managing Partner of Hinge, he uses his PhD in behavioural psychology and CEO experience to help professional service firms achieve high growth and profitability. Lee is a recognized industry name, having authored several books and conducted extensive research on marketing and business growth. He is a regular speaker at major industry events and quoted in mainstream...

So, how will generative AI change professional services marketing? We've promised to revisit this very question for a while now – and, in this episode, do it with the help of Hinge Marketing's Karl Feldman and Austin McNair, who have a strong point of view on the matter. Episode guests: Karl Feldman, senior partner, and Austin McNair, senior marketing manager, Hinge Marketing. Voices, production, etc., by Ash and Flo. Creative and design advice by @calmar.creativ Into, outro voiceover by @iamthedakota Music also by @iamthedakota   Pls. find the show notes for this episode at https://unbillable-hrs.com.

Is your firm struggling to find new candidates or do you have clients that "just don't get it"? Well, my AEC friends, it may be time for a good 'ol rebrand! In this episode, Perryn and I dig into what a healthy brand does and how to know if you're ready for a rebrand or even a brand refresh! About Perryn: Perryn Olson, CPSM, CCMP leads the marketing team at REX Construction, REX Engineering, and REX Technology, which includes SuperDroid Robots. Previously, Perryn was My IT's Chief Strategy Officer, leading the marketing strategy and sales team while providing client relations. Before My IT, Perryn led the construction marketing firm, The Brand Constructors, and became a nationally recognized thought leader. Perryn then worked with Hinge Marketing, a national professional services marketing firm that specialized in high-growth professional services firms. He is a certified marketer with SMPS and the Construction Marketing Association, past president of SMPS Southeast Louisiana, and past co-chair of SMPS Southern Regional Conference. He has spoken and written extensively within the build and tech industries, and in 2014, he wrote the Construction Executive's Guide to Brand Marketing and is quoted in numerous marketing publications. Website: rex.one LinkedIn: https://www.linkedin.com/in/perryn/

What works and doesn't work with today's buyers in our economy? Dr. Lee Fredriksen of Hinge Marketing sheds some light on how buyers are thinking today. He is an expert in professional services, one of the most difficult services to sell. It's a complicated sell built on trust. Expertise is invisable. Lee has been following buyers for ten years and they have gone online to get more answers. They control the buying process, staying up to date on trends, all accelerated by the new age of "I can work from anywhere." Lee asked show host Rick Tocquigny, are your buyers, in the publishing industry, trying to mitigate their risks and how to manage high turnover at the buyer level? Hear this illuminating conversation, especially on the value of trade shows. Visit www.hingemarketing.com for more information on how to work with Dr. Fredriksen.Become a supporter of this podcast: https://www.spreaker.com/podcast/success-made-to-last-legends--4302039/support.

What works and doesn't work with today's buyers in our economy? Dr. Lee Fredriksen of Hinge Marketing sheds some light on how buyers are thinking today. He is an expert in professional services, one of the most difficult services to sell. It's a complicated sell built on trust. Expertise is invisable. Lee has been following buyers for ten years and they have gone online to get more answers. They control the buying process, staying up to date on trends, all accelerated by the new age of "I can work from anywhere." Lee asked show host Rick Tocquigny, are your buyers, in the publishing industry, trying to mitigate their risks and how to manage high turnover at the buyer level? Hear this illuminating conversation, especially on the value of trade shows. Visit www.hingemarketing.com for more information on how to work with Dr. Fredriksen.

Have you recently left a job? Or perhaps your organization has seen a lot of turnover. Why do people continue to leave and what can we do about it? Tim Reitsma and Lee Frederiksen—Managing Partner at Hinge Marketing—dive into the practical things we can do to navigate this talent crisis.Support the show

Episode 130. In today's interview, Lee Frederiksen of Hinge Marketing shares with Accounting Influencers show host Rob Brown how firms should brand to attract the top accountancy talent. Lee Frederiksen is an award-winning marketer, Visible Expert®, and business strategist who helped pioneer the field of research-driven marketing. As the Managing Partner of Hinge, a marketing firm for the professional services industry, he draws on his Ph.D. in behavioral psychology and his CEO experience to help clients achieve high growth and profitability. Lee's research on marketing and business growth has made him a recognized industry name, along with the numerous books he authored on the same topics. He been quoted in a number of mainstream publications, and he regularly speaks at major industry events around the country. Key takeaways from this episode include: ➤ why employer branding is a critical topic for accounting firm leaders to understand ➤ the three things you need to build a successful professional services firm ➤ the biggest growth challenge for many accounting firms ➤ why the accounting profession has the lowest number of actively looking job-seekers in the whole professional services sector ➤ what exactly job seekers are looking for in new roles depends on where they are in their career ➤ the importance of being able to work remotely for talent looking for accounting roles ➤ why accounting firms who have not responded well to covid will suffer most in losing top talent ➤ the number one factor in creating a really strong employer brand for your accounting firm ➤ the futility of your accounting firm having more than 3 core values ➤ the number one thing job seekers who are actively looking for a new position actually want ➤ the prime times or triggers that make people restless in wanting to leave an accounting firm or role ➤ explaining the trend of people thinking of their career as a series of gigs vz jobs ➤ why loyalty to an accounting firm increases for both staff and clients once a critical time has passed ➤ the disruptive effect of mergers and acquisitions in workforce stability of accounting firms ➤ why making people stay with 'golden handcuffs' can cause resentment and lowered productivity in accounting firm staff ➤ the two stages in developing a compelling 'employer brand' in an accounting firm ➤ a strong accounting firm brand in the market place may attract talent to you, but there's one vital thing it won't do ➤ the differences in professional services sectors when it comes to how they attract and retain top talent ➤ the importance of time horizons for restless employees - vital to know for retaining your best people ➤ why it's inevitable in tough times that accounting firms will lose people ➤ how the business model of 'needing a local and regional presence' has changed for accounting firms ➤ what accounting firms can do to attract employees that are not actively looking to move ➤ questions accounting firm leaders should be asking in shaping a strong employer brand ➤ two top tips for accountants who want more career capital and greater promotability This show was originally aired as season 0, episode 116 on 20 Aug 2022. It was entitled "Employer Branding Strategies for Growing Accounting Firms". With the current focus on employer branding for accounting firms, Lee Frederiksen's research shows the importance of talent attraction and retention for accounting practices. When he's not traveling to speaking engagements or working at the Hinge headquarters, you'll find Lee pursuing his interest in hot rods or watching movies with his wife, Candace. You can reach her here... https://www.linkedin.com/in/leefrederiksen https://twitter.com/leefrederiksen http://www.hingemarketing.com NOTE TO LISTENERS: The Accounting Influencers Podcast is a daily radio-style show with four segments coming out every Monday which are repeated on the other 4 weekdays as standalone episodes, plus a...

Year 3 of the pandemic is here, and some firms are growing, remaining highly profitable, and have adapted to the "new normal". While others continue to struggle. How can firms overcome these challenges?We interviewed Award-winning Marketer, Visible Expert, and Business Strategist, Lee Frederiksen to teach you how. We  discussed:- how firms adapt to the "new normal"- how technology, advanced marketing help firms build their communities- how expert talents and data driven strategies grow their businessIf you want to learn how to grow your business in today's unpredictable environment, our new normal, this episode with Lee is one you can't miss!Come be a part of the show!https://tinyurl.com/B2BCBSeason5Connect with Lee!On LinkedIn: https://www.linkedin.com/in/leefrederiksen/ His Company: https://hingemarketing.com/ Connect with ME!Learn to produce internet talk shows and build your own Relationship Flywheel. Find out more about the Bootcamp HERE.Also, I'd love it if you connected with me on LinkedIn or Instagram.Or shoot me an email at youshould@connectwithpablo.com with the "Heard B2B's Lee Frederiksen" in subject.This that's a genius email address?  Me too, but I didn't come up with it.  It was the idea of my good friend, and super talented web designer, Nathan Ruff.If you want your website redone, updated, and managed with unlimited updates for just $250/month (CRAZY GOOD DEAL RIGHT??), go to Manage My Website and hookup with one of the smartest, most talented guys I've ever met- THE Nathan Ruff.OH! and subscribe to Category Pirates.  It's the smartest thing ever. If you email them and tell them I sent you, you'll get a free month.Support the show (https://connectwithpablo.com)

Lee Frederiksen of Hinge Marketing joins host Mark Amtower on this week's Amtower Off Center to discuss marketing tactics that government contractors should use in Fiscal Year 2022.

In today's bonus episode, Rob Brown reveals findings from searching the term "challenges accounting firms face" and reveals the key issues according to the journalists, vendors and experts in the accounting and fintech space. Sources are below and include Wolters Kluwer, Accountex, AccountingWeb, accountingTODAY, Hinge Marketing, PracticeWeb, Oracle and others. Key takeaways from this episode include: ✓ the recurring themes and challenges for accounting firms and practitioners over the years ✓ the challenge for accountants of meeting increasing client expectations as the bar gets higher ✓ different ways of phrasing the downward price pressure on and commoditisation of compliance fees for accountants ✓ the need for accounting professionals to upskill in soft skills and technological capability ✓ how there's no escaping the talent crisis in accounting and why it's an increasing problem ✓ why best practice last year is not always relevant or the same this year ✓ comments on the way buyers buy professional services in a virtual world ✓ the impact for accountancy firms of managing a workforce remotely and retaining talent ✓ notable mentions for key challenges include globalisation, cybersecurity, advisory work, leveraging technology, automation and mental health Anything you would add to this list? Let us know! SOURCES: https://www.accountingweb.co.uk/community/industry-insights/top-five-challenges-facing-the-accountancy-profession https://www.practiceweb.co.uk/knowledge/challenges-facing-the-accounting-profession-in-2021 https://hingemarketing.com/blog/story/the-top-5-business-challenges-for-accounting-financial-services-firms https://www.accountex.co.uk/insight/2019/02/18/accountant-challenges https://www.accountingtoday.com/news/the-accounting-professions-biggest-challenges https://marketfit.co/top-10-predictions-and-challenges-for-the-accounting-profession/ https://www.netsuite.com/portal/resource/articles/accounting/accounting-challenges.shtml https://www.wolterskluwer.com/en-gb/expert-insights/5-challenges-facing-accountants-in-2019-and-how-to-solve-them https://www.acecloudhosting.com/blog/challenges-accountants-cpas-face-and-solutions/ NOTE TO LISTENERS: The Accounting Influencers Podcast is a daily show with four segments coming out every Monday Martin which are repeated on the other 4 weekdays as standalone episodes, plus a bitesize highlights digest or bonus episode on Saturdays . On Sundays, listeners get a 2 min trailer for the coming week's episodes. Every Tuesday the show gives you a relevant news topic from the accounting and fintech world with a direct application to accountants, CPAs and bookkeepers. Great to stay informed and build your commercial acumen. Every Wednesday and Thursday, we feature an uncut interview with top authors, leaders, thinkers and performers in the accounting and fintech world. Every Thursday the show gives you a practical 'here's what works' tips concerning a key challenge, need or strategy for accountants, CPAs and bookkeepers. Great to stay current and keep your skills topped up. Martin and Rob love to hear from the show's 18000+ unique listeners in 144 countries around the world. If you like the show, leave a review wherever you listen, and please recommend the show to your friends and colleagues.

Perryn Olson is a renowned leader in both marketing strategy and business technology, serving as the Vice President of Marketing for REX.one. The company provides comprehensive engineering and construction solutions under a single umbrella. He has also worked for other businesses in the construction industry including The Brand Constructors and Hinge Marketing.  Perryn is a Certified Marketer through the Society for Marketing Professional Services (SMPS) and was the former President of the Louisiana division. His start came from a 14-year tenure at Design the Planet, starting as a design intern and climbing all the way into the role of Vice President. In this episode: What's the best way to earn someone's trust in the business world? From financial to creative limitations and everything in between, firms and agencies of all kinds are reliant on trust. Even acquiring a client in the first place is a difficult proposition of persuasion and commitment. While facts and figures are crucial, there's no substitute for a personalized approach. This is the primary theory behind account-based marketing and how it targets high-value prospects with a more specialized process. If done right, the outcome can be far more profitable than a shotgun approach. So what does it look like in action? On this episode of the Spill the Ink! podcast, Michelle Calcote King talks with Perryn Olson, the VP of Marketing for REX.one, to hear about account-based marketing and how he uses it in his AEC firm. The two go through a plethora of topics, including niching your firm, the best content for ABM and which tools can help along the way. They also touch on the integration of business development and marketing and how to do it right. Stay tuned for more!

In this episode of AAMplify, interviewer Chuck Summers, Director of Practice Growth, MCM CPAs & Advisors discusses the AAM Marketing Budget Benchmark Study with guests Lee Frederiksen, Ph.D., Managing Partner, Hinge, Becca Johns, Director of Practice Growth with Rea & Associates, and Korby Boswell, Senior Marketing & Growth Specialist, Adams Brown.

Lee Frederiksen, managing partner of Hinge Marketing, joins host Mark Amtower on Amtower Off Center, to discuss the rise of relevance, and its importance in high growth professional services companies.

Growth is something that most consulting firms look to achieve and some do it better than others. To find out why, Hinge Marketing prepares its annual High Growth Study, which looks at both the broader strategies and the narrower tactics that differentiate high-growth firms. This year's study includes nearly 1,300 firms, of which about 360 are engineering firms.  To talk with us about the study is Karl Feldman, a partner at Hinge Marketing. Click here to read a blog post on the key A/E/C results of the 2021 High Growth Study.

Karl Feldman, a partner at Hinge Marketing, joins the podcast to talk about the findings in his firm’s Inside the Buyer’s Brain study, in which the responses of more than 3,600 buyers and sellers provide big insights into what buyers value when contracting with an engineering firm.Click here to download the executive summary of the study.Click here for a recent ACEC On-Demand Online Class in which Feldman presented the key research results of the study.   ACEC:Welcome to the Engineering Influence podcast, presented by the American Council of Engineering Companies.Do you know what prospective buyers of your firm's services value? What do you know about their challenges or how they decide between you and your competitors?Hinge marketing has addressed these questions in its Inside The Buyer's Brain report. This is the third edition of the study. The first two were published in 2013 and 2018. This latest version, which includes responses from nearly 2,000 buyers and more than 1,600 sellers includes data from the first few months of the COVID-19 pandemic, so it offers some good insights into what buyers are looking for from the engineering industry today. You can find a link to download the executive summary of the study in the podcast description below.Here to talk about the study is Karl Feldman, a partner at Hinge Marketing, where he focuses on the A/E/C sector. Karl also presented an ACEC online class on the study, which you can stream on the ACEC website.The big takeaway from the study is that buyers are looking for relevant experience when contracting with engineering firms. How granular does that get? Is it enough that a structural engineering firm pursues a building project? Or does it have to go deeper than that?Feldman:That's a great question. And actually does go a little bit deeper than that because when we're speaking about relevance and I think this is an important takeaway for the A/E/C industry, pretty much across the board, it goes beyond the project experience. It's how well can we connect to our audience's issues? What's keeping them up at night and it may or may not connect to our specific project experience.So, and this is a little bit of recency bias on my part, we were speaking to an engineering firm just this morning that one of the issues that came up again and again in primary research. So we spoke to their buying audiences. They had budget pressures and not budget pressures like we have to control project costs, but how do I get the right grants? Where's my funding coming from next year? What's happening in this market? Or the CapEx is going to be a large discussion and we're unsure where that's coming from?So in one way, it has nothing to do with our project experience and in another, it's on us to help connect those dots more effectively. Like we understand that budget pressure. Here's how we can help, by having a solid work plan and thinking of how we approach this project and how we engage the community that can help you go out and get the grants that you need for this project. And then we become more than a commodity engineering service. We're a partner at the table and that's, that's key.ACEC:It sounds to me as if it's sort of like a personal relationship when someone has an issue, but if they don't tell you that's their issue, how do you find out that that's their issue?Feldman:That's right. You can do secondary research. Understanding and putting yourself in their shoes. That gets you so far. Certainly primary research, actually having a study to go out and speak to folks and keep your finger on the pulse, because it does shift, that's an important piece. And, I can share a little bit of context outside of A/E/C, even though that's kind of where I focus at Hinge--that's my subject matter expertise came out of the industry--but we speak to professional services across the board here, so I work with a lot of management consulting, accounting and finance, or even technology and legal firms. And when we look at this same study, at the buying behavior across those different areas, A/E/C is struggling with this point, the relevance.Accounting and finance, for example, is an industry that's prime for disruption, with blockchain and technology and automation. They are really concerned about commoditization, downward price pressure, all those things. And in the past two years, they have been working like heck to increase their relevancy, increase their understanding, to know how do we connect to those broader issues as if you're having the conversation. And they've improved Management consulting and tech have also improved. Management consulting actually has had a lot of improvement. And that's largely in how they're executing tactics and communication.But A/E/C has kind of stood still for the past couple of years. So we were dealing with growth. I think we've got growing pains and other kinds of landscape issues, but this is something that we as an industry should probably be turning our attention to. More even in the pandemic situation and what it looks like on the other end, it's going to be important to figure out what that means for your audience specifically.ACEC:I've been working in this field for 12 years now as a writer, and I do a lot of interviews with engineers. And engineers don't tend to get into the soft stuff. If you ask them a question, they will give you the facts and maybe a little analysis, but then they stop. So it seems to me, maybe there are two sides here that don't necessarily join up properly all the time.Feldman:Well, I have to have full disclosure here, half my family are engineers and I went to school for computer science, so it's a little different, but if you think about it to be successful in today's landscape, I think engineers actually have an advantage because what you do naturally, when you're speaking to someone and you're learning about what's keeping them up at night and the issues, that's kind of a natural face-to-face human thing, but to be effective in today's marketplace, you have to engineer it. You have to have an objective data-driven understanding of what are the issues and how do we intersect with solving them. And some of our biggest turnaround stories happened to be the engineering field exactly for that reason, because there's skepticism coming in. But once you have that methodology in place, it's powerful and it's actionable. And in this study, you also see that the buyer dictates their own journey. They're doing their own research. So you have to be methodical and data-driven to understand: Our website needs to say this in this area, and our interview team needs to focus on this thing when we're in the final selection. That's data-driven, and it changes the firms that do the best with this. They do regular research. They have a strong methodology and business process that drives it. It's not like "Hey, I think you care about this." Or hand to hand. It is more methodical by nature. And that's one of the keys to success, I would say.ACEC:To that point, one of the findings in the study that struck me was that there's a huge disconnect between what buyers value and what firms believed buyers value. Let me just take a couple of examples here. Relevance, which we've been talking about, is the most important factor in the buyer selection process, but sellers, the engineering firms, only rank it as the fourth most important. And another one is a talented staff. Buyers say that's the third most important thing, but sellers think it's the eighth. How, how do we have such a misunderstanding between the two sides here?Feldman:Well, as a point of context, we'll start with this study looks across the board. So this may or may not be a hundred percent accurate for your audience. Whoever's listening or considering this, there, there likely are some nuances and differences, but this is a great place to start. What we see the most of is...It's not that we're completely out of the ballpark, that we don't have any idea what our audiences value or care about. A lot of the time, it's where it matters. The thing that matters in the evaluation process, or when an audience is just learning about an engineering firm or trying to solve a specific problem. Those things are often different, what they value then versus when it comes time to choose after they've got the selection down to two, three firms What's going to make the difference That's often a gap when we do the direct research with teams. It's what's important when. And it's easy to get those mixed up and then throw in there the landscape changes and these issues shift. I mean, with this pandemic in a lot of ways, we've seen the same trends accelerate. So it's not surprising to us, but on the other hand, some of those issues and the weight of some of the issues, have totally changed.ACEC:It would seem to me that a talented team would be a no-brainer though. But here we have sellers putting that as what they believe to be the eighth most important thing that buyers want.Feldman:If you think about it, there's always a tendency to look at it through your lens. What can we control? It's why one of the most common gaps we see is internal teams will put a lot of emphasis on project cost control, because that's painful. It's painful to lose that and it's something that we have control over. So we feel self-conscious about it. It is in some ways, an exercise of getting outside of your own team to look at it from the other side of the table,ACEC:Sticking with relevance for just another moment. You mentioned that the trends are accelerating, across the three surveys that Hinge has done. The importance of relevance has basically doubled from 19% of buyers saying it was very important to them in 2013, 30% said it was very important in 2018, and now 40% say it's very important. What do you think is behind that?Feldman:It's a lot of things, but I'd say probably the biggest driver is the way that we communicate and make decisions. And I mean that both on our side of the table, as engineering firms, and the buying audience. So we were talking about relevance and how you gather information and what really matters. How do you connect with that? And I mentioned websites as a kind of self-guided process. Let's say there's not one key decision-maker, but maybe a group of 10 or 15 in your buying audience. And they collectively are making the decision. They're all going out from different perspectives and validating either a good reference that they heard for your team or what's important to them from their perspective, and your communication channels have to answer those questions spot on every time. And so that's where that systematic approach really comes in. And we haven't stood still as an industry, in terms of doing the activities, adding the content, speaking more effectively about ourselves, and adding more of the work experience. Those things have increased the amount of investment that we put into things like websites or having teams post on social media. That's increased. So there's more access to that information. And so there's more drive. There's more expectation that I, the buying audience, am going to get the answer that I'm looking for and that it's going to be exactly what I'm looking for. And if you don't, then you're not the best performer out there, and I don't have what I need to make a decision in your favor. And so that level just keeps increasing. Technology and communication drive it and generational kinds of approaches drive it. So there's a lot of factors, but I think a big piece is just the way that buying process has changed. That's really the biggest driver.ACEC:And I think your last point there about, that I want exactly what I want, It's sort of like with Amazon. W can now get exactly what we want when we buy something.Feldman:And that expectation for that deep level of expertise just keeps leveling up. There are great teams out there that have not always been good at, or even putting in the effort, communicating that. Now they do. Now the access is there. So the Goliaths compete with very specialized, fast-moving disruptors, and the disruptors deal with Goliaths that have unprecedented reach and just domination. So it's kind of the landscape that we live in.ACEC:You've mentioned a couple of times in the conversation about commoditization. It's a huge concern for a lot of engineering firms. They worry that their services are being commoditized. In this study, what are the lessons for avoiding becoming commoditized?Feldman:Well, relevance. We'll keep flogging that one. That's important. Understanding is number one. How you connect with it as number two. Learning the ways, as a team, to be consistent with how we connect and communicate. That could be before we sign a project, as we deliver work, making sure that we're staying there, that we're reinforcing the value we're bringing, what other complementary services might be available, the expertise that was put onto projects. All of that is important. And I think that's in the study. When we were going through what are the big takeaways, that's why relevance really stood out, because without that, if we stand still there, we run into that downward price pressure. And when we looked at the differences between what the selection criteria were for highly relevant firms versus low relevance firms, you can see that like night and day. The lower relevance firms were chosen based on price, were chosen based on customer service or flexibility. Those are the things that you have to do when you can't differentiate in any other way.So there are lots of roads to relevance. And you see it really intriguing with pushes into technology, hybridization of delivery, greater understanding, and better communication skills across the board. Lots of paths there, but that to us is really the key, the key to avoiding that downward pressure. And I think unlike accounting and finance and all of my accounting, finance friends are going to freak out and come after me now, A/E/C, and engineering specifically, I think has an advantage in that the expertise they bring moves so fast. There's always a new frontier to conquer. So it's more of a matter of how we approach it than an inherent disruption that's going to hit us. I think accounting/finance is rightfully challenged and focused on how do we bring the human equation and strategy to this because it is facing a lot of pressure from technology. It is being disrupted. I think we are the disruptors in a lot of ways. So we just need to learn how to human better. We need to take an engineering approach to communication and we'll get there.ACEC:What about good old-fashioned being friends, meeting at the Rotary Club and making connections there, and having a customer that you've had for years or for decades? Is that still a way to be relevant?Feldman:It's still valuable. Cultural fit--are these the right people that I can see myself working with?--is of course going to be important. The question is how and where you relay that. A lot of the networking used to be in person. Now it's happening on LinkedIn. There are virtual events. There are different ways to do that. There's the second-hand reading of articles, and even that becomes a way that you get to know folks or you introduce different personalities. And it is more teams getting to know others, so it's a little more fragmented. In some ways, it's more personal and in other ways, it's less, but it's what the world's going through. Cultural change and adapting to the technologies that we've just kind of put out there. So, there'll always be a place for that connection, that only makes it stronger, but I think in the same way that we talked about the expectations going up, those expectations will climb as well. How well does your team know me? Do they understand what we're going through? Do you understand we've got, for example, this one or that one out on maternity leave, or we're having real challenges with adapting to remote work? That becomes a badge of honor and acknowledgment if you understand and can relay those things,ACEC:You mentioned remote work and virtualization. One of the points in the study is that client loyalty is at the lowest point among the three surveys that you've done, in 2013, 2018, and this on. Is that a factor, that we're not seeing each other face-to-face?Feldman:I think it's less that and more, it's the other side of the relevance coin, right? It is there are so many options and the expectations are so high. Why not shop around? As you described, it's that the Amazon conundrum, right. We have such amazing communication and tools and you know exactly how to solve this specific problem I'm having in this wall. That's what I expect. And if you can't do it, I'm going to look around and find someone who's really good at that.ACEC:That makes sense. And again, to combat that as an engineering firm, you have to make sure you're relevant.Feldman:That's right. That you're connecting the dots. That's what it boils down to.ACEC:One of the things that you did mention that intrigued me in the study, as well as in the online class that you did, was that buyers are putting a lot more value on strategy planning issues, which you described as helping them pivot their businesses in these difficult times. How does that apply to engineering firms? What value does an engineering firm bring to that situation?Feldman:It varies, it varies depending on where you intersect with an audience, but it actually goes right back to the beginning of our conversation when I was giving that example of how you connect if budget pressures and funding is an issue. Does your firm have a seat at the table as an expert advisor? You're not there for everything. You're not going to solve all of it, but from an engineering perspective or the pieces where you're relevant, are you providing valuable information at the strategic planning table for your audience? That's the Holy Grail. And especially in times of change, upheaval, and disruption, there's even a greater premium on that. You'll be building trust that will last for decades. If you have a seat at that strategic planning table, you're going to be relevant.Feldman:Engineering firms think about it and we hear it all the time that we want to get involved with projects as early as possible. Then we know where we can drive. And I think the question to ask is how do we get a seat at that table? What are we being asked there for? Have we built the relationship and given the validation that we need to be invited to that conversation? And part of that's understanding what are the macro issues that an audience is dealing with and breaking that down.ACEC:It would almost be as if you want to be invited to the table when there isn't even a project on the table,Feldman:That's right. Hey, we're considering this. We're not sure if we're going to go here or there, but we'd really like your perspective because we know you understand resilience in our community and what we need to be doing in this space. What's your perspective on this? That's exactly right.ACEC:To close it up. You've done three of the surveys now. What, what are your thoughts or your optimism about how the engineering industry has developed over the course of these three studies?Feldman:Not to play favorites, but I do think that the engineering community has a tremendous advantage, in methodology and how we as a community solve problems. I think it bodes very well for the kind of technology and communication that's really rising to the front of the queue across professional services. I anticipate in a few years, other verticals are going to be looking to us for how we applied that, because I think it speaks well to the personalities that we have in our community. We're thoughtful. It is kind of an engineering approach to communication that we've been talking about today to be effective. You don't need to be as warm and fuzzy, but you do need to be relevant. You do need to understand and help solve and be a partner in solving that problem.Feldman:And there are different levels. There are different cultures within the community, but I think at its core, that engineering approach-- I'll say from Hinge's perspective--that bodes very well because it's data-driven. That's one of the reasons I partnered in HInge. We're so data-driven. But one of the partners here is also a behavioral scientist, so matching that kind of human understanding, and people are illogical, but building that into a framework of data and what channels, and what's the considered approach to have these conversations at scale. That I think is the key. And looking across our verticals, engineers are very well positioned to take advantage of that, but we've got to get out of our comfort zone a little bit. There are skills to learn. There is more frequent research to be done. We have to shake up our assumptions. And I think on some level that's fun and exciting for engineers, but some of those assumptions that it's relationships, that we're going to get repeat work, those types of things. We have to shake that up a bit.ACEC:Well, great. I appreciate your taking the time to speak with us.Feldman:Thank you, Gerry. I really enjoyed it. And I look forward to having this conversation in a couple of years and see what progress we've made as a community.ACEC:As I mentioned, you can find the link to download the executive summary of the study in the podcast description, as well as a link to the online class that Karl presented.   

According to a 2020 study by Hinge Marketing, writing a book is the most powerful way to increase your personal branding. It has a greater impact than speaking, podcasting, blogging, or social media. The challenge for most would-be authors is a perceived gap in credibility and expertise to write a book. And even if they had the credibility, the time commitment is another major hurdle. But Max Keller works with real estate entrepreneurs to help overcome these two challenges to launch books as a marketing tool.   Max is a real estate investor, bestselling author, and highly sought after consultant, speaker, and expert panelist on the topic of lead generation and marketing for real estate investors. In just a few short years Max went from being a full-time high school Math Teacher to flipping over 100 houses. Max’s unique marketing approach landed him onstage with Robert Kiyosaki being presented with the 2019 Industry Innovator of the Year Award.    Max helps ordinary investors to transform into trusted experts in the eyes of motivated sellers and private lenders. He shares why you do not need to have a long track record or excellent writing skills to write a book. He also shares why he prefers writing a book over starting a blog. Whether you want to build your personal brand to improve your visibility, drive more sales, or raise more money, learn more about how writing a book can elevate your success.     Partner: Get A Free Digital Marketing Consultation from Rentsync   Key Insights on Writing A Book as a Personal Branding Tool   From math teacher and part-time real estate investor to full-time investor, author, and speaker Max’s strategy in developing a fresh marketing approach after his ROI on ad spend was going down The three things that were important in revitalizing his real estate investment business How Max found his investing niche    My problem wasn’t my list, it was my messaging that I needed to change.   Investing in senior housing The benefits of picking a real estate investing niche Understanding the needs of senior homeowners The number one thing seniors look for when working with someone: Trust!  How Max was inspired to write his book    I started giving out my book as my business card, and it was a great marketing tool.   Lessons learned in lead generation Why a book is a better marketing tool than a blog   It’s easier to write a book first because you have all the content you need for the rest of your career.   The real estate investor book writing checklist for DIY and ROI investors Don’t think you’re enough of an expert to write a book? Think again!    It’s not about being an expert, it’s about being an educator and helping people.    Two ways to convert leads: hunting and trapping. Which one is better for you? Max’s publishing company and how he helps others write books The number one thing you need to write a successful book: Bringing value to readers How writing a book can attract motivated sellers and private money lenders How to use your book in your marketing strategy Working a pre-sell strategy    Create your authority and your credibility so that it proceeds your pitch. Bullseye Round:    Apparent Failure:I wanted to cast a wide net to go big, but when I went hyper-local and niche, it was more profitable.     Digital Resource: PropStream    Most Recommended Book: Deep Work: Rules for Focused Success in a Distracted World (Cal Newport)   Wish I Knew When I Was Starting Out: I wish I knew I was dyslexic sooner, so I could have read more at an earlier age.   Daily Habit: Review the day: Review what to keep, what to change, and what to delete.   Curious About: Digital Marketing (omnipresence)    Best Place to Grab a Bite in Dallas Ft. Worth Any barbeque place in Dallas   Contact Max: Deals Chasing You Real Estate Investors Book Writing Checklist  

Lee Frederiksen of Hinge Marketing joins host Mark Amtower on this week's Amtower Off Center to discuss his company's updated research on "The Visible Expert".

Lee Frederiksen of Hinge Marketing joins host Mark Amtower on this week's Amtower Off Center for a wide ranging discussion on brand differentiation, content creation, social selling, and how to leverage visible experts to help grow your business.

During this AHA Business Radio Podcast, we spoke with Lee Frederiksen, PH.D. and Managing Partner at Hinge Marketing. Frederiksen stresses the importance of communication when it comes to adapting to the COVID-19 crisis. The businesses that have been successful during this time are transparent and proactive with their plans moving forward. This is the time to connect with employees and consumers, to find out what is really working for your business and what practices can be left behind. For more information on Allan Hirsh Advisors, please visit www.allanhirshadvisors.com This has been a pre-recorded radio broadcast — no phone calls will be taken during this Podcast.

How is expertise bought, and how should you sell yours? Hinge Marketing asks this question over and over again, and they do research on how professional services buyers make purchasing decisions. In this episode, Liston interviews Lee Frederiksen to discuss what he's uncovered in his research that we can apply to consultative selling. Want the full transcript? Visit the show notes page on our website:https://servedontsell.com/modern-sales/hinge-marketing-lee-frederiksen---Get a daily sales insight sent straight to your inbox:Subscribe to the daily sales insights newsletter Don't miss a single episode:Subscribe on SpotitySubscribe on Apple Podcasts Like what you heard?Help us get the word out by leaving a rating and review on Apple Podcasts.

Lee Frederiksen of Hinge Marketing joins host Mark Amtower on this week's Amtower Off Center to discuss the state of marketing during the coronavirus pandemic.

Our guest today is Lee Frederiksen, Managing Partner at Hinge,  a branding and marketing firm specializing in professional services. We discuss Researching your target client Developing a go-to-market strategy Benchmarking your marketing against that of high-growth firms How to differentiate your practice Visit the website of Hinge Marketing to learn more – at https://hingemarketing.com/ Click on Hinge University tab to see the firm’s online course offerings – several of which you can sample for free, and on the Blog tab you may want to sign up to receive their thought leadership posts right to your inbox. If you've got a question about independent consulting you'd like Will Bachman to answer in a future episode, email unleashed@umbrex.com

What are the fastest growing professional services firms doing… that everyone else isn’t? This is the question that Hinge Marketing seeks to answer in their annual “High Growth Study”. We had John Tyreman and Lee Frederiksen on the show to discuss their 2018 findings last year. Now John is back to share with us the […] The post The Latest Research on “High Growth Firms” with John Tyreman appeared first on Boutique Growth.

Martech Influencer Kelly J Waffle, currently the Head of Digital Strategy at Hinge Marketing took some time out to speak to us about upcoming B2B and Digital Marketing trends and how marketers can use them to boost ROI and conversions. What are some of the biggest challenges digital marketers face in the industry? Listen to Kelly’s thoughts in this crisp 19-minute episode! About Kelly: With more than 15 years of hands-on B2B and digital marketing experience, Kelly guides clients through the complex interplay of technology, processes, research/data, programs, creative and analytics. Over the years, he has built and led teams in the corporate marketing, marketing consulting, vendor and creative agency environments. He always brings an independent, 360-degree view of branding, demand generation and business growth to every engagement. Kelly is also a well-known practitioner and thought leader in Account-Based Marketing (ABM). Recognized by Onalytica as a Top 50 Martech Global Influencer, Kelly has also won awards with Eloqua (now Oracle) and Marketo (now Adobe) for his marketing automation expertise. About Hinge Marketing: Hinge is the world’s leading research-based branding and marketing firm for the professional services. We take a scientific approach to marketing, answering hard questions like: What do high-growth professional services firms do differently? How does a firm increase its marketplace visibility? How do a firm’s experts become industry stars? What tools and techniques deliver the best results? Top ten takeaways from the episode: “I now see more of a focus on branding, a few years it was swinging from branding to demand generation and now it’s back to branding.” “I see quite a big skills gap in digital marketing and B2B marketers are now realizing how much they need to focus on differentiating themselves.” “I see folks using video marketing in more creative ways and part of this is because it is becoming more search-friendly.” “I see a lot of B2B Sales people sending personalized videos as opposed to emailing and cold calling.” “A lot of the skills gap today comes because marketing has transitioned over the last few years. Folks have the traditional skills but may not be as up-to-date with the changing trends and demands.” “Processing data and turning it into relevant intelligence is a big miss today.” “When it comes to ABM, I see most people being cautious about it. Personalization has a high adoption rate. They use it for email and even website visits.” “Right now only 9% of B2B marketers have implemented hypersonalization as a strategy.” “Its important for B2B marketers to go beyond emailing and cold calling.” “B2B sales and marketing should tie back to prospect behavior to shorten sales cycles as much as they can.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

Lee Frederiksen, managing partner of Hinge Marketing, joins host Mark Amtower on this week's Amtower Off Center, to talk about his company's recently released 2019 High Growth Study which examines why some federal contractors are doing better than their slower-growing peers.

Lee Frederiksen, managing partner of Hinge Marketing, joins host Mark Amtower on this week's Amtower Off Center to discuss some of the challenges facing subject matter experts, including difficulty they have in maintaining brand equity and awareness.

Intuit’s Small Business Online Ecosystem Revenue increases 42 percent in its latest quarterly results; takeaways from QuickBooks Connect from Matt Paff and Sholto Macpherson; a new survey shows that 38 percent of employees resent when IT dictates the tech they use at work; crazy stats from the 2018 High Growth Study of professional services firms by Hinge Marketing; why blockchain won’t put accountants out of work anytime soon; and multi-factor authentication headaches

What do the fastest growing firms in every industry do differently than their average growth competitors? This is the question that Lee Frederiksen and his team at Hinge Marketing seek to answer in their annual High Growth Study. In this interview, Lee Frederiksen and John Tyreman share with us the findings from the 2018 High […] The post What High Growth Firms Do Differently with Lee Frederiksen appeared first on Boutique Growth.

Lee is the Managing Partner at Hinge Marketing and is a rare combination of businessman and research scientist. An award-winning marketer and business strategist, he draws on his Ph.D. in behavioral psychology and his own deep experience as CEO and entrepreneur to help firms achieve high growth and profitability.

In this session of The Engineering Career Coach Podcast, I interview Sylvia Montgomery, partner at the professional service branding and marketing firm, Hinge Marketing. Sylvia shares the definition, power and the purpose of becoming a visible expert. “Never become so much of an expert that you stop gaining expertise. View life as a continuous learning […] The post TECC 53: The Engineering Career Coach Podcast – The Importance of Becoming a Visible Expert as an Engineer appeared first on Engineering Management Institute.

Visit EOFire.com for complete show notes of every Podcast episode. Lee is the Managing Partner at Hinge Marketing and is a rare combination of businessman and research scientist. An award-winning marketer and business strategist, he draws on his Ph.D. in behavioral psychology and his own deep experience as CEO and entrepreneur to help firms achieve high growth and profitability.

Click the podcast player button above to listen or subscribe to the show on iTunes. http://www.entrearchitect.com/wp-content/uploads/2015/01/sylvia.png ()Sylvia Montgomery is a senior partner and head of the Architecture, Engineering and Construction practice at Hinge Marketing. When she's not traveling around the country for speaking engagements or client meetings, you will find Sylvia creating marketing and branding strategies for clients, supervising her A/E/C team, developing new business, or working on her personal brand. With a 20-year career spanning visual communications, strategy, and marketing, and over a decade working in the A/E/C sector, Sylvia brings a creative, business-focused approach to her client engagements. She specializes in agile marketing for professional services firms, creating actionable, research-driven strategies tailored to helping businesses grow. I've been following Sylvia for years on the Hinge Marketing blog and I've connected numerous times on Twitter. Sylvia always has something interesting or thought provoking to share with us architects on how we can get noticed in this very noisy world.   Please review this podcast on iTunes. Referenced in the Episode http://HingeMarketing.com (HingeMarketing.com) https://twitter.com/HingeMarketing (Hinge Marketing on Twitter) https://twitter.com/BrandStrong (Sylvia Montgomery on Twitter) http://www.hingemarketing.com/library/article/the-visible-expert (Visible Expert) (book)

Click the podcast player button above to listen or subscribe to the show on iTunes. Sylvia Montgomery is a senior partner and head of the Architecture, Engineering and Construction practice at Hinge Marketing. When she s not traveling around the country for speaking engagements or client meetings, you will find Sylvia creating marketing and branding strategies […] The post EA061: Marketing Trends for Architects with Sylvia Montgomery [Podcast] appeared first on EntreArchitect.