Podcast appearances and mentions of lee frederiksen

I was asked for the"secrets" I have for marketing. The biggest secret is this: *drum roll* Vertical specialization *Jedi Wave* "this is the secret you've been looking for" Really? Yes, really. Based on metric fscktonnes of research (that's the technical term) I conducted, and reading the research of others, I believe that positioning your business as specializing in a single vertical is the "magic bullet" that will result in more leads & sales than any other marketing strategy. Why is it a secret? Because niching down to a single vertical scares the crap out of people. There are loads of reasons to fear it: it's turning down opportunity (somewhat valid but doesn't really happen) or "I'll get bored just working in one industry" (highly unlikely, as you specialize you find deeper, more interesting problems.) And it's also difficult, and time consuming, and lots of other problems. But it's worthwhile. What's my call to action? Simple: don't just take my word for it: Listen to Wolfram Moritz and Brad Farris and Jonathan Stark and Sara Dunn and Louis Grenier on the Marketing for Consultants podcast. Go read Philip Morgan's "The Positioning Manual for Indie Consultants" where he walks you through how and why to specilize.  Read the Business of Expertise from David C. Baker where he lists the pros and cons of vertical vs horizontal specialization.  Read Spiraling Up from Lee Frederiksen & Aaron E. Taylor.  In fact, check out everything from Hinge, including Kelly J. Waffle's interview with Yitzi Weiner in the Thrive Global Community. Thank you for attending my TED rant.

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...

If you haven't listened to the last few episodes, we've been talking about all things social selling and how you can leverage it as an interior product company. We also discussed specific social selling campaigns that led to a few successes. Today's episode is about digital experiences and the touch points to focus on to keep designers engaged on their journey with your brand. We discuss everything from coming to the trade show booth, touching the fabric, leaving with the fabric, and going on their merry way.  One of the major concerns regarding social selling is designers rejecting digital experiences or their initial thoughts of digital experiences: ZOOM MEETINGS. So, if designers are “zoomed out,” is there any other strategy that you can use? Recently, Nicole, CEO of Thrive In Design, talked with a few designers who had these sentiments and came up with strategies to help you with social selling, digital-physical experiences, and engaging people in a unique and innovative way.  Join this conversation with your host, Nicole, as she shares three things you should focus on to integrate digital experiences with your designers to level up your social selling, social engagements, and customer journey in a 360 perspective. Learn how to leverage the tools out there and those yet to exist to stand out and engage designers before they come to your trading show booth, while they are there, and even after.   Ready to jump in?   Key Highlights from the Episode: [00:01] Episode intro and what's in for you today [01:15] Social selling and a recap of what we discussed in episodes 5&6  [01:50] The Ultimate Guide to A&D sales, 90 days planner  [04:12] 3 things to focus on to integrate digital experiences with designers  [05:21] Messaging [10:39] Digital tools  [17:16] Reimagining in-real-life experiences  [21:30] Quick recap  [22:29] Episode wrap-up and calls to action Notable Quotes:  “Messaging provides the words that help customers and prospects understand a firm's value (why it's useful) and values (what it believes in).” LEE FREDERIKSEN, PH.D. (blog: Hinge Marketing) Get clear on your messaging and how you are delivering it through different touch points with designers.  Whether you're doing social selling or any other sales strategies, if the messaging is not clear, it will not be effective.  Go against the grain and just do something different: Think outside the box, test out a new idea, see how it aligns with designers, then tweak and go from there.  In real life experiences are here to stay, but it is time to shake things a bit; it is time to innovate in a way that stands out. Resources Mentioned: Hootsuite: https://www.hootsuite.com/ Social Selling Mastery: Scaling Up Your Sales and Marketing Machine for the Digital Buyer by Jamie Shanks: https://amzn.to/3Ho6pAQ Learn more about Thrive In Design:  Website: https://www.thriveindesign.co/ Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://web.facebook.com/thriveindesign/ LinkedIn: https://www.linkedin.com/company/thriveindesign/   Register for the next Thrive In Design live training here: https://training.thriveindesign.co/    Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

Show Summary In this episode, Lee shares with us how to address changes in buyer's behavior and how to engage in critical key audiences. He also answers the question about referrals being a sustainable marketing strategy.   Website: https://hingemarketing.com/ Corporate Partner: People Process – https://peopleprocesses.com/

How do you and your firm set yourself apart in a marketplace dominated by disruption, uncertainty and rapid changes? Dr. Lee Frederiksen, managing partner at Hinge, shares insights into changes in buyer behavior and how firms need to adapt in order to compete and thrive. Resources:HingeFirm Management Knowledge HubClient Advisory Services Knowledge Hub

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...

Meet Our Guest, Lee Frederiksen:LinkedIn: https://www.linkedin.com/in/leefrederiksen/Accounting Today contributions: https://www.accountingtoday.com/author/lee-frederiksenLearn more about Hingehttps://hingemarketing.com/Need CPE? Subscribe to the Earmark Accounting Podcast: https://podcast.earmarkcpe.comGet CPE for listening to podcasts with Earmark CPE: https://earmarkcpeGet in TouchThanks for listening and for the great reviews! We appreciate you! Follow and tweet @BlakeTOliver and @DavidLeary. Find us on Facebook and, if you like what you hear, please do us a favor and write a review on iTunes, or Podchaser. Interested in sponsoring the Cloud Accounting Podcast? For details, read the prospectus, and NOW, you can see our smiling faces on Instagram! You can now call us and leave a voicemail, maybe we'll play it on the show. DIAL (202) 695-1040Need Accounting Conference Info? Check out our new website - accountingconferences.comLimited edition shirts, stickers, and other necessitiesTeePublic Store: http://cloudacctpod.link/merchSubscribe Apple Podcasts: http://cloudacctpod.link/ApplePodcasts Podchaser: http://cloudacctpod.link/podchaser Spotify: http://cloudacctpod.link/Spotify Stitcher: http://cloudacctpod.link/Stitcher Overcast: http://cloudacctpod.link/Overcast Want to get the word out about your newsletter, webinar, party, Facebook group, podcast, e-book, job posting, or that fancy Excel macro you just created? Why not let the listeners of The Cloud Accounting Podcast know by running a classified ad? Hit the link below to get more info.Go here to create your classified ad: https://cloudacctpod.link/RunClassifiedAd Full Transcript Available Upon Request - info@cloudaccountingpodcast.com

Much has been written and said about the “Great Resignation” and its effects on American work culture. But, ultimately, organizations and employees need to see eye-to-eye on issues like respect, values and communication. How can organizations and employees work together to keep work culture clashes at a minimum for the best possible outcomes? Lee Frederiksen is an author, business strategist and the Managing Partner at the Hinge Research Institute. He joined the podcast to discuss the new Hinge report titled “Culture Clash: The Employee Experience Problem and How to Fix It.”

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)

Don't give clients whatever they ask for. The most fatal blind spot lies in audience knowledge.These are a few of the lessons from the stories Liz Harr, Partner, Hinge (https://hingemarketing.com/), shared with Daniel Burstein in Episode #6 of the How I Made It in Marketing podcast.Some lessons from Harr that emerged in our discussion:Don't give clients whatever they ask for: When a tech client wanted to name its conference CapCon, Harr's team did some competitive research and discovered that it was the name of an annual convention for age players – also known as adults who dress up like toddlers and tykes.The most fatal blind spot lies in audience knowledge: Harr worked with a client whose website messaging centered on the fact that everyone on the team came from a Big Four accounting firm. While the messaging was designed to reassure prospects, Harr's team interviewed executives from deals the firm lost and discovered this messaging communicated something else…A-team rates for basic administrative tasks.  Keep friends close and your enemies closer…because enemies can make great partners: When Harr owned a VAR (value added reseller), collaborating with and ultimately merging with a competitor ended up saving both companies during the financial collapse of 2008…and it all began by networking with one of their biggest competitors.Harr also shared lessons she learned from the people she collaborated with in her career: Junya Sugimoto of the Ministry of Education at Yao Shi Precinct in Osaka taught her to just be. Her first job right out of college was at the Japanese Ministry of Education. One day her boss sat her down for a heart-to-heart talk about how to make a bigger impact by bringing more of her real self to work – the part of her that enjoyed listening to people, making connections with them, and working as part of a team with the same goals. Shams Zaman, CFO, Technologist taught her the power that your own stories have to connect more effectively with others: Harr was asked to help run a side business, a car dealership. It didn't work out, and she was fired. Her boss (Zaman) told her, “Sometimes, the worst moments in life are the launch pads for getting us to where we're really meant to be.” She has used this story and moment of vulnerability to connect with people reporting to her throughout her career. Lee Frederiksen, Managing Partner, Hinge taught her that our peers play a key role in our development as leaders and experts in our field: Frederiksen coached and advised her through business and personal crises when she ran a startup, and Harr went on to work with him at Hinge.Articles (and a keynote video) mentioned in this episode:The Marketer's Blind Spot: 3 ways to overcome the marketer's greatest obstacle to effective messaging (https://meclabs.com/research/lecture/marketing-blindspots-flint-mcglaughlin)Customer-First Marketing: A conversation with Wharton, MarketingSherpa, and MECLABS Institute (https://sherpablog.marketingsherpa.com/consumer-marketing/wharton-interview-customer-first-marketing/)Why You Should Thank Your Competitors (https://sherpablog.marketingsherpa.com/marketing/why-thank-your-competitors/)To receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newsletters

Lee Frederiksen is an award-winning business strategy expert and a pioneer of research-driven marketing, currently acting as the Managing Partner of the US marketing firm Hinge.In this episode, we discuss the concept of digital maturity, breaking down what it means to be digitally mature and how that differs across businesses and industries. We explore the close connection between digital maturity and digital transformation, as well as the differences between B2C and B2B approaches. Like in many of our episodes, we also take a look at the key role of the people in reaching digital maturity and what trends are dominating here.Links & mentions:hingemarketing.comlinkedin.com/company/hingetwitter.com/HingeMarketing

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.

Lee Frederiksen of Hinge joined us for this week's episode of Where Accountants Go, the Accounting Careers Podcast. Lee's team approached us with this topic, and we were very excited to have the discussion.  “The Great Resignation” is a phenomenon affecting the entire labor market, and the accounting profession is no exception.  The market was already tight in terms of the number of accountants available versus the number of job opportunities, but with opportunities increasing and some individuals choosing to exit the labor market by choice, the number of open jobs within our field has skyrocketed.  It's a peculiar situation, and although it has its advantages, there are also some dangers as well. In this episode, we will discuss the situation from both the employer's perspective and the job seeker's perspective, because there are opportunities and dangers on both sides.  It's rare that we get to interview a behavioral psychologist on our program, so this was a real treat.  And the topic we discussed is definitely on the cutting edge of current events. For other episodes you may enjoy, check out:  Carl Peterson and Terrell Turner To listen to this episode with Lee Frederiksen of Hinge, please use the player below:

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 is a business strategist, a behavioral psychologist, and the managing partner of a marketing firm called Hinge which caters to the professional services industry. Lee makes the case that more professional service firms have been positively impacted by the pandemic than negatively impacted. This crisis has been difficult for people in many ways: jobs, businesses, and even lives lost. We can talk about money all day, but, in the end, this crisis is about human beings who were here a while ago and aren't here now. This has been a human tragedy of immense proportions. Lee has some fantastic insights, and ones you'll want to keep in mind, because this likely won't be the last crisis we go through in our lives given how fast things are changing. To learn more, and for the complete show notes, visit https://blionline.org/blog (blionline.org/blog). Resources: https://hingemarketing.com/ (hingemarketing.com) LinkedIn: https://www.linkedin.com/in/leefrederiksen (linkedin.com/in/leefrederiksen) Future-Proof is a production of http://crate.media (Crate Media)

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.

For a CPA firm to thrive, it is a good idea to know what your would-be clients want from their trusted adviser. Hinge Research Institute recently conducted a study titled “Inside the Buyer’s Brain,” a comprehensive look at the buyer-seller relationship. Lee Frederiksen, managing partner of Hinge in Reston, Va., joins us to examine what the findings say about client service in the accounting landscape. To read the full transcript click here.

The merits of value pricing compared with the traditional billable hour have been debated within the accounting industry for many years. But according to today’s guest, Lee Frederiksen, managing partner of Hinge in Reston, Va., the coronavirus has increased the attractiveness of charging on value rather than time. To read the full transcript click here.

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 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. Shownotes: 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 once a critical time has passed The disruptive role of mergers and acquisitions in disruption of workforce stability 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 important 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 peopl 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 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... Lee on LinkedIn (https://www.linkedin.com/in/leefrederiksen) Lee on Twitter (https://twitter.com/leefrederiksen?lang=en) Check out his website here (http://www.hingemarketing.com)

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.

Lee Frederiksen is the Managing Partner of Hinge, a branding and marketing firm that focuses on serving professional services firms. In today's episode, Lee shares key insights from the High Growth Study 2020 conducted by Hinge, which includes results from 1,000 professional services firms around the globe. An executive summary of this study is available free at: https://hingemarketing.com/library/article/2020-high-growth-study-executive-summary    

(https://bdacademy.pro/wp-content/uploads/2020/06/Lee-FREDERICKSEN.jpg) 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. Shownotes: Why marketing is a blend of research and art, particularly in the complicated market of professional services How accounting is different to other professional services sectors Why accountancy is one of the slowest growing professional service sectors The impact of accounting compliance work being pushed down in value and relevance Where the threats to the accountant's 'trusted advisor' status will come from A warning for what will happen to the accountancy profession if it does not change or adapt to what is happening The two distinct models of accounting firms currently in existence, and why one is becoming extinct How many accounting firms are being found wanting in today's fast moving and disruptive world Where most accounting firms get their leads from, and what the high growth firms source leads differently Why accounting firms are lagging in growth behind other professional firms The one thing professional firms are doing that are showing dynamic growth The one critical factor accounting firms must offer to give value to their clients Accountants know much less about their audience than they think - learn the two reasons why this is What the good accounting firms have done in responding to the global pandemic Where many accounting firms have fallen short in serving their clients during Covid-19 The dangers for accounting firms relying on traditional and not digital marketing How to properly price your accounting services around value by understanding the client journey Three ways you can persuade someone to change their behaviour or opinion FACT: the fastest growing accounting firms put a higher value on investment in training and education What a marketing or business development strategy starts with Why marketing budgets should not be allocated to individual partners in accounting firms The link between high growth accounting firms and profitability What 'going digital' with your marketing really looks like for a growing accounting firm (https://bdacademy.pro/wp-content/uploads/2020/06/lee-frederiksen.png) When he’s not travelling 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 him here... Website  (http://www.hingemarketing.com) LinkedIn  (https://www.linkedin.com/in/leefrederiksen) Twitter (https://twitter.com/leefrederiksen?lang=en)

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.

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. Shownotes: Why professional services is such a complex marketing environment to study and serve Accountants don't enter the profession to do sales and marketing, but it's become part of their role The critical difference between accountancy and other professional services sectors Accountancy has been compliance driven for many years, which has usually made marketing easier, but this has now changed How the marketing game in professional services has moved on from the rainmaker model of one person winning all the work to a more team centred approach Distance, location and geography are is much less issues now when clients hire an accountant The biggest problem accountants and accounting firms have in differentiating themselves is between their ears There are two kinds of differentiators accounting firms can utilise to set themselves apart from their competitors The two biggest mistakes accounting firms make in marketing their services Many accounting firms think they're differentiated but in reality, their competitors look the same, say the same and do the same things Marketing and sales in accounting firms are so intertwined that they are often referred to as business development The biggest challenge inherent in developing a marketing budget for accounting firms What defines a high growth firm in accounting, and what they do differently or better with their marketing Equity partners in high growth accounting firms generate almost $1m more a year per partner than low growth firms Different partners and personnel should have different roles when it comes to business development that play to their strengths Note to accounting firm leaders when recruiting - new, younger hires want the opportunity to represent your firm on social media, so let them What makes a good accountant great according to professional firm marketing expert Lee Frederiksen What makes your client choose your firm is not the reason why they stay with you - listen to find out what that reason is As a 'race or breed' discover how coachable accountants are on skills like business development and marketing compared to other professionals It's great time to be a bold accountant, but a very dangerous time to be a conventional accountant, and here's why... How marketing in accounting firms has changed over the years from an administrative support function to a much more sophisticated set of skills and applications So much more of the buying decision happens online vz F2F and if accountants don't appear early in that conversation, they are too late to influence what happens Which skills high growth accounting firms are investing in to develop their people with internal and external training For accounting firms, there is an increase in client acqusition costs and a decrease in client loyalty, even though you may be adding more value It's just as important to educate your clients on the many things you can do for them as it is educating your prospects on the same thing Progressive, growing accounting firms are treating marketing and business development functions as an integral part of the firm The future trend or threat to accounting firms which necessitates a clearer than ever value proposition . When he’s not...

With a Ph.D. in Behavioral Psychology, Lee left a tenured professorship to lead the Organizational Consulting Practice at one of the ‘Big 8' accounting and consulting firms. Then he became an entrepreneur and never looked back. Lee shares his journey, insights and advice on growth, leadership, and the power of original research.  Connect with Lee: www.hingemarketing.com www.linkedin.com/in/leefrederiksen/ @LeeFrederiksen

Lauren Clemmer, executive director of the Association for Accounting Marketing (AAM), and Lee Frederiksen, Ph.D, managing partner at Hinge Research Institute, discuss the findings of the 2019 Marketing Budget Benchmark Study. The bi-annual survey is designed to provide accounting marketing professionals, firm leaders and business developers with the insight needed to determine whether your CPA firm's existing marketing strategy is effective - particularly when compared to the marketing efforts of firms that are similar to yours in size or location. During this episode of AAMplify!, you will learn: * How high-growth accounting firms are spending their marketing dollars. * What low-growth accounting firms are spending their marketing budget on. * How your CPA firm's marketing budget spend might just be a direct reflection of your firm's growth rate. To learn more about the 2019 Marketing Budget Study, download the executive summary here -- https://netforum.avectra.com/eweb/shopping/shopping.aspx?site=aam&webcode=shopping&shopsearchcat=merchandise&productcat=resources&prd_key=03364e8b-3303-47b2-b281-990aa1901b62 To download the full report, visit this web page -- https://netforum.avectra.com/eweb/shopping/shopping.aspx?site=aam&webcode=shopping&shopsearchcat=merchandise&productcat=resources&prd_key=916dc85d-f404-4621-8444-88208fe1e275 To learn more about the Association for Accounting Marketing, visit our website at https://www.accountingmarketing.org. You can also get free insight that will help you market your accounting firm, when you visit the association's blog here -- https://www.cpagrowthtrends.com.

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

In this episode, Lee Frederiksen sits down with Mark Amtower of Federal News Radio to discuss his journey to becoming a preeminent marketing and LinkedIn adviser to the most successful government contractors. Connect with Mark: https://www.linkedin.com/in/markamtower/   Learn more at www.hingemarketing.com  

In this episode, Lee Frederiksen and John Tyreman review the 2019 High Growth Study and the 5 hallmarks of high-growth firms.   Differentiation of the #1 priority of high-growth firms High-growth firms invest more in marketing High-growth firms enjoy a skills advantage with their subject matter experts High-growth firms were more likely to leverage M&A High-growth firms target clients on digital and traditional channels   Learn more at www.hingemarketing.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.

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.

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.

Patrick J. Huegel, Marketing Manager for AAFCPAs interviews Lee Frederiksen, Ph.D., Managing Partner at Hinge. In this episode, Lee and Patrick discuss how marketing spending in the accounting industry is changing. This is a great episode with lots of great information and wisdom from Lee Frederiksen.

Brad interviews Hinge Research Institute Research Director, Lee Frederiksen. They discuss the 2017 High Growth Study recently released by the Institute and the areas on which the study focused. In addition, they examine the most significant findings from the study and how they compare to the 2016 study. Brad and Lee also discuss the concepts of specialisation and differentiation and their relation to growth. They conclude the interview by examining the techniques used by high growth firms and why they work.

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.

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.

As firms work to generate new leads, close more business, and charge fees they deserve, one thing can make all of those easier to accomplish: a Visible Expert. Listen as Lee Frederiksen explains the benefits of having Visible Experts on staff and how to develop your own expert.

When you are a widely known expert on a topic, your and your firm's opportunities increase. What was once a passion of yours becomes highly sought-after expertise that people are willing to pay high fees for. To get to that level, though, you have to increase your visibility. Listen as Lee Frederiksen, co-author of The Visible Expert, explains the qualities of visible experts and the process to become a visible expert.

My guest in this episode is Lee Frederiksen Managing Partner at Hinge, a re-branding and consulting agency for professional services firms. ‌ ‌ ‌ ‌ ‌ I had the distinct pleasure to talk with this very intelligent and successful guest and learn how he used content marketing to attract high revenue clients. Lee shared some truly brilliant marketing ideas with me; I was so impressed that I went back and re-listened to our entire interview. ‌ ‌ ‌ ‌ ‌ With clients reaching the billion dollar mark in sales, Lee is an expert in bringing on quality leads and establishing solid relationships. Listen as we discuss lead generation techniques, finding the right firms, and creating a winning content marketing strategy. ‌ ‌ ‌ ‌ ‌ ‌ Thank‌ ‌you‌ ‌so‌ ‌much‌ ‌for‌ ‌listening!‌ ‌Please‌ ‌subscribe‌ ‌rate‌ ‌and‌ ‌review‌ ‌on‌ ‌your‌ ‌favorite‌ ‌podcast‌ ‌ listening‌ ‌app.‌ ‌To‌ ‌get‌ ‌to‌ ‌the‌ ‌show‌ ‌notes‌ ‌for‌ ‌today's‌ ‌episode,‌ ‌go‌ ‌to‌ ‌https://brightideas.co/xxx...and‌ ‌ if‌ ‌you‌ ‌have‌ ‌any‌ ‌questions‌ ‌for‌ ‌me,‌ ‌you‌ ‌can‌ ‌leave‌ ‌me‌ ‌a‌ ‌voicemail‌ ‌at‌ ‌brightideas.co/asktrent‌

Buyers and sellers don't always see eye to eye. Things buyers consider important sometimes aren't even have sellers' radar. And those gaps can create friction or worse cause a sale to be lost. Listen as Lee Frederiksen, author of Inside the Buyer's Brain, explains the three biggest gaps between buyers and sellers and how to close them.

The natural tendency is to appeal to all buyers, providing everything and anything people might need.  If you do that, however, you will have less business. When you specialize and differentiate, you will be much more successful, says Lee Frederiksen, co-author of Professional Services Marketing, Second Edition.

There are two paths to trust. There's the traditional way where you meet someone in person and get to know them, and there's the online way where buyers learn to trust you based on your online presence. And for many firms, the second path—with the help online marketing—has become extremely effective.Listen as Lee Frederiksen, co-author of Online Marketing for Professional Services, discusses how to use online marketing to develop trust with buyers and grow your business.