Huge portions of marketing budget go on thought leadership projects, but the payback can be really unclear – or painful. Often the topics are dull, the audiences fail to engage and media organisations are wary of sponsored research that’s puffed up to look important.
Instead you need lighter, easier-to-consume content with integrity that puts the point across fast. You don’t need hefty reports that no one reads. You need engagement and authority on your brand-category topics. And the content needs to be useful to all members of your team.
Our team is made up of ex-journalists who have worked for the Financial Times, and FTSE marketing and commercial leaders who have driven global-brand campaigns.
We’ve worked on some huge brand-positioning projects for global companies – and the next question is always, ‘can you help us build our campaigns?’
Yes we can.
“My issue was my sales and client relationship teams were underperforming. Poorly written and presented proposals, poorly prepared teams, inadequate understanding of client requirements – all culminating in losing business.
“Dan and the team helped us with this. They used simple techniques focused on the client first to hold the mirror up to us about how bad our interactions were.
“Has it worked? You bet – win rates are up, well-prepared teams are happier and more confident… and certainly more buyable for our clients.”