Bob Buday has been ”doing” thought leadership efforts for 35 years and has been involved in some of the most impressive successes in the field. He also just published a book about the discipline - which gave Ash and Flo permission to invite him for an interview 😉. Listen in to hear to him share some of his best insights ... and have pen and paper ready, because you will be taking notes!

”Link marketing to revenue” is much easier said then done - - - so how can you work towards it? Listen to Ash and Flo discuss how you should break your measurement efforts into ”phases” and progress from measuring cost and efforts to conversions, to business metrics. An episode for all of us who struggle with ”measuring success!”

Quick: How can you help the practice create better content, more consistently, and at higher frequency? Don’t have an answer? Don’t worry! We went and asked SGP Lab’s Stephen G. Pope, who makes a living building modern ”content engines” for clients... and he had a ton of tips (including for the future of Thought Leadership, TikTok, and more!).

To SEO, or not to SEO? Ash and Flo chat about “search”, and discuss the role of SEO, PPC, etc. in firm marketing, plus some ideas for how to view and use search marketing. Oh, and: They go a bit off script, too … you’ve been warned!

Care for a case study in ”firm marketing, done right”? We spoke with Thomas Rohrbach, co-founder and MD at NEONEX, a German industry digitalization consultancy, and Noah Haxel, the firm’s marketing manager. Together, we discuss NEONEX’ marketing strategy and brand-building journey, its focus on ”positioning” - and why they offer ”packaged” consulting services with pricing (!) on their website.

Let’s talk about the stuff which gets in the way, shall we? Ash and Flo sum up the biggest ”marketing struggles” (i.e., challenges around marketing effectiveness) they’ve come across both in their careers, and offer a few pointers for how to overcome them.

Here’s the thing: You’ll never be able to do effective marketing if “the business” doesn’t do their part to build authority for the practice. But… how, exactly, would they do that? We’ve asked former consulting executive and authority expert Luk Smeyers – and he had some answers you wouldn’t want to miss!

Continuing their chat about ”process stuff,” Ash and Flo share a few insights into how they think about building processes not just for content production, but for running their teams / their team’s day-to-day. Care to listen in?

Enough with the planning already - it’s time to start implementing everything you’ve said you’d deliver in 2022! But... wait: What was the best way to get from ”planning” to ”traction” without dropping too many balls again? Ash and Flo discuss a process you might like to copy:

We’re back for the new year – and we’re not alone! Kira Tchernikovsky joins Ash and Flo to kick off 2022 with some practical adice around how to work with (and in) your firm’s CRM. Listen in to hear how you could start working with hard sales and business data in the new year!