A $2000 camera doesn't take better pictures until you know how to use it. Marketing technology is the same.
Technology will never replace fundamentals. Better understand how your firm fits into your client's business and you’ll consistently beat other firms. Even those with sophisticated marketing.
Your goal is to put your available resources--time, money and people--to the best use. Marketing technology adds power at the margin, but it's not very good at picking off the low-hanging fruit--those clients you should already have but don't.
There's more low-hanging fruit than you realize. For high-margin firms with strong relationships the payoff is especially high.
Gain a deep understanding of what your clients think, want & value and you'll get a bigger bang out of ALL your efforts. Your firm can learn from even long-time clients--ones you've worked with for 5, 10 or more years.
Getting the fundamentals right lets you think strategically about long-term growth so you establish a repeatable & predictable path.
You must have courage to ask questions you're pretty certain you already know the answers--and then be open to what you hear. These are your best clients so it's all good news that makes generating new business easier and faster.
