Home » Research Pays Off How Adding Proprietary Research Reports Can Help Boost Leads, Inform Clients, and Keep You Honest by Fraser Marlow
Research Pays Off How Adding Proprietary Research Reports Can Help Boost Leads, Inform Clients, and Keep You Honest Fraser Marlow

Research Pays Off How Adding Proprietary Research Reports Can Help Boost Leads, Inform Clients, and Keep You Honest

Fraser Marlow

Published March 7th 2013
ISBN :
Kindle Edition
14 pages
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 About the Book 

About the eBookB2B Marketing teams are under pressure to deliver results on many fronts: Search Engine visibility, thought leadership, generating high-quality leads, creating de novo content that makes the sales force look good in front of clients,MoreAbout the eBookB2B Marketing teams are under pressure to deliver results on many fronts: Search Engine visibility, thought leadership, generating high-quality leads, creating de novo content that makes the sales force look good in front of clients, get invites to conferences, or creating pull-marketing where clients invite you in to discuss a topic close to their heart…Any organization with a keen sense of marketing today is promoting itself through social media, and the field is very crowded. Social media feeds on fresh newsworthy content, but often the effort to generate that content results in little traction because of social media’s short shelf-life. Many of the ‘shortcut’ approaches such as outsourcing your online visibility to a content-farm will not get you far: your competitors are all doing this, too. Only high-quality, original and compelling content will cut through the noise: content your clients want, will actively look for, and are willing to share with their peers.There are few activities that can help you tackle all of these fronts at once, but adding proprietary research to your portfolio of activities might achieve just that.In the following chapter, I will share with you an approach to using research (and published research reports) as part of your marketing efforts. I will highlight where we saw the biggest returns, and some of the pitfalls we have avoided (or failed to avoid) along the way. If your firm has never turned to research as a way of galvanizing clients around a topic in which you have (at least some) expertise, then this chapter should give you a road map to think this through.About the Author: Fraser Marlow, VP, Marketing and Research, BlessingWhiteAs well as heading up global marketing and managing operations in Asia, Fraser runs BlessingWhite’s research team, which publishes regular reports on topics close to the company’s core areas of expertise: Coaching, Career, Employee Engagement, Leadership.As the head of the research team, Fraser has had the opportunity to present and discuss these topics from Bangkok to Boston and from London to Los Angeles. Fraser is also an engaging presenter in the virtual world where he is spending an increasingly large amount of his time.Prior to joining BlessingWhite in 2007 Fraser was Head of E-commerce and Director of Web Marketing at GE Healthcare working out of the UK, Sweden, Canada, and the USA.Fraser works with clients on employee engagement, effective internal communication strategies and optimizing managerial buy-in for large-scale implementations.Fraser grew up in France, holds a business degree from the University Of Bradford, School Of Management in the UK, and is a member of the British Chartered Institute of Marketing.All of BlessingWhite’s research and articles can be accessed off the website at www.blessingwhite.com/research. Fraser may be reached at [email protected]