by Mary Obregon For years, marketers have been taught to take complex products and services and turn them into a message people can quickly understand and remember. AI has made that job a little more complicated. Today, a prospect may learn about your company through an AI-generated answer before ever visiting your website. If that […]
by Nicolle Martin As a PR professional, you answer to a leadership team always wanting to know how PR helps win the attention and trust of potential customers ahead of competitors. Historically, PR has focused on how many “clips” your outreach can secure. Today, executives want to know how that visibility converts into clients and […]
by Cindy Kremer Moen I recently helped a technology company prepare for a website relaunch. The assignment sounded straightforward: sharpen the positioning, update the product messaging and create a website that better reflected what the company offers today. Simple, right? Then we started looking around. Older descriptions of the company were still floating through the […]
by Tanya Amyote If you’ve read one “We’ve added AI” press release, you’ve probably read a hundred. AI is changing the way we work, and it’s absolutely worth talking about. The problem is that, somewhere along the way, the messaging started to sound remarkably similar. Every company has an AI announcement. Every website has an […]
by Amy Juers, CEO of Edge Marketing, and Valerie Chan, CEO of Plat4orm PR Something has shifted in buyer behavior, and most companies haven’t adjusted yet. Five years ago, the path to a purchase decision looked something like this: a prospect searched Google, found your website, maybe read a case study and then reached out. […]
by Jennifer Marsnik If you’ve noticed that your clients and prospects seem to know a lot about you before they ever reach out, you’re not imagining it. Today’s B2B buyers, including those in professional services sectors, do extensive research before engaging any vendor, and they do it everywhere. A general counsel vetting outside counsel, a […]
by Vicki LaBrosse The media landscape has undergone a fundamental transformation over the past decade, and for PR professionals in legal tech, accounting tech and professional services, the shift is particularly pronounced. Traditional playbooks built around press releases, broad media lists and transactional pitching are no longer sufficient. Today, influence is fragmented; editorial teams are […]
by Mary Obergon Marketing teams track a long list of numbers: impressions, clicks, downloads, MQLs, pipeline. Those metrics are useful, but they don’t always capture the factor that ultimately determines whether someone chooses to work with you or keeps working with you. That factor is trust. In legal, accounting and other professional services technology markets, […]
by Jennifer Marsnik Companies selling products and services in professional services markets are aware of how competitive the landscape can be. These firms are cautious buyers, value reputation and trust and often research extensively before engaging with a new provider. Getting their attention and earning their business require more than just having a presence across […]
by Nicolle Martin For the last few years, the story around generative AI has been speed and novelty. AI could spin up a blog post, a social caption or a landing page draft in seconds. But as organizations move from experimentation to real dependence on AI in their workflows, the bar is rising. The mandate […]
Phone: 651.247.7872
Email: ajuers@EdgeMarketingInc.com
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