7 Min Marketing With Pam Didner

Early in December, Victor, a good friend, referred a potential client to me. This client is not my typical B2B technology and global enterprise clients. It’s a mid-size and regional accounting firm based in Northern California. The founder was able to grow his business through events and referrals. While they recognized that digital marketing and outreach is necessary to continue growing, they didn’t know how to start. What they did first was to update their website, that was good. Then, they did a re-branding of their logo. I didn’t know why they did that in that order, but OK, that’s fine. During the re-branding, they hired a marketing agency to conduct a complete audit and create a comprehensive marketing plan. Well, that should be good, right.  After the plan, it’s execution. It should be easy, right?  Well, it didn’t go well. The agency was not able to get traction during the execution since the content was needed to come from subject matter experts like partners and managers. In addition, partners and m