Drive Referrals With Educational Content and a Strong Firm Brand

Referrals have long been the centerpiece of many industrial firms’ business models. Recent research showed that generating more referrals remains the top marketing initiative for professional services firms this year. But client referrals are no longer sufficient for firms looking to accelerate growth. While loyal clients will return and recommend your firm, buyers are increasingly turning online to research and identify the best firm to address their challenges.

In fact, in a new research study from the Hinge Research Institute, 81.5% of firms reported that they’ve received a referral from someone that was not a client. Why, then, did these individuals or organizations refer a firm they haven’t worked with? Because of that firm’s strong educational content and reputation and visibility in the marketplace.

Firms that are looking to generate more referrals need to rethink their traditional approaches to referral marketing and understand the three types of referrals. They need to refocus their strategies to meet today’s buyers where they search for information. Increasingly, that’s online.

Written by Sylvia Montgomery

June 25th, 2015 at 12:40 pm

3 Must Dos for Exhibitors after the 2015 Global Petroleum Show

Reinvent. Reimagine. Reposition.Last week the 2015 Global Petroleum Show welcomed 50,000 registered attendees, and remained a popular destination even with the recent decline in oil prices. The Global Petroleum Show’s theme this year was – Reimagine. Reinvent. Reposition. – and offered a good reflection on the added pressures for companies to innovate and adapt in the current economy to stay ahead.

With 2015 GPS theme in mind, we’ve created a list of things that your company can do to Reimagine, Reinvent and Reposition your sales and marketing strategy to adapt to the current market.

Written by Katie Cross

June 18th, 2015 at 1:38 pm

Trade Show Conversion: Your Encore is Online

Global Petroleum Show 2015 in Calgary, Alberta, Canada.

Orchestrating a successful trade show for industrial companies can be a difficult task.  Trade show attendance  requires a significant amount of time and resources, not to mention the competition may be only a few steps away…literally!  As an industrial company, you may make the initial introduction to potential customers during the trade show, but chances are you won’t close the deal while you’re there.  With impressions and visitor traffic to your trade show booth untracked and unmeasured, ROI for attending a trade show may be minimal and limited to brand awareness.


So what can you do to leave your trade show visitors reminiscing about your special offers and distinctive products and services enough for an encore?

Written by ActiveConversion

June 10th, 2015 at 12:07 pm

Ready to Generate Trade Show ROI at GPS?


It’s that time of year again… With the 2015 Global Petroleum Show just around the corner, and more than 60,000 expected attendees, there are a lot of potential new leads to close! Exhibitors have spent weeks getting their booths just right, ordering swag, and prepping their staff.

With all the time you’ve put in to getting ready, have you thought about how you’ll actually generate a return on investment when the show is over? If the answer is no, don’t worry, we’re here to help! We’ve put together a quick guide to help you get your sales and marketing ‘trade show ready’, and close more deals when the show is over.

Written by Katie Cross

June 2nd, 2015 at 10:06 am

What does Google’s Mobile Friendly Update Mean for Your Business?

Google MobileSince Google released their mobile friendly algorithm at the end of April, many businesses have been uneasy about the implications that this new release has for their websites. Now that the dust has settled, here’s a quick overview:

Google released a change to its algorithm that gives favour in search results to websites that are easier to read and navigate on mobile devices. Following the release of this update, websites that are not mobile-friendly, will start to see a drop in their search performance in relation to their more mobile-compatible counterparts when the search is from a mobile device.

The Mobile Age

For the first time ever, searches from mobile devices are outnumbering those from desktop computers. With mobile searches continuing to trend upwards, it is no surprise that Google made the decision to improve mobile search experience, by making it easier for searchers to find websites that are easily navigable and readable on a mobile device. It makes sense to favour a mobile website if you’re visiting a website from your mobile device.

Written by Katie Cross

May 20th, 2015 at 12:18 pm

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