Professional services firms that do systematic, structured research on their target audiences grow faster and are more profitable. Research helps them accomplish two strategic objectives: keep up with the changing priorities of buyers in a rapidly shifting marketplace, as well as deliver content that aligns with buyers much more likely to research potential solutions to a business problem online than rely on a sales person to guide them.

Hinge Research Institute’s managing director Kelly Waffle will walk participants through how research can help firms create a virtuous cycle of obtaining market insights to curb uncertainty and generating marketing qualified leads to grow the business.

Key takeaways:

• How research grows the business
• The 9 benefits of premium content
• What types of content draw digital leads and encourage conversion
• How to develop and promote premium content

Presenter: Kelly Waffle, Managing Director of Hinge Research Institute