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Adopt an Adaptability Attitude

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In a business environment experiencing constant turbulence—from both the advantages and downsides associated with the growing use of Artificial Intelligence powered software tools, to political struggles both domestic and international, to marketplace volatility—adaptability has become a prized leadership attribute. Leaders who can exhibit agility, resilience and foresight when yet another upheaval approaches, showing they can lead, and will not be derailed, by the slings and arrows of instability and uncertainty, stand out among their peers and competitors. Adaptability and its pillars—agility, forethought and resilience— have become the foundation for business transformation, innovation and leadership.

Do you consider yourself able to own the fundamentals of adaptability when the ground beneath your feet starts quaking and you’re wondering what your next move should be? Are you are able to steer the ship when big waves are crashing and causing your Freelance entity to rock and roll? Are you able to decipher when you should stay the course and when a pivot seems the better option? The practical definition of adaptability in a business sense may need some clarification. According to Marlo Lyons, an executive, team and career coach who hosts the Work Unscripted podcast, recommends that leaders prepare for 2026 and beyond should:

1) Model change-ready leadership. Among the many disruptive events that have occurred since the mid-20th century, unexpected shifts in national and global business conditions or new technology may appear and gain traction—like mobile phones (Nokia) and music (Walkman)—that impact the way we live and work. The adaptable leader will display behavior that transforms panic into calm as s/he interprets change and unpredictability as manageable challenges rather than a business threat. The adaptable leader shifts into crisis management mode and is prepared to make sound, data-driven decisions that support responsive strategy development while sharing information and rallying team spirit to maintain trust and productivity. Lyons guides her coaching and leadership development clients to “look through the lenses of growth, transformation and risk and align with that perspective and show that you’re thinking like a leader, shift your language from protecting the past to shaping the future.” She points out that responses such as “This is how we’ve always done it” demonstrate a lack of adaptability; it’s a weak excuse and should be avoided by those who aspire to function as an adaptable, effective leader. Try some version of these inquiries—“What might we gain if we reimagine this?” or “What would this look like if we started from scratch today?” Leadership is demonstrated by asking questions that encourage resourcefulness, creativity, strategic thinking, future-proofing and adaptability.

2) Take data-driven risks, be accountable for outcomes.  The adaptable leader possess the emotional intelligence to balance risk-taking, accountability and empathy when the team is struggling from change fatigue and maybe fear as well. Demonstrating empathy means helping people process the discomfort of change and the unknown while maintaining momentum and keeping both hands on the wheel. A leader who doesn’t attempt to gaslight the team and models transparency by acknowledging that change is often unsettling but reassures team members that s/he is there to help everyone maintain equilibrium while traveling through the unknown, able to meet important deadlines and deliver on mission-critical projects—is the prototype of an adaptable leader. Adaptable leaders create psychological safety and encourage performance consistency. The mission of an adaptable leader is to support your people through uncertainty while continuing to hold them to expectations—high-quality work and timely delivery. Empathy keeps stakeholders and team members engaged and accountability keeps everyone moving forward. Leaders who can demonstrate both will earn trust, model EQ and show the team, clients and competitors that you operate as an adaptable leader.

3) Listen, learn and grow. With the rise of AI, leadgen automation and the powerful algorithms of quantum computing, especially when paired with AI, continuous learning in the form of professional development, self-directed and expert-led, is no longer optional. Leaders aspiring to maintain their skill set understand how emerging technologies will impact their teams and the overall organization.

Adaptability and learning agility have become the foundation for business transformation, innovation, and leadership—in a word, excellence. Strengthening and consistently demonstrating your adaptability is an ongoing professional development seminar—and a required course for those who’d like to function as successful leaders in 2026 and beyond. Lyons says that adaptability is linked to the following:

  • Agility

Agility is the ability to not only pivot quickly when priorities shift, but to also bring others along with you—like your team and other stakeholders. It is not always necessary to blindly agree with every suggestion made by superiors or key stakeholders. Agile thinking is a core component of being forward-thinking and viewing change as an opportunity for innovation.

  • Resilience

Resilience means that you’re able to maintain your composure under pressure. Resilience is a characteristic that supports objective thinking, creativity and your personal best performance—while you’re in the midst of an unexpected turbulent event. Leaders who find a calm focus are prepared to manage the situation, starting with the ability to direct their composure to creating psychological safety for those on their team. Subduing fear and panic, as you know, brings both short and long-term benefits, most notably the ability to contribute and work at their personal best along with you, and thus enhancing productivity and loyalty to both you individually and the company. It will pay to be transparent and acknowledge, rather than attempt to deny, the difficulty of the market and the company’s financial challenges and directed team members to focus on whatever it is they can control. A leader’s continuing steadiness will provide clarity and consistency that allowed their team to keep delivering results amid constant disruption.

  • Foresight

Foresight separates reactive, seat-of-the-pants managers from visionary leaders. A prime differentiator between the two is the willingness to recognize that looking beyond whatever performance metrics are observed in the present to anticipate what tomorrow’s challenges could be. More than staying on top of current company performance and studying market data, as well as paying attention to what key competitors are up to—are there any noticeable pivots?—detecting and studying early signs of instability, or significant change, is how to avoid being blindsided. You always want to be positioned to assess potential remedies (or opportunity) and develop the right strategy in response.

But foresight that pertains to market shifts is just part of the equation. Leaders also need to have foresight in technologies innovation and understand the benefits and outcomes that explain the why and wherefor of leveraging them. Leaders who continuously research and map future capability needs, and upskill their teams to understand how and when to use emerging technologies, will demonstrate the strategic foresight and enterprise readiness that illustrate adaptable leadership.

Thanks for reading,

Kim

Image: © Spencer Platt/Getty Images. Midtown Manhattan July 29, 2025.

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Storytelling Is the New Advertising

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Not long ago, advertisements you saw in newspapers and magazines were made to capture attention with style and flare. Whether those advertisements were from back in the day, or 21st century pop-ups that invade the screen on your device as you scroll through websites, ad copy displayed flawless visuals and meticulously phrased text, both carefully crafted to dazzle and persuade a broad swath of the ad’s target market viewers. But that was then and this is now.

In the here and now, tightly scripted advertisements appear to be losing their hold on audiences. The viewing public, some of whom are within your target market, are apparently tiring of what can easily be interpreted as ad agency engineered, focus-group tested and totally corporate. Your future clients, and maybe you, too, value what feels genuine, relatable, believable—authentic. Your future clients are hungering for comfort food served in a favorite neighborhood place, not a four- course banquet served in a grand, Michelin starred restaurant.

What future clients are increasing drawn to is storytelling—personal testimony that comes across as unscripted and communicates a set of values and guiding principles that inform how you conduct your business and and even personal life. The influence and impact of storytelling continues to expand and it seems to already have become the future of adverting in B2B and B2C markets.

Advertising experts call the emerging storytelling phenomenon the trust economy and it is winning loyalty (and wallets) with its apparently unrehearsed, believable, real first-person accounts that are overtaking the glossy ads of days past. For example, brands that feature storytelling by the company founder—maybe showing a clip that illustrates what’s happening behind the scenes or revealing that a percentage of company profit is devoted to a certain philanthropy and also explaining how the recipients benefit— are winning customers, growing their follower and customer communities and surpassing the usual results of traditional advertising. In today’s marketplace, authenticity—which is a defining ingredient of trust— has become real currency. Authentic storytelling is how you can earn it.

Maybe the rise of storytelling is a reaction to all those banner ads and pop-ups that clutter screens and have come to annoy digital audiences? Ad-blocker usage is high, especially among Generation Z (born 1997-2012) and Generation Alpha (born 2010-2025) cohorts, whose members show skepticism toward traditional advertisements. According to marketing researchers and thought leaders, authenticity is now a leading B2B purchasing driver, with prospective buyers more likely to buy from brands they perceive as transparent and real. This generational demand for “truth” means over-engineered marketing campaigns and content may no longer resonate with your target audience. But the apparently candid testimonials that typify storytelling are perceived as believable, authentic and trustworthy.

Powerful stories

On every continent and throughout human history, people with a gift for telling a story have held power in their community. We like hearing a good story that is told well. Stories told by company founders and even employees have a persuasive resonance in today’s marketplace. For example, entrepreneurs who share factors that motivated them to launch their business entity and tell the company origin story—and perhaps bravely admitting their struggles, pivots, or failures — create intimacy and relatability with their audience that neither impossibly glamorous models or bland-looking actors who were once the faces of hundreds of companies, smiling and spouting the official brand messages—cannot match.

Furthermore, traditional ads—TV, radio, print, or digital— are more expensive than ever and their returns are diminishing. By contrast, trust and authenticity-driven advertising (marketing) campaigns often require smaller budgets and deliver outsized impact in viewer engagement and word-of-mouth.

Storytelling, which is an outbound marketing strategy and therefore defined as a push promotional marketing tactic, is fundamentally different from the typical message broadcasting that defines outbound marketing, from television, radio, or print ads to sponsoring the holiday tree lighting in your neighborhood.

Expert storytelling invites the audience into a journey. Stories are a shared experience, personal and intimate and capable of making what is a transactional relationship—selling and buying— into communities of shared values and beliefs and whose participants can develop loyalty. Harvard Business Review notes that brands that present authentic narratives in their advertising and other content marketing activities see measurable improvements in consumer trust and loyalty. As well, Nielsen’s Trust in Advertising Report highlights that recommendations from “people like me” remain the most trusted source of brand information and vastly outperforms paid ads.

Build trust into marketing strategies

The core of storytelling is about developing a narrative that is believable and therefore resonates on an emotional level with audience members. The goal is to create a connection with your audience that inspires trust in and loyalty to your brand. A marketing strategy whose message prioritizes truth and has authenticity as its core delivers story narratives that your current and future clients will believe in. Your brand story, when effectively told, can connect with your current and future clients on a deeper level, providing feelings of belonging and loyalty. This emotional connection is crucial in building a lasting relationship between the brand and its consumers. When developing your storytelling strategy and choosing key elements to incorporate in the narrative, you might include:

  • showcasing not only the company founders, but also employees as storytellers
  • Sharing behind-the-scenes happenings with humility, honesty and maybe a touch of humor as well
  • Participating in social media as well as selected in-person community events or platforms to create opportunities that invite two-way communication with your clients, prospects and other followers
  • To evaluate the impact and outcomes of your storytelling marketing campaigns, measure not just impressions but also viewer sentiment, advocacy and engagement metrics

Develop your brand story

Storytellers may sound unscripted and in the strictest sense of the word, that may be true. However, effective storytellers, whether they are entertainers or entrepreneurs, know their talking points. They know the theme and purpose of the narrative. They know how to present the story to the audience and make it capture attention and flow. In other words, creating an effective brand story requires careful consideration. Here are key elements to keep in mind:

  • Know your audience: Understanding your target audience is always essential in public speaking. Make a list of what you feel represent your values, guiding principles, priorities and purpose and consider how they impact the company. You may also want to include challenges and pain points and a reach-for-the-stars goal or two. Tailor your story narrative to resonate with your audience.
  • Clear message and purpose: You don’t want to rant, you don’t want to humble brag. You must have a purpose, an objective, that can lead you to devise a compelling story. Your story should have a clear and concise message. Avoid overcomplicating the narrative; focus on the core message you want to convey, keeping it simple. You should have a Call to Action—what do you want your audience to do—maybe make a purchase, so that they can feel philanthropic by knowing that a portion of each sale will be used to fund a worthy cause, e.g., a healthcare or educational organization?
  • Authenticity: Authenticity is crucial to storytelling. Your clients can easily detect inauthentic narratives, which can damage a brand’s reputation. Ensure that your story aligns with your brand values, company vision and mission.
  • Emotional appeal: Incorporate elements that evoke emotions. Whether it’s joy, sadness, inspiration or nostalgia, an emotional connection can significantly enhance the impact of your story.
  • Organize the narrative: Your story must have a beginning, middle and end. It must have an intro that intrigues viewers and a conclusion that inspires them. A Call-to-Action will tell them how to direct the emotions your story has built up; it creates a common purpose among audience members and is a bonding and community-building experience.
  • Visual and verbal aspects: Combine visual and verbal elements to create a cohesive and immersive experience. Use imagery, videos and written content to bring your story to life.

Thanks for reading,

Kim

Image: © Alejandra Brun/ Agence France-Presse for Getty Images. Charles Robinson, member of the Choctaw tribe (AL, LA, MS, OK), dances during his storytelling presentation in Lima, Peru, August 2003

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Tax Year 2025 Updates for Freelance Workers

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There are two inevitables in human existence and one of them is taxes. The good news is that in many cases, one can prepare and develop a strategy to minimize the impact of the tax burden. The ability to devise a good strategy requires current information and that is the topic today.

You’re probably aware of Federal legislation known as the One, Big, Beautiful Bill. You may not know that parts of OBBB have been revised and proposed changes to federal tax Form 1099-K were tabled and guidelines from previous years have been restored.  

Officially titled the Payment Card and Third Party Network Transactions form,1099-K reports payments received from income generated by self-employed workers and paid to them by Third Party Settlement Organizations such as PayPal, Square, Stripe 2, or Venmo. Revenue received from transactions from online marketplaces, including Airbnb and eBay and also revenue derived from billable hours earned at Freelance B2B services platforms such as Fiverr and Upwork also trigger a 1099-K.

It’s important that Freelance professionals remain updated on federal and state tax legislation so that you can anticipate and prepare for your tax liability. If you’re able to choose your payment method—maybe you’re thinking of offering digital payment options for client invoices?—you would be wise to first assess the impact of that change to your finances. Giving clients additional payment options is now considered a competitive advantage and an aspect of customer service. But when you’d like to initiate payment flexibility, first discuss the matter with a tax accountant and let the tax filing implications, and also other financial advice, guide your invoice payment options.

Internal Revenue Service Form 1099-NEC

What will not change is IRS Form 1099-NEC (non-employee compensation). The form will be sent to self-employed workers, including Freelance professionals, other independent contractors and side-hustle specialists, who’ve been paid $600 or more in a given year. Your earnings most likely will not trigger a 1099-NEC if you billed the client less than under $600 in a calendar year, but you are still responsible for reporting all income whether or not you were sent a 1099-NEC. As a self-employed Freelance consultant, you are required to report self-employment income if your net earnings were $400 or more.

Internal Revenue Service Form 1099-K

As noted above, IRS Form 1099-K reports payments that Freelancers and other sellers of B2B or B2C goods and services received through Third Party Settlement Organizations such as PayPal, Square, Stripe 2, or Venmo for sales transactions between buyers and sellers have returned to the $20,000 billables and 200 transactions thresholds. Upwork and Fiverr will send 1099-K to Freelance workers whose billables equal or exceed $600 in a year, as noted above. Be advised that the proposed $2,500 (for 2025 earnings) and $600 (for 2026 earnings) thresholds are no longer in effect for 2025 and 2026.

As with 1099-NEC (and W-2), 1099-K statements must be sent to you, by email or hard copy, no later than January 31, 2026. If your clients pay you directly by credit, debit, or gift card, you’ll get a 1099-K from your payment card processor no matter how many payments you received or the total dollar amount of those payments.

Keep in mind that your state may have a lower reporting threshold for TPSOs, which could result in you receiving a Form 1099-K, even if your total gross payments and transactions did not exceed the federal $20,000 annual reporting threshold. Some states have their own rules for 1099-K reporting and your state threshold could be lower than the federal limit. While the IRS requires payment platforms to issue a 1099-K only if you have at least $20,000 in payments and 200 transactions for 2025, several states have set their reporting threshold at $600, regardless of the number of transactions.

Qualified Business Income (QBI) deduction

If your business entity is structured as a pass-through, you could be eligible for a 20% tax deduction by way of the IRS Section 199A Qualified Business Income (QBI) deduction. If you are an owner of a pass-through business entity, including S-corporations, Limited Liability Companies (LLC), Partnerships, including Limited Partnerships (LP) and Sole Proprietorships, can claim the QBI benefit whether or not they itemize deductions or take the standard deduction.

The QBI deduction allows eligible taxpayers to deduct up to 20 % of their QBI, plus 20 % of qualified real estate investment trust (REIT) dividends (not to be confused with income generated from rental property). Income earned through a C-corporation or W-2 wages are not eligible for the QBI Section 199A deduction. Eligible taxpayers can claim the deduction for tax years January 1, 2018 through December 31, 2025.

So who can do this? If taxable income (before the QBI deduction) is at or below the threshold amount—and thresholds are different for every year from 2018 – 2025, with the 2025 upper threshold at $197, 300 for single filing status and $394, 600 for married joint filing status—you’ll have access to the full deduction BUT the amount paid by an S-corp or a partnership that is treated as reasonable annual compensation for the taxpayer will not be eligible. To determine if your business may qualify for the QBI, click here to see this older, but useful, IRS form. Most of all, reach out to your tax accountant ASAP and verify your status.

Retirement Plan contribution deferral increase

Have you made a contribution to your retirement this year? If not, you have until December 31, 2025 to slide under the wire and save for your future. These retirement contributions come right off your income, lowering your tax bill and boosting your retirement financial readiness.

The Solo 401(k)—also known as the self-employed 401(k), individual 401(k), personal 401(k) or, to use the IRS’s preferred term, the one-participant 401—is known for its high contribution limits that enable Freelance consultants who have no employees for whom you provide benefits, to save for retirement. That includes Freelancers and gig workers who are Sole Proprietors, or structure their business entity as an LLC, S-corporations, C-corporations, or Partnership. If you have no employees, step right up to launch your preferred version of a single-person retirement fund.

  • In 2025, the maximum contribution is $23,500 (wearing your entity’s employee hat), plus an additional 25% of compensation (wearing your entity’s employer hat). You can also contribute an additional $7,500 in catch-up contributions if you are age 50-59 or age 64 or older. Those between age 60 and 63 may contribute an additional $11,250 in catch-up contributions if the plan allows.
  • In 2026, the maximum you can contribute is $24,500 as the entity employee plus an additional 25% of compensation as the entity employer, with additional catch-up contribution opportunities if you are 50 years or older.

If you file tax form Schedule C as a Sole Proprietor and have a SIMPLE IRA retirement plan, you are also treated as both employer and employee when calculating and reporting your plan contributions. Report both your salary reducing employee contributions and your employer contributions (non-elective or matching) for yourself on Part II – line 15 of Form 1040 Schedule 1, according to IRS info. You must deposit your salary reduction contributions within 30 days after the end of the tax year. For most people, this means salary reduction contributions for a given year must be made by January 30 of the following year. For most individuals, the annual contribution limit for a SIMPLE IRA is $16,500 in 2025 and $17,000 for 2026. Those who are age 50 years and older can also make an extra $3,500 catch-up contribution in 2025 and $4,000 for 2026 if their plan allows it. 

Self‑Employment Tax & Deductions

You already know that Freelance workers must file IRS Form SE no later than April 15, 2026 and pay 15.3% total (12.4% Social Security + 2.9% Medicare) on the net amount of your self‑employment income—because you must fund your own Social Security and Medicare benefits. The good news is that you can deduct half of the self‑employment tax (the “employer equivalent”) from your adjusted gross income.

  1. Social Security Cap: On the first $176,100 of combined wages + self‑employment income in 2025.
  2. Additional Medicare Tax:
  • 0.9% extra if income exceeds:
  • $200K (single/Head of Household),
  • $250K (married filing jointly),
  • $125K (married filing separately).
 Quarterly Estimated Taxes & Penalties

Because Freelancers file 1099-NEC and there is no withholding of earned income, you know that filing quarterly tax forms is a must-do if you expect to owe $1000 in federal tax, including self-employment tax; estimated tax payment must be paid with the quarterly filing. To avoid penalties, pay either 90% of 2025 tax or 100% of your 2024 earnings tax (or 110% of 2024 adjusted gross income if your earnings exceeded $150,000. Quarterly filing deadlines are April 15 (the annual filing), June 15, October 15 and January 15 (because 4Q earnings are reported in the new year).

In closing, I have a gift for those of you who will be 65 years old, or older, in 2025? if so, You’ll receive an extra $2,000 standard deduction (single filers) or $1,600 (joint filers).

Thanks for reading,

Kim

Image: The Tax Collector’s Office (1620-1640) Pieter Brueghel the Younger, courtesy of University of Southern California Fisher Museum of Art, Los Angeles

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Client Relationship Building 2025: 10 Holiday Gifts @ $40 or Less

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The December holiday season presents an excellent opportunity to demonstrate to your clients that you appreciate the value they bring to your business. In fact, it can be argued successfully that your clients are your business—what would you have without them? Not billable hours and revenue, that’s for sure! Can we agree that in the waning days of November, Freelance professionals have some shopping to do, no matter how modest your budget? No Freelancer can let this occasion pass without showing gratitude for the business clients have done with you—and subtly encourage them to contact you in the new year and make a referral or two, as well.

In our hypercompetitive B2B marketplace, where buyer expectations continue to rise, it was found that78% of companies reported that thoughtful December holiday gifts given to clients improve their retention rates and promote stronger business relationships. It was also found that approximately 62% of business owners feel that the quality of gifts given is important and that holiday gifts can increase client lifetime value (by promoting client loyalty and retention).

Boxing up some generic “gift” will not suffice in our hypercompetitive B2B marketplace, where buyer expectations continue to rise. Today’s B2B clients expect a holiday gift that demonstrates thoughtfulness, relevance and quality. They want to know you’ve considered their preferences, industry and company culture. Consider your December holiday gift and card as an integral component of your marketing strategy.

When putting together your marketing budget for the new year, you may even want to make holiday gifting a line item, to ensure that you’ll have the funding to make an impression that aligns with the customer experience your company provides and its brand reputation. Your holiday gift needn’t be extravagant— over-doing it will likely leave the wrong impression. You want to find the sweet spot between professional and personal, memorable and appropriate, impressive and budget-friendly. You also want to present your clients with a gift they want to use. To that end, I’ve combed through numerous websites and discovered 10 items that should help you express this important element of your marketing strategy.

  1. Expandable Packing Cube Set – Medium/Large $34.95

Organization is integral to travel preparation and the REI Co-op Medium/Large Expandable Packing Cube Set makes it easy to pack—and find—items in your luggage. The set includes one medium and one large packing cube that can expand or compress by three inches to adjust packing volume as needed. Mesh on top lets you see what’s inside and there’s a handle to allow for easy carrying. FYI, the REI Co-op brand is certified to The Climate Label. The company funds efforts to reduce carbon emissions across its business and supports climate projects around the world.

2. Stay Cool Adjustable Laptop Desk $39.00

Clients who work from home or travel for business will appreciate this practical and attractive bamboo portable workstation desk. Its adjustable height and tilt settings accommodate laptops from 11 to 16 inches. There’s enough workspace to keep a notebook, mobile phone, or drink within reach and the anti-slip surface with cup holder indent keeps drinks and devices in place. A built-in side drawer keeps office essentials like pens and earbuds organized. The Stay Cool Adjustable Laptop Desk is also designed with ventilation holes and a pair of built-in USB-powered fans to help maintain your laptop’s temperature and prevent its hot surface from disrupting the workflow (USB to USB-C adaptor required.)

3. Stonewall Kitchen Holiday Sampler $34.95

Perfect for pleasing all sorts of palates and elegantly packaged in a white-and-green gift box that features a festive winter design, the Stonewall Kitchen Holiday Sampler gift set contains mini-sized versions of six Stonewall best-sellers: Wild Maine Blueberry Jam, Raspberry Peach Champagne Jam, Holiday Jam, Red Pepper Jelly, Maine Maple Champagne Mustard and Caramelized Onion Mustard. This ready-to-give gift box is a perfect holiday gift.

4. Mongolian Cashmere Gloves $29.90

Your clients will be happy that you’ve taken a hands-on approach when you gift them with lovely and practical Mongolian Cashmere Gloves. The gloves have a long cuff that make wearers feel extra cozy on a cold winter day. They are made of good quality cashmere that is incredibly soft, long-lasting and three times as warm as wool. They are also sourced sustainably and ethically.

5. Holiday Hygge Gift Box $40.00

Made by BeyondGiftsCo. and sold on Etsy, the Boho Mini Holiday Hygge Gift Box is a warm and wonderful winter care package that will sustain the recipient when the snow piles high and the cold wind blows. The Boho Mini contains items that make those fortunate enough to receive one feel good on a cold and wind-swept day: a nice mug, tea (inside a burlap bag), a gold tea spoon, cozy socks, salted caramels and a holiday-themed wood ornament.


6. Ice bucket $39.20

Elevate entertaining with the timeless elegance of the Asti Ice Bucket. Designed in 1972 by Sergio Asti and crafted from 100% recycled plastic and fully compostable, this sustainable design is a true work of art. Its versatile use as an ice bucket, storage container, or even a vase makes it a must-have for any occasion. Works by the late Sergio Asti, Italian-born industrial designer and architect, can be found in the permanent collections of the Museum of Modern Art and the Cooper Hewitt Museum in New York City, the Philadelphia Museum of Art and the RI School of Design Museum in Providence, RI.

7. Tabletop Dwarf Lemon Cypress (Cupressus macrocarpa Wilma Goldcrest) $28.95

The Tabletop Dwarf Lemon Cypress adds a festive touch of nature’s elegance that illuminates holiday decor. The narrow, bright green foliage has a subtle lemon scent and its compact size make it perfect decoration for small spaces, such as tabletops, mantels, buffet tables, or a centerpiece. The pre-wrapped, gift-ready Tabletop Dwarf Lemon Cypress is a memorable client gift that keeps on giving.

With proper care, the plant can retain its vibrant color and health throughout the season and beyond, bringing good cheer to your client’s home or office. Designed to require minimal maintenance, your client can enjoy the Dwarf Lemon Cypress indoors during the holidays and then move it to a patio or plant it outdoors when spring arrives. Your client will be delighted with this gift for years to come—and experience a happy feeling about your brand time and again!

8. Blanket Scarf $14.97

This luxuriously oversized Italian-made Blanket Scarf is true to its name: it’s part scarf, part blanket and made in Florence, Italy from warm and super-soft woven fabric. Including its 4 inch fringe, the Blanket Scarf is 30″ w x 90″ h, made of 100% acrylic and makes a stellar festive statement when the weather turns chilly. You may add your business name and logo, beautifully embroidered monogram for a personal touch by emailing WSIB2BGift@wsgc.com.

9. Cheery Umbrella $22.99

Classy coverage through wind and rain, your clients will be happy to be protected from the elements by the wide, waterproof and wind resistant shield of a Cheery Umbrella. Drawing inspiration from the timeless wooden cane umbrellas but with a modern flair, this rain gear is will add comfort and style to dreary wet weather days.

10. Scout Soft Tote Cooler $39

Pleasure Chest is the perfect size for small family outings, road trips, or a 12-hour work shift—this tall, square cooler is a great shape for stacking containers. Stash napkins, utensils, or chocolate bars (no judgement!) in the outside pockets for quick access. Remember to take ice packs! Because it squishes flat in a suitcase, your client will love the Pleasure Chest for travel—and it makes a great leave-behind hostess gift. Please note that an additional 5-7 days of processing time will be added to your order due to personalization, regardless of shipping method.

  • 9″ W x 12.5″ H x 9″ D
  • Weight: 0.8 lbs
  • Handle drop: 12.5 “
  • Holds up to 30 lbs.
  • Foam insulation layer helps to keep contents cool (ice packs recommended)
  • Fits: 12-oz cans: 15 | skinny cans: 18 | 16.9-oz. water bottles: 8 | wine bottles: 4-5
  • Two exterior pockets: one zip (front) and one slip (back)
  • Heat-sealed, food-safe liner
  • Reinforced straps with velcro fabric handle wrap
  • Zips closed

Happy Thanksgiving to those of you who celebrate. To everyone, thanks for reading!

Kim

Image: Filene’s Department Store (Boston, MA) toy department, 1938

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How a Social Media Strategy Can Power Up Your Brand

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The old saying is still correct—clients (and those who might become clients) do business with those they know and like and do more business with those they know and trust. If you operate in the Freelance B2B consulting sector, you know it’s vital to continually demonstrate your expertise because that’s one of the best ways to win the respect and trust of prospects who might hire you. It’s imperative to make it clear to those motivated to become paying clients that you’ve got the right stuff, that you can be a trusted resource, that you have the capability to resolve their pain points by recommending the right business solution.

Your mission is to get the word out about your insights and abilities and showcase a brand that inspires trust. Bring to audience attention your relevant and timely info that’s delivered in the form of perspectives and insights that resonate. Seeing is believing and becoming a familiar presence in media outlets that your target prospects visit and trust will pay big dividends.

In the B2B sector credibility, relevance and trust are the building blocks of a winning brand reputation and are the foundation of a successful business venture. You access those building blocks by demonstrating value to prospects and peers. One of the most reliable strategies you can enact when your goal is to demonstrate value to prospective clients is to position yourself as a trustworthy thought leader who provides relevant, timely and actionable information. Among the most efficient channels to broadcast information to your target audiences is social media.

Social media has become a cornerstone of the B2B product and services buying journey. Prospects typically view up to 12 types of content, with 40% of B2B buyers including social media in their purchase research. As your prospects search for info, the right SEO search terms could call up your content and make your thought leadership info available to impact a purchase. Remember also that social media platforms are a two-way street and equally useful for not only broadcasting information, but also for listening and learning by starting and contributing to conversations. By becoming active on LinkedIn, which is the preferred B2B platform, and also X, YouTube and/or Instagram, for example, you’ll not only have a presence on platforms your prospects follow, but you’ll also get confirmation of their topics of interest in the moment, plus a heads-up on what may capture their interest in 2026. Below are four strategies for using social media to enhance your brand and grow your client list.

  1. Provide informative and timely content

By positioning yourself as a go-to source of useful insights and info, you’ll win audience trust—and that is vital. The quality and timeliness of the information you deliver, whether by text, video, or audio, will enhance your value. Distributing your thought leader content on social media platforms favored by your target audience maximize distribution and help you build a following. You’ll benefit from increased name recognition, eventually acquire trust and influence and, ultimately, you’ll create for yourself a solid brand reputation. Insider’s tip: linking your blog and/or newsletter to one or more social media platforms when you publish is a great way to share your compelling content with a wide audience (readers will find my weekly blog at LinkedIn activity/posts.

Video is a growing medium in the B2B sector because social media audiences find it easy to digest and, apparently for that reason, an attractive format. While YouTube is the platform of choice, all major platforms host video/audio content, that runs the gamut from short-form clips to long-form videos and live streams. Posting a webinar in which you took part or the podcast on which you made a guest appearance are excellent video opportunities for B2B Freelance professionals.

Case studies and client testimonials likewise make compelling video content. In fact, it may be easier to recruit your satisfied clients to sing your praises in a video rather than providing a written narrative of the process. Furthermore, if you’d like to present a show-and-tell tutorial that explains the rationale for using your product or service and quickly break down how users can benefit, a video interview in which you take center stage may be easier for prospects to visualize how your solution can be implemented for their needs. BTW, video/audio content, plus any noteworthy information you post to social media platforms, such as a case study, should also be posted on the only platform you own and control—your website.

  

2. Share client success stories

Nothing succeeds like success and sharing the occasional client success story (maintaining the client’s confidentiality, when requested) helps prospects envision the effective solutions that you might create for them. Examples of your willingness to personalize your solutions by, for example, simplifying your solution or providing an upgrade, or facilitating post-sale training or other supportive services—without violating your competitive advantages—are persuasive and make for memorable brand-building content for your organization.

3. Be authentic and consistent

X and LinkedIn are the usual go-to platforms for serious conversations. When you have something relevant to contribute, whether you make a thoughtful reply to a comment or offer a new perspective that you expect to generate comments from other readers, you demonstrate your authenticity, as well as your expertise and maybe out-of-the-box creativity. Joining one or more LinkedIn professional groups that are related to your industry or subject expertise can introduce you to a good forum, where you can contribute insights and learn new perspectives from thought leader peers.

4. Be transparent about values and culture

A growing number of consumers, B2B and B2C, are interested in the values and culture of companies with whom they do business. Storytelling is a relatable format and social media is an ideal platform for you to demonstrate and express what your company stands for and how your values impact your business practices. Your clients and prospects are not dismissive of a company’s purpose, vision, mission and guiding principles and may be very pleased that you’ve shared this foundational information.

Moreover, don’t hesitate to show behind-the-scenes evidence that shows you immersed in community work, be it a corporate social responsibility initiative, board service, or other volunteer participation. If you participate in a charity event, such as a holiday toy drive for local children, or sponsorship of your neighborhood Christmas tree lighting and party, consider documenting portions of the proceedings and, better still, invite top organizers to contribute a short interview to describe the goals for the event and the constituency it benefits in a video (be sure to respect the privacy of other participants). Clients and prospects like to know that you’re giving back or paying it forward.

Thanks for reading,

Kim

Image: © Statista May 2025

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B2B Sales Best Practices

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In our last post we examined a few B2B marketing best practices, basic strategies and activities that have earned a reputation for dependably producing successful outcomes; marketing strategies and activities augmented by AI-powered technology have proven to be especially effective. Marketing best practices are routinely followed by those who are considered leading marketers—a savvy and practical lot who avoid the miscalculations of strategies that are, unfortunately, associated with marketing laggards. Marketing leaders know that strategies and activities grounded in best practices are capable of not only producing your organization’s personal best year-end revenue and profit, but also generate business momentum that can propel you into a very happy 2026.

Now that we’ve taken a dive into marketing and learned what’s likely to inspire prospects to ask that you schedule a sales conversation, we can next examine what can be said to represent B2B sales best practices, in particular as they apply to Freelance professionals and small business owners. As always, the goal is to produce healthy revenue and profit results and avoid being seduced by strategies that make sense for, perhaps, an enterprise national or multinational corporation but are probably unattainable for smaller entities. In our continually evolving B2B marketplace, it’s necessary to recognize when to follow traditional B2B basic business practices and when (and which) of the dizzying array of new technologies are capable of facilitating your revenue and other business goals.

Navigating the complexity of B2B purchase decision-making 

B2B sales cycles are typically much longer than their B2C counterparts. The purchasing approval process often requires input from influential stakeholders and it is standard for multiple decision-makers to be involved. Complicated negotiations may be needed to reach agreement on pricing, payment terms and logistics before a sale can be approved. As a result, it is common to meet not just with the project team leader, but with a decision committee when you are invited into a sales conversation.

So—let’s figure out how to survive the lion’s den and earn a chance to rack up as much sales revenue as possible before the 2025 finish line. As usual, the best sales techniques follow a “work smart and keep it simple” philosophy. An effective sales process focuses on more than a financial transaction—the necessity of relationship building, the customer experience and also repeat business and referrals that grow the client list remind you that your sales strategies and skills are building blocks of long-term business growth and are integral to future-proofing your organization. The five steps detailed below are sure to help you improve your sales performance:

  1. Whenever possible, schedule face2face sales meetings to facilitate relationship building opportunities. Teleconferences are useful and very convenient but when possible, especially for the first meeting, find a time and place that will enable all participants to attend in person. Furthermore, it will also benefit you to schedule a face2face meeting at what you anticipate will be the meeting during which you expect to clinch the sale. Facilitating good communication and encouraging transparency and collaboration are easier to achieve in face2face interactions and make it easier to both encourage the sale and plant the seeds of a good client relationship.
  2. In-person meetings provide a forum for you and the decision team to get to get comfortable enough to share relevant information and build trust. The intimacy of in-person interactions are the fastest way to learn what really motivated the prospect’s team to seek out and evaluate your company’s solution. It’s much easier to bring this type of info to the surface when all players are in a room together. Face2face meetings encourage the development of communication and trust whose depth will surpass a merely transactional agenda. Like marketing leaders, sales leaders want to add to their roster clients who are willing to bring repeat business and make referrals to your company. BTW, you can also make referrals for your clients, an action that is certain to strengthen your business relationships.
  3. Sales meetings are typically the setting in which you receive previously undisclosed info that reveals why your prospect is willing to resolve a certain pain point by seeking a solution (that you hope to provide). The prospect’s team might divulge false starts, frustrations and failures that were the outcomes of other solutions. You can move the discovery forward by developing a list of open-ended questions that may encourage decision team members to talk, so that you can actively listen and take notes. Obtaining a clear understanding of client motives, goals, past experiences and concerns will allow you to personalize a solution that addresses what matters to the prospect.
  4. Prospective clients in most cases are concerned with maximizing value for the spend. Therefore, you are advised to focus on the dependable benefits of your solution’s outcomes and results, rather than reciting a list of features that are associated with the service or product.
  5. It is often said that half of life is about showing up; the other half is about the right kind of follow-up. If you’re waiting anxiously for an answer that concerns the proceedings of a recent sales conversation, by all means reach out and make contact. Your job is to add value to the communication and not bring pressure. Good meeting notes will help you to diplomatically present information that addresses client needs and priorities and moves the sale toward a successful conclusion. Maybe you can send a case study that was not previously discussed, or there is an add-on or upgrade that is not costly in terms of time and/or money for you to provide, but will bring value to the client and make your solution more attractive?

Sales skills are critical for B2B sector Freelancers and SMB owners. Those who sell are the revenue engine, making periodic professional sales skills training a must-do. If you’re the company’s one-person sales team, you’ll be much more successful when you sharpen your ability to persuasively and clearly articulate your product or service value proposition/unique sales proposition, refine your responses to prospect questions and objections so that you instill confidence—and close deals in a way that builds client relationships. Keep in mind that utilizing sales best practices tactics alone will not ensure success in the hypercompetitive B2B sector. Producing sales revenue and profit that achieves your targets will also require that you stay abreast of the evolving expectations of your clients and prospects and updated on industry developments and trends.

  1. Instituting an efficient sales system is essential for B2B sector Freelancers and SMBs. A CRM (customer relationship management) system that helps you to monitor leads, sales offers being considered and prospective client interactions should be a part of your sales system. You should establish an inbound sales pipeline that helps you visualize your sales process and identify areas where you can improve. Refer to your marketing buyer persona and use that profile as a snapshot of the client(s) you’re selling to, so that you can tailor and personalize your sales process to fit their needs and expectations. 
  2. Freelance consultants and SMBs operating in the B2B sector must develop a sales strategy.  Your sales strategy will guide you to identify reasonable and attainable sales revenue goals and identify potentially useful sales distribution strategies. Might facilitating website online ordering of certain of your products or services be attractive to your clients and persuade them to do more business with you? Your sales strategy will also guide you to identify principle competitors and learn how to persuasively articulate your unique sales proposition.
  3. Make your sales pitch simple and easy for the client to envision how your solution can be incorporated into the workflow and operate in the real world. Provide information about how your solution can meet the prospect’s specific needs—that is, benefits and outcomes— rather than the ins and outs of service or product features.
  4. Recognize and introduce opportunities to up-sell to premium level service or cross-sell add-on services or accessories. If your service or product line does not currently feature options to “trade-up” or ‘add-on,” consider how you can include such options. For example, designing an “economy” level service may attract interested prospects who are on a budget but are motivated to become buyers. On the other hand, those who have more expansive needs and a budget to match may be ideal candidates for up-selling to premium service/product options, or add-ons.
  5. In 2025-2026, the payment options you offer to prospects can be presented as a competitive advantage. As fintech expands what’s possible, know that buyer expectations are shifting toward flexible, personalized payment terms. Furthermore, cybersecurity and other risk-mitigating considerations are at top of mind. Confirm that your current payment options meet buyer expectations of payment transaction security and give yourself another pathway to encouraging sales and developing good business relationships.

Thanks for reading,

Kim

Image: © Rido/Dreamstime

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Back to Basics: Best Bets for a Robust Year End

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When B2B marketing decision-makers were asked to name their most effective B2B marketing best practices, it was discovered that those who followed best practices recommended by their industry peers produced revenue and profit results for their organizations that showcased them and the companies for whom they work as leaders. By contrast, B2B marketers who did not consistently adhere to those highly recommended best practices finished the study period as laggards, who did not achieve desirable revenue and profit targets. B2B marketers who apparently had little faith in the power of those highly recommended marketing best practices produced lackluster revenue and profit results for their companies. B2B marketers whose organizations emerged as revenue and profit leaders not only produced higher revenue and profit growth but also achieved better client retention and growth of the company’s client roster.

Forrester, the global research and advisory company headquartered next door to Boston in Cambridge, MA, revealed in a 2025 marketing survey a sharp divide between B2B leaders and laggards based on responses from 1,060 marketing decision-makers. Forrester researchers compared a cohort of leading marketers, who consistently applied recommended marketing best practices, which ranged from cross-functional in-house collaborations to client-based personalized marketing strategies. Forrester researchers also identified a cohort of lagging marketers, who fell short where leading marketers and their companies excelled. The business outcomes were clear—leading marketers, who closely followed recognized marketing best practices, rewarded their organizations with significantly stronger revenue and profit metrics, plus a robust client list that was augmented by improved client retention.

As marketers and all business leaders and owners struggle to adapt to seismic changes that have rocked the global economy for 20+ years, and especially since the 2020-2022 pandemic era, the necessity of future-proofing their business entities has become obvious. The Forrester survey indicates that applying well-known marketing best practices requires is an essential component of a resilient business entity. Additional marketing best practices that nurture high-growth companies include the use of AI-powered tech solutions that among other key functions can be used to design personalized marketing campaigns and tactics and also facilitate alignment between marketing, sales and operations.

Maximize marketing

Marketing teams will do well to reacquaint themselves with marketing fundamentals to navigate this era of lengthened B2B sales cycles, economic instability marked by cautious spending habits, lay-offs at leading multinationals (e.g. Amazon and Starbucks) and rising B2B buyer expectations. Develop marketing campaigns that emphasize the unique sales proposition of your service or product. Provide opportunities for buyer engagement that answer questions, educate, build community and inspire brand loyalty. Furthermore, synchronize strategic and operational alignment with your sales and marketing activities—not an easy task since prospects are quite comfortable conducting digital research of your services or products (and also your competitors’) before seeking info from your team. The change in power dynamics has caused a disruption in the usual alignment between marketing and sales functions—and for 61% of B2B prospects, that’s how they like it, according to a 2024 survey conducted by Gartner Research.

  • Develop a buyer’s journey that provides appealing responses to the typical prospect’s initial curiosity and questions about your products and services by building a marketing/ sales funnel that anticipates needs. The number of touchpoints in a B2B buyer’s journey that results in a sale varies according to industry; as you build your company’s sales/marketing funnel, information generated by AI-powered client research is your best way to learn the information that prospects desire most, end-to-end.
  • Use AI-powered customer relations management to identify client groups that have a preference for certain of your services and/or products and use the intel to devise marketing campaigns and strategies to purposed to increase your market share.
  • Keep it simple by creating marketing messages that focus on user outcomes; include AI-identified personalization data at every client touchpoint to enhance the customer experience and encourage purchases.

Productivity over market expansion

Discovering a niche market that’s worth a gamble—that is, worth the resources you’d invest to develop it—is no doubt high on the wish-list of nearly all Freelance consultants and business owners. However, Forrester survey marketing leaders did not necessarily think the “grass is greener” and chose not to chase what might be a mirage.

Marketing leaders kept their feet firmly planted on the ground and instead maximized resources and advantages already in hand to deliver their revenue and profit targets. A big plus was that leaders worked for companies that invested in AI-powered tools and applied that resource to strategies they could expect to maximize productivity and drive business growth. Marketing leaders incorporated client insights, never lost sight of brand promises and used those benchmarks to strengthen their marketing messages. Those messages described and emphasized product and service solution outcomes, and went beyond merely listing product or service features, to help prospects envision precisely how the products or services would achieve important objectives (and make purchasing committee members look good).

This strategy can be depended on to encourage buyer engagement and trust, which boosts the likelihood of a purchase and, post-purchase, promotes client retention that grows revenue, profit and client lists. In fact, Forrester data showed that revenue generated by leading companies consisted mostly of existing, rather than new, clients. Market penetration means how well your product or service sells; increasing sales within the existing marketplace is much easier for Freelancers and small business owners than either creating new services or products or entering new markets.

  • Agile business strategies are a competitive advantage that help you adapt to changing business circumstances and maintain, or even grow, your client base, revenue and profit
  • Accurately identify your strongest competitors to learn how to more advantageously position your service or product in the marketplace—confirm your best customers and also refine your messages to obtain more selling opportunities and close gaps that inhibit sales
  • Muti-channel marketing optimizes communication with prospects. Create a presence on platforms that clients and prospects visit and trust to maximize engagement activities, broadcast marketing messages, build brand loyalty and create more purchasing opportunities
  • Collect and utilize first-party data to enhance personalization, engagement, loyalty and sales

AI-powered tech tools to enhance efficiency and outcomes

Employing AI-powered marketing automation can provide numerous operational efficiencies that enable deep-dive research that supports insightful data-driven decision-making that delivers the results you need. AI-powered software is the ticket to obtaining client insights that are timely and trustworthy.

  • AI-powered predictive analysis gives reliable feedback re: client behavior, helping you to devise personalized and effective marketing strategies and campaigns
  • Marketing campaign personalization is maximized and might include, e.g., dynamic email marketing that auto-adjusts in response to real-time client engagement metrics
  • Client segmentation supported by AI marketing allows you to consider an array of client characteristics—demographics, purchase history, industry, or content preferences, for example—to better understand purchase patterns and motivations
  • Chatbots, virtual assistants and/or autonomous AI agents that manage end-to-end client interactions, including problem resolution, order processing and appointment scheduling, can be made available to ensure that your company reliably provides 24/7 customer service that enhances the customer experience and boosts your brand reputation
  • Integrate AI marketing automation with customer relations management to synchronize marketing, sales and customer service functions

Maintain a client-centric focus

You’ve heard this before and apologies for repeating myself! It’s just that basic marketing best practices have demonstrated conclusively that they reliably produce the results B2B marketers need. The vast majority of best practices marketing strategies and tactics, while reconfigured to resonate with current technology and client priorities, concerns and habits, have not been made obsolete. Inbound marketing, outbound marketing, content marketing, guerilla marketing and social media marketing remain effective today, although integrating them with current advanced technology and maintaining a focus that keeps client goals, priorities and pain points at top of mind will yield the best outcomes.

  • Invite client feedback by inviting or initiating personal conversations, consistent and relevant social media posts created to encourage replies and/or creating a short survey that’s sent to clients you’ve worked with over the past four or five years, to learn what they perceive as your company’s strengths and weaknesses. It is instructive to obtain insight into how client needs and expectations evolve over time, so that you can use the info to improve your product-market fit, or also hear their thoughts on what competitors offer, or get the heads-up on shifting concerns or priorities
  • Identify your typical prospect’s most important goals, business drivers and pain points that trigger a need for your category of business solutions
  • Develop a client buyer persona, a profile that represents your ideal buyer. If you have more than one significant target client group, you are encouraged to develop a buyer persona for each. A detailed buyer persona helps you to objectively envision how to personalize your strategies and campaigns by developing timely, relevant and engaging content for each client segment.
  • Provide excellent end-to-end customer service, from onboading to after-sale support

Thanks for reading,

Kim

Image: © Omar/Salaam Times. Afghan women weave a carpet in Injil District, Herat Province, Afghanistan on September 28, 2022.

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First-Person Data: Collect and Protect

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Compliance takes a leading role in marketing strategy

The accelerating use of Generative AI that’s occurring in business entities large and small has sparked privacy concerns in data management and IT security teams, marketing C-Suites and the offices of corporate governance/compliance attorneys. Whether the leadership at your organization calls itself progressive or conservative, it’s absolutely necessary to develop data implementation and risk management protocols, and create a crisis management public relations strategy while you’re at it, when integrating artificial intelligence backed software tools into your business operations.

Protecting client relationships and brand reputation has persuaded many organizations to bake compliance regulations into their marketing strategies, in particular those supported by GenAI. International Data Corporation (IDC), a global market intelligence and data provider for the IT, telecommunications and consumer technology markets headquartered near Boston, MA, cautions that stringent data compliance protocols are no longer merely optional, but are necessary, to avoid financial and reputational harm.

We’re all personally impacted by the increasingly pervasive use of AI and you are well aware that data privacy is high-priority to your client (and you). Regular reports of cyberattacks and data breaches intensify concern. While the the expansion of AI-powered software systems result in a more efficient, responsive and personalized experience that clients value and now expect, it’s usage simultaneously makes clients wonder about the security of their data. Research by Publishers Clearing House found that 86% of Americans are more concerned about their privacy and data security than the state of the US economy. However, 62% either don’t know or are misinformed about how their data is being used.

Sigh. There is an upside, however. Advanced risk monitoring tools, automated reporting and responsible AI frameworks can act as gatekeepers and companies achieve regulatory requirements. Businesses that integrate transparency and ethical AI practices into their governance policies and procedures can reduce the possibility of data breaches and other AI-related risks and simultaneously enhance client trust and strengthen the company’s brand reputation.

There is also legislation designed to reassure consumers that protecting their personal data is serious business and is, in some municipalities, the law. Protective measures meant to safeguard the processing of personal data is demonstrated by the change of privacy features at Google, the implementation of the General Data Protection Regulation (GDPR), whose purpose is to protect the privacy and personal data of individuals in the European Union and European Common Market and the adoption of the California Consumer Privacy Act (CCPA).

What is first-party data?

First-party data is information your company has collected directly from clients and prospects, site visitors, or social media followers. First-party data comes directly to you and the more touchpoints you provide, the more opportunities you will have to collect this information. It is an extremely valuable type of data for businesses. In comparison, second-party data is shared by a trusted source, while third-party data is data aggregated from other sources, which can include social media platforms and public records.

Marketers recognize that personalization is the cornerstone of a pleasing and potentially memorable customer experience and that collecting, implementing and storing client data —first-party data—is integral to personalization. Marketers enter first-party data into customer relations management (CRM) systems to enhance personalization, use CRM predictive analytics to get insight into client behaviors and preferences, recognize client segments and then target marketing campaigns accordingly. Sources of first-party data include:

  • Client demographic info
  • Client buying history
  • Leadgen campaigns
  • Client or prospect interactions with your website or app
  • Surveys and other online feedback that clients may participate in
  • Client, prospect or other visitors user-generated content or social media conversation transcripts
  • Blog, email and newsletter subscribers
  • Program registration lists, e.g. webinar, workshop, or meeting sign-ups

Why do you want first-party data?

First-party data helps you to paint a picture of your client and develop a reliable buyer persona. It is enormously useful because it delivers accurate client and prospect information—user info from all the touchpoints—that enables you to target the right buyers for your services or products. You’ll also be able to make better informed decisions when figuring out what personalization looks like to your clients.

First-party data enables marketers to build a customer experience that reflects user purchase history, if applicable, or other known preferences and behaviors that enrich and enhance the customer experience. Personalization is like the bartender who knows your drink or the waiter who shows you to your favorite table. Now you’ll have an accurate blueprint to follow when figuring out how to nurture a brand community of long-term clients who are happy to buy your products or services, make personal referrals and generate good word-of-mouth on social media.

Transcribe first-party data into your Customer Relationship Management (CRM) platform to create a database of everyone who’s visited your website and social media platforms. But before you start using your first-party data, think about what you want to achieve, to ensure that you’ll maximize its many benefits. You may want to do one or more of the following:

  • Building brand awareness 
  • Expanding leadgen activities
  • Encouraging repeat business and discouraging client churn 
  • Re-engaging lapsed clients and non-converting prospects
  • Growing your thought leadership content audience—blog, newsletter, podcast, webinars, speaking engagements

When you get enough first-person data to have confidence in the size of your sample, begin to implement your strategy—segment your audience and use your first-party data insights to maximize conversions on your website by optimizing user experience, targeted marketing messages, the buyer personas to understand your customers and create customized emails or (email) newsletters that will be relevant to the primary sectors (e.g., hospitals, schools, for-profit, not-for-profit, small business, global enterprise).

As well, Freelance consulting specialists and other B2B entities can follow the highly aligned and targeted account-based marketing format to produce relevant and personalized content to your market segments across the digital channels you occupy— posting tailored content in a various formats (e.g. blogs, videos, e-books, case studies) that resonate with those audience segments.

The ability to personalize marketing outreach activities cannot be overestimated—96% of shoppers say they’re “likely to purchase when brands send personalized messages.” Meanwhile, a 2025 consumer trends report generated by Businesswire found that “three out of four surveyed shoppers have already abandoned brands they once loved in favor of those offering more personalized experiences, while 81% say they routinely ignore marketing messages that don’t feel relevant”. When you throw in the harsh realities that client acquisition costs are increasing, client lifetime value is decreasing and the competitive landscape is intensifying, making the most of first-party client data becomes imperative. But the catch-22 is that possession of client personal data, which often includes contact info and credit card numbers, is a risky proposition.

Collect data, protect data

The widespread restrictions on third-party cookies by leading web browsers presents real challenges to the collection of first-party data, even when enabled by data collection by sites you control (e.g., your website). With Google putting the brakes on third-party cookies, plus Edge, Firefox and Safari shutting off cookies, first-party data is more valuable than ever.

How can businesses safely collect this essential marketing/ sales resource and simultaneously navigate obstacles around data security and client privacy expectations? The implementation of advanced security measures to protect against fraud and data breaches is a must-do. Ensuring compliance throughout the transition is also crucial, especially with evolving data privacy regulations.

In addition to conducting regular security audits to ensure data is secure, businesses should go beyond standard encryption practices and adopt advanced security measures such as tokenization for sensitive data fields, which minimizes the risk of exposing real data should a breach occur. It is recommended that companies should leverage automated tools for continuous security monitoring and compliance checks that can provide real-time alerts on suspicious activities that help to preempt potential security incidents. 

Maintain client trust

In Freelance consulting, trust and expertise are foundational. Clients entrust their sensitive data, strategic plans and proprietary work flow processes to you and expect their information to be kept private and secure. That is an ingredient in your recipe to win confidence, build strong, lasting relationships and establish and maintain your image as a reliable partner. You, Freelance friend, must institute all reasonable measures to protect client sensitive information, but as you know, the growing cybersecurity security threats can make that task feel like an ongoing battle. Here are effective defensive, low or no-cost, tactics you can take:

  • Read up on cybersecurity best practices that have SMBs and Freelance consultants in mind on the Small Business Association SCORE website.
  • Multi-Factor Authentication adds a layer of security by requiring users to verify their identity with both a password and a confirmation phone call or email.
  • Secure file permissions ensure that only authorized individuals can create, edit, or share sensitive documents. Encrypt sensitive documents and store them in the cloud to add another layer of security by instituting more stringently controlled access.
  • Hard-copy documents that contain sensitive information should be stored securely in a locked cabinet or safe when not in use.  
  • When possible, conduct meetings during which confidential topics will be discussed in person rather than on videoconference calls.
  • Devise an incident response/crisis communication PR strategy that provides explicit instructions, defines responsibilities and details your data recovery strategy in the event of a security incident. Your organization must respond quickly and in a calm and professional manner that demonstrates your control over matters and ability to resolve the incident and inform and reassure clients as you do.

Thanks for reading,

Kim

Image: AI-generated image courtesy of StockCake

 

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Level Up Your Thought Leader Cred

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Being a thought leader is a vital ingredient in a Freelancer’s recipe for a B2B content marketing strategy that moves the needle. In fact, establishing yourself as a credible thought leader is foundational to building a thriving Freelance client list. Freelancers must recognize that business acumen, lived experience and data you share with content followers, some of whom are prospects and clients, is a valuable strategic asset. What you know and how you express your knowledge is the core of your Unique Selling Proposition and the engine that drives your ability to deliver solutions that produce results and convert prospects into paying clients.

Many independently employed professionals label themselves an “expert in the field and thought leader,” but few do so with a carefully considered sense of purpose that leads to an actionable outcome—like persuading a hesitant prospect to become a client. In today’s hyper-competitive marketplace that’s populated with cautious prospects who’ve lengthened B2B sales cycles and pushed your next paid invoice farther into the future, it is imperative to distinguish yourself from those whose “thought leadership” amounts to checking the box and calling it done.

Tickling a handful of marketing metrics doesn’t prove that you’re a credible thought leader, either; click bait posts and articles are only eye wash and audiences recognize it. True connaisseurs of thought leader content track business impact (vs. 63% overall) and 51% track brand authority (vs. 38% overall) to assess how audiences really feel about their content. They measure the relevance of their thought leadership with insightful metrics:

  • Audience engagement — views, downloads, shares (80%)
  • Business impact — lead generation, pipeline influence (63%)
  • Audience feedback — client/prospect feedback, sentiment analysis (40%)
  • Brand authority — speaking/media opportunities, publication citations (38%)

Furthermore, connaisseurs publish their thought leadership on marketing channels that provide an audience of B2B prospects who are serious about obtaining useful information. If you are not currently publishing on these channels, as well as getting out in front of a live audience every once in a while, add these items to your thought leadership promotional activities.

  • LinkedIn (76%)
  • Email newsletters (54%)
  • Speaking events, webinars (52%)

Those who “get” the power of thought leadership know that the information they present may be used by audience members who are either familiar with or contending with a particular challenge. The insights and info you present as a thought leader is used to support responsible decision-making, whether in the moment or in the near future. Therefore, the goal of savvy Freelancers is to produce credible, possibly innovative and reliably useful thought leadership content that followers and other readers or viewers will notice and remember. Below are thought leadership ingredients you can use to develop your recipe for success.

1. Solve a problem readers will recognize

Effective thought leadership is born of a vexing problem that is urgent—an emerging risk, a stubborn and mysterious challenge or failing, or even a misunderstood opportunity. The most perceptive and confident thought leaders will dare to step outside the usual narrative or practice and provide a perspective the audience hasn’t heard before and use it as a launchpad for potentially effective solutions. Does your thought leadership content inspire your audience make smarter, braver, decisions, or help them to avoid a potentially costly error, or problem they may not have considered?

Thought-leadership content that presents insights and information that helps decision-makers perform not as mere functionaries but as leaders who know how to keep the mission-driven goals of their organization in the forefront builds trust and separates you from competitors. To achieve that, thought-leaders must be aware of what audience members need to know now—before a competitor tells them first.

2. Present thought leadership content with an out-of-the-box idea

Defining the problem is where thought leadership starts and proposing an innovative way to perceive and address it is what gets thought leader content noticed. A true thought leader is provocative, one who reveals an “aha” moment that makes a new way of looking at things both credible and memorable. Create thought leadership content that challenges conventional wisdom or reframes a common problem in an unexpected way—and show your audience that you understand the problem and how it can be solved.

To stimulate your creative spirit, you may want to employ an Artificial Intelligence tool to rev up your brainstorming. You’ll have to experiment to find the right prompts that help you discover intriguing, but credible, possibilities for topics that answer questions for readers and reveal what they consider to be an emerging concern. AI can also help you frame your approach to the topic and provide suggestions as to which narrative threads might be included in your content. Also, use storytelling to shape your content, as it is usually the most relatable way to communicate with your audience—and they’re more likely to retain the info you deliver.

A concise overview of a case study or references to insights gleaned from user generated content that’s appeared on your company’s social media accounts are excellent sources of lived experiences that are provided by your very own followers. You can also discover topics to explore as well. Let AI help you start the brainstorming process by showing you topics that your audience are likely to find relevant and then build your case with real time source material that might reflect both your own experiences and that of your clients.

3. The best thought leadership content is in the trenches

When scouting for source material, keep in mind that residents of the C-Suite may not give you boots-on-the-ground perspectives or stories that reveal out-of-the-box perspectives or possible solutions that bring “street cred” to your thought leader content. Clients and colleagues who have a customer-facing role are better positioned to provide you with the most interesting topics, experiences and insights that bring authenticity to your narratives. You want reports from those who notice shifting customer behavior, for example, and other grass-roots experiences that bring a rawness and depth to your thought leader content and makes it relevant to a wide audience.

4. Thought leader content is considered useful

Good thought-leader content earns attention by delivering relevant information. That doesn’t mean checklists or how-tos—but it does mean clarity and ideas that make a subject that is complex feel as if it can be navigated and understood. When your followers and other readers finish your article and let the information you provided and hit the save and/or the forward button, that will verify your status as a thought leader. Useful content helps readers do things like:

  • See a risk they hadn’t considered
  • Argue for a decision internally
  • Convince the audience to take action
  • Shift the mental model audience members were using

Thanks for reading,

Kim

Image: ©nobelprize.org (L-R) Daron Acemoglu of the Massachusetts Institute of Technology in Cambridge, MA, Simon Johnson of MIT and James Robinson of University of Chicago in Chicago, IL

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Two To Tango: Freelance Strategic Partnerships

by
Tango dancers in Buenos Aires, Argentina

Freelance professionals are survivors by nature—savvy, proactive and ambitious. You are forward-thinking and grasp the big-picture, characteristics that led you to be realistic about current business conditions and respond to the risk-averse spending habits of many B2B prospects. You recognize that a defensive strategy is needed to stabilize the ground beneath your feet and make it possible to at least maintain, and preferably increase, your client roster and bottom-line sales revenue. A perusal of articles in the business press and resourceful brainstorming have led you to consider pursuing a partnership with a Freelance colleague. Owners of business entities large and small have long recognized that a good partnership creates competitive advantages, whether the goal is to help the partners stimulate revenue during periods of marketplace fluctuation, or maximize revenue and profit during a booming economy. Bringing in partner is meant to bring additional value—clients, investment capital, business skills, brand recognition, for example— and strengthen the position of the partners.

Recent research suggests that successful business entities often rely on their relationships—de facto partnerships— with peers whose services or products are complementary to one’s own and whose target customers have data-supported potential to become a promising source of new leads for your entity. In fact, within the Software as a Service community, partnerships and event participation are described as among the highest impact growth channels for warm leads.

The Freelance economy holds numerous sources of potential partnership opportunities— vendors, co-working site colleagues, Freelancing colleagues you meet at conferences, business accountants and attorneys. Even your SCORE mentor could suggest that you meet with a fellow Freelancer who s/he also mentors and discuss the possibility of partnering on certain types of projects. If you find the possibility of introducing a partnership to your Freelance business entity intriguing, here are some things to consider.

1. View the partnership as a strategic asset, not as the cure for a problem.

First, why do you want to form a partnership? What do you hope to gain and what assets can you bring to the table that might persuade a Freelance colleague to engage in a partnership with you? In order for the partnership to be useful and produce the outcomes that you (and the partner) want, you must be honest about your motivations. So, what are you looking for in a partnership? Start the decision-making process by clarifying your partnership wish list. Next, make an inventory of the resources you can offer to a partner and use that list to articulate your Unique Selling Proposition to a Freelance colleague you hope will become your business partner. Keep in mind that a successful partnership is about sharing resources and is not a rescue mission to save a failing enterprise.

  • Do you want occasional collaborators—say, extra help on certain projects—or an ongoing partnership?
  • A partner whose clients are potential prospects for your services and your clients are potential prospects for the partner’s services? Ideally, you and the partner would see a growing client list.
  • A partner whose services are suitable for co-promotion opportunities, such as the McDonald’s and Coca-Cola #Better Together campaign and the Apple Watch Nike+? Co-promotion is meant to introduce your brand to a wider audience and result in enhanced brand awareness and recognition, with the expectation of increased lead generation, sales revenue growth and market share.
  • A partner whose services, when offered in tandem to your own, will result in the capacity to provide solutions that prospects will perceive as delivering more valuable than your current offering.
  • A partner who will share certain business expenses, such as co-promotion advertising costs and/or office space rental.

2. Goals that align and a cultural fit.

In a functioning and mutually beneficial partnership agreement, there are only winners and there are no losers. A partnership is never a zero sum game where only one person wins. Honest, respectfully expressed communication and transparency are demonstrations of respect and the foundation of authenticity. In a recent McKinsey report, alignment on objectives, effective communication and trust were most often present when partnerships and other joint ventures succeeded and most often absent when partnerships failed.

As well, a mutually accepted definition of good work ethic should be agreed-upon and include a shared understanding of how to handle relevant business practices, such as what constitutes timely and appropriate follow-up regarding client referrals, for example. In this way one develops a reputation as a good partner and the partnership can deliver on its intended purpose.

3. Clearly define roles, responsibilities and money.

Establish and clearly define the roles and responsibilities of each partner and that includes money. Discussing payment protocols upfront will prevent ugly misunderstandings. Will the partner who handles the design work on a website project be paid at the same rate as the tech person who perfects SEO and the speed of page loading—or will you each bill at your usual rate? Put everything in writing to avoid conflicts later. Depending on the state in which you operate, your partnership may require a written agreement.

Regarding roles and responsibilities, will there be a quarterly or semi-annual performance quota for client referrals generated, networking events attended, or other work-related activities? A discussion of what constitutes good work ethic and productivity metrics will be helpful.

4. Start small and work out the kinks. 

Where possible, start small and avoid diving into a big project until the partners become familiar with one another’s working style. Instead, rehearse your partnership by taking on a small project. Creating a story board to describe how the partners together will collaborate successfully on a project can be very useful. Remember what Avatar creator James Cameron and others remind us: “A vision without a plan for execution is just an hallucination.”

5. Frequent, honest, feedback.

Misunderstandings and disagreements are best acknowledged and managed in an environment of regular, honest, feedback and discussion. partnership problems are potentially costly. Scheduling regular check-ins for the partners, even if there is little to discuss and the meeting ends quickly, is cheap and easy insurance for dealing with problems the right way and at the right time.

6. Move quickly and collaboratively when partnership problems arise. 

The land of lost partnerships is littered with avoidance, denial, broken promises, unresolved conflict and denial. Especially if the expectations of an important client have not been delivered, immediate action to correct the lapse and protect the relationship must be taken. Remember what Warren Buffett continually tells himself: “It takes 20 years to build a reputation and five minutes to ruin it.”

Thanks for reading,

Kim