Elizabeth Harr
Elizabeth Harr is an accomplished entrepreneur and experienced executive specializing in brand management for successful business growth. As a partner at Hinge, she leads Hinge's practice that focuses on branding and marketing strategies for technology services firms that serve both the commercial and federal space. Prior to joining Hinge, Elizabeth co-founded a Microsoft solutions provider company and grew it into a thriving organization that became known for its expertise in Microsoft customer relationship management. Elizabeth has co-authored several Hinge research books and reports, including The Visible Expert ℠, Inside the Buyers Brain, The Social Media Guide for Professional Services, How Buyers Buy: Technology Services Edition and Online Marketing for Professional Services: Technology Services Edition and regularly contributes to Hinge's company blog. She has a Master's degree in International Economics from Columbia University in New York and a B.A. from University of Missouri - Columbia. Learn more here .
Articles by Elizabeth Harr
- Business Growth
Is Content Marketing Dead? The AI Search Revolution Says Not So Fast
And increasingly, people are bypassing Google altogether and using their favorite chatbot to ask questions and conduct research.
- Business Growth
You Need Content. Your Experts Are Busy. Now What?
It is one of the best ways to expose your experts and your firm to new audiences while building a library of valuable content.
- Opinion
Your Target Audience Is Impossible to Reach. What Now?
You consider sending an email through the website’s main contact form, but you know that’s going to be a dead letter. What do you do?
- Research
What Does Financial Services Spend on Marketing?
Dig a little deeper and share some comparative data from the four professional services industries we studied in depth this year
- Business Growth
Clients See Competitors You Don’t Even Know Exist
Increased competition was one of the challenges they mentioned most often—coming in third, behind AI and an unpredictable marketplace.
- Business Growth
Most Content Marketing Fails for These Five Fixable Reasons
Below are five reasons well-intentioned content flails and fails.
- Artificial Intelligence
The Four Risks of Using AI for Marketing
Midjourney, Firefly, or a similar tool to generate text, images or video, you need to understand a few legal basics that govern your rights as a creator.
- Artificial Intelligence
AI Can Draft Words—but It Can’t Think Like You
Writing doesn’t come easily to many professionals. And the sooner you determine if that statement applies to you, the better.
- Business Growth
How to Create Great Clients
- Business Growth
Networking Is Back—and It Matters More Than Ever
AI’s growing influence on the marketplace. In this issue, however, I want to explore a different trend that we noticed as we dig into the data.
- Business Growth
Turn Your Marketing Goals Into Real Results This Year
That said, it helps to build your plan upon solid ground. That means doing a little background work first.
- Business Growth
The One Sentence That Can Instantly Differentiate Your Firm
What single claim can you make about your firm that none of your competitors can match? The trick is to formulate it as a concise statement:
- Opinion
Should You Really Care About Your Competitors?
I want to explore two arguments on the topic of whether you should keep tabs on your competitors. Both sides have interesting things to say.
- Business Growth
From Invisible to In-Demand: Build a Firm Clients Can’t Overlook
These fears are completely rational. They also may be steering you away from your single greatest marketing asset.
- Business Growth
Stop Marketing Your Services. Start Marketing Your Experts.
Today, we live in a strange new era, and the strategies that worked for the last decade are fast becoming, if not irrelevant, less relevant.
- Business Growth
Are You Underspending or Overspending on Marketing? Here’s What the 2025 Data Says
Where that line between too little and too much lies is as much an art as a science. But let’s indulge in a little science as a starting point.
- Business Growth
AI Can Replace Ordinary Experts—but Not Visible Experts. Here’s Why.
This article will explain what we mean by standing for something, and why it’s an important trait of these high-profile individuals.
- Business Growth
Stop Guessing: How Data-Driven Marketing Is Rewriting the Revenue Playbook
The marketplace is constantly in motion, so what worked two years ago might be a dud this year.
- Business Growth
Writing Isn’t Just Communication — It’s the Most Powerful Thinking Tool You Have
In fact, I write for a variety of reasons. Really good ones. And for the same reasons, I think you should become a writer, too.
- Business Growth
Want To Be a Thought Leader? Don’t Be a One-Trick Pony
If I were to ask you what a thought leader is, what would you say? Someone who keynotes major industry conferences?
- Business Growth
High-Growth Firms Don’t Spend More on Marketing—They Spend Smarter
You can look up the numbers for your industry, since these trends vary—sometimes significantly—from one industry to another.
- Business Growth
Your Experts Are Your Best Marketing Asset — Here’s How To Turn Them Into Lead Magnets
In fact, your experts can provide exactly what risk-averse buyers need to move forward with confidence.
- Business Growth
Simplicity Sells: How Clear Messaging Can Set Your Business Apart
Keeping things simple can be your superpower. Distill your business strategy down to a single, vivid idea and it becomes unforgettable even inevitable.
- Business Growth
The Marketing Strategy Driving Today’s Fastest-Growing Firms
Then what’s their secret? How do they generate 41% growth and 25% profitability on average year after year?
- Business Growth
If You Only Use One Social Platform for Business, Make It LinkedIn
That doesn’t mean all social media platforms are equal. There’s one dominant player, and then there are the rest. Here’s the data:
- Business Growth
How AI Is Reshaping Professional Services Marketing—Faster Than You Think
The first step is to understand what’s changed in the marketplace, then you can begin retooling your marketing program one piece at a time.
- Business Growth
Offline Tactics, Online Wins: 5 Surprising Ways to Strengthen Your Digital Brand
Deliver the most impact and faster growth—include a roughly balanced combination of online and offline techniques. #advisors
- Business Growth
Why We Choose Firms: The Surprising Psychology Behind Professional Services Branding
Once you get it, however, you’ll realize why “brand” and “branding” are such useful terms. #advisors #brand
- Research
Top 5 M&A Challenges Every Executive Must Know
An acquisition growth strategy comes with serious challenges, as well. In this article, we explore five of these challenges. #growth
- Research
How Would Your Clients Answer These 5 Questions?
But what specifically should you ask them? What kinds of questions produce insights you can actually use? #advisors
- Business Growth
Marketing To Survive in Tough Times
Below are five fundamentals every firm should pay attention to survive—and thrive—in today’s unfamiliar marketplace. #advisors
- Research
Why Referrals Fail
Here are five common reasons referrals go unfulfilled—and how to address each problem. #referrals #advisors
- Business Growth
The Untapped Revenue Source That's Already Within Your Business: Invisible Referrals
But what you may not know is that many referrals come from people you’ve never even met. #referrals #advisors #growth
- Business Growth
Public Speaking: The Ultimate Career-Boosting Superpower
This superpower affects more than the professionals who wield it. It elevates their firm, too. How do we know? Because we did the research. #advisors
- Business Growth
How AI Has Rocked Professional Services
None of this is to say that we now live in a predictable world. But we may be adapting to its variability. #change #AI #advisors
- Business Growth
The Truth About Writing a Book: Is It Really Worth the Effort?
Writing a book can be the tipping point for many experts, shaping the way they think and talk about themselves. #advisors #books