by Jeff McKay | Marketing Organization, Marketing ROI, Marketing Strategy, Most popular
Professional services marketing is like no other.
Professionals services firms market complex, intangible solutions to what are big, public, and potentially embarrassing problems. The solutions are bought by the most sophisticated c-level buyers at top companies around the globe. And, professionals must operate from Byzantine, matrixed systems in one of the most political and contentious ownerships structures, a partnership.
by Jeff McKay | Growth Strategy, Marketing ROI, Marketing Strategy, Most popular
This is one of the most popular questions asked among practice leaders and marketers in professional services. An agency colleague told me recently that the correct answer from most marketers is always “more.” Yet, most partners and busines…
by Jeff McKay | Marketing ROI, Most popular
If you’re a practice leader or partner, you’ve probably received your sales “number” for this year. Your primary goal is hitting it. If you want your marketing team to improve your chances of hitting it, then stop asking them to do stupid s…
by Jeff McKay | Marketing ROI, Marketing Strategy
As firms divvy up budgets for next year, I thought it a good time to share a framework that firms and practices to evaluate and prioritize marketing programs before money starts flying around.
by Jeff McKay | Marketing ROI, Marketing Strategy
When a prospect asks for a brochure, what is s/he really saying? “Wow! I really love what I am hearing. I want to share your brilliant solution with my colleagues. But, there is no way I could articulate your sales pitch as well as you. I need a brochure to do it for... by Jeff McKay | Marketing ROI, Marketing Strategy
What does the voice of the client look like? I recently spoke to a former researcher for Leo Burnett about voice of the client. She was describing her passion for getting to know her clients’ customers and their ideas through focus groups and one-on-one conversations.... by Jeff McKay | Marketing ROI, Marketing Strategy
Most firm’s marketing plans are screeching to a halt about this time of year: The big tradeshow has sucked up more time and money than expected. The new product or service was launched and is now languishing. The big research study has not gotten a statistically valid... by Jeff McKay | Business Development, Marketing ROI
Firms focused solely on lead generation risk squandering their marketing investment and sub-optimizing their business development efforts. Paul Gladen, President & CEO of Muzeview, leads a thoughtful discussion with Chris Aitken of Muzeview and Jeff McKay of... by Jeff McKay | Marketing ROI, Marketing Strategy
Traditionally, marketing dollars are allocated by individual lines of business. More often than not, the largest lines of business command the biggest percent of the marketing budget. After all, they are the “cash cow.” But this way of thinking is outdated,...
