12 Steps to Transform Professional Services Marketing

12 Steps to Transform Professional Services Marketing

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. 

Stupid Shit Marketing Should Not Do This Year

Stupid Shit Marketing Should Not Do This Year

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…

The Marketing Brochure and the Peter Principle

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...
What Can You Learn When You Follow Clients Home?

What Can You Learn When You Follow Clients Home?

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....
The Spring Doldrums of Professional Services Marketing

The Spring Doldrums of Professional Services Marketing

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...
How to Easily Invest Your Marketing Budget

How to Easily Invest Your Marketing Budget

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  But this way of thinking is outdated,...

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