What is Marketing?

What is Marketing?

My wife says that I tilt at windmills when I try to convince the professional services world that Marketing is strategic and more than making things pretty. Alliance partners and business leaders say they have the “strategic stuff” covered. My marketing peers wonder why I expend so much energy and political capital fighting an undefeatable foe.  After all, it’s easier to just ride a horse in the direction it is going.

In the immortal words of John McClane inspired by his love of old-time westerns in the movie Die Hard, “Yipee ki yay,…!”

Here is a typical conversation I have with audiences after my presentations, with prospects, marketing peers, and alliance partners.  There is a theme here.

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. 

Buyer Persona Shortcomings

Buyer Persona Shortcomings

Has your firm’s marketing team developed “personas” yet? If you haven’t, please don’t. If you have, please throw them out. I have always had a distaste for the “persona” craze that has gripped marketing during the “content marketing” fad. Sure, I get that writing a...
PODCAST: Responding to the Threat of Content Marketing

PODCAST: Responding to the Threat of Content Marketing

In Episode 3, Responding to the Threat of Content Marketing, Jason and I tackle the approaches professional services firms can use—must use—to defend themselves from the SaaS onslaught and the commodification of “proprietary” intellectual capital. Most...
Introducing the Rattle and Pedal podcast

Introducing the Rattle and Pedal podcast

Does the world really need another podcast? It does if it confronts the “BS of Professional Services.”   That’s exactly what Jason Mlicki of Rattleback and I are doing with our new podcast, Rattle & Pedal™, conceived last year and launching today Jason and I...
How to Identify Your Ideal Client

How to Identify Your Ideal Client

If you want to – grow faster, – be more profitable, – differentiate your company, – deliver exceptional service, and/or – take the single action that would have the greatest impact on your firm, then, you need to identify your IDEAL...
10 Reasons Why Partners Don’t Understand Marketing

10 Reasons Why Partners Don’t Understand Marketing

One of my more popular and controversial blog posts is “Why Your Marketer Doesn’t Understand Your Firm’s Business.” The title alienates marketers before they get to the first sentence. It satisfies partners because it recognizes what they might think but would never...
Choose Your Value Proposition Words Carefully

Choose Your Value Proposition Words Carefully

Professional services attract some of the best and brightest people in business. We matriculate to top schools and graduate at the top of our classes. We are star athletes, cheerleaders, debaters, musicians, student council members, and more. We are competitive,...

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