8 Ways to Strengthen Your Intellectual Capital Agenda to Drive Growth
In The Marketing Trend Devouring Your Core Business, I described how SaaS companies are using content marketing to aggressively commoditize traditional professional services firms. This week I offer some suggestions firms can put in place to immunize themselves...What Do Clients Buy From Professional Services Firms
If you were to ask me what is the one common marketing error most professional services firms make, I would not hesitate to say, “They fall in love with their ‘solutions’.” By that I mean they make their internal P&L structure their market face and become...How to Develop a Professional Services Marketing Strategy – Part 1
This post is the first in a series to share how professional services can develop and execute marketing strategy. Unfortunately, this series will not give you a template that you can simply fill in. Instead, it will give you a strategic framework to guide both the...ESG’s Impact on Professional Services
Environment, Social, and Governance (ESG) “marketing” is the season’s latest trend. If you haven’t noticed, it might be a good time to start paying strategic attention because it will be impacting your firm in a significant way shortly. Why is ESG important to...From the Bike: The Best of R&P
Listening to past episodes of Rattle & Pedal really made me appreciate how blessed Jason and I are with phenomenal guests and listeners. Here are a few of my favorites.
Marketing Guidelines for Professional Services Firms During the Covid-19 Pandemic
Here are 6 immutable marketing guidelines for professional services firms during the COVID-19 pandemic that will build your reputation—or at least protect it until it’s over.
5 Steps to Get Buyer’s Journey Mapping Back On Track
Well, we’ve reached the point where Marketing has ruined a good thing once again. We did it to social media, buyer personas, podcasting, marketing automation, Christmas, Easter, and Memorial Day. What have we ruined this time? We’ve managed to ruin the critical,...Measuring Professional Services Marketing Effectiveness
If I were to ask chief marketing officers (CMO) at professional services firms around the world to measure their teams’ current marketing effectiveness on a scale of 1-5, I suspect that I might get a lot of 4s. Humility would keep many from saying 5 and ego...A Professional Services Marketing Self-Assessment
This professional services growth and marketing assessment allows you to self-score 11 critical growth-enabling areas, then, weights and prioritizes each area for attention.