Built for the unique qualities of professional services firms.
By 2020, Gartner estimates that customers will manage 85% of their relationship with an enterprise without interacting with a human.
According to Scott Brinker at chiefmartec.com who tracks digital marketing technologies: Approximately 150 digital marketing solutions existed in 2011. In 2017, he identified 5,381—a 39% increase over 2016.
The web has flipped the buyer-seller relationship. It is a buyer’s market and digital technologies are designed to enable firms to meet potential clients where they are in their buying cycle.
of global search controlled by Google
Number of Google searches per minute
of customers say that technology makes it easier to switch brands than ever
“If you have more money than brains, you should focus on Outbound Marketing.
If you have more brains than money, you should focus on Inbound Marketing.”
Digital marketing is an umbrella term for all of your online marketing efforts, including websites, SEO, analytics, social media and mobile. It is a powerful and mandatory approach to modern marketing. It is evolving so quickly that even experts, like Brinker, are wrestling to stay abreast of what is happening.
The one thing that remains unchanged in this relationship-building world is the criteria that buyers use when selecting a professional services firm. Clients still demand expertise, proven results, and firms with whom they find it easy to work.
Not pulling it all together is dabbling.
The internet is awash with digital marketing “experts.” Many of these gurus are nothing more that fast-talking tech jockeys with a one-size-fits-all approach.
I was at the forefront of digital marketing with top professional services firms and industry founders—Aprimo, Marketo and Eloqua. I understand strategy, client relationship management, thought leadership development (“content” is NOT synonymous), the complex sale, and unique structural characteristics of professional services firms.
The dude is really good!
My digital marketing strategies use the relevant marketing technologies for your firm, industry, culture, investment, and strategy.
Prudent Pedal is a HubSpot partner and the HubSpot platform is the foundation of our primary marketing stack for growing firms. HubSpot invented inbound marketing, is the industry leader, and is at the forefront of the rapidly evolving martech industry.
Learn how to build the marketing engine that helps you grow with purpose
Stop dabbling, squandering your growth investments, and putting your firm at a competitive disadvantage.
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 in the movie Die Hard, “Yipee ki yay,…!”
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.
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...