Brand Strategy, Marketing Strategy
Why do your clients buy services you offer from other firms? It happens time and time again. You learn through the grapevine or a loyal client that another client has just chosen a competitor for a service that you provide. When you ask your client why he chose a...Brand Strategy, Marketing Strategy
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,...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…
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.
Growth Strategy, Most popular
How do you know when your market is shifting? It is a fundamental question that should be asked in most firms much more often than it is. Signs that your market is shifting include slowing sales, a remix of your service revenue, declining profitability, changing buyer...Marketing Strategy, Most popular
What is Marketing’s Role in Your Firm? Every year about this time cyclists ramp up an enduring argument. If you are a cyclist, you know where I am going; it’s the great base-building debate. There are two schools of thought. The first is...Marketing Organization, Marketing Strategy
Technology is dramatically shifting marketing, and most professional service firms are being left behind just as the broader market—both B2B and B2C—are applying decades-old professional services marketing tactics to their own. If your understanding of marketing...