Marketing ROI, Marketing Strategy
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....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...Culture, Marketing Strategy
Jeff here. Does your firm have an industry program? Most firms would answer affirmatively, but do they really have an effective and sustainable approach? I began my professional services marketing career at Arthur Andersen and led marketing for one of the firm’s...Business Development, Marketing Strategy
Professional services firms spend tens of thousands, if not hundreds of thousands, of dollars trying to understand WHY clients choose to work with the firms that they do. Let me give you a gift and save you the money. Every market research study I have seen (and I...Marketing ROI, Marketing Strategy
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 But this way of thinking is outdated,...