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...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, Most popular
If you’re a practice leader or partner, you’ve probably received your sales “number” for this year. Your primary goal is hitting it. If you want your marketing team to improve your chances of hitting it, then stop asking them to do stupid s…
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 Leadership, Marketing Organization
Professional services marketers fight hard to achieve their titles. Newbies start out as coordinators, move to managers, if they prove themselves, become directors, if they stick around long enough, and often become CMOs when they jump ship and negotiate the title...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...