Professional Services Marketing : How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success

by Mike Schultz; John Doerr

• ISBN13: 9780470521977
• ISBN10: 047052197X
• Format: eBook
• Copyright: 2009-06-01
• Publisher: Wiley

Summary

Praise for Professional Services Marketing"This book is that rare thing: simultaneously wise, practical, readily accessible, and data-driven. A necessary addition to your reading." -David Maister, author of Managing the Professional Service Firm"Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the practicing professional services firm executive...BRAVO!" -Leonard A. Schlesinger, President, Babson College, and coauthor of The Service Profit Chain"It's no longer sufficient to be a good 'expert for hire'-you need a brand and a powerful marketing engine behind you. Professional Services Marketing is a gold mine of research based strategies, best practices, and specific techniques that will help you consistently win in the client marketplace and outshine your competition. It's thoughtful, funny, and filled with the how-to so often missing in business books." -Andrew Sobel, coauthor of Clients for Life"Schultz and Doerr offer tactics and information in an easy-to-read, concise, and enjoyable format. Professional Services Marketing should be a required resource in every professional marketer's tool box!" -R. Granville Loar, Executive Director, Association for Accounting Marketing"This book is an excellent resource for anyone involved in professional services. It is especially timely in our current challenging economic conditions, and the ideas and guidance are relevant for the better times to come as well." -Josh Lee, Partner, Monitor Group"Smart. Practical. Comprehensive. This is the one book that won't collect dust on my shelf." -Kevin McMurdo, Chief Marketing Officer, Perkins Coie"Professional Services Marketing is the first book to directly address the challenges of the professional services marketer. This book is filled with practical wisdom and research on best practices and processes specifically for this industry. A must-read for anyone in a professional services firm!" -Paul Dunay, Global Director of Integrated Marketing, BearingPoint

Table of Contents

Acknowledgments

Introduction

What Marketing Can Do for a Firm

Marketing Planning

Keys to Building a Terrible Marketing Strategy

The Seven Levers of Lead Generation and Marketing Planning

How to Think about Fees and Pricing

Don't Worry about Your Competition (Let Them Worry about You)

The "Get It Done" Culture

Brand-What It Is Why Bother

Three Elements of Well-Crafted Brand Messaging

Uncovering Your Key Brand Attributes

Your Firm, Your Brand

RAMP Up Your Brand

On Being Unique and Other Bad Marketing Advice

Building Brand and Marketing Messages

On Becoming a Thought Leader

Marketing Communications and Lead Generation Tactics

Introduction to Lead Generation

Value and Offers in Lead Generation

The Case for Sustained Lead Generation and Relationship Nurturing

Targeting

RAIN Selling

Networking, Relationships, Trust, and Value

Selling with Hustle, Passion, and Intensity

About Wellesley Hills Group

About RainToday.com

About the Authors

Index

Table of Contents provided by Publisher. All Rights Reserved.