InhaltsangabeIn the old days, professional services firms could survive without much marketing effort. Put together a team of good people, deliver strong service to clients, and you might get by just fine on repeat business and client referrals. Well, those days are gone. While repeat business and referrals are still necessary, today you also need smart, effective marketing and a culture of business development success to attract a steady stream of clients and grow your business in an increasingly competitive world. Now in its second edition, Professional Services Marketing gives you the field-tested, research-based marketing and sales approach your organization needs to succeed. Updated with new chapters on social media and online marketing, this book helps you select the marketing strategies and tactics used by thriving, high-growth firms. The book covers five key areas your firm can't grow without: * Creating a marketing and growth strategy for today's marketplace * Establishing the reputation and visibility required to become a market leader * Implementing a proven marketing communications program that works in any economy * Developing a lead generation strategy that attracts a strong, steady flow of new clients * Creating rainmakers and a culture of business-development hustle, passion, intensity, and success Professional Services Marketing, Second Edition includes new case studies that illustrate what works in today's marketplace, as well as firsthand stories from well-respected industry professionals. This is the ideal guide to growing your business, whether you are in consulting, law, technology, accounting, or any other professional service industry.
InhaltsangabeAcknowledgments ix Introduction 1 PART I Strategy and Planning 5 Chapter 1 What Marketing Can Do for a Firm 7 Chapter 2 Marketing Planning 23 Chapter 3 Keys to Building a Terrible Marketing Strategy 37 Chapter 4 The Seven Levers of Lead Generation and Marketing Planning 43 Chapter 5 How to Think about Fees and Pricing 55 Chapter 6 Don't Worry about Your Competition (Let Them Worry about You) 69 PART II Focus on Branding 79 Chapter 7 Brand--What It Is; Why Bother 81 Chapter 8 Three Elements of Well-Crafted Brand Messaging 93 Chapter 9 Uncovering Your Key Brand Attributes 107 Chapter 10 Your Firm, Your Brand 123 Chapter 11 RAMP Up Your Brand 137 Chapter 12 Differentiating Your Firm 147 Chapter 13 Building Brand and Marketing Messages 157 Chapter 14 On Becoming a Thought Leader 167 PART III Generating and Nurturing Leads 181 Chapter 15 Content Marketing 183 Chapter 16 Marketing Communications and Lead Generation Tactics 195 Chapter 17 Introduction to Lead Generation 241 Chapter 18 Value and Offers in Lead Generation 249 Chapter 19 The Case for Sustained Lead Generation and Relationship Nurturing 257 Chapter 20 Targeting 271 PART IV Making the Sale 281 Chapter 21 RAIN Selling 283 Chapter 22 Creating Essential Relationships 297 Chapter 23 Building a Culture of Business Development Success 311 Chapter 24 Selling with Hustle, Passion, and Intensity 323 About RAIN Group 329 About RainToday.com 331 About Hinge 333 About the Authors 335 Index 339