Sounding Off on Real-Life B2B Marketing Mistakes, Missteps and Miracles
Before reading this post, be sure to go back and read Part I as it sets the framework for why every modern day client service professional, including accountants, attorneys, engineers, architects and consultants, needs to accept marketing as a core function that transcends their entire firm. Part II assumes that you "get it," want your professional services organization to remain competitive, and are eagerly awaiting some practical advice on how to harness the power of marketing on an enterprise-wide level.Read More
The professional services firm marketing model was a whole lot simpler in the 70s, 80s and 90s. Envision the professional services marketer on an imaginary island pumping out collateral, ordering business papers, sending out direct mail and pulling together proposals. Most of their work could be done relatively independently much to the delight of the billable professional. Lawyers, accountants, engineers and architects, were only too happy to remain focused on client work and attend the occasional networking event, leaving the marketing staff to do its thing.Read More
So why in the world is a marketing consultant offering helpful tips on how to lower a client’s or prospective client’s marketing budget? On the surface, it would seem to be not in my best interest. Well, first things first – what’s best for my clients is always in my best interest. But there’s another compelling reason behind why “less is sometimes better.” The lower the marketing spend, the greater the potential for a measurable and higher return on marketing investment. It’s to the marketer’s benefit to spend wisely on both short- and long-term value-added initiatives, and cut out the activities that are the equivalent of chucking dollars in a trash can.Read More
Watch this inbound marketing seminar, presented by Marketri and Stambaugh Ness, to learn how fully embracing the new era of marketing can drive your firm’s marketing ROI.
In today’s competitive business environment where purchasing decisions are more frequently made online, professional services firms need to reinvent strategies for growth through marketing and business development. Mastering how to win clients and connect with new prospects in a smart, efficient way is more important than ever.