Professional Services Marketing, 2nd Edition

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

A proven approach to revenue-generating marketing and client development Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its Second Edition, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; executing lead generation strategies; and developing business by winning new clients. You will also read real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry.

• The Second Edition features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviews
• Authors Mike Schultz and John E. Doerr are the coauthors of the Wall Street Journal and Inc. Magazine bestseller Rainmaking Conversations and Professional Services Marketing; Lee W. Frederiksen is coauthor of Online Marketing for Professional Services
• Will be widely promoted via multiple online routes and direct mail marketing Firms of any size can use this proven approach to marketing and client development to attract new clients and grow their professional service businesses.

Table of Contents

Part I: Strategy and Planning
Chapter 1: What Marketing Can Do for a Firm
Chapter 2: Marketing Planning
Chapter 3: Keys to Building a Terrible Marketing Strategy
Chapter 4: The Seven Levers of Lead Generation and Marketing Planning
Chapter 5: How to Think about Fees and Pricing
Chapter 6: Don’t Worry about Your Competition (Let Them Worry about You)

Part II: Focus on Branding
Chapter 7: Brand—What It Is; Why Bother
Chapter 8: Three Elements of Well-Crafted Brand Messaging
Chapter 9: Uncovering Your Key Brand Attributes
Chapter 10: Your Firm, Your Brand
Chapter 11: RAMP Up Your Brand
Chapter 12: Differentiating Your Firm
Chapter 13: Building Brand and Marketing Messages
Chapter 14: On Becoming a Thought Leader

Part III: Generating and Nurturing Leads
Chapter 15: Content Marketing
Chapter 16: Marketing Communications and Lead Generation Tactics
Chapter 17: Introduction to Lead Generation
Chapter 18: Value and Offers in Lead Generation
Chapter 19: The Case for Sustained Lead Generation and Relationship Nurturing
Chapter 20: Targeting

Part IV: Making the Sale
Chapter 21: RAIN Selling
Chapter 22: Creating Essential Relationships
Chapter 23: Building a Culture of Business Development Success
Chapter 24: Selling with Hustle, Passion, and Intensity