Better marketing for professional service firms
Professional services marketing can and should* be better.
Therefore, better marketing for professional service firms, is my mission.
By enabling marketers, business developers, and subject matter experts to collaboratively bring their services to market.
* A Harvard featured study by DCM Insights shows professional service firms experience a sharp decline in client loyalty.
Involving your subject matter experts
In professional service firms, bringing services to market is a shared responsibility. Between the marketing department and subject matter experts, who cultivate clients relationships and trust.
Involve your subject matter experts and successfully bring your services to market. Position your firm in a competitive market. Attract ideal clients. Work on challenging and meaningful assignments. And achieve sustainable growth.
Previously, I worked on marketing & business development assignments for organizations like…
The uniqueness
of professional services marketing
Professional services marketing is different from other forms of B2B marketing.
As in professional service firms, marketing and business development are not support activities. Instead, they are important primary activities. Or at least, they should be.
When bringing a service to market – interestingly enough – the service itself doesn’t make a big difference. After all, your competitors offer similar or even the exact same services.
Knowledge can be a competitive advantage, but only for a short period of time. When you’re an expert in a certain field others will eventually catch up.
Tools & methodologies can help you be more efficient. Just like data.
Relationships, however, are the big differentiator.
Your experts are your flywheel
Professional service firms can dramatically improve the results of their go-to-market efforts. By enabling marketers, business developers and subject matter experts to work together.
Usually professional service firms invest heavily in their brand. This makes a lot of sense. As a strong brand and reputation drive a positive feedback loop. One that leads from attention and interest to relevant assignments, success, and an even stronger brand.
Your subject matter experts can speed up this feedback loop. Involve them in your go-to-market efforts and they become your flywheel.
Obviously, their expertise & experience can be used to drive attention from the market.
However, there’s something that is even more valuable: the relationships your subject matter experts have established and the trust they’ve gained from their (prospective) clients.
These give your organization access to relevant players in the market. And positively impact the process of turning leads into clients, since your experts are already known and trusted.