Professional services marketing is… very different from other forms of B2B marketing.<\/p>\n\n\n\n
The reason? People.<\/p>\n\n\n\n
In professional services, you’re not marketing a product. You’re marketing the expertise and experience of your subject matter experts.<\/p>\n\n\n\n
Also, for business development success, you rely heavily on the relationships your experts have with key players in the market. And the trust they gain from their clients.<\/p>\n\n\n\n
As a result, professional services marketing is a shared responsibility. Between the marketing department and subject matter experts.<\/p>\n\n\n\n
In many professional service firms however, it’s the firm’s partners that are ultimately responsible for marketing and business development.<\/p>\n\n\n\n
They are the ones raising awareness and generating demand for their services. They manage their accounts. They identify new business opportunities. They not only deliver, but also sell their services. And they are responsible for their client’s success.<\/p>\n\n\n\n
The partners in your firm face a couple of challenges:<\/p>\n\n\n\n
And that’s an issue.<\/p>\n\n\n\n