{"id":15655,"date":"2024-11-19T07:00:00","date_gmt":"2024-11-19T06:00:00","guid":{"rendered":"https:\/\/jochemkoole.nl\/?p=15655"},"modified":"2025-11-07T10:13:41","modified_gmt":"2025-11-07T09:13:41","slug":"professional-services-marketing-is-different","status":"publish","type":"post","link":"https:\/\/jochemkoole.nl\/en\/blog\/professional-services-marketing-is-different\/","title":{"rendered":"2 ways in which professional services marketing is different"},"content":{"rendered":"\n

Professional services marketing differs from other types of B2B marketing in 2 ways.<\/p>\n\n\n\n

1) MBD as a key business activity<\/h2>\n\n\n\n

In professional services firms, marketing and business development are key business activities. Or at least, they should be.<\/p>\n\n\n\n

As the value chain of a professional services firm looks different from\u00a0the traditional value chain<\/a>, which Michael Porter developed in the 1980s.<\/p>\n\n\n\n

A professional services firm isn’t a factory, where raw materials are converted into products which can be shipped to customers.<\/p>\n\n\n\n

Instead, the value chain of a professional services firm looks more like this:<\/p>\n\n\n

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Subject matter experts spend most of their time delivering services<\/strong>. They help their clients overcome important and urgent challenges. And enable them to win in competitive markets.<\/p>\n\n\n\n

Now, they can only do this…<\/p>\n\n\n\n

If they have sufficient knowledge<\/strong> of where things are headed for their clients. Based on global trends and industry specific insights.<\/p>\n\n\n\n

With an ample understanding of the status quo at the client. Based on the client specific data<\/strong> they’ve gathered.<\/p>\n\n\n\n

With the right tools & methodologies<\/strong> to deliver their services in an effective and efficient manner.<\/p>\n\n\n\n

But, there’s one other thing they need…<\/p>\n\n\n\n

Relationships & trust<\/strong> with key players in the market.<\/p>\n\n\n\n

Because only through strong relationship will they get access to their ideal clients. And only with enough trust will they be awarded the challenging and meaningful assignments they’re after.<\/p>\n\n\n\n

2) MBD as a shared responsibility<\/h2>\n\n\n\n

In professional services firms, marketing & business development are a shared responsibility. Between marketers, business developers,\u00a0and<\/em>\u00a0subject matter experts.<\/p>\n\n\n\n

Let’s consider the 5 building blocks that make up any business:<\/p>\n\n\n\n

It all starts with developing a service that the market is willing to pay for (value creation). Then, you’ll need to create awareness and generate demand for that service (marketing). Remove barriers to buy the service (selling). Use the service to help clients overcome challenges (value delivery). And get paid (finance).<\/p>\n\n\n\n

Now, in a professional services firm, many marketing & business development tasks are performed by the most senior subject matter experts.<\/p>\n\n\n\n

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Subject matter experts are responsible for client success. For spotting opportunities in the market. For creating awareness, generating demand, and selling their services. All while cultivating relationships and trust at the same time.<\/p>\n\n\n\n

This makes marketing and business development for professional services firm complex and challenging.<\/p>\n\n\n\n

Recognizing the differences with other forms of B2B marketing and acting on them, allow you to make an impact and a meaningful contribution to the bottom line of your firm.<\/p>\n\n\n\n

Hope this helps!<\/p>\n\n\n\n

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This Spark was published as MBD Boost #023<\/strong> on November 19, 2024.<\/p>\n\n\n\n

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