Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success, 2nd Edition
- 4h 56m
- John E. Doerr, Lee W. Frederiksen, Mike Schultz
- John Wiley & Sons (US)
- 2013
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.
About the Authors
Co-President of RAIN Group, Mike Schultz is world renowned as a consultant and expert in sales performance improvement. He’s coauthor of the Wall Street Journal and Inc. magazine best-seller Rainmaking Conversations: How to Influence, Persuade, and Sell in Any Situation (John Wiley & Sons, 2011) and the first edition of Professional Services Marketing (John Wiley & Sons, 2009). He and John Doerr were named as the Top Sales Thought Leaders globally in 2011 by Top Sales Awards.
Mike is a graduate of Brandeis University, and he holds an MBA from the F.W. Olin Graduate School of Business at Babson College. Mike is also on the faculty in the marketing division of the graduate school at Babson College.
Co-President of RAIN Group, John draws on an extensive career in business leadership, which has included senior executive management, sales and marketing, and product and service development.
He’s coauthor of the Wall Street Journal and Inc. magazine best seller Rainmaking Conversations: How to Influence, Persuade, and Sell in Any Situation (John Wiley & Sons, 2011) and the first edition of Professional Services Marketing (John Wiley & Sons, 2009). He and Mike Schultz were named as the Top Sales Thought Leaders globally in 2011 by Top Sales Awards.
John has taught and coached thousands of sales professionals, helping them become top-performing sales people through in-house training and public presentations, both domestically and abroad. He has worked with organizations such as PwC, Harvard Business School, DHL, and hundreds of others to improve sales performance. John speaks on the subject of sales and marketing for clients and conferences throughout the world, and is a frequent guest lecturer at Bentley University and Babson College. As a leader and rainmaker, John has sold millions of dollars of products and services to some of the world’s most prestigious organizations.
Lee Frederiksen is Managing Partner at Hinge, a premier professional services branding and marketing firm. He brings more than 30 years of marketing experience to the firm’s clients. Lee is a former tenured professor of psychology at Virginia Tech, author of numerous books and articles, and a successful entrepreneur. He’s started and run three high-growth companies, including an $80 million runaway success.
Lee has worked with many global brands, including American Express, Time Life, Capital One, Monster.com, and Yahoo! His research into online marketing informed parts of this book. He is coauthor of Spiraling Up: How to Create a High Growth, High Value Professional Services Firm and Online Marketing for Professional Services Firms.
As a recognized expert in the industry, Lee has lectured around the globe on strategy, marketing, and management.
In this Book
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Professional Services Marketing—How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success, Second Edition
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Introduction
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What Marketing Can Do for a Firm
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Marketing Planning
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Keys to Building a Terrible Marketing Strategy
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The Seven Levers of Lead Generation and Marketing Planning
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How to Think about Fees and Pricing
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Don’t Worry about Your Competition (Let Them Worry about You)
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Brand—What It Is; Why Bother
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Three Elements of Well-Crafted Brand Messaging
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Uncovering Your Key Brand Attributes
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Your Firm, Your Brand
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RAMP Up Your Brand
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Differentiating Your Firm
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Building Brand and Marketing Messages
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On Becoming a Thought Leader
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Content Marketing
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Marketing Communications and Lead Generation Tactics
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Introduction to Lead Generation
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Value and Offers in Lead Generation
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The Case for Sustained Lead Generation and Relationship Nurturing
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Targeting
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RAIN Selling
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Creating Essential Relationships
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Building a Culture of Business Development Success
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Selling with Hustle, Passion, and Intensity
