Professional Services Marketing

Mike Schultz 지음

Wiley 2013년 05월 15일 출간

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A proven approach to revenue-generating marketing and client developmentProfessional 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 interviewsAuthors 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 ServicesWill be widely promoted via multiple online routes and direct mail marketingFirms of any size can use this proven approach to marketing and client development to attract new clients and grow their professional service businesses.

목차

Acknowledgments ixIntroduction 1PART I Strategy and Planning 5Chapter 1 What Marketing Can Do for a Firm 7Chapter 2 Marketing Planning 23Chapter 3 Keys to Building a Terrible Marketing Strategy 37Chapter 4 The Seven Levers of Lead Generation and Marketing Planning 43Chapter 5 How to Think about Fees and Pricing 55Chapter 6 Don&'t Worry about Your Competition (Let Them Worry about You) 69PART II Focus on Branding 79Chapter 7 Brand&m-What It Is; Why Bother 81Chapter 8 Three Elements of Well-Crafted Brand Messaging 93Chapter 9 Uncovering Your Key Brand Attributes 107Chapter 10 Your Firm, Your Brand 123Chapter 11 RAMP Up Your Brand 137Chapter 12 Differentiating Your Firm 147Chapter 13 Building Brand and Marketing Messages 157Chapter 14 On Becoming a Thought Leader 167PART III Generating and Nurturing Leads 181Chapter 15 Content Marketing 183Chapter 16 Marketing Communications and Lead Generation Tactics 195Chapter 17 Introduction to Lead Generation 241Chapter 18 Value and Offers in Lead Generation 249Chapter 19 The Case for Sustained Lead Generation and Relationship Nurturing 257Chapter 20 Targeting 271PART IV Making the Sale 281Chapter 21 RAIN Selling 283Chapter 22 Creating Essential Relationships 297Chapter 23 Building a Culture of Business Development Success 311Chapter 24 Selling with Hustle, Passion, and Intensity 323About RAIN Group 329About RainToday.com 331About Hinge 333About the Authors 335Index 339

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저자(글) Mike Schultz

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MIKE SCHULTZ is the Co#45;President of RAIN Group and coauthor of the bestselling Rainmaking Conversations and Professional Services Marketing. He was named the global Top Sales Thought Leader in 2011 by Top Sales Awards. He is also Publisher of RainToday.com, which was named the Top Sales and Marketing Resource Site in 2010 and 2011. He is frequently quoted in news outlets such as Business Week, Inc. magazine, MSNBC, the Huffington Post, and others.JOHN E. DOERR is the Co#45;President of RAIN Group and coauthor of Rainmaking Conversations and Professional Services Marketing. John was named the Top Sales Thought Leader in 2011 by Top Sales Awards and has trained thousands of sales professionals, helping them master the complex sale through in#45;house training and public presentations, both domestically and abroad.LEE W. FREDERIKSEN, PhD, is Managing Partner at Hinge. He has worked with many global brands, including Anheuser Busch, American Express, Capital One, Monster.com, and Yahoo! Lee has been quoted in Fortune, New York Times, USA Today, Wall Street Journal, Entrepreneur, Business 2.0, and Advertising Age, as well as numerous trade and professional journals.