Professional Services Marketing How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success

Name: Professional Services Marketing How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success
Price: 16.1 USD
Availability: InStock
ISBN: 9781118604342

ISBN-10: 1118604342

ISBN-13: 9781118604342

Edition: 2nd 2013

Authors: Mike Schultz, John E. Doerr, Lee Frederiksen

List price: $32.00

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Description:

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…

Book details

List price: $32.00
Edition: 2nd
Copyright year: 2013
Publisher: John Wiley & Sons, Incorporated
Publication date: 6/4/2013
Binding: Hardcover
Pages: 368
Size: 6.20" wide x 8.90" long x 1.50" tall
Weight: 1.650
Language: English



Acknowledgments


Introduction



Strategy and Planning



What Marketing Can Do for a Firm



Marketing Planning



Keys to Building a Terrible Marketing Strategy



The Seven Levers of Lead Generation and Marketing Planning



How to Think about Fees and Pricing



Don't Worry about Your Competition (Let Them Worry about You)



Focus on Branding



Brand-What It Is; Why Bother



Three Elements of Well-Crafted Brand Messaging



Uncovering Your Key Brand Attributes



Your Firm, Your Brand



RAMP Up Your Brand



Differentiating Your Firm



Building Brand and Marketing Messages



On Becoming a Thought Leader



Generating and Nurturing Leads



Content Marketing



Marketing Communications and Lead Generation Tactics



Introduction to Lead Generation



Value and Offers in Lead Generation



The Case for Sustained Lead Generation and Relationship Nurturing



Targeting



Making the Sale



RAIN Selling



Creating Essential Relationships



Building a Culture of Business Development Success



Selling with Hustle, Passion, and Intensity


About RAIN Group


AboutRainToday.com


About Hinge


About the Authors


Index