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

ISBN-10: 1118604342
ISBN-13: 9781118604342
Edition: 2nd 2013
List price: $29.95 Buy it from $23.42
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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  More...

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Book details

List price: $29.95
Edition: 2nd
Copyright year: 2013
Publisher: John Wiley & Sons, Incorporated
Publication date: 6/4/2013
Binding: Hardcover
Pages: 368
Size: 6.25" wide x 9.25" long x 1.25" tall
Weight: 1.012
Language: English

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.

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

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