Nuts & Bolts - Book Club: Marketing for the Pros
"Unfortunately, too much of marketing spending—in dollars and time—is still wasted in professional services firms," write Mike Schultz and John E. Doerr, co-presidents of the Wellesley Hills Group and co-authors of "Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success." Instead of using the same one-sided marketing tactics, professional services firms need to focus on lead generation, establish their brands and reputations, and win new clients—and that's just the beginning.
According to Schultz and Doerr, not only do marketers need to think about where and how they want to grow revenue, but also about which revenue they don't want—simply, some markets have poor growth and are not worth the energy and marketing dollars.
In "Professional Services Marketing," the authors share their seven levers of lead generation and marketing planning, warn against "terrible marketing strategies" (such as building strategies from the top down), and break down the three elements of well-crafted brand messaging.
Like any well-written marketing book, "Professional Services Marketing" covers all the bases with case studies, useful bulleted lists, and easily digestible and actionable content. Considering that executives of professional services firms don't have the time to get lost in flowery, pie-in-the-sky market-speak—they're busy accounting, engineering, consulting and so on—Schultz and Doerr's book gets the job done. And once marketers are finished digesting all that "Professional Services Marketing" has to offer, they can move on to Schultz's blog, www.servicesmarketingblog.com.