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Professional Services Marketing Digest

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Alan Vitberg

Seasoned, award-winning digital marketing consultant. Author and speaker nationally recognized for marketing creativity and innovation. Specialist in lead generation strategies, tactics and campaigns; expert in installing inbound marketing programs (Certified HubSpot Partner and Inbound Marketing University Credentialed); and a specialist that helps clients laser focus marketing budgets for more ROI.
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Recent Posts

How Growth Stacks Bring More Revenue, Faster, to a Professional Service Firm

Posted by Alan Vitberg

Sep 20, 2017 9:00:00 AM

Lately, I’ve been doing a lot of thinking and writing on the topic of converting marketing in professional services firms from a cost center to a revenue center, and how that relates to firm or niche practice growth.

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Topics: inbound marketing, Sales, Professional Services Firm Marketing

Sharing an Entrée with a Side of Videos

Posted by Alan Vitberg

Aug 2, 2017 8:00:00 AM

KPMG’s Lessons on Video Done Right for Professional Service Marketing

The other day, I was on a news site.

The more I read, the more serious thought I gave to going offline, finding a mountain peak, and meditating 24 hours a day. But just as I was about to carve a sturdy hiking stick, an ad appeared that caught my attention.

It was from KPMG, a worldwide accounting and business advisory firm that does a shade over $25 billion a year in sales ($9 billion in the US), with a staff of only 189,000.

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Topics: video, professional services marketing

How Professional Service Firm Managing Partners Can Make Marketing a Revenue Center

Posted by Alan Vitberg

Jul 26, 2017 9:00:00 AM

Across all different kinds of businesses, momentum has been building for turning marketing departments and functions into revenue centers instead of merely being a cost center.  

CEOs are moving away from employing Chief Marketing Officers and instead, are hiring Chief Growth Officers, they’re demanding accountability, they want documented results showing ROI, they’re capitalizing on the availability of easily collected and accessible data, they’re looking to decompartmentalize marketing and sales functions... and whole lot more.

Is your accounting, law, consulting, or staffing firm making this transition, or is it business as usual?

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Topics: CPA Firm Marketing, Consulting Firm Marketing, professional services marketing

A Coke and a Pink Slip for Professional Service Marketers

Posted by Alan Vitberg

Jun 13, 2017 8:00:00 AM

There’s a cautionary tale in the winds for marketers at professional services firms.

Coca Cola recently fired its Chief Marketing Officer.

Whoa. You may very well be asking, “what does selling soda pop have to do with me?” After all, brown, sugary, carbonated water is not quite like tax planning, a recruiting assignment, a compliance plan, litigation services, or even an architectural design, right?

But Mondelēz, Tyson Foods, Kellogg, PayPal, Best Buy and others have shown their CMO the door, too.

Here’s why: CEOs are demanding that marketers move beyond being a cost center and transform into revenue centers. CMOs and the CMO position may be headed toward extinction because they’re not geared to delivering measurable results and they’re not able to tie marketing activities into revenue recognition.

If your firm’s Executive Committee or partners question the value, costs, or the ROI you're returning to the firm, it’s probably a good time to be proactive and steer the ship in a new direction.

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Topics: inbound marketing, professional services marketing

85 Best Email Marketing Practices from the Top 10 Rated Email Marketing Services

Posted by Alan Vitberg

May 24, 2017 12:10:26 PM

Get More Opens, Clicks and Results from Your Company’s Email with These Tips

Way back in 1971, a computer engineer named Raymond Tomlinson sent the first email. What was once considered innovative and a blessing (of sorts) for B2B companies is now a burden to recipients, and a never ending set of schemes from marketers trying to avoid spam filters.

Time suck. Overload. Telemarketing wanna-be’s. The new junk mail. Irrelevant. Drowning.

Those are the phrases your prospects might be using when it comes to describing their attitude toward email marketing.

It’s no wonder.

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Topics: email, inbound marketing, professional services marketing

Sales Enablement: The Next Business Development Frontier for Professional Service Firms?

Posted by Alan Vitberg

May 3, 2017 9:40:15 AM

CPA, Consulting and Staffing/Recruiting Firms Need to Hop on the Sales Enablement Bandwagon

A lot of accounting, consulting and staffing firms learn the hard way that: (1) the art and science of new business is always changing and evolving, and (2) if you don’t adapt to change and end up getting left behind, it’s awfully hard to catch up.

Things like inbound marketing, content marketing, SEO, SEM, social media marketing automation, and CRM technologies just aren’t cutting edge like they once were. Some firms that hopped on these bandwagons tried and failed for a wide variety of reasons. Others found great success and are now moving into next generation refinements with new strategies, tactics, tools and technologies.

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Topics: sales and marketing alignment, sales enablement

Should Your Marketing Department Be More Focused on Sales Than Branding?

Posted by Alan Vitberg

Apr 19, 2017 9:00:00 AM

It’s time for a serious talk about investing in sales enablement.

Oops. I heard it again.

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Topics: CPA Firm Marketing, professional services marketing

7 Culprits that May Be Killing Your CPA Firm’s Organic Growth

Posted by Alan Vitberg

Mar 22, 2017 9:00:00 AM

Opportunities for Top Line Growth in 2017 and Beyond

Business is good in the accounting industry.

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Topics: content marketing, sales and marketing alignment, CPA Firm Marketing

Marketing Infrastructure Checklist: 18 Fundamentals to Get the Needle Moving

Posted by Alan Vitberg

Mar 21, 2017 9:00:00 AM

Building a Bridge Between Your Company and Its Clients and Prospects

The other day I was reading a story about the construction of the soon-to-be-completed Tappan Zee bridge.

For those of you who don’t live in New York State or in in the greater New York City metro area, this is a $4 billion (that’s right … with a “B”) construction project scheduled to be completed in 2018 to replace an existing bridge over the Hudson River connecting Rockland and Westchester Counties, and serving as a main artery bringing traffic into New York City.

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Topics: inbound marketing, professional services marketing

What CPA Firm Partners and Marketers Can Learn from IBM’s Watson (…and H&R Block!)

Posted by Alan Vitberg

Mar 8, 2017 9:00:00 AM

I have a lot of admiration and respect for the new H&R Block “Power of Won” campaign featuring IBM’s Watson and spokesperson Jon Hamm.

It’s brilliant on so many levels. By doing a deep dive on the campaign, managing partners, executive committees, and marketing teams at CPA firms (as well as other professional services) can learn a lot about marketing and communications done right.

First things first, you need to know who Watson is. You might remember it as the cognitive technology that thrashed a few Jeopardy champions a few years back. Since then, Watson has become a runaway anthropomorphic success for IBM, offering its capabilities to commerce, healthcare, financial services and a host of other industries. Now here’s simple exercise that can serve as the core of what I’d like you take away from this blog post.

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Topics: Professional Services Firm Marketing


LeadG2’s Professional Services Team specializes in online marketing for CPA, consulting, recruiting, staffing, and other professional services firms. Contact us here or call Dean Moothart at (407) 913-7091 to talk about how you can get more visibility, leads, and new business for your firm or niche practice.

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