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Professional Services Marketing Digest

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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

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

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 Marketers Need from Partners and Biz Developers to Get Record Top Line Growth

Posted by Alan Vitberg

Feb 15, 2017 9:01:00 AM

12 Simple Actions that Will Make Any Professional Service Firm a Competitive Dynamo

I had a very interesting talk with a Chief Marketing Officer at a medium sized CPA firm last week when the topic of the responsibilities and accountability partners and business developers have to the marketing department came up.

“It seems,” he said, “That we’re always being used reactively, rather than proactively. That makes us order takers and button pushers rather than having a seat at the Executive Committee level to discuss goals and strategy”

“Between the two of us, I’m not even sure the partners know how much more we can contribute than writing proposals or updating bios or creating sales sheets.”

Hmmm… seems like I’ve heard this 2 or 3 (hundred) times before.

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Topics: lead generation, inbound marketing, professional services marketing

33 Ways to Get Your Blog Beloved, Starting with Your Very Next Post

Posted by Alan Vitberg

Jan 11, 2017 9:00:00 AM

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Topics: inbound marketing, blogging, professional services marketing

Goals vs. Barriers in Professional Service Firm Marketing and Sales Efforts

Posted by Alan Vitberg

Dec 14, 2016 9:00:00 AM

Survey Reveals Some Interesting Data

Recently, the research team at Ascend2 published the “2017 Digital Marketing Plans Survey.” If you are involved in your firm’s marketing and sales efforts, it’s a worthwhile read.

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Topics: inbound marketing, marketing strategy, professional services marketing

Use Emojis to Let Your Partners Know Your Firm's New Business Situation

Posted by Alan Vitberg

Nov 23, 2016 9:00:00 AM

Do You Know Where (and Why) Your CPA, Consulting, or Law Firm Should Invest its Marketing and Sales Budget?

I think I’ve come up with a new way to help marketing and sales teams communicate the status of the firm’s new business efforts to owners and partners: using “marketing emojis.”

Now, in what amounts to a blink of the eye, you’ll be able to initiate the types of conversations with partners you’ve only dreamed about in the past, along with an easy-to-understand way of identifying the marketing and sales initiatives (and funding) you need to get the ROI they demand.

It starts with this strategic map that categorizes 4 different possible situations describing what leads and sales look like in your company right now. Here’s your User’s Guide to this map:

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Topics: inbound marketing, sales and marketing alignment, professional services marketing

66 Ways to Allocate Your Marketing Budget – The Most Comprehensive List Ever!

Posted by Alan Vitberg

Sep 14, 2016 9:00:00 AM

A Checklist for What, How and Where Professional Service Firms Allocate Budget to Marketing Strategies and Tactics

The 4th quarter is when a lot of accounting, consulting, law and recruiting firms create marketing plans and approve next year’s marketing budget. So, I thought it might be interesting to identify all of the different items that your firm may need to include in the budget.

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Topics: inbound marketing, professional services marketing

What Does a Workhorse Website Look Like?

Posted by Alan Vitberg

Aug 31, 2016 9:00:00 AM

5 Action Items that Will Turn Your Website into a New Business Workhorse

If I were to place a bet on what your company’s managing partner, management committee, and shareholders want from the investment they made in the website, I would put my money down on “show me the ROI in terms of direct new business."

I’m pretty sure that “make our website brighter and shinier” would be a distant second in terms of desired outcomes. But before I get trolled by legions of angry graphic artists and web designers, allow me to make clear that I consider website look/feel/beauty issues to be extremely important.

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Topics: websites, inbound marketing, professional services 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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