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Professional Services Marketing Digest

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Wake Up and Shake Up Your CPA Firm’s 2018 Marketing Results with 5 Power Plays

Posted by Alan Vitberg

Jan 11, 2018 8:00:00 AM

Same ol’ Same ol’ New Business Strategies and Tactics or New Plays for a New Year?

I’m excited about the new strategies, technologies, tools and tactics that CPA firms have at their command for producing more visibility, leads and sales results in 2018 than ever before.

(Talk about a marketing geek!)

In the past few years, we’ve seen more CPA firms than ever before build an aggressive content program, explore social media channels, implement inbound marketing programs, and even venture deeper into the world of CRM.

For some firms, digital marketing and sales technology have opened the eyes of firm leaders who have discovered that there are better ways to get a bigger return on the firm’s investment in marketing. For those firms that are ahead of their competitors on the marketing and new business curve, here are five “power plays” for 2018 that will further separate you from your competitors.

Other firms being left behind? Let’s just say that it’s never too late to get curious about how and why your competitors are generating more leads and new business than you are.

It’s never too late to start!

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Topics: content strategy, inbound marketing, sales enablement

Publish Fewer Blogs and Work on Getting Better Results Instead

Posted by Alan Vitberg

Jan 4, 2018 8:00:00 AM

Resolved for 2018: Less Worry About Blogging Frequency and More Attention on Quality Story Telling

We suddenly noticed the quiet.

Apparently, the two little cousins — 4 and 2 — snuck away from their parents at our family’s holiday get together. When we didn’t hear the usual cacophony of laughter, yelling, fighting, squeals, tears and make believe run amuck, we knew that something was afoot.

Or maybe “a-mouth” is a better description because when they were found under the table, we discovered that the reason for their silence and the perfect choco-ring around their face from forehead to chin was the result of two-fisted cramming 5 or 10 pieces of artisanal chocolate into their mouths.

Apparently, some of the pieces of candy made it to their intended destination, others did not.

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Topics: inbound marketing, blogging

Top 10 Ways that Professional Service Firm Partners Sabotage Firm Growth

Posted by Alan Vitberg

Oct 25, 2017 9:30:00 AM

Starting a Dialogue About Stopping Growth Saboteurs

Last week, I saw another act of sabotage.

I say “another” because it wasn’t the first time that I’ve seen this exact same act happen, and I’d bet dollars to donuts that it won’t be the last time.

It started with an opportunity to help prospects address a new legal issue with widespread ramifications. It continued with a meeting between partners and the marketing team which concluded that the opportunity was solid. It evolved into a clever, creative, and multi touch lead generation plan. Copywriting was done. Creative executions were drafted. Publication dates were scheduled. The partners were presented a comprehensive action plan and materials.

And then…..

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Topics: inbound marketing, Professional Services Firm Marketing

Best Practices for Spending Your 2018 Marketing and Sales Budget

Posted by Alan Vitberg

Oct 11, 2017 10:52:25 AM


Investing in Infrastructure, Generating Leads, and Closing Sales

On another of LeadG2’s blogs, I recently published a 2-part series on budgeting for building infrastructure and investing in growth opportunities.

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Topics: inbound marketing, Professional Services Firm Marketing, marketing infrastructure for a staffing agency, staffing agency marketing

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, marketing infrastructure for a staffing agency, staffing agency 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, growth strategies for a staffing agency, staffing agency 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 for a staffing agency, staffing agency 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

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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