A proven approach to revenue-generating marketing and client development

Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in itsSecond 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.

TheSecond 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 theWall Street Journal andInc. Magazine bestsellerRainmaking Conversations andProfessional Services Marketing; Lee W. Frederiksen is coauthor ofOnline Marketing for Professional ServicesWill be widely promoted via multiple online routes and direct mail marketing

Firms of any size can use this proven approach to marketing and client development to attract new clients and grow their professional service businesses.

MIKE SCHULTZ is the Co-President of RAIN Group and coauthor of the bestsellingRainmaking Conversations andProfessional Services Marketing. He was named the global Top Sales Thought Leader in 2011 by Top Sales Awards. He is also Publisher of RainToday.com, which was named the Top Sales and Marketing Resource Site in 2010 and 2011. He is frequently quoted in news outlets such asBusiness Week, Inc. magazine, MSNBC, theHuffington Post, and others.

JOHN E. DOERRis the Co-President of RAIN Group and coauthor ofRainmaking Conversations andProfessional Services Marketing. John was named the Top Sales Thought Leader in 2011 by Top Sales Awards and has trained thousands of sales professionals, helping them master the complex sale through in-house training and public presentations, both domestically and abroad.

LEE W. FREDERIKSEN, PHD, is Managing Partner at Hinge. He has worked with many global brands, including Anheuser Busch, American Express, Capital One, Monster.com, and Yahoo! Lee has been quoted inFortune, New York Times, USA Today, Wall Street Journal, Entrepreneur, Business 2.0, andAdvertising Age, as well as numerous trade and professional journals.

Acknowledgments ix

Introduction 1

Part I Strategy and Planning 5

Chapter 1 What Marketing Can Do for a Firm 7

Chapter 2 Marketing Planning 23

Chapter 3 Keys to Building a Terrible Marketing Strategy 37

Chapter 4 The Seven Levers of Lead Generation and Marketing Planning 43

Chapter 5 How to Think about Fees and Pricing 55

Chapter 6 Dont Worry about Your Competition (Let Them Worry about You) 69

Part II Focus on Branding 79

Chapter 7 BrandWhat It Is; Why Bother 81

Chapter 8 Three Elements of Well-Crafted Brand Messaging 93

Chapter 9 Uncovering Your Key Brand Attributes 107

Chapter 10 Your Firm, Your Brand 123

Chapter 11 RAMP Up Your Brand 137

Chapter 12 Differentiating Your Firm 147

Chapter 13 Building Brand and Marketing Messages 157

Chapter 14 On Becoming a Thought Leader 167

Part III Generating and Nurturing Leads 181

Chapter 15 Content Marketing 183

Chapter 16 Marketing Communications and Lead Generation Tactics 195

Chapter 17 Introduction to Lead Generation 241

Chapter 18 Value and Offers in Lead Generation 249

Chapter 19 The Case for Sustained Lead Generation and Relationship Nurturing 257

Chapter 20 Targeting 271

Part IV Making the Sale 281

Chapter 21 RAIN Selling 283

Chapter 22 Creating Essential Relationships 297

Chapter 23 Building a Culture of Business Development Success 311

Chapter 24 Selling with Hustle, Passion, and Intensity 323

About RAIN Group 329

About RainToday.com 331

About Hinge 333

About the Authors 335

Index 339