Professional Services Marketing. How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success - Mike Schultz

"Professional Services Marketing. How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success" - это книга, представляющая проверенный подход к маркетингу и развитию клиентской базы для профессиональных фирм. Книга, теперь второго издания, охватывает пять ключевых областей, которые критически важны для фирм, желающих вырасти и стать более прибыльными: создание стратегии маркетинга и роста; создание бренда и репутации; реализация программы маркетинговых коммуникаций; осуществление стратегий генерации лидов; и развитие бизнеса за счет привлечения новых клиентов. Кроме того, в книге приведены реальные кейсы, иллюстрирующие основные моменты, а также цитаты и истории от уважаемых профессионалов в индустрии. Второе издание содержит новые исследования и обновления, включая новые главы о социальных медиа и онлайн-маркетинге, а также новые кейсы и интервью. Авторы Майк Шульц и Джон Дер являются соавторами бестселлеров Wall Street Journal и Inc. Magazine "Rainmaking Conversations" и "Professional Services Marketing"; Ли Фредериксен является соавтором "Online Marketing for Professional Services". Книга будет широко продвигаться через несколько онлайн-маршрутов и прямую рекламу. Фирмы любого размера могут использовать этот проверенный подход к маркетингу и развитию клиентской базы, чтобы привлекать новых клиентов и развивать свой профессиональный бизнес.

Perfect for Service Marketers and Finance OfficersWho ReadRainMaking ConversationsMikeSchultza PhD is an internationally recognized authority in professional services marketing and management who also has experience running marketing departments large financial institutions and entrepreneurial professional services companies.In ProfessionalServices Marketing, he has developed a proven approach (field-tested over 20 years) to increasing revenues for professional services firmsthrough effective marketing and nurturing relationships with their valuable service consumers, which will enable yourbusiness establish exclusive client relationships, develop powerful marketing and integrated growthstrategiesgreater visibility making them essential advisors, providing trusted solutions and solid customerservice the foundation for lasting relationships between your firm and its clients.This book shows how to apply proven marketing and analytics techniques to generate greatervisibility managing yourfirm'sincoming leads, increase their market share, build a stronger brand, and win newclients all while managing every aspect of client interaction and long-term business development.Among the topics covered in this proven optimal approach are: A proven approach to organizational change using Marketing Fundamentals Creating a marketing strategy for building a brand growing accountabilities Establishing a brand and maintaining a strong reputation Implementing various marketing communication programs, social media, and websites Executing effective lead generation and MarTech implementations Developing workflow relationships and applications Seeks out-of-the-box ways to manage customer interactions Establishing clear directions for prospect development, soft sales & telemarketing, etc. Creating multichannel marketing campaigns Selecting key performance metrics for measuring and reporting success The target audience includes executives and professionals involved in setting the marketing strategy inprofessional services, advertising and marketing agencies, andsmall and medium-sized businesses, who want to effectivelyestablish marketing programs that create exclusive relationships with valuable clients Leveraging Today's Greatest Resources: Research, Marketing Technologies, and Social Media AdvertisingThe authors draw heavily on their combined extensive knowledge and experience in real-world marketing campaignsand representation work for clients such as McKinsey, Accenture, PricewaterhouseCoopers (PwC), AT&T, Allergan, Deloitte, FutureCorp, etc., to include unique insights from recently completed projects, lessons learned during textbook examples, and

This proven approach for marketing and practitioner sales success delivers a game plan for building or refining an integrated marketing plan to support your service firm in achieving great results You'll discover the best tactics for drawing in new clients and nurturing relationships. Get the exposure you need through direct mailing, networking events, networking strategies, webinar promotions, links from industry sites, subscription blasts and other traditional and digital online services.

Электронная Книга «Professional Services Marketing. How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success» написана автором Mike Schultz в году.

Минимальный возраст читателя: 0

Язык: Английский

ISBN: 9781118688458

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 its Second 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. The Second Edition features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviews Authors Mike Schultz and John E. Doerr are the coauthors of the Wall Street Journal and Inc. Magazine bestseller Rainmaking Conversations and Professional Services Marketing; Lee W. Frederiksen is coauthor of Online Marketing for Professional Services Will 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.