Ebook: Professional services marketing: how the best firms build premier brands, thriving lead generation engines, and cultures of business development success

Praise for Professional Services Marketing. "This book is that rare thing: simultaneously wise, practical, readily accessible, and data-driven. A necessary addition to your reading."--David Maister, author of Managing the Professional Service Firm." Professional Services Marketing will certainly become the bible of the field in short order! Without a doubt, the most useful compendium of marketing insight for the practicing professional services firm executive ... BRAVO!"--Leonard A. Schlesinger, President, Babson College, and coauthor of The Service Profit Chain. "It's no longer sufficien.;What marketing can do for a firm -- Marketing planning -- Keys to building a terrible marketing strategy -- The seven levers of lead generation and marketing planning -- How to think about fees and pricing -- Don't worry about your competition (let them worry about you) -- The "get it done" culture -- Brand : what it is, why bother -- Three elements of well-crafted brand messaging -- Uncovering your key brand attributes -- Your firm, your brand -- RAMP up your brand -- On being unique and other bad marketing advice -- Building brand and marketing messages -- On becoming a thought leader -- Marketing communications and lead generation tactics -- Introduction to lead generation -- Value and offers in lead generation -- The case for sustained lead generation and relationship nurturing -- Targeting -- RAIN selling -- Networking, relationships, trust, and value -- Selling with hustle, passion, and intensity.