By Aaron Templer
PROFESSIONAL SERVICES MARKETING: AS MUCH ABOUT LEADING AS MARKETING
Taking highlights from a 1-day course delivered by the American Marketing Association’s Training and Professional Development series, this luncheon event will help those performing marketing functions in professional services firms, as well as agencies and consultants who offer services to professional services firms, view these challenges through a new lens!
Professional services marketers know how unique their field is. It involves many unique dimensions and a lot of cross-discipline skills. They’re often trying to position their company in a crowded field with very little differentiation; customers of professional services are plagued with buyer uncertainty; professional services firms must show experience in an authentic and powerful way because their customers look for a demonstration of experience as a primary decision driver; and many professional services firms require their non-marketing staff to participate in the business development, necessitating an internal brand plan that everyone (not just the marketing department) can use.