Professional Services Marketing

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 MarketingPlanning 43
Chapter 5 How to Think about Fees and Pricing 55
Chapter 6 Don't Worry about Your Competition (Let ThemWorry about You) 69
PART II Focus on Branding 79
Chapter 7 Brand--What 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 Tactics195
Chapter 17 Introduction to Lead Generation 241
Chapter 18 Value and Offers in Lead Generation 249
Chapter 19 The Case for Sustained Lead Generation andRelationship 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 Success311
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