For many professional services executives the traditional strategic marketing process can feel inadequate. After all, many of the classic models were developed for advertising-driven consumer products. Professional services are quite different in their nature and how they are marketed.

In decades past, you had a limited number of channels to pick from, such as advertising, direct marketing and in-person networking. Today, you have all of those great options plus a whole new universe of online tactics — blogging, websites, web analytics, online video, webinars, email, pay- per-click, mobile marketing and many more. That’s a lot to wrap your head around!

This Marketing Planning Guide for Professional Services Firms will introduce you to a process tailored to the realities of modern professional services firms.

This easy to read guide is organized into four sections and it covers such topics as:

  • Strategic Marketing Planning
  • When Should You Start Planning?
  • Who Should Be Involved?
  • Establishing a Foundation
  • How Much Should You Spend on Marketing?
  • Marketing Tactics
  • Offline and Online Marketing
  • The Rhythm of Marketing Planning
  • Planning your Content Marketing
  • Meaningful Metrics


This guide is complementary and is available for download now.