The Marketing Planning Guide for Professional Services: Third Edition

How do you develop a robust marketing plan that covers all your bases: keeping pace with the marketplace, generating leads, and building your reputation all at once? We explore the answers to this and other questions in a brand new, fully updated edition of our popular Marketing Planning Guide for Professional Services Firms.

What You’ll Learn:

• How to set a budget for your marketing budget
• The right ratio of offline and online marketing tactics
• How agile project management is changing the way firms create and update marketing plans
• How to align your plan with your firm’s long-term business objectives
• Where research fits in, and how you should do it

What’s Inside:

Phase I: Lay the Ground Work

• Chapter 1: Four Approaches to Marketing Planning
• Chapter 2: How Much Should You Spend on Your Marketing Budget?

Phase II: Set Your Marketing Strategy

• Chapter 3: Start With Business Goals
• Chapter 4: Research Your Target Audiences
• Chapter 5: Develop Your Marketing Strategy

Phase III: Build Out Your Marketing Plan and Budget

• Chapter 6: Select Your Marketing Techniques
• Chapter 7: Set Specific Goals and Determine How You Will Track Them
• Chapter 8: Invest in the Tools, Infrastructure and Skills You Will Need
• Chapter 9: Develop Budgets & Operational Schedules
• Chapter 10: Making Strategic Marketing Agile

Resources

This guide will provide you with essential tools to develop, implement, and track a successful marketing plan.