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Increasing Marketing Effectiveness at Professional Firms
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Manufacturer: Expertise Marketing, LLC
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Specifications:
Description:
With quantitative findings from more than 375 professional firms, broken down by professional service sectors, including Accounting, Architecture, Construction, Engineering, Environment & Energy Consulting, Executive Search, Human Resource Consulting, Information Technology Consulting, Law, Management Consulting, Real Estate Services, Marketing.
The report also includes an additional 68 pages of valuable case studies in which 18 marketers in accounting, law, architecture, real estate, engineering and other professional services gave interviews on their marketing efforts and how they measured them.
This research report -- the first of its kind conducted solely for professional service firms -- reported that collectively the more than 375 firm respondents spent a paltry sum (less than one-tenth of a percent of an aggregate US$ 94 billion in gross revenue) on formally measuring marketing and business development. With partners and senior executives hammering marketers to improve the ROI of their marketing and sales efforts and even justifying their jobs, this finding is just astonishing. Now, for the first time, professional service leaders have a verified link between competitive effectiveness and the intentional act of measuring.
Includes a companion report -- an additional 68 pages of valuable case studies in which 18 marketers in accounting, law, architecture, real estate, engineering and other professional services gave interviews on their marketing efforts and how they measured them.
The report goes into depth on which marketing initiatives are the most effective. It also singles out the three worst: forecasting (i.e., envisioning future economic and business scenarios), analyzing market share and alumni outreach programs. Marketers should ask themselves if those programs are worth the effort, and seek to improve their effectiveness if they are not.
Compare your firm with the professions that say they are the most “extremely effective” at marketing. In order, they are: Construction/ General Contracting, Environment & Energy Consulting, Engineering, Accounting, and Architecture. Your firm may have a lot to learn from the leaders.
Our findings provide breakthrough insights about which metrics work, which ones won’t, and why. Until now, professional service marketers have had to fly blind and on a shoestring about measuring their programs’ effectiveness.
This is THE most comprehensive research you will find on the topic. We conducted a six-week unblinded Internet study. Our study featured a total of 377 respondents from a broad cross-section of professions, including: accounting, architecture, construction / general contracting, engineering, environment & energy consulting, executive search, human resources consulting, information technology consulting, law, management consulting, real estate, marketing and several other professional services sectors.
Learn the four steps that a professional firm must take to succeed at achieving marketplace leadership. The report is a roadmap for marketers to follow, and makes clear which activities are a waste of time. Professional service firms do have the ability to compete more successfully in today’s marketplace. They must expand their firm’s marketing beyond simply acquiring clients. They have to do significantly better at using meaningful, non-ignorable marketing and business development metrics.
Who should buy this report:
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Marketing directors
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Managing partners
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CEOs
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Marketing and P.R. managers
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Marketing partners
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Business development directors
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Consultants and vendors to professional service firms
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Partners
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Associates and Managers
- Librarians
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