It’s been said that you probably have to be a little bit crazy to work in the world of professional services marketing.
But there’s probably some wiggle room between “a little bit crazy” and “full blown insanity”, so with Einstein’s famous quote in mind, and in the spirit of New Year’s resolutions, we were wondering what professional services marketers plan to do differently in 2013, with the goal of achieving different (and hopefully better!) results?
We spent a little time thinking about our own business and what we learned from clients and others over the past year to suggest a few ideas for what you might do differently next year.
So here are our ideas, recognizing that you may need a little bit of craziness to attempt some of them!
- We will base our marketing activity and decisions on the firm’s strategy (even if we can’t get firm leadership to define the firm’s strategy and have to create a “working assumption” of the firm’s strategy!).
- We will only pursue client or prospect opportunities where we can define what success looks like for our client.
- We will remove all self-aggrandizing language from our marketing materials.
- We will stop distributing alerts and newsletters that tell clients and prospects nothing different to 20 other firms’ alerts or newsletters.
- We will customize our insights, events and other business development activity to clients or prospects industries or business rather than hoping “one size fits all”.
- We will rigidly require that every marketing activity has clearly defined objectives, follow up actions and measures of success (or failure).
- We will help our professionals understand and apply the idea that effective lead nurturing requires multiple interactions, each of which brings the client or prospect something of value, and we will work with them to identify fresh insights to bring to each interaction.
- We will ask our clients and prospects what issues and challenges they would welcome insights from us on.
- We will hold our written materials to a higher standard, making them insightful, thought provoking, quick and easy to read and visually appealing.
- In the absence of the above, we will demand more donuts!
Let us know (in the comments section below) which, if any, of these resonate with you, but also let us know what you plan to do differently.