Evolving Professional Services Marketing

Professional Services Marketing is in a phase of massive transformation led by empowered clients and knowledgeable markets.  To the extent that marketing knows the client, marketing should be in the forefront of driving the change.  While some may disagree, who else should be aligned to how the brand and organization touches markets, organizations and individuals?

Perhaps it’s not yet happening across peers and competitive organizations. Some organizations insist they’re different, but they’re deceiving themselves. They’re worried about the future and trying to avoid change. It is happening in the marketplace, so if it hasn’t touched you yet, it will. Thinking different about what you can do to break through or become more agile is simply about focus.

 

While it is critical to understand,  the what, why and how things are changing in the market, it is equally critical to understand what is not changing and the rationale supporting.

The four things marketing has always been responsible for haven’t changed:

• Knowing your clients, future targets and the capital markets you serve
• Define what to market and how to market it
• Creating and extending conversations to elevate the brand
• Owning the brand promise

 

The Brand - Great brands make measured choices in four areas:

• What is the brand’s enduring idea?
• What makes the brand different?
• How is the brand primarily experienced?
• Who does the brand serve?

 

Marketing requires imagination and community – I have defined the role of Marketing, as, “creating and extending relevant conversations and experiences that build a halo for the brand while deepening relationships and revenue growth”.  The biggest challenge for any organization is to consider the multitude of business priorities across all product or service lines – take into account that many have competing priorities, then simplify and improve your focus.  multitude of business priorities across all product or service lines – take into account that many have competing priorities, then simplify and improve your focus.  

 

Three questions for Marketing Professionals

• Does anyone know what your organizational brand actually stands for? 
• Do you know what you stand for? 
• Marketers should ask, who are we and what do we want to be?