An A to Z of professional services marketing: upcoming topics Professional services | Nigel Clark | 10 January 2019

Course Leader for Professional Services courses with the College, non-Executive Director of PSMG and Global Head of Marketing and Comms for SLR Consulting, Nigel Clark, is creating a new series 'A-Z of professional services marketing', with 'A' coming next week.

I’ve frequently seen advice from serial bloggers about the benefits of writing regularly. Having tackled two books to date (see below), I thought I would take on the challenge in 2019 of writing a regular post and cover my pick of the A to Z of professional services marketing. Every week or two, I will attempt a letter in turn. Thankfully marketing is a very broad church, so there is no shortage of options, so in my first post I am seeking advice on what topics to cover. I’ve listed below ones I can think of and highlighted those I believe will provide a good balance across the A to Z spectrum. If you can think of a better selection or topics I’ve missed then please let me know.

My target audience for these posts are marketers looking to develop their knowledge and understanding of what it takes to thrive in marketing for a professional services firm. I hope it will build up into a useful resource, but recognise it will be all the stronger if others add in their thoughts and comments to each post. And of course I am happy for people to disagree with my views and put forward an alternative perspective. In addition, if anyone feels so strongly about a topic that they’d like to write a guest post for any of the letters then just let me know.

The first post, probably A for Advertising, will be out next week.


Here’s my selection to date (my preference in bold):

A – Advertising / account management / AI

B – Business development / bids / brand / behaviour change

C – Clients / campaigns / CRM / content / conversations / commerciality / communication / co-creation / collaboration / competition / culture / CSR / change management

D – Differentiation / data / digital / disruption / diversity

E – Employer brand / engagement / experience

F – Finance (& Marketing) / feedback

G - Growth

H – HR (& Marketing) / high performing teams

I – Innovation / intelligence / international / insights

J – (Client) journey / justification

K – Knowledge management / KPIs

L – Leadership / listening / LinkedIn / loyalty

M - Management / mobile / MBD / metrics

N – New Service / Product Development

O – Opportunity pipeline / objectives

P – Products vs Services / planning / PR / Proposal management / Pricing / 5 or 7 Ps / project management / profitability / prospects / prototyping

Q – Qualifications / quality / qualitative vs quantitative / questioning

R – Relationships / research / RoI / reputation

S – Social selling / strategy / segmentation / sales / skills

T – Thought leadership

U – Understanding clients

V – Value-added / VR / voice / vision

W – Websites / web metrics / win-loss / webinars

X – eXpertise / eXperience

Y – (brand) You

Z – zero cost marketing / Gen Z

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Check out the Professional Services Marketing Handbook and the Professional Services Leadership Handbook for more of Nigel's work.