An A to Z of Professional Services Marketing: Upcoming topics

Professional services | Nigel Clark | 10 January 2020

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 2020 of writing a regular post and cover my pick of the A to Z of professional services marketing. Every two weeks, I will attempt a letter in turn.

What topics will be covered?

Thankfully marketing is a very broad church, so there is no shortage of options. 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.

Who are these posts for?

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 of course I am happy for people to disagree with my views and put forward an alternative perspective.


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. 

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