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):
Advertising / account management / AI
Business development / bids / brand / behaviour change
Clients / campaigns / CRM / content / conversations / commerciality / communication / co-creation / collaboration / competition / culture / CSR / change management
Differentiation / data / digital / disruption / diversity
Employer brand / engagement / experience
Finance (& Marketing) / feedback
HR (& Marketing) / high performing teams
Innovation / intelligence / international / insights
(Client) journey / justification
Knowledge management / KPIs
Leadership / listening / LinkedIn / loyalty
Management / mobile / MBD / metrics
New Service / Product Development
Opportunity pipeline / objectives
Products vs Services / planning / PR / Proposal management / Pricing / 5 or 7 Ps / project management / profitability / prospects / prototyping
Qualifications / quality / qualitative vs quantitative / questioning
Relationships / research / RoI / reputation
Social selling / strategy / segmentation / sales / skills
Value-added / VR / voice / vision
Websites / web metrics / win-loss / webinars
eXpertise / eXperience
zero cost marketing / Gen Z
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