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More About This Title Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Succ
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John E. Doerr is Co-President of Wellesley Hills Group and has spent thirty years in professional services leadership. He consults, speaks, and writes on the strategy and tactics of marketing and business development for professional services. For more information or to contact the authors, please visit www.whillsgroup.com or www.raintoday.com.
English
Introduction.
1 What Marketing Can Do for a Firm.
2 Marketing Planning.
3 Keys to Building a Terrible Marketing Strategy.
4 The Seven Levers of Lead Generation and Marketing Planning.
5 How to Think about Fees and Pricing.
6 Don't Worry about Your Competition (Let Them Worry about You).
7 The "Get It Done" Culture.
8 Brand—What It Is; Why Bother.
9 Three Elements of Well-Crafted Brand Messaging.
10 Uncovering Your Key Brand Attributes.
11 Your Firm, Your Brand.
12 RAMP Up Your Brand.
13 On Being Unique and Other Bad Marketing Advice.
14 Building Brand and Marketing Messages.
15 On Becoming a Thought Leader.
16 Marketing Communications and Lead Generation Tactics.
17 Introduction to Lead Generation.
18 Value and Offers in Lead Generation.
19 The Case for Sustained Lead Generation and Relationship Nurturing.
20 Targeting.
21 RAIN Selling.
22 Networking, Relationships, Trust, and Value.
23 Selling with Hustle, Passion, and Intensity.
About Wellesley Hills Group.
About RainToday.com.
About the Authors.
Index.
