Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success -- Contents -- Acknowledgments -- Introduction -- Part I: Strategy and Planning -- Chapter 1: What Marketing Can Do for a Firm -- Inside the High-Growth Professional Services Firm -- The Revolution in the Professional Services Marketplace -- Generate New Conversations with Potential Buyers -- Improve the Odds of Winning New Client Engagements -- Higher Revenue and Higher Fees -- Increased Affinity with Workforce -- Offer the Right Services to the Right Markets -- Chapter 2: Marketing Planning -- A Marketing Planning Process for Services Firms -- Two Helpful Tools -- Chapter 3: Keys to Building a Terrible Marketing Strategy -- Build the Strategy from the Top Down -- Don't Consult with Expert Tacticians -- Look Only at Your Own Industry and Competition -- Don't Create an Environment of Fervent Execution -- Don't Plan for Behavioral or Organizational Change -- Form a Marketing Committee, Then Take Them to Abilene -- Chapter 4: The Seven Levers of Lead Generation and Marketing Planning -- Make Outcomes Assumptions -- Playing with the Assumptions -- Only Seven Levers Matter -- Chapter 5: How to Think about Fees and Pricing -- The Basic Landscape of Pricing Structure -- Getting the Fees You Deserve -- Top Challenges Focus on Value -- Chapter 6: Don't Worry about Your Competition (Let Them Worry about You) -- Mistake 1: Over-the-Top Competitive Research -- Mistake 2: Market and Service Offering Reluctance -- Mistake 3: Clich ed Competitive Differentiation -- Mistake 4: Unique Methodology -- Forget General Marketing Advice -- Don't Worry about Crowded Markets -- Change the Question from Competition to Clients -- Drop the Clichés -- Overcome Your Greatest Competitor-Client Indifference.

When Competition Is the Order of the Day -- Part II: Focus on Branding -- Chapter 7: Brand-What It Is -- Why Bother -- Your Brand Defined -- How to Think about Service Brands -- Chapter 8: Three Elements of Well-Crafted Brand Messaging -- What Buyers Want to Know -- Foundation of Developing Your Value Proposition Messaging -- Chapter 9: Uncovering Your Key Brand Attributes -- Nine Questions: Finding the Strength of Your Value Proposition -- Brand Attributes: The Building Blocks of Brand Messaging -- Chapter 10: Your Firm, Your Brand -- Who Are We? What Do We Deliver? -- Competencies and Assets: The Building Blocks of Capabilities -- Chapter 11: RAMP Up Your Brand -- Recognize -- Articulate -- Memorize -- Prefer -- Chapter 12: Differentiating Your Firm -- Is Differentiation Important? -- On Being Unique -- Some Common Differentiators -- Differentiation Based on Your People -- Differentiators Based on Your Process -- Differentiators Based on Client Characteristics -- Differentiation Based on Expertise or Special Knowledge -- Some Other Differentiators -- The Case for a Collection of Distinctions -- Chapter 13: Building Brand and Marketing Messages -- How to Think about Brand Messaging -- Chapter 14: On Becoming a Thought Leader -- Two Keys to Thought Leadership -- Implementing a Thought Leadership Strategy -- Thought Leader Mind-Set and Motivation -- What Thought Leaders Can Expect -- Part III: Generating and Nurturing Leads -- Chapter 15: Content Marketing -- The Content Marketing Model -- Giving Away the Secret Sauce -- The Case for Content Marketing -- The Case against Content Marketing -- Chapter 16: Marketing Communications and Lead Generation Tactics -- Traditional Marketing Techniques -- Online Marketing Techniques -- Content for Online Marketing -- Chapter 17: Introduction to Lead Generation -- Clients Are Waiting to Buy-It's Your Move.

What to Expect from Lead Generation Done Well -- Keys to Professional Services Lead Generation -- Chapter 18: Value and Offers in Lead Generation -- Steps to Demonstrating Value -- Marketing and Selling the Invisible -- Why Use Offers and Experiences -- Chapter 19: The Case for Sustained Lead Generation and Relationship Nurturing -- Why Sustained Lead Generation Is So Hard to Do, and Why It Matters -- Sustained Lead Generation Keeps You Top of Mind -- Nurture the Leads You Already Have -- Marketing to Current Clients -- Why Market to Current Clients -- What Marketing Can't Do -- What Marketing Can Do -- Chapter 20: Targeting -- Target Your Best Prospects -- Know Your Market -- I Want Names -- Part IV: Making the Sale -- Chapter 21: RAIN Selling -- Selling with Integrity -- RAIN Selling BasicsSM -- Applying RAIN -- Chapter 22: Creating Essential Relationships -- Creating Essential Relationships -- Getting Access to Hard-to-Reach Senior Executives -- When Executives Are Particularly Skeptical -- Skeptical Steve-Code name "Guardian" -- Chapter 23: Building a Culture of Business Development Success -- Challenge 1: Lack of Performance Readiness -- Challenge 2: Disconnect with Reality -- Challenge 3: Lack of Will -- Chapter 24: Selling with Hustle, Passion, and Intensity -- About RAIN Group -- About RainToday.com -- About Hinge -- About the Authors -- Index.