In this RainToday.com podcast interview, author Bruce W. Marcus describes the evolution of professional services marketing, how it advanced as a result of the internet and how a client-driven approach drives the success of firms these days.
If you think marketing professional services is challenging now, consider what it was like more than 30 years ago when firms were just learning to do it. Partners in firms didn’t know how to do it, they preferred their gentlemanly methods, and they fought against ideas marketers presented to them.
“The early days of professional services marketing, for marketers, it was horrifying. There was no hospitality in law or accounting firms for non-lawyers or non-accountants. It was an uphill battle,” says Bruce W. Marcus, author of Professional Services Marketing 3.0.
But marketers persevered, and the ideas they came up with, such as what we call content marketing today, are alive and thriving.
Listen as Marcus discusses how professional services marketing has evolved since the Bates court decision (what he calls Professional Services Marketing 1.0), how it advanced as a result of the Internet (2.0), how the barrier between partners and marketing has dissolved (3.0), and how a client-driven approach drives the success of firms these days.